GBM-5003: Global Marketing Management

Ekaterina Lisitsa, & Svetlana Pavlovskaya. (2019). Global marketing and advertising development based on cultural specificities in the world. Економічний Вісник Університету, 42, 102–110.
The research's main aim is to reveal the global marketing approaches of TNC’s in the world to define its elements based on cultural differences. The article contains an analysis of the main approaches to the development of global marketing and advertising of TNC’s, taking into account the cultural differences in the world economy, EPRG orientations (Ethnocentric, Regiocentric, Polycentric, and Geocentric). Please note that the first couple of pages of the online pdf file for this article is in Russian.

Fleischmann, A. C., & Fleischmann, M. (2019). International orientation of professional football beyond Europe: A digital perspective on the global reach of English, German and Spanish clubs. Sport, Business & Management, 9(1), 97.
This paper investigates how professional football clubs from the English Premier League, German Bundesliga, and Spanish Primera División use digital media to expand their international reach in emerging football markets (EFM) outside of Europe. Based on the EPRG framework and Rugman's home-region hypothesis, the aim is to broaden the perspective of "sports go global" to further understand actors' international orientation in the digital sphere.

Woo, B., & Jun, H.-J. (2020). Globalization and slums: How do economic, political, and social globalization affect slum prevalence? Habitat International, 98.
This study examines how globalization affects slum prevalence in developing countries—recognizing that globalization is a multifaceted phenomenon. It disaggregates globalization into three conventional sub-dimensions – economic globalization, political globalization, and social globalization.