In this module we discuss the important topics of international organizational strategy and international human resource management (IHRM). Organizations are, of course, humans working together – individually, in teams, and in large organizations – toward common goals and objectives. Coordinating these efforts domestically is hard, but is even more so when working across borders, cultures, economic domains, and legal systems. In this module we will attempt to sort out some of important ways to manage the international aspects of this human complexity.

This module addresses the important topic of international marketing. We will see how standard marketing models such as the 3Cs, 4Ps, and segmentation are used in international settings, and how they help to define target markets, national marketing mix strategies, promotion strategies, branding strategies, and strategic international marketing strategies. Businesses cannot survive without customers, so understanding how international marketing differs from domestic marketing is paramount for successful international business management!

In this module we tackle the very important topic of international B2B marketing. Business-to-business (B2B) marketing addresses businesses selling to other businesses, rather than businesses selling directly to consumers (B2C). We argue that most cross-border trade is B2B and not B2C, so the study of B2B marketing is relevant for a most businesses engaged in international trade. We first define B2B commerce and demonstrate its inherent complexities. We next present the SAVE model of B2B marketing, which is a substitute for common B2C models. We conclude with an examination of factors important for successful international B2B marketing efforts.