Paul & Elisabeth Merage Foundation | Andre & Katherine Merage Foundation


Imran Currim, Ph.D.

Imran Currim, Ph.D.

Chancellor’s Professor / Associate Dean, Marketing & Student Relations for Executive MBA Programs

The Paul Merage School of Business / University of California, Irvine

Class Overview

This Module will help Israeli business people understand and develop alternative marketing strategies for U.S. markets. We will focus on organic growth, when companies grow through existing or new products or services in existing or new markets. Discussions will cover securing new markets through expanding geographically and targeting new segments (or customers). Learning is facilitated through a combination of readings, case discussions, and an assignment.

Monday, October 22TH 8.00 – 12.00
Introduction, Alternative Growth Strategies, Honda Motor Car Company

Monday, October 22TH 12.00 – 1.00

Monday, October 22TH 1.00 – 2.30

1. How do you assess Biopure’s potential in the human market? The animal market?
2. What are the biggest obstacles to Biopure’s success in the human market? The animal market?
3. How might Oxyglobin be a threat to Hemopure? How might it be an asset to Hemopure?
4. What should Biopure do regarding the commercial release of Oxyglobin? If they release, what price should they set? How should it be distributed?

Monday, October 22TH 2:45 – 5.00
Nanosolar Inc.

1. What is the value proposition of Nanosolar’s thin film solar technology? For which type of customer is the product best suited? With which competitor should Nanosolar be most concerned?

2. Is Nanosolar well positioned to participate in the growth of the worldwide solar market? Do you agree with the management team that no first mover advantage exists in this market? If you disagree how would you capture an advantage?

3. Compare the government incentives offered in Europe with the incentives in the US. How would Nanosolar take these incentives into consideration when formulating its market entry strategy?

4. How should Nanosolar’s cost advantage affect their pricing and customer selection strategies?

5. What should Roscheisen do? Why? What keeps him up at night about your strategy?

Tuesday, October 23RD 8.00 – 12.00
Customization of Marketing Strategies and Group Discussion

Tuesday, October 23RD 8:00 – 8:15

We will make a list of Israeli products or services for export. The participants will be divided into groups. Each group will select a product or service offered by a group member firm for export.

Tuesday, October 23RD 8:15-10:00

Dr. Currim will lead a brainstorming session on key questions and methodology for development of export plan

Tuesday, October 23RD 10.00 – 11.00
Group Develops Marketing Strategy for Israeli Exports to the U.S.

Each group will come up with:

(a) key questions to be answered in order to judge the export potential of the product or service, to be summarized on 1-2 transparencies, and
(b) an outline of a process or methodology for answering the key questions, to be summarized on 1-2 transparencies.

Monday, October 23RD 11:15 – 12:00
Group Presentations and Discussion

Each group will present the output of the 9.45-10.45 session, followed by a discussion on how the questions and methodology can be enhanced (15-20 minutes per group)


1. An Export Marketing Plan for Small Companies, International Trade FORUM, 2, 1995.

2. Strategic Market Management, by David A. Aaker (Dec 30, 2009).

3. “What High Tech Managers Need to Know About Brands,” Harvard Business Review, July
August 1999.

*4. Biopure, Harvard Business School Case 9-598-150.

*5. Nanosolar Inc. Harvard Business School Case 5-510-111

*I hope you can read items 4 and 5 before my Monday-Tuesday session and briefly write your thoughts on each of the questions on the case (see below). This is important for the group discussion. Items 3, 4, and 5 can be ordered from Business School Publishing).

While it is preferable that other items are read before the two-day session, it is not necessary. However I recommend these items (particularly item 2) be read after you return to Israel. You may be able to find Item 2 (a paperback) in Israel at a lower price.

Alternatively it can be ordered from although they may take some time to ship your order. Our discussion will focus on how the concepts in the book are being used, have been used, and can be used in specific company settings.