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Dear Students!
Welcome to Chapter 4. Are you ready to dive into a new chapter with us? This chapter's learning sequence consists of the following sets:
- An introduction to this chapter by Professor Holtbrügge as well as the script for chapter 4 as a PDF document.
- Three lecture videos on Forces of Global Integration and Local Responsiveness, Standardization vs. Differentiation in Various Industries and Empirical Studies on Standardization of International Marketing Mix.
- A self test containing of several exercises. Important: The self-test will automatically open in a new tab once you click on "start test". Once you are done with the questions, please click on "finish test", then close the test tab and continue in the previous tab. The button to finish the test is located above the last question of the test.
- Not one but two expert interviews with interesting personalities. Specifically, we talked to Dagmar Hugenroth, working at uvex, and Lisa Loskarn, working at Siemens Healthineers about international marketing in these two companies.
- Two reflection and discussion questions that relate to the interview with Dagmar Hugenroth as well as two reflection and discussion questions that relate to the interview with Lisa Loskarn. These questions also refer back to the contents of the lecture videos of this and previous chapters. While working on them is voluntary, they do represent a valuable opportunity to prepare for your exam report. Please note that this exercise will open in a new tab.
Once you have finished a particular task, for example you have watched all videos, you may change the set's status to "complete". This way, you'll see a little tick in the curriculum on the right side, indicating that the task is complete for your future reference.
Have fun!
