International Marketing 2 Week 2 Tutorial Theories of International Marketing

Agenda Revision and discussion Case study reading: Zara: a Spanish retailer goes to the top of world fashion

Revision :Theories of internationalisation National levelFirm level Why do nations trade? (classical theories) mercantilism absolute advantage principle comparative advantage principle factor proportion theory product cycle theory Why and how do firms internationalize? (firm internationalization) internationalization process of firm born globals How can nation enhance their competitive advantage? ( contemporary theories) competitive advantage of nations porter’s diamond national industry policy new trade theory How can internationalizing firms gain and sustain competitive advantage? FDI based monopolistic advantage theory internalization theory dunning’s eclectic theory Non FDI base international collaboration venture networks and relational assets

Case Study Reading Zara: a Spanish retailer goes to the top of world fashion