Baines, Fill, & Rosengren: Marketing 4e
Chapter 7: Internet activities
- Activity 7.1: ‘Glocal’ Approach
This activity introduces you to how companies like KFC use a ‘glocal’ approach.
- Activity 7.2: International Strategies Responding to Pressures on Taxation, Supply and Ethics
This activity introduces you to controversial cases about leading international firms, such as Starbucks, Amazon, and Google, avoiding paying tax on their sales in the UK.
- Activity 7.3: Yum! brands
In this activity, you will compare how each strategy works and assess why Yum! brands use franchising compared to other methods as their main international marketing strategy.