The Nederlander Organization is a theatre management company that manages a glob

Question

The Nederlander Organization is a theatre management company that manages a global network of Broadway style theatres. In this video clip, top management discusses how the Nederlander Organization grew from a small mid-west theatre management company into a global brand that helps successful producers move from Broadway to a global tour circuit.

QUESTION 1

When Jimmy Nederlander purchased three theatres in the United Kingdom, what method of entering the Global Marketplace was he using?

Franchising

Contract Manufacturing

Joint Venture

Direct investment

QUESTION 2

What type of product decisions does the Nederlander Organization support for its global theatres?

Product Invention

Global Marketing Standardization

Product Adaptatio

Product contraction

QUESTION 3

Not all shows that have huge success on Broadway go on to tour successfully overseas. What is the major contributing factor to the success of a touring play?

The Cast. Touring actors are not as strong as the original cast members.

The Music. Touring musicals rely on local musicians, which is risky.

Boycotts. Touring musicals are just as likely to raise protests as more overtly political events.

The culture. Some plays that are successful in the United States don’t strike the same chord in different countries.

QUESTION 4

Discussing the expansion of the global network of theatres that can house Broadway type shows and its benefit to touring plays falls under which category of the global marketing mix?

Product

Promotion

Place

Price

QUESTION 5

Nissan’s decision to reintroduce the Datsun brand to fit the needs of emerging markets reflects the company’s global vision.

True

False

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Franchising

Contract Manufacturing

Joint Venture

Direct investment

Explanation / Answer

Question 1

In the given case, organization has made the outright purchase of theaters to expand its business.

Franchising is a form of business expansion in which owner of a business expands his or her business through affiliated dealers. In other words, instead of setting store or business facilities on its own, the owner of a business give the right to use the firm’s business model as well as brand name to affiliated dealer.

In case of contract manufacturing, firm does not undertake on its own the manufacturing of the product it has developed. On the contrary, manufacturing is outsourced to some other firm while product-developing firm concentrates on marketing, sales, and distribution processes.

Joint venture implies business partnership between two or more firms to undertake production, marketing, and distribution of a product.

Thus, franchising, contract manufacturing, and joint venture involve utilization of a third party to undertake business operations.

Hence, options (a), (b), and (c) are incorrect.

Direct investment implies direct acquisition or setting of production facilities by business to expand in new territories. This involves full ownership by business itself.

In given case, company has made outright purchase of 3 theaters and thus has made the direct investment to enter the Global market place.

Thus, the correct answer is option (d).

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