Svend Hollensen

Svend Hollensen and his marketing books

Svend Hollensen is Ph.D. and Associate Professor of International Marketing at University of Southern Denmark (Sønderborg). He has practical experience from a job as International Marketing Coordinator in a large Danish multinational enterprise (Danfoss) as well as from being International Marketing Manager in a company producing agricultural machinery.

After working in industry he received his Ph.D. from Copenhagen Business School (CBS) in 1992. Since 1993 he has been an Associate Professor at University of Southern Denmark (www.sdu.dk).

He started as an author of textbooks back in 1998. Since then he has been author of globally recognized textbooks, e.g. Global Marketing, 5th ed, which was published in July 2010. This book has been translated into Chinese, Russian and Dutch. Local and regional adaptations of 'Global Marketing' have also been developed for India, Spain and South America in co-operation with local co-authors (www.pearsoned.co.uk/hollensen).

Currently (August 2013), the book ('Global Marketing') is no. 1 in Europe, in the segment 'International Marketing' textbooks.

Consulting activities

Svend Hollensen has worked as a business consultant for several companies and organizations, like Grundfos A/S, Danfoss A/S and McCann Relation¬ship Marketing and World Bank.

He is the owner and CEO of Hollensen ApS, which performs consulting activities within marketing and marketing research for companies and organizations. Among other projects, this company has worked with Project Leadership Development (PLD 5) for Danfoss A/S in 2009 / 2010. Specifically, the purpose of this programme was to develop (international) marketing competences in Danfoss China. During this programme Svend Hollensen worked as a coach for middle marketing managers in the Danfoss China organization.

Recently, Svend Hollensen has worked with implementation of the GMN Master Programme (M.Sc. Global Marketing Practice) in countries like Malaysia, Nigeria, Ghana, UK and Sri Lanka (www.gmnhome.com).

Main publications

In the following his latest and coming books are presented:

'Global Marketing', 5th edition, 2010:

In beginning of September 2013 his sixth edition of 'Global Marketing' is published. 'Global Marketing' reflects the trend of globalization, i.e. firms buying, producing, selling and distributing products and services in many countries and regions around the world.

The primary role of marketing management, in any organization, is to design and execute effective marketing programmes that will pay off. Companies can do this in their home market or they can do it in one or more international markets. Going international is an enormously expensive exercise, in terms of both money and, especially, top management time and commitment. Due to the high cost, going international must generate added value for the company beyond extra sales. In other words, the company needs to gain a competitive advantage by going international. So, unless the company gains by going international, it should probably stay at home.

The task of global marketing management is complex enough when the company operates in one foreign national market. It is much more complex when the company starts operations in several countries. Marketing programmes must, in these situations, adapt to the needs and preferences of customers that have different levels of purchasing power as well as different climates, languages and cultures. Moreover, patterns of competition and methods of doing business differ between countries and sometimes also within regions of the same country. In spite of the many differences, however, it is important to hold on to similarities across borders. Some coordination of international activities will be required, but at the same time the company will gain from utilizing synergies across borders, in the way that experience and learning acquired in one country can be transferred to other countries.

This book's value chain offers the reader an analytic decision-oriented framework for the development and implementation of global marketing programmes along the five main management decisions stages connected with the global marketing process:

Stage 1: Deciding whether to internationalize

Stage 2: Deciding which markets to enter

Stage 3: Deciding how to enter these foreign markets (Market Entry Strategies)

Stage 4: Designing the Global Marketing Programme (Marketing Mix)

Stage 5: Implementing and Coordinating the Global Marketing Programme

As the book has a clear decision-oriented approach, it is structured according to these five main decisions phases that marketing people in companies face in connection with the global marketing process. Accordingly, the book's 19 chapters are divided into five parts.

This book is written for students and managers who want to develop effective and decision-oriented global marketing programmes. It can be used as a textbook for undergraduate or graduate courses in global/international marketing. Another audience is the large group of managers joining 'global marketing' or 'export' courses on non-university programmes.

The sixth edition is presented here, in the 'Global CMO Magazine':

http://issuu.com/andrewvesey/docs/globalcmo_aug2013?e=3732471/4301315

'Marketing Management - A Relationship Approach', 2nd edtion, 2010

In April 2010 the second edition of Svend Hollensen's 'Marketing Management - A Relationship Approach' was published. The main thinking behind this book is that as a focal company can create 'added value' by entering relationships with others in the global value chain as illustrated in the so-called 'Value Net' (p. 189).

The value net reveals two fundamental symmetries. Vertically, customers and suppliers are partners in creating value. The other symmetry is on the horizontal for competitors and complementors. The mirror image of competitors is complementors. A complement to one product or service is any other product or service that makes the first one more attractive, i.e., computer hardware and software, hot dogs and mustard, catalogues and overnight delivery service, red wine and dry cleaners. The value net helps you understand your competitors and complementors 'outside in'. Who are the players and what are their roles and the interdependences between them? Re-examine the conventional wisdom of 'Who are your friends and who are your enemies?' The suggestion is to know your business inside out and create a value net with the other players. Sometimes it may even be relevant to co-operate with competitors, e.g. regarding development of new fundamental technologies for benefit of both partners.

This book is written for graduate or advanced undergraduate students who want to know how the relationship and the traditional marketing approach (in combination) affect the development of effective and efficient marketing plans. It will provide the information, perspectives and necessary tools to get the job done. The aim of the book is to make enable students and managers to make better marketing decisions.

YouTube-video: Marketing Management, 2e

http://www.youtube.com/watch?v=FP0mcUoqBNg

Svend Hollensen may be contacted by e-mail: svend@sam.sdu.dk