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Tutorial T4
Marketing Strategies for Telecom Operators
Prof. Luiz Moutinho
University of Glasgow, Business School, UK

Date: Thursday, June 12, 2003, 14:00-17:00
Location: Faculty of Electrical Engineering and Computing
Duration: 3 hours (one coffee-break)
Registration fee: 150 EUR

ABSTRACT

[TBA]

TUTORIAL OUTLINE

1. Operators on emerging markets, market entry methods and strategies, ownership strategies, foreign market entry
2. From business mission to marketing planning
3. Pressure in the international market environment
4. Portfolio analysis
   a. Small national markets
   b. Possible strategies for telecom operators:
5. Mergers
6. Acquisitions
7. Struggle with global operators or ?
   a. De- and Re- monopolisation, regulation and liberalization
8. Regionalisation and Strategic Successes
9. Thriving locally in the Global Economy
10. Globally led, locally driven
    a. Trends in pricing, Sense of price derogation trend?
    b. Prerequisites for national/regional players
    c. Designing strategies for the global market place
    d. Possibilities for other participants in value chain
11. Value creation and delivery sequence
12. Trends in segmentation, targeting and positioning
13. Standardisation, localisation, customisation, adaptation and mixed approach
14. Global individualism
15. Future of globalised marketing operations and marketing programmes
16. Virtual markets

INTENDED AUDIENCE: General

SPEAKER'S BIOGRAPHY

Luiz Moutinho completed his PhD at the University of Sheffield in 1982 and held posts at Cardiff Business School, University of Wales College of Cardiff, Cleveland State University, Ohio, USA, Northern Arizona University, USA and California State University, USA, as well as visiting Professorship positions in New Zealand and Brazil. Between 1987 and 1989 he was the Director of the Doctoral Programmes at the Confederation of Scottish Business Schools and at the Cardiff Business School between 1993 and 1996. He is currently the Director of the Doctoral Programme at the University of Glasgow, Department of Business and Management.
One of Professor Moutinho's primary areas of academic research is related to modelling processes of consumer behaviour. He has developed a number of conceptual models over the years in areas such as tourism destination decision processes, automated banking, supermarket patronage, among other areas. The testing of these research models has been based on the application of many different statistical computer modelling techniques ranging from multidimensional scaling, multinomial logit and linear structural relations to neural networks, ordered probit and tabu search. He has published nineteen books and over 350 refereed international publications. He is also an author and member of the Editorial Board of several international academic journals. Professor Moutinho has also received a number of awards for excellence in academic research in the USA, UK and Portugal. Luiz Moutinho has been a full Professor of Marketing since 1989 and was appointed in 1996 to the Foundation Chair of Marketing at the University of Glasgow.

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