International business : outline of strategic and marketing issues
Ładowanie...
Data
2008
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
Wydawnictwo Politechniki Łódzkiej
Lodz University of Technology. Press
Lodz University of Technology. Press
Abstrakt
W monografii International Business. Outline of Strategic and Marketing Issues autor starał się zarysować, to co jego zdaniem stanowi istotę
biznesu - tworzenie nowych rynków i aktywność firm na tych rynkach. Fundamentem jest kreatywna koncepcja i model biznesu, które umozliwiają
zdobycie międzynarodowej przewagi konkurencyjnej. W tym sensie biznes międzynarodowy można określic jako ,,totalną koncepcję działania firmy prowadzoną na rynkach zagranicznych. Książka składa się z pięciu rozdziałów.
W rozdziale pierwszym nakreślono rolę i funkcje jakie pełni biznes w międzynarodowej gospodarce, a także jak wpływa makrootczenie na biznes międzynarodowy.
W rozdziale drugim opisano uwarunkowania i czynniki sektorowe, które determinują decyzje związane z wejściem na rynek międzynarodowy.
Zawarte treści dotyczą rozważań na temat sił sprzyjających globalizowaniu sektora i stosowania skutecznych strategii ekspansji międzynarodowej
w określonym sektorze.
Rozdział trzeci przybliża istotę orientacji międzynarodowych przedsiębiorstw, które determinują wybór strategii biznesu i działań marketingowych. Orientacje (profile) międzynarodowe zostały opisane w odniesieniu
również do specyfiki rynku europejskiego.
W czwartym rozdziale zaprezentowano wybrane nowoczesne koncepcje i modele biznesu; opisano procesy udoskonalania oraz wprowadzania
nowego modelu biznesu, a także związki modelu ze strategią.
W rozdziale piątym omówiono podstawowe koncepcje przewagi konkurencyjnej, a także w jaki sposób dąży się do udoskonalania i budowania przewagi poprzez benchmarking. W tym miejscu nawiązano również do opisywanego wcześniej łańcucha wartości - podkreślając znaczenie
procesów logistycznych, organizacji produkcji i zaopatrzenia w budowaniu przewagi konkurencyjnej.
In this textbook, the author took an effort to outline what he thinks is the essence of business - the creation of new markets and activities on these markets including: strategic marketing activities, gaining international competitive advantage, optimizing 'international' network chain, that creates value, which is based on a creative concept and a business model. In this sense, international business as a marketing, strategic and organizational activity determines the 'total concept of company's activity conducted on foreign markets'. The book consists of five chapters: The initial chapter 'International Business Environment' is an introduction to international business issues, outlining the role and functions that business plays in international economy. The author highlights the impact of macro environment into the international business and indicates trends that are crucial today in determining the character and image of the international business. The second chapter 'International Business Expansion Strategies in Industries' presents conditions and sector factors that determine the decisions related to entering the international market. It also discusses the forces conducive to globalizing sector and implementing effective strategy of international expansion in particular sector. The third chapter 'International Orientations and Business Strategies on International Markets' brings the essence of companies international business orientations, which determine the choice of business strategy and marketing activities. The international orientations (profiles) have been described in relation to the specific character of the European market. The fourth chapter 'Business models' focuses on presenting some modern concepts and business models; describes processes of improvement and introduction a new business model and also relations between a model and a strategy. Chapter five - 'Organizational and Strategic Competitive Advantage' discusses the basic concepts of competitive advantage. One of the most important concepts is an advantage based on resources - improving and building leadership through benchmarking. At this point, there is a reference to the value chain, described earlier in this textbook - highlighting the importance of logistics processes, organization of production and supply in building a competitive advantage. · It is impossible to speak about marketing global competitive advantage without emphasizing the importance of branding, highlighting once again that the brand is a strategic and marketing asset of the international business. The publication is intended primarily for students of business schools, in particular management and marketing faculties. The author hopes that the book will also be a useful reading for international business professionals and will meet with a positive reception.
In this textbook, the author took an effort to outline what he thinks is the essence of business - the creation of new markets and activities on these markets including: strategic marketing activities, gaining international competitive advantage, optimizing 'international' network chain, that creates value, which is based on a creative concept and a business model. In this sense, international business as a marketing, strategic and organizational activity determines the 'total concept of company's activity conducted on foreign markets'. The book consists of five chapters: The initial chapter 'International Business Environment' is an introduction to international business issues, outlining the role and functions that business plays in international economy. The author highlights the impact of macro environment into the international business and indicates trends that are crucial today in determining the character and image of the international business. The second chapter 'International Business Expansion Strategies in Industries' presents conditions and sector factors that determine the decisions related to entering the international market. It also discusses the forces conducive to globalizing sector and implementing effective strategy of international expansion in particular sector. The third chapter 'International Orientations and Business Strategies on International Markets' brings the essence of companies international business orientations, which determine the choice of business strategy and marketing activities. The international orientations (profiles) have been described in relation to the specific character of the European market. The fourth chapter 'Business models' focuses on presenting some modern concepts and business models; describes processes of improvement and introduction a new business model and also relations between a model and a strategy. Chapter five - 'Organizational and Strategic Competitive Advantage' discusses the basic concepts of competitive advantage. One of the most important concepts is an advantage based on resources - improving and building leadership through benchmarking. At this point, there is a reference to the value chain, described earlier in this textbook - highlighting the importance of logistics processes, organization of production and supply in building a competitive advantage. · It is impossible to speak about marketing global competitive advantage without emphasizing the importance of branding, highlighting once again that the brand is a strategic and marketing asset of the international business. The publication is intended primarily for students of business schools, in particular management and marketing faculties. The author hopes that the book will also be a useful reading for international business professionals and will meet with a positive reception.
Opis
Słowa kluczowe
ekonomia - badania, konkurencja międzynarodowa, biznes międzynarodowy, koncepcje i modeli biznesu, przewaga konkurencyjna, economics - research, international competition, international Business, concepts and business models, competitive advantage
Cytowanie
Olczak A., International business : outline of strategic and marketing issues., Wydawnictwo Politechniki Łódzkiej, Łódź 2008, ISBN 978-83-7283-320-4.