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International Business, 8th Edition by Michael H. Moffett, Iikka A. Ronkainen, Michael Czinkota

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CHAPTER 12

Building the Knowledge Base

CHAPTER CONTENTS & LEARNING OBJECTIVES

INTERNATIONAL AND DOMESTIC RESEARCH

1. To gain an understanding of the need for research

RECOGNIZING THE NEED FOR INTERNATIONAL RESEARCH

2. To explore the differences between domestic and international research

DETERMINING RESEARCH OBJECTIVES

3. To learn where to find and how to use sources of secondary information

CONDUCTING SECONDARY RESEARCH

4. To gain insight into the gathering of primary data

CONDUCTING PRIMARY RESEARCH

5. To examine the need for international management information systems

THE INTERNATIONAL INFORMATION SYSTEM

6. To examine the role importance of international information systems for corporate decision processes and strategic planning

APPENDIX 12A: MONITORS OF INTERNATIONAL ISSUES

APPENDIX 12B: THE STRUCTURE OF A COUNTRY COMMERCIAL GUIDE

Cool Merchandising

The ability to predict the next hot trend could translate into a large competitive advantage and boost a company's bottom line. Conventional wisdom dictates that teenagers are the population segment that generates most of these hot new trends, which has given rise to a new marketing research segment—coolhunting.

Many large international brands, such as Reebok, Adidas, Nike, Coca-Cola, Levi's, Converse, Nokia, Gap, and Pepsi, have invested in the quest for cool—either by employing outside consultants or by conducting their own in-house teenager focus groups. Forecasting what kids would want to wear, eat, listen to, and play with ...

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