马达加斯加香草业发展的国际市场战略研究
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摘要
香草是马达加斯加人的一种战略经济作物。马达加斯加在很多年前就是世界上主要提供天然香草的国家,占到了世界天然香草份额的80%以上。然而自从上世纪20年代起,人们发明了一种叫合成香草的的东西,导致了马达加斯加的香草市场价格不稳定,在发展中国家出口中香草豆价格有下降的趋势,从而削减了发展中国家出口商的出口盈利。
在全球市场下,国际市场是一个更大的范畴经常包含了跨国界间的广泛的经济区域的交流。公司不得不同来自于广大市场范围且具有提供最好产品能力的国际同行进行竞争,面对世界复杂多变的经济环境,本国企业必须结合强有力的市场发展战略,从而决定怎样使资源集中到最有可能实现国际市场增加销售和获得持续的竞争优势。
结果显示一些进口商如美国和法国有市场能力去调整进口马达加斯加香草的份额。出口商之间市场调整行为的反应被用来进行风险评估:如政治稳定因素,对外国人投资的姿态,通货膨胀,经济的发展程度,货币的稳定性,法律法规,基础设施,充足的金融资源。
由于市场战略发展的概念化,会使马达加斯加的出口商更好的执行可能改进其面对进口数量下滑对本国市场不同程度冲击的总体表现的成功方案,因此,一个新兴发展的国际市场的战略应该详细的涵盖世界上所有的客户需求。
The vanilla is a strategic product for Malagasy economy. Madagascar was since several years the main world supplier of natural vanilla; it represented more than 80 % of production in the world. So since 20th century, by the discovery of new market called synthetic vanilla after the instability of price caused by diverse cataclysm in Madagascar, a declining trend in the prices of vanilla beans reduces export earnings of developing country exporters.
In global markets, international marketing has a larger area which it covers activities from a wider business area that are usually passing over national borders. Firms will have to compete with international corporations from a wide range of markets that have the capacity to offer the best products in the world. Confronted with these changes in the environment and the complexity of processes in the world economy domestic enterprises have to develop a cohesive marketing strategy in order to make decisions about how to concentrate their resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage in the international markets.
The results reveal some evidence that importers such as USA and France have the market power to adjust import quantity about vanilla product in Madagascar. That reaction to exchange market movement between exporters is taken into consideration to evaluate the risks which are: political stability, attitude for foreign investments, inflation, economic development, monetary stability, legislation, infrastructure, available financial resources.
By developing conceptualizations of the marketing strategy, it will be better for Madagascar exporter to implement successful directions that may improve its overall performance on different impact which has reduced the quantity imported from its domestic market. Therefore new approaches to the process of developing an international marketing strategy should be elaborated for a better covering of consumer demand all over the world.
在全球市场下,国际市场是一个更大的范畴经常包含了跨国界间的广泛的经济区域的交流。公司不得不同来自于广大市场范围且具有提供最好产品能力的国际同行进行竞争,面对世界复杂多变的经济环境,本国企业必须结合强有力的市场发展战略,从而决定怎样使资源集中到最有可能实现国际市场增加销售和获得持续的竞争优势。
结果显示一些进口商如美国和法国有市场能力去调整进口马达加斯加香草的份额。出口商之间市场调整行为的反应被用来进行风险评估:如政治稳定因素,对外国人投资的姿态,通货膨胀,经济的发展程度,货币的稳定性,法律法规,基础设施,充足的金融资源。
由于市场战略发展的概念化,会使马达加斯加的出口商更好的执行可能改进其面对进口数量下滑对本国市场不同程度冲击的总体表现的成功方案,因此,一个新兴发展的国际市场的战略应该详细的涵盖世界上所有的客户需求。
The vanilla is a strategic product for Malagasy economy. Madagascar was since several years the main world supplier of natural vanilla; it represented more than 80 % of production in the world. So since 20th century, by the discovery of new market called synthetic vanilla after the instability of price caused by diverse cataclysm in Madagascar, a declining trend in the prices of vanilla beans reduces export earnings of developing country exporters.
In global markets, international marketing has a larger area which it covers activities from a wider business area that are usually passing over national borders. Firms will have to compete with international corporations from a wide range of markets that have the capacity to offer the best products in the world. Confronted with these changes in the environment and the complexity of processes in the world economy domestic enterprises have to develop a cohesive marketing strategy in order to make decisions about how to concentrate their resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage in the international markets.
The results reveal some evidence that importers such as USA and France have the market power to adjust import quantity about vanilla product in Madagascar. That reaction to exchange market movement between exporters is taken into consideration to evaluate the risks which are: political stability, attitude for foreign investments, inflation, economic development, monetary stability, legislation, infrastructure, available financial resources.
By developing conceptualizations of the marketing strategy, it will be better for Madagascar exporter to implement successful directions that may improve its overall performance on different impact which has reduced the quantity imported from its domestic market. Therefore new approaches to the process of developing an international marketing strategy should be elaborated for a better covering of consumer demand all over the world.
引文
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[2] Fouche, J. G. and L. Jouve (1999). Vanilla planifolia: History, botany and culture in Reunion island. Agronomie Paris. Dec. 19(8): 689-703. {a} Plant Biochemistry and Physiology Lab.,University of Geneva, CH-1211, Geneva 4, Switzerland
[3] Peter, K. V. (1999). Spices research in India. Indian Journal of Agricultural Sciences. Aug.68(8 spec. issue): 527-532. Indian Institute of Spices Research, Calicut, KER, 673 012, India
[4] Stern, W. L. and W. S. Judd (1999). Comparative vegetative anatomy and systematics of Vanilla (Orchidaceae). Botanical Journal of the Linnean Society. Dec. 131(4): 353-382. {a} Department of Botany, University of Florida, Gainesville, FL, 32611-8256, USA
[5] Presentation de la collecte du genre vanilla of centre for economic botany, Royal botanic gardens ( Kews GB) Olivier LICENCE 2003
[6] BERLIOCCHI, L,.1996 - The Orchid in Lore and the Legend, 2000. Timber Press, Portland,Oregon, 184 p:109-111
[7] BOURIQUET G, 1954, - Le Vanillier et la vanille dans le monde, origine, caryologie,morphologie et histologie, systematique, ecologie, microflore des sold de vanilleraies,multiplication, cultures, maladies et ennemis, technologie, chimie, alterations, fraude, vanillisme,conditionnement, commerce. Encyclopedic biologique, XLVI. Editions Paul Lechevalier, 748p
[8] FOSTER N. & CORDELL L.S, 1992,- Chilies to Chocolate, Food the Americas gave the world. Tucson, Arizona: University of Arizona Press 191p: 35-45
[9] LUCAS R., 1990. - La Reunion, He de Vanille Ocean Editions.143 p.
[10] REINIKKA M. A., 1995. - A history of the orchid, A. Timber Press, Portland, Oregon. 2~(nd) ed. 342p:18-20
[11] SHEEHAN T. & M., 1994 - An illustrated survey of Orchid Genera. Timber Press, Portland,Oregon, 420 p: 374-375
[12] 1994, November, - Vanilla. The Laurence Review of Natural Products
[13] BAIRD, Inga S. and ali.《 The Choice of International Strategies by Small Businesses》.Journal of Small Business Management, vol. 32, no. 1 (1994), p. 48-59.
[14] BEAMISH, Paul and Hugh S. MUNRO. 《 Exporting for Success as a Small Canadian Manufacturer 》. Journal of Small Business & Entrepreneurship, no. 4 (1987), p. 38-43.
[15] BLAIS, Roger A. and Jean-Marie TOULOUSE. Entrepreneurship technologique: 21 cas de P.M.E. (?) succ(?)s. Montreal, Publications Transcontinental Inc. ; Charlesbourg, Fondation de l'entrepreneurship, 1992. vi-410p., ill., bibliogr.
BROWN, D. 《 Strategies for Europe's New Markets 》. Small Business Reports (January 1991),p. 36-42.
[16] COOPER, Robert G and Elko J. KLEINSCHMIDT. 《 The Impact of Export Strategy on Export Sales Performance 》. Journal of International Business Studies, vol. 16, no. 1 (Spring 1985),p.37-55.
[17]LITVAK,Isaiah A.《Instant International:Strategic Reality for Small High-Technology Firms in Canada》.Multinational Business,no.2(Summer 1990),p.1-12.
[18]KAUFMANN,Friedrich.《Internationalization via co-operation-Strategies of SME.》.International Business Journal,vol.13,no.2(01-03/1995),p.27-33.
[19]FORREST,Janet E.《Strategic Alliances and the Small Technology-Based Firm》.Journal of Small Business Management,vol.28,no.3(July 1990),p.37-45.
[20]Andrianomanana,Pepe,et al.(2000) "Madagascar:Le secteur financier a l'aube du 21eme siecle:Etat des lieux et orientations ".Centre d'Etudes Economiques,Universite d'Antananativo et JFK School of Government,Harvard University.
[21]Andrianomanana,Pepe,et.al.(1998) "Madagascar:Amelioration de la transparence dans l'administration Fiscale".Equity And Growth Economic Research/Public Strategies for Growth with Equity.
[22]Gilbert BREBION,Camille CARCOUET,Jean-Marc RAUPHIE(Production-Serres tropicales) ont bouture,rempote,arrose et bichonne les vanilliers Benoit LESNE,Regine PAVAGEAU.Novembre 2000
[23]Le marche international de la vanille;Denis Loeillet,Cirad-flhor.,Janvier 2003
[24]Fair Trade Certified vanilla.,April 2000
[25]La productivite de l'agriculture a madagascar campagne 2004-2005
[26]Enquete productivite agricole Campagne 2004-2005.rapport final.,Mai 2006
[27]Export-import Bank of India,july 2005
[28]Export processing zones in Madagascar:a success story under threat? Jean-Pierre Cling,Mireille Razafindrakoto and Francois Roubaud DIAL and Institut de Recherche pour le Developpement,Paris,France
[29]Reyna JOSVAH-RABIAZA Documentaliste,chargee de la Documentation et de la Communication Representation IRD,Madagascar Antananarivo,aout 2006.
[30]Jean-Bernard Hoarou et Paul Luu Rapport d'activite ODEADOM 2004-2005
[31]Brijs,T.,Swinnen,G.,Vanhoof,K.,& Wets,G.(1999).The use of association rules for product assortment decisions:A case study.Proceedings of the Fifth International Conference on Knowledge Discovery and Data Mining,254-260.
[32]Bell,D.R.,Chiang,J.W.,& Padmanabhan,V.(1999).The decomposition of promotional response:An empirical generalization.Marketing Science,18,504-526.
[33]Betancourt,R.,& Gautschi,D.(1990).Demand complementarities,household production and retail assortments.Marketing Science,9,146-161.
[34]Waiters,R.G.(1988).Retail promotions and retail store performance:A test of some key hypotheses.Journal of Retailing,64,153-180.
[35]Waiters,R.G.(1991).Assessing the impact of retail promotions on product substitution,complementary products and inter-store sales displacement.Journal of Marketing,55,17-28.
[36] Walters, R. G., & Mac Kenzie, S. B. (1988). A structural equations analysis of the impact of price promotions on store performance. Journal of Marketing Research, 25, 51-63.
[37] Walters, R. G., & Rhine, H. J. (1986). An empirical investigation into the impact of price promotions on retail store performance. Journal of Retailing, 62, 237-266.
[38] Uganda Export Promotion Board Product Profile on Vanilla No. 9, 2005
[39] PROVA,La specialite des aromes bruns Juin 2006
[40] Cescutti, C. & Fournier, D La vanille, source d'exotisme. Juin 2007
[41] Pascal Neau ., News paper .Le quotidien, 09 Septembre 2007
[42] Vanilla report., News paper Le quotidien de la Reunion ,. 09 Septembre 2007
[43] Vanilla region, News paper,. Le quotidien de la Reunion, .Septembre 2007
[44] La Maison des Epices Comores, MASSALA, News paper .2004-2005
[45] Jean-Jacques Delavaux - botaniste - ISTOM / (?)cole sup(?)rieure d'agro-d(?)veloppement International, Orchidees de Madagascar 27 Mars 2007 au 9 Mars 2008
[46] Jalmat, Vanipro, Auto Escape et WHP International, Communique de Presse, 02 Fev 2007
[47] Palmares du concours generale agricole, 06 Mars 2007
[48] DiLAG TOURS - Voyage a Madagascar 08 Aout 2008
[49] News paper, Thief of vanilla 10 Jan 2008
[50] Authentic Products report Dec 2007
[51] La vanille sauv(?)e par l'inflation alimentaire Dominique Baillard, 03 Juillet 2008
[52] Guest Column : Vanilla Market report, April 23, 2008
[53] Jln Prof. Dr. Satrio ,The Indonesian Vanilla Market Report, June 01 2008
[54] Olivier P(?)guy., Madagascar - Flamb(?)e des prix sur la vanille, 2008
[55] BEATRIZ TERRAZAS / The Dallas Morning News January 21, 2005
[56] Tim Sprick, Student Participant John F Kennedy High School Cedar Rapids,IA, .Maximizing Land Efficiency in Madagascar
[57] PADANE,. Strategie d'intervention Volume 01,
[58] Dubois Desire. Plantes a epices, a aromates, a condiments. Editions CME, Paris 1999 ·Mus(?)e International de la Parfumerie. Vanilles et Orchidees. EDISUD, Aix-en-Provence, 1993·Odoux Eric. Transformation et qualit(?) aromatique de la vanille, Vanilla fragrans. Actes des XVI(?)mes,. Entretiens de Belley· Richard Hubert. Epices et Aromates. TEC & DOC, Lavoisier, Paris, 1992
[59] Abraham and Lodish, 1993 M.M. Abraham and L.M. Lodish, An implemented system for improving promotion productivity using store scanner data, Marketing Science 12 (1993) (3), pp.248-269.
[60] Severine Crottet de portalban,. Strategies internationales en marketing des services 12 Octobre 2000
[61] Patricia Sorce PH.D. Relationship Marketing Strategy September 2002 No. PICRM-2002-04
[62] Isobel Doole and Robin Lowe,.International marketing strategy,. Analysis, development and implementation,.
[63] Bart Minten, Lalaina Randrianarison and Johan F.M. Swinnen., Supermarkets, International Trade and Farmers in Developing., Sept 2005
[64] Chapter 3 Focusing Marketing Strategy with Segmentation and Positioning
[65] Dee Von Bailey, Ph. D. Market Structure and Marketing Strategies By Department of Economics and Cooperative Extension Service Utah State University Logan, Utah October 31,2005
[66] Albaum, Gerald, Jesper Strandskov, Edwin Duerr, International Marketing and Export Management, 6th edition, Harlow, Essex :Addison Wesley Longman, 2008
[67] Czinkota, Michael R and Ilkka A. Ronkainen International Marketing, Fort Worth: Harcourt College Publishers, 2007, 8th ed
[68] Doole, Isobel and Robin Lowe, International marketing strategy: Analysis, Development and Implementation, 5th ed., London: International Thomson Business, 2008
[69] Kashani, Kamran and Dominique Turpin, Marketing management: An International Perspective: Case Studies. Basingstoke: Macmillan, 1999
[70] McAuley, Andrew, International marketing: consuming globally, thinking locally, New York:Wiley, 2001
[71] Muhlbacher, Hans, Lee Dahringer, Helmuth Leihs, International Marketing: A Global Perspective, London: International Thomson Business, 2006, 3rd edition
[72] Philip R. Cateora and John L. Graham, International Marketing, Boston: Irwin McGraw-Hill,2007,13rd ed.
[73] Czinkota, M.R., & Ronkainen, I.A., (1995), 'Readings in Global Marketing', The Dryden Press
[74] Doole, I. & Lowe, R., (2005), 'Strategic Marketing Decisions in Global Markets', Thomson
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[81] Exploring the Professional Competency Contents for International Marketer in Taiwan Shu-Ning Liou
[2] Fouche, J. G. and L. Jouve (1999). Vanilla planifolia: History, botany and culture in Reunion island. Agronomie Paris. Dec. 19(8): 689-703. {a} Plant Biochemistry and Physiology Lab.,University of Geneva, CH-1211, Geneva 4, Switzerland
[3] Peter, K. V. (1999). Spices research in India. Indian Journal of Agricultural Sciences. Aug.68(8 spec. issue): 527-532. Indian Institute of Spices Research, Calicut, KER, 673 012, India
[4] Stern, W. L. and W. S. Judd (1999). Comparative vegetative anatomy and systematics of Vanilla (Orchidaceae). Botanical Journal of the Linnean Society. Dec. 131(4): 353-382. {a} Department of Botany, University of Florida, Gainesville, FL, 32611-8256, USA
[5] Presentation de la collecte du genre vanilla of centre for economic botany, Royal botanic gardens ( Kews GB) Olivier LICENCE 2003
[6] BERLIOCCHI, L,.1996 - The Orchid in Lore and the Legend, 2000. Timber Press, Portland,Oregon, 184 p:109-111
[7] BOURIQUET G, 1954, - Le Vanillier et la vanille dans le monde, origine, caryologie,morphologie et histologie, systematique, ecologie, microflore des sold de vanilleraies,multiplication, cultures, maladies et ennemis, technologie, chimie, alterations, fraude, vanillisme,conditionnement, commerce. Encyclopedic biologique, XLVI. Editions Paul Lechevalier, 748p
[8] FOSTER N. & CORDELL L.S, 1992,- Chilies to Chocolate, Food the Americas gave the world. Tucson, Arizona: University of Arizona Press 191p: 35-45
[9] LUCAS R., 1990. - La Reunion, He de Vanille Ocean Editions.143 p.
[10] REINIKKA M. A., 1995. - A history of the orchid, A. Timber Press, Portland, Oregon. 2~(nd) ed. 342p:18-20
[11] SHEEHAN T. & M., 1994 - An illustrated survey of Orchid Genera. Timber Press, Portland,Oregon, 420 p: 374-375
[12] 1994, November, - Vanilla. The Laurence Review of Natural Products
[13] BAIRD, Inga S. and ali.《 The Choice of International Strategies by Small Businesses》.Journal of Small Business Management, vol. 32, no. 1 (1994), p. 48-59.
[14] BEAMISH, Paul and Hugh S. MUNRO. 《 Exporting for Success as a Small Canadian Manufacturer 》. Journal of Small Business & Entrepreneurship, no. 4 (1987), p. 38-43.
[15] BLAIS, Roger A. and Jean-Marie TOULOUSE. Entrepreneurship technologique: 21 cas de P.M.E. (?) succ(?)s. Montreal, Publications Transcontinental Inc. ; Charlesbourg, Fondation de l'entrepreneurship, 1992. vi-410p., ill., bibliogr.
BROWN, D. 《 Strategies for Europe's New Markets 》. Small Business Reports (January 1991),p. 36-42.
[16] COOPER, Robert G and Elko J. KLEINSCHMIDT. 《 The Impact of Export Strategy on Export Sales Performance 》. Journal of International Business Studies, vol. 16, no. 1 (Spring 1985),p.37-55.
[17]LITVAK,Isaiah A.《Instant International:Strategic Reality for Small High-Technology Firms in Canada》.Multinational Business,no.2(Summer 1990),p.1-12.
[18]KAUFMANN,Friedrich.《Internationalization via co-operation-Strategies of SME.》.International Business Journal,vol.13,no.2(01-03/1995),p.27-33.
[19]FORREST,Janet E.《Strategic Alliances and the Small Technology-Based Firm》.Journal of Small Business Management,vol.28,no.3(July 1990),p.37-45.
[20]Andrianomanana,Pepe,et al.(2000) "Madagascar:Le secteur financier a l'aube du 21eme siecle:Etat des lieux et orientations ".Centre d'Etudes Economiques,Universite d'Antananativo et JFK School of Government,Harvard University.
[21]Andrianomanana,Pepe,et.al.(1998) "Madagascar:Amelioration de la transparence dans l'administration Fiscale".Equity And Growth Economic Research/Public Strategies for Growth with Equity.
[22]Gilbert BREBION,Camille CARCOUET,Jean-Marc RAUPHIE(Production-Serres tropicales) ont bouture,rempote,arrose et bichonne les vanilliers Benoit LESNE,Regine PAVAGEAU.Novembre 2000
[23]Le marche international de la vanille;Denis Loeillet,Cirad-flhor.,Janvier 2003
[24]Fair Trade Certified vanilla.,April 2000
[25]La productivite de l'agriculture a madagascar campagne 2004-2005
[26]Enquete productivite agricole Campagne 2004-2005.rapport final.,Mai 2006
[27]Export-import Bank of India,july 2005
[28]Export processing zones in Madagascar:a success story under threat? Jean-Pierre Cling,Mireille Razafindrakoto and Francois Roubaud DIAL and Institut de Recherche pour le Developpement,Paris,France
[29]Reyna JOSVAH-RABIAZA Documentaliste,chargee de la Documentation et de la Communication Representation IRD,Madagascar Antananarivo,aout 2006.
[30]Jean-Bernard Hoarou et Paul Luu Rapport d'activite ODEADOM 2004-2005
[31]Brijs,T.,Swinnen,G.,Vanhoof,K.,& Wets,G.(1999).The use of association rules for product assortment decisions:A case study.Proceedings of the Fifth International Conference on Knowledge Discovery and Data Mining,254-260.
[32]Bell,D.R.,Chiang,J.W.,& Padmanabhan,V.(1999).The decomposition of promotional response:An empirical generalization.Marketing Science,18,504-526.
[33]Betancourt,R.,& Gautschi,D.(1990).Demand complementarities,household production and retail assortments.Marketing Science,9,146-161.
[34]Waiters,R.G.(1988).Retail promotions and retail store performance:A test of some key hypotheses.Journal of Retailing,64,153-180.
[35]Waiters,R.G.(1991).Assessing the impact of retail promotions on product substitution,complementary products and inter-store sales displacement.Journal of Marketing,55,17-28.
[36] Walters, R. G., & Mac Kenzie, S. B. (1988). A structural equations analysis of the impact of price promotions on store performance. Journal of Marketing Research, 25, 51-63.
[37] Walters, R. G., & Rhine, H. J. (1986). An empirical investigation into the impact of price promotions on retail store performance. Journal of Retailing, 62, 237-266.
[38] Uganda Export Promotion Board Product Profile on Vanilla No. 9, 2005
[39] PROVA,La specialite des aromes bruns Juin 2006
[40] Cescutti, C. & Fournier, D La vanille, source d'exotisme. Juin 2007
[41] Pascal Neau ., News paper .Le quotidien, 09 Septembre 2007
[42] Vanilla report., News paper Le quotidien de la Reunion ,. 09 Septembre 2007
[43] Vanilla region, News paper,. Le quotidien de la Reunion, .Septembre 2007
[44] La Maison des Epices Comores, MASSALA, News paper .2004-2005
[45] Jean-Jacques Delavaux - botaniste - ISTOM / (?)cole sup(?)rieure d'agro-d(?)veloppement International, Orchidees de Madagascar 27 Mars 2007 au 9 Mars 2008
[46] Jalmat, Vanipro, Auto Escape et WHP International, Communique de Presse, 02 Fev 2007
[47] Palmares du concours generale agricole, 06 Mars 2007
[48] DiLAG TOURS - Voyage a Madagascar 08 Aout 2008
[49] News paper, Thief of vanilla 10 Jan 2008
[50] Authentic Products report Dec 2007
[51] La vanille sauv(?)e par l'inflation alimentaire Dominique Baillard, 03 Juillet 2008
[52] Guest Column : Vanilla Market report, April 23, 2008
[53] Jln Prof. Dr. Satrio ,The Indonesian Vanilla Market Report, June 01 2008
[54] Olivier P(?)guy., Madagascar - Flamb(?)e des prix sur la vanille, 2008
[55] BEATRIZ TERRAZAS / The Dallas Morning News January 21, 2005
[56] Tim Sprick, Student Participant John F Kennedy High School Cedar Rapids,IA, .Maximizing Land Efficiency in Madagascar
[57] PADANE,. Strategie d'intervention Volume 01,
[58] Dubois Desire. Plantes a epices, a aromates, a condiments. Editions CME, Paris 1999 ·Mus(?)e International de la Parfumerie. Vanilles et Orchidees. EDISUD, Aix-en-Provence, 1993·Odoux Eric. Transformation et qualit(?) aromatique de la vanille, Vanilla fragrans. Actes des XVI(?)mes,. Entretiens de Belley· Richard Hubert. Epices et Aromates. TEC & DOC, Lavoisier, Paris, 1992
[59] Abraham and Lodish, 1993 M.M. Abraham and L.M. Lodish, An implemented system for improving promotion productivity using store scanner data, Marketing Science 12 (1993) (3), pp.248-269.
[60] Severine Crottet de portalban,. Strategies internationales en marketing des services 12 Octobre 2000
[61] Patricia Sorce PH.D. Relationship Marketing Strategy September 2002 No. PICRM-2002-04
[62] Isobel Doole and Robin Lowe,.International marketing strategy,. Analysis, development and implementation,.
[63] Bart Minten, Lalaina Randrianarison and Johan F.M. Swinnen., Supermarkets, International Trade and Farmers in Developing., Sept 2005
[64] Chapter 3 Focusing Marketing Strategy with Segmentation and Positioning
[65] Dee Von Bailey, Ph. D. Market Structure and Marketing Strategies By Department of Economics and Cooperative Extension Service Utah State University Logan, Utah October 31,2005
[66] Albaum, Gerald, Jesper Strandskov, Edwin Duerr, International Marketing and Export Management, 6th edition, Harlow, Essex :Addison Wesley Longman, 2008
[67] Czinkota, Michael R and Ilkka A. Ronkainen International Marketing, Fort Worth: Harcourt College Publishers, 2007, 8th ed
[68] Doole, Isobel and Robin Lowe, International marketing strategy: Analysis, Development and Implementation, 5th ed., London: International Thomson Business, 2008
[69] Kashani, Kamran and Dominique Turpin, Marketing management: An International Perspective: Case Studies. Basingstoke: Macmillan, 1999
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