GBM-5003: Global Marketing Management

Li, J., Wang, X., Dong, B., & Yu, E. S. H. (2019). Corporate social responsibility, vertical product differentiation and international competition. Review of International Economics, 27(4), 1108.
The current paper addresses this question in an import‐competing duopoly model with vertical product differentiation. It is shown that the tariff will decrease if the foreign firm switches from a purely profit‐driven firm to a CSR firm. A consumer‐oriented CSR strategy will always hurt the domestic firm’s profit, whereas the relationship between the foreign firm’s profit and CSR sensitivity is inadvertently U‐shaped.

Ma, J., & Wooton, I. (2020). Market size, product differentiation and bidding for new varieties. International Tax and Public Finance,27(2), 257.
This paper analyzes a firm’s investment decision in a regional economy composed of two countries. The firm already manufactures a horizontally differentiated good in the region. This study determines the firm’s equilibrium location choice for the new good and the welfare consequences of fiscal competition between them.

Osano, H. M. (2019). Global expansion of SMEs: role of global market strategy for Kenyan SMEs. Journal of Innovation and Entrepreneurship: A Systems View Across Time and Space, 8(1).
There is a need for Kenyan small and medium enterprises (SMEs) in particular to focus concern on the orientation of business strategy toward global market strategy, market research geared at obtaining foreign market intelligence, innovation and technology, product adaptation, service orientation, collaborative ventures, and long-range vision as critical factors in making them successful in the international market. The purpose of this study was to investigate the role of global market strategy on the global expansion of Kenyan firms. The research study used descriptive and inferential design as a chosen design.