Jan Bodin

Comme il est passionnant, pour un professeur, d'entra ner ses l ves dans un projet th tral Mais c'est une aventure au long cours qui peut comporter des p riodes de doute, des phases o plus rien ne va, et o domine une seule envie: abandonner. Ce soir, Albert traverse l'un de ces passages vide et vient de prendre une grave d cision, qu'il a d cid d'annoncer son groupe d'acteurs. Mais a-t-il choisi le bon moment, alors que tout le monde n'a en t te qu'une seule chose: No l qui approche No l qui, dans ce coll ge de campagne, co ncide avec des traditions tranges... Sans compter que la neige, depuis quelques heures, s'est mise tomber gros flocons... tr s gros flocons...

This book is the first to cover marketing management issues in geographically remote industrial clusters (GRICs). The phenomena of GRICs have increased in importance, especially in the Nordic countries, due to changes in industry structures as well as political ambitions. The practice of marketing and marketing management is not singular to industry clusters in Nordic countries. Remote areas in parts of the United States, South and Central America, and South East Asia exhibit similar tendencies. The problems faced by many entrepreneurial managers managing start-up or even existing enterprises are complex and require an in-depth understanding not only of the problems themselves, but also of the contextual framework in which these problems need to be solved. This book contains original cases that cover issues like cluster formation, information gathering, marketing strategies and operations, and information-technology. Examples come from industries like textile & furniture, automobile, agro-machinery, food, wine, software, and management consulting.