MNB3702 Discussion Class: Customers and suppliers of the global business (Lesson 7)

Abstract

This discussion class for the module MNB3702 (Global Business Management IB) starts with a discussion of how the MNE may better understand diverse international consumers and the ways in which it can deploy the marketing mix to serve these consumers. It considers the “place,” element of the marketing mix as heavily reliant on an agile, adaptable and aligned global supply chain network to deliver goods and services to international markets. The effects of formal and informal institutions on marketing and supply chain activities are discussed, followed by an overview of the contributions that marketing and supply chain can make to sustainable competitive advantage. Lastly, the discussion of international marketing activities as they apply to the business-to-business relationship and the positive, or negative, influence of a good or service’s country of origin are deliberated. The prescribed book for the class is International Business by Peng and Meyer (2019).