International Marketing Strategy for Star of India: Analysis & Plan

This report provides a comprehensive analysis of international marketing strategies for the London-based business, Star of India, which currently offers catering services for private functions and aims to expand into the international market. It covers key concepts of international marketing, rationales for international expansion, and various routes to market, including direct exporting, indirect exporting, franchising, and partnerships. The report evaluates opportunities and challenges, such as business risks and competitive risks, while highlighting potential opportunities like increased sales and the introduction of innovative products. It further evaluates key criteria for selecting international markets, considering cultural, economic, legal, and political factors, and presents a selection process involving country identification, preliminary screening, in-depth screening, and on-site visits. The report also explains different market entry strategies, their advantages and disadvantages, and discusses the global versus local debate in marketing, analyzing the marketing mix approach in an international context and providing recommendations for Star of India to adapt its marketing mix for various international contexts. Finally, it analyzes different approaches to international marketing and methods to assess competitors, offering recommendations on how to conduct operations effectively in the international market.

International Marketing
Star of India
Table of Contents

Introduction.....................................................................................................................................3
LO1...................................................................................................................................................4
P1 - Analyzing the scope and key concepts of international marketing.....................................4
P2 - Rationalizing for Star of India for marketing its products internationally and also
describing the various routes to market that can be adopted by it............................................6
M1 Evaluating the opportunities and challenges for Star of India while marketing its products
internationally..............................................................................................................................8
LO2...................................................................................................................................................9
P3 Evaluating the key criteria and the selection process which Star of India should consider to
enter into the international market............................................................................................9
P4 Explaining different market entries and strategies along with their advantages and
disadvantages............................................................................................................................12
M2 Application of market evaluation strategies and entry criteria for Star of India................15
LO3.................................................................................................................................................16
P5 Presenting an overview of the key arguments in the global versus local debate................16
P6 Analyzing the marketing mix approach in an international context for Star of India..........18
M3 Evaluating the circumstances where Star of India must adopt a global or local approach
and also highlight the implications............................................................................................20
M4 Articulating the way to adopt marketing mix for Star of India in various international
context.......................................................................................................................................21
LO4.................................................................................................................................................22
P7 Explaining and analyzing different approaches for international marketing which Star of
India can approve of..................................................................................................................22
P8 Comparing home and international orientation and methods to assess competitors
demonstrating the implications of each of the approach.........................................................23
1

M5 Evaluating different approaches of marketing and analyzing competitor in relation to the
firm and suggesting recommendations on how to conduct their operations in international
market........................................................................................................................................25
Conclusion......................................................................................................................................26
References.....................................................................................................................................27
2

Introduction
The concept of international marketing is all about expanding the applications of marketing
principles over more than one geographical location. This is done for various purposes by the
local businesses but the main concern is to reach the global customers. The concept of
international marketing is explained by many of the authors and some of the common
definitions of international and global marketing are as follows (MarketingTeacher.com, 2018):
According to Johansson (2000), the definition of international marketing is given as “the
marketing activities that are coordinated and integrated across multiple country markets by the
businesses”. He added more to this that the global marketing is nothing but the big brother of
international marketing. Muhlbacher, Helmuth, and Dahringer in the year 2006 explained that
the international marketing is putting more focus on the international market rather than
focusing on the country’s market for more profit and increasing the customer base of the
company. Apart from this the local marketing is concerned with the growth of business
products in the local market only.
Based on the concept of international marketing, this assignment is dealing with every concept
that is related to the same. One of the London’s local businesses i.e. “Star of India” is taken into
consideration. Currently, the business is providing catering services and facilities for private
functions and wants to grow in the international market (Star of India, 2018).
3

LO1
P1 - Analyzing the scope and key concepts of international marketing
Keegan (2002) explained that the Global marketing focuses upon leveraging the belongings,
knowledge and products of the company globally. In addition to this, the author also added that
in global marketing the businesses are focusing to provide unique and different products to the
customers as per their demand in the specific geographical areas. International planning is a
multinational process in which planning of products, pricing, distribution system, promotion
and advertising is one on a large scale i.e. globally (Terpstra, et al. 2012).
Figure 1: CONCEPT OF INTERNATIONAL MARKETING
[Source: Madrigal, 2013]
SCOPE OF INTERNATIONAL MARKETING
Import and export
In import, the businesses are importing products from the other countries and then selling
them in their local market as a part of their business products. Star of India can easily import
the grocery and ingredients from the Indian market at low costs and then use them in their
4

business which can earn a large number of profits to them (Czinkota and Ronkainen, 2013). This
is because, in the UK, there is a shortage of Indian ingredients especially as Asafoetida which is
the main ingredient in almost all of the Indian recipes.
Apart from this, Star of India can also sell their Indian products in the other UK’s market
through which they can earn more profit in their business. This process is termed as exporting.
Contractual Agreements
In this agreement, two businesses are sharing the responsibilities in the business market and
many of the companies in the UK are working on the contract agreements for expanding
exponentially (Schmitt, 2011).
Joint Venturing
In this, the foreign investors are taking interest in the local business and then taking the
business into their country as well. Here the Star of India can also start a new business venture
at a new place by adding up with any other food industry business which is having a benchmark
in London (Czinkota and Ronkainen, 2013).
5

P2 - Rationalizing for Star of India for marketing its products internationally
and also describing the various routes to market that can be adopted by it
Star of India has to face many issues and challenges in the way of international marketing and
expanding their products and services overseas. Following are some of the major issues that
can be considered by the Star of India while expanding its business into an international level:
 For creating an international image and brand value in the global market, it is a primary
goal for the Star of India to expand their business over international boundaries.
 The concept of international marketing will give access to the new talents and
innovation to the Star of India. The new workforce of the business will provide new
directions to the company in bringing innovation to their existing products and services.
 The production and operations of Star of India can also improve the expansion process
with the help of new technologies.
 Also, Star of India can also gain a competitive edge over its competitors by increasing
their services to the global market and increasing its customer base.
Following are some of the major routes that need to be considered by the Star of India while
expanding its business over international boundaries:
Direct Exporting
In this route, the Star of India can easily sell its products and services to their customers directly
in any of the selected geographical locations without taking help of other businesses. Indirect
exporting the Star of Business can place their services in suitable stores from which the people
can easily have access to them (Papadopoulos and Martín Martín, 2011).
Franchising
Here the franchisors are giving the license of their business activities and access to their
products and services to their franchises. Here Star of India can also form its franchises like the
6

advertising and marketing franchising that will support it in its business functions like marketing
its products.
Partnership
In this business route, the host company can have a formal agreement with many companies
for operating and managing its business. For example, here Star of India can make partners like
add IT companies that can help it in managing its database and maintain proper information of
the business’s activities and processes (Lee and Lieberman, 2010). It can also add on to the
accounting companies which can help them in making proper details of income.
7

M1 Evaluating the opportunities and challenges for Star of India while
marketing its products internationally
Challenges in Business Expansion
Business risk – instability, improper management and financial loss are the major risk factors
that cause failure of the business expansion and this can be faced the Star of India also. As the
company is planning to expand internationally, it will face many problems related to the
different cultures, languages, traditions and religions that are followed by the people of
different geographical areas (Kandachar and Halme, 2017). This is because the people of
London have accepted the concept of Indian food but it may or may not be adopted by the
other country’s people. So, before expanding the market, the business needs to analyze the
market of the new locations and also forecast its people’s demands.
Competitive risk – the companies that are providing better Indian food and doing well in the
local business market of the new geographical areas can also give challenges to the Star of India
as it will be new in that market.
Opportunities in Business Expansion
 By expanding the services in the global market, Star of India can have opportunities like
an increase in its sales margin. This is because the customer base of the business is
increasing and for this, the company can also adopt many marketing strategies for the
product's promotion.
 By exploring new locations, the Star of India can introduce new and innovative
products and services in the existing market. This can be done by business by making
alterations in its existing products (Douglas and Samuel Craig, 2011).
 The business can start a new chain and outlet in the new markets as it is not difficult for
the Star of India because it is a diverse change of products to the customers.
 The increase of customer base and profit margins globally can also be one of the
biggest opportunities for Star of India (Engelken et al., 2016).
8

LO2
P3 Evaluating the key criteria and the selection process which Star of India
should consider to enter into the international market
As a marketing expert of Star of India, following are some of the main key criteria and factors
that are advised to be reviewed at the time of entering the international market:
CULTURAL CRITERIA
Language, taste and quality: at the time of making translations, the language criteria need to be
kept in mind by the Star of business at the time of entering the international market. Also, the
business needs to focus on good taste and quality of its services as they are the major key
criteria of success in the food and beverage industry (Mathews, et al. 2016).
Regional values & Consumer Habits
Before entering the business market, the Star of India needs to analyze the regional values of
the local communities as they are changing from place to place. The locations in which the
business wants to enter need to be analyzed by the cultural side first. Also, the customer’s
eating habits need to be analyzed by the researchers because they can be different from the
existing one. It is because; the food habits of the customers are also varying at a high rate from
person to person (Akaka, et al. 2013).
Age and other demographics
The people who are belonging form the Indian culture generally prefer the Indian cousins and
dishes. Other than this the young generations in the London also prefer the Indian products. So
before entering the new market, the age and preference of the target customers need to be
analyzed.
9

ECONOMIC CRITERIA
The economic factors of a particular country need to be kept in mind before entering the new
market as it will influence the success criteria in the new market. The per capita income of the
country along with its class structure, need to be analyzed properly as they are allowing the
customers to buy the innovative products. Financial Transactions & Banking procedures in the
country are also focused at the time of entering because they are helpful at the time of
payment transactions.
LEGAL AND POLITICAL CRITERIA
Some countries are having strict laws and regulations and do not allow the foreign business to
grow in their geographical areas. This will affect the success of the business in the new
locations, so the Star of business needs to consider the laws and regulations of the countries
before entering into its market (Shenkar, et al. 2014).
SELECTION PROCESS FOR NEW INTERNATIONAL MARKET
Country Identification – it is very important to analyze the present market conditions of the
country in which the Star of India want to expand its products and services. So it would be
better for the business to research all the possible areas under the food and beverage industry
of that can support the new business in the new marketplace. Also, the factors that could harm
the business in the new location need to be considered at the time of country identification
(Papadopoulos and Martín, 2011).
PRELIMINARY SCREENING – in this process the screening of country’s climatic conditions,
climate change along with the other possibility of natural calamities need to be considered.
Also, the currency exchange rate along with the taxes and tariffs that are imposed by the local
country of the country are to be considered.
10

IN-DEPTH SCREENING – In this screening process; the country’s current market along with the
future opportunities in the food and beverage industry needs to be analyzed. The marketing
strategies that the Star of India will use in the new market will be analyzed in this process which
is helpful for the business at the time of marketing (Papadopoulos and Martín, 2011).
FINAL SELECTION – considering all the aspects that are collected in the above two screening
processes, the final selecting of the country or new market location is done by the Star of India.
The country which is having stability is selected here by Star of India along with identifying local
competitors of that place (Armstrong, et al. 2015).
DIRECT EXPERIENCE – after selecting the country, the top management committees of Star of
India business need to have a direct visit to it and then experience that their assumptions and
findings are correct or not.
11

P4 Explaining different market entries and strategies along with their
advantages and disadvantages
Following are the main and key market entries and strategies that can be adopted by Star of
India:
Strategic Alliance
Definition: here the two companies are coming together in the business processes and planning
to achieve all the strategies business objectives that are made by both of them. These
objectives and aims are not achievable by any one of them so this type of relationship occurs in
the business (Leih and Teece, 2014).
Advantages: the host company is gaining some important capabilities and skills from the
strategic partners that may be present in them. Support for productivity and proper supply
chain management is also the biggest advantage of the strategic alliance which is gained by
both the companies (Albers, Wohlgezogen and Zajac, 2016).
Disadvantages: sharing of resources is the biggest disadvantage of the strategic alliance as
there can be a shortage of services at the time of peak seasons. The company’s assets can be
either distorted or overused by its strategic partners (Holtbrügge and Berning, 2018).
Licensing and Franchising
Definition: in the licensing, a contractual agreement is set between the two companies in order
to use the brand name, property and assets of the other business. On the other hand, the
franchising is the process in which the host company becomes the franchiser and provide a
license to their franchise. Here the franchises are now able to do business on behalf of the
franchisers in different geographical locations (Madanoglu and Castrogiovanni, 2017).
12

Advantages: business operations are managed in a more effective way in the franchising
process. Also, there is a less possibility of business failure in both the business processes.
Disadvantages: a large amount of funding is required at the initial position when the company
is buying a franchise. Also, the selling of franchise is also difficult as it requires time and large
findings. The host business needs to continuously spend on managing the business activities at
the franchise.
Exporting
Definition: in this business process, one company can directly sell their products and services
over the international boundaries.
Advantages: exporting is helpful in expanding the business over global markets and nations. It
can an increase the sales and customer base of the company easily. Brand value of the
company is also increasing by exporting its products (Vahlne and Johanson, 2017).
Disadvantages: control over the local markets becomes less in exporting process as the
company is having a major focus on delivering outside. Reputation in the local market is
decreased by this process. A large number of rules and regulations need to be followed in the
export processes.
Acquisition
Definition: Star of India can acquire the businesses that are similar to it and from the food and
beverage industry. This process is termed as the business acquisitions and mergers.
Advantages: sharing of ideas, innovation and workforce will help the Star of India in achieving
the business objectives and goals and also to expand more in the business market. The
businesses which focus on the acquisitions are also having improvements in their business
operations and processes (Pii, et al. 2015).
13

Disadvantages: possibility of conflicts increased in the acquisition. It is important to acquire the
businesses that are having large profit margins otherwise the possibility of future losses
increase for the company.
14

M2 Application of market evaluation strategies and entry criteria for Star of
India
Following are some of the common market evaluation strategies that can be used by the Star if
India in the process of international marketing:
Market size
It is very important for the Star of India to analyze the market size of the new markets in which
it is planning to expand its business. This is because it comes under the food and beverage
industry and the choices and taste of the customers are varying from place to place in this
industry (Johnson, 2016).
RECOMMENDATIONS
By analyzing the market size and preferences of the targeted people, there will be an easy to
start a need business and also to forecast the future demands. This can be done by Star of India
by using various strategies and planning processes like using Ansoff matrix.
Pricing Potential and Competitor Analysis
The minimum price that the customers; are ready for paying for the products and services that
are offered by the businesses are termed as the pricing potential. Star of India can identify the
pricing potential by conducting various surveys and market analysis (West, Ford and Ibrahim,
2015).
RECOMMENDATIONS
Also, the competitors need to be analyzed by the Star of India in order to devise more powerful
strategies when compared to them and to provide better products than that of its competitors.
Various competitive strategies can be used here.
15

LO3
P5 Presenting an overview of the key arguments in the global versus local
debate
Key arguments Global Local
Government interference On the global scale, the
companies have to deal with
many policies and regulations
by with its performance factor
can be impacted.
At the local level, Star of India
is facing less governmental
pressure on its environment.
Usage of technology A large amount of investment
is required at the global level
in order to market and
advertise the products and
services. Social media
marketing and internet
technologies are to be used to
share information with a large
number of people.
Less investment is done by
the Star of India because the
target is to advertise and
promote the products into the
local market. Pamphlets,
booklets and fliers can be
used (Buitenhuis and Pearce,
2010).
Workforce and working
capital
A large number of employees
need to be recruited by Star
of India so that the operations
can be managed at the global
level.
Fewer employees are able to
handle the business
operations at this level.
Customer behaviour Due to change in culture,
tradition, taste and
preferences; the behaviour of
customers gets change from
place to place.
People of the same area may
have same preference and
culture, so there is an ease to
serve them as per their
demand (Solomon, et al.
16

2012).
Variety of products The businesses are having a
large number of products and
services at this level and they
are using different product
mix strategies (Davari and
Strutton, 2014).
As per the needs of the
customers, the variety of
products increases and
decreases.
17

P6 Analyzing the marketing mix approach in an international context for Star
of India
Following are the main aspects of the marketing mix approach that can be used by Star of India
in the international marketing context:
Marketing mix components Differences with reference to the
international context
Product Due to various cultural, traditional and social
beliefs, the choices of the customers are
varying continuously. In order to fulfil their
wants and needs, the company should a large
number of items on their menu list. But at the
local level, there is an ease to determine the
preferences of customers (Leonidou, et al.
2013).
Price Before expanding the business, Star of India
18
Marketing
mix
Product
Price
Promotion
Place

need to analyze plenty of factors to set the
prices of their products, these factors include
customer's disposable income, legal factors
and economic status of that region. For
selecting the customer’s currency, the
business can adopt a perfect marketing
practice of pricing that can satisfy their
customer (Baker, 2016).
Promotion Global promotional strategies need to be
opting for the businesses, but there can be
many issues due to language differences. The
business needs to focus on the regional
languages and advertising techniques.
Exhibitions and trade fairs can be arranged at
the most targeted places (Leonidou, et al.
2013).
Place At the global level, the products are reaching
the customers through the third party
vendors. The businesses that are engaged in
direct exports need to organize distributors on
their own. But due to distribution channels’
diversity, there are many problems and issues
in this process.
19

M3 Evaluating the circumstances where Star of India must adopt a global or
local approach and also highlight the implications
ADOPTING A GLOBAL OR LOCAL APPROACH
Oodles of advantages can be achieved by Star of India on moving to the global level. The
customer base of the businesses gets easily increase as it present at many of the geographical
locations. Whereas; at the local level limited access to the people and services eventually
decreases its turnover ratio and sales volume as well. The business can export to the
international markets and this will help them in having a huge profit ratio. There will be
repudiated benchmark of the business when it grows in the international market (Vigneau, et
al. 2015). Apart from this, the local market will limit the growth of Star of India. Consequently, it
would be great for Star of India to opt a global approach in its business because it will
moderately provide a stronger edge to its existing local market.
IMPLICATIONS
The positive sides of adopting the global approaches are listed above but there are many
negative sides for the same. The business will need a huge investment at the starting as well as
strong contacts with the suppliers and retailers. Star of India needs to analyze many factors
before the business expansion, like appropriate market, group of potential customers, and
sufficient amount for investment and employees for support along with clear and innovative
business plans for attracting a large number of customers (Lasserre, 2017). If Star of India is
having command over all this and having stability in its business, then only it should go for
international expansion.
20

M4 Articulating the way to adopt marketing mix for Star of India in various
international context
It is very crucial for Star of business to implement marketing mix strategies in its business
products so that it can easily expand its business at the global level. The marketing mix strategy
that is having 4 major aspects is designed to achieve all the marketing and promotional
objectives for the targeted customers. It will provide all the possible guidance like proper
resource allocation along with the effective ways in which the manpower can be managed at
different places (Srinivasan, et al. 2010). This is because the marketing team is accountable for
identifying potential customers in a particular area. Marketing mix will also help Star of India to
have list items in the menu which will meet the demands of the customers. Pricing mix will also
help in fixing the price of products according to the customer's currency.
Through the promotional mix, Star of India can easily advertise the products and services to the
targeted people in the most appropriate and innovative way. Also, the place mix will help it to
select a proper geographical location for the business setup. In this way, Star of India must
adopt the marketing mix techniques at the time of business expansion to the international level
(Luan and Sudhir, 2010).
21

LO4
P7 Explaining and analyzing different approaches for international marketing
which Star of India can approve of
Following are the major two approaches that can be used by Star of India in order to make
various plans and strategies for marketing so that it can reach a large number of people in the
new market:
Centralized Marketing Approach
In this approach, the marketing team will be the centre or hub and is responsible for making the
most of marketing decisions on its own. The hub will control the other units by making them
understand their roles and responsibilities (Felix, et al. 2017). This approach is helpful in
building a clear and strong communication with the market, but there is an extreme burden on
the central hub. This is the main reason why this approach is not considered as the suitable
one.
Decentralized Marketing Approach
In this approach, Star of India will have small teams that are managing their distribution
operations on their own. It is also helpful in supporting and motivating the marketing staff of
the local level. In order to expand globally, it is recommended that Star of India must adopt this
approach for better functioning of the business (Challagalla, et al. 2014).
22

P8 Comparing home and international orientation and methods to assess
competitors demonstrating the implications of each of the approach
In order to compare the hone and international orientations; Wind, Douglas and Perlmutter,
has given the framework and explained various stages of it in detail. The main focus of this
framework is on four concepts that are listed below the figure with an explanation; these four
stages are necessary and the base of international marketing too:
Figure 1: EPRG Framework
[Source: IIEM, 2018]
Ethnocentric comes under the home-based orientation. Here the businesses are having limited
scope to expand. Also, not extra investments are needed for the global operations as the
business are only focusing on the local markets and local communities come under the targeted
customers (Miocevic and Crnjak, 2012).
23
EPRG
Framewor
k
Ethnocentrism
Polycentrism Regiocentric
Geocentric

Polycentric comes under the multi-domestic market orientation. Here Star of India can use the
same products and services that it is using in the home country. Here the alterations are made
in the existing products as per the demand and want of the new market's customers (IIEM,
2018).
Regiocentric orientation can be used by Star of India at the international or global marketing
level. The product development and marketing strategies can be formed in this approach by
identifying the major differences between both the markets, i.e. the existing and new one.
There can be many similarities between the cultural and preferences of the two nations, so
fewer changes have to be made in the existing products and services (Piercy, 2014).
Geocentric orientation comes under the international orientation where the businesses are
considering the whole world under the potential market’s concept and they are the major
global players in the business market (Kraft, et al. 2012). The main idea of this orientation is to
“think globally and act locally”, which can be adopted by the Star of India in the business
expansion process.
24

M5 Evaluating different approaches to marketing and analyzing competitor in
relation to the firm and suggesting recommendations on how to conduct their
operations in the international market
In order to have command over the marketing, decentralized approach to marketing is
recommended for Star of India. By this approach the marketing strategies and planning can be
easily handled at the workplace and also the competitors are analyzed proper. Individual units
are responsible for taking their own decisions but they need to be approved by the top
management. The business can save time by using this approach and also business operations’
efficiency is increased by using this approach. The production processes of Star of India can be
divided into various geographical locations all over the world (Wilson and Gilligan, 2012).
The managers of the business can be spread to the different areas in order to analyze the
competitors of that particular place. Proper analyze can be done by them which involve the
identification of choices and preferences of the local people, possibility of business set up and
local competitors. Proper coordination in the decentralized approach will give effective results
to the business in case if the coordination between the workforces is strong and clear (Tsai et
al. 2011).
25

Conclusion
From the study of Star of India restaurant, it can be concluded that the businesses that are
planning to expand their operations on the global level, need to identify the major aspects
failure and success. All the concepts of international marketing are helpful in devising the
business should analyze the targeted market first and then proceed for the business setup. This
is because; there are a lot of risks in the international marketing. But these risks can be
minimized by using various approaches like decentralized one.
26

References
1. Akaka, M.A., Vargo, S.L. and Lusch, R.F., 2013. The complexity of context: A service
ecosystems approach for international marketing. Journal of Marketing Research, 21(4),
pp.1-20.
2. Albers, S., Wohlgezogen, F. and Zajac, E.J., 2016. Strategic alliance structures: An
organization design perspective. Journal of Management, 42(3), pp.582-614.
3. Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
4. Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
5. Buitenhuis, J. and Pearce, J.M., 2010, January. Open design-based strategies to enhance
appropriate technology development. In VentureWell. Proceedings of Open, the Annual
Conference (p. 1). National Collegiate Inventors & Innovators Alliance.
6. Challagalla, G., Murtha, B.R. and Jaworski, B., 2014. Marketing doctrine: a principles-
based approach to guiding marketing decision making in firms. Journal of Marketing,
78(4), pp.4-20.
7. Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
8. Davari, A. and Strutton, D., 2014. Marketing mix strategies for closing the gap between
green consumers' pro-environmental beliefs and behaviours. Journal of Strategic
Marketing, 22(7), pp.563-586.
9. Engelken, M., Römer, B., Drescher, M., Welpe, I.M. and Picot, A., 2016. Comparing
drivers, barriers, and opportunities for business models for renewable energies: A
review. Renewable and Sustainable Energy Reviews, 60, pp.795-809.
10. Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
11. Holtbrügge, D. and Berning, S.C., 2018. Market entry strategies and performance of
Chinese firms in Germany: The moderating effect of home government support.
Management International Review, pp.1-24.
27

12. IIEM, 2018. [Online available at:
http://www.iiem.com/em/export_marketing/chapter4.html last accessed on 7 June
2018].
13. Johnson, G., 2016. Exploring strategy: text and cases. Pearson Education.
14. Kandachar, P. and Halme, M. eds., 2017. Sustainability challenges and solutions at the
base of the pyramid: Business, technology and the poor. Routledge.
15. Kraft, P., Dowling, M. and Helm, R., 2012. International orientation, marketing mix, and
the performance of international German ‘mittelstand’companies. International Journal
of Business and Globalisation, 8(3), pp.293-315.
16. Lasserre, P., 2017. Global strategic management. Macmillan International Higher
Education.
17. Lee, G.K. and Lieberman, M.B., 2010. Acquisition vs. internal development as modes of
market entry. Strategic Management Journal, 31(2), pp.140-158.
18. Leih, S. and Teece, D., 2014. Market Entry Strategies.
19. Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. "Greening" the marketing mix:
do firms do it and do it pay off?. Journal of the Academy of Marketing Science, 41(2),
pp.151-170.
20. Luan, Y.J. and Sudhir, K., 2010. Forecasting marketing-mix responsiveness for new
products. Journal of Marketing Research, 47(3), pp.444-457.
21. Madanoglu, M. and Castrogiovanni, G.J., 2017. 18. International franchising: influences
of environmental uncertainty and munificence on market entry timing. Handbook of
Research on Franchising, p.377.
22. Madrigal, S., 2013. [Online Available at: https://prezi.com/qj8bci1fqwrl/the-concept-of-
international-marketing/ Last Accessed on: 7 June 2018].
23. MarketingTeacher.com, 2018. What is International Marketing? Introduction to
International Marketing. [Online Available at: http://www.marketingteacher.com/what-
is-international-marketing/ last Accessed on: 6 June 2018].
28

24. Mathews, S., Bianchi, C., Perks, K.J., Healy, M. and Wickramasekera, R., 2016. Internet
marketing capabilities and international market growth. International Business Review,
25(4), pp.820-830.
25. Miocevic, D. and Crnjak-Karanovic, B., 2012. Global mindset–a cognitive driver of small
and medium-sized enterprise internationalization: The case of Croatian exporters.
EuroMed Journal of Business, 7(2), pp.142-160.
26. Papadopoulos, N. and Martín Martín, O., 2011. International market selection and
segmentation: perspectives and challenges. International Marketing Review, 28(2),
pp.132-149.
27. Papadopoulos, N. and Martín Martín, O., 2011. International market selection and
segmentation: perspectives and challenges. International Marketing Review, 28(2),
pp.132-149.
28. Piercy, N., 2014. Export Strategy: Markets and Competition (RLE Marketing). Routledge.
29. Pii, Y., Mimmo, T., Tomasi, N., Terzano, R., Cesco, S. and Crecchio, C., 2015. Microbial
interactions in the rhizosphere: beneficial influences of plant growth-promoting
rhizobacteria on the nutrient acquisition process. A review. Biology and Fertility of Soils,
51(4), pp.403-415.
30. Schmitt, B., 2011. Experience marketing: concepts, frameworks and consumer insights.
Foundations and Trends® in Marketing, 5(2), pp.55-112.
31. Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.
32. Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson
Higher Education AU.
33. Srinivasan, S., Vanhuele, M. and Pauwels, K., 2010. Mind-set metrics in market response
models: An integrative approach. Journal of Marketing Research, 47(4), pp.672-684.
34. Star of India, 2018. ABOUT US. [Online Available at:
http://www.lrstarofindia.com/about.html Last accessed on: 7 June 2018].
35. Tsai, W., Su, K.H. and Chen, M.J., 2011. Seeing through the eyes of a rival: Competitor
acumen based on rival-centric perceptions. Academy of Management Journal, 54(4),
pp.761-778.
29

36. Vahlne, J.E. and Johanson, J., 2017. The internationalization process of the firm—a
model of knowledge development and increasing foreign market commitments. In
International Business (pp. 145-154). Routledge.
37. Vigneau, L., Humphreys, M. and Moon, J., 2015. How do firms comply with international
sustainability standards? Processes and consequences of adopting the global reporting
initiative. Journal of Business Ethics, 131(2), pp.469-486.
38. West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.
39. Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
30