We believe in continually evolving our learning resources to reflect the real world our students are preparing to enter. This Fall, we’re proud to introduce a significant update to our Foreign Market Entry & Growth (FMEG) eBook, the companion text to our international marketing simulation, CountryManager that will work well with the recent updates we’ve made to CountryManager itself!
The 2025 revision expands the depth and range of content in FMEG, with the goal of helping students think critically, apply concepts with real-world relevance, and better understand the forces that shape international business strategy today.
What’s Changed in FMEG?
The 2025 edition of Foreign Market Entry & Growth features expanded content in Chapters 3 and 7, new cases and assignments, updated data, and enhanced assessment tools. We’ve also revised all instructional resources and added a comprehensive References page to support easier navigation and teaching.
Specifically, here’s a more detailed description of what’s new!
1. Expanded Coverage of Demographic Trends (Chapter 3)
Chapter 3 now includes a new section that explores key shifts in global population trends, including:
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Fertility rate decline and its marketing implications
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Growing urbanization and what it means for distribution and promotion
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Marketing to aging populations
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The impact of international migration
These updates help students connect population data to strategic marketing decisions in global contexts.
2. A Fresh Look at Culture and Global Strategy (Chapter 7)
Chapter 7 has been significantly expanded and restructured into two parts to reflect its increased scope.
Part 1 (New): External Cultural Issues: This section dives into the complexities of culture in international business. Students are introduced to:
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Why culture matters in foreign market entry
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Four major cultural frameworks: Hofstede’s Six Key Cultural Dimensions; Lewis Model of Cross-Cultural Communication; Hall and Hall’s Cultural Dimensions; and GLOBE Model.
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The role of language in cross-cultural communication
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The limitations of cultural knowledge in guaranteeing success
The content is reinforced with new sidebars, examples, and a realistic look at how culture influences business decisions—not just theoretically, but practically.
Part 2: Internal Cultural Issues (Organizational Culture): The original chapter content—focused on the Seven Tudes and internal alignment—remains intact here, giving instructors the flexibility to approach both external and internal cultural strategy.
3. New Cases and Assignments
We’ve added several new cases and assignments to help students apply what they’re learning to practical scenarios:
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New IMD Case Studies
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Can Dodge Muscle into the Electric Vehicle Market?
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Jollibee: Bringing Filipino Fast Food to the World
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New Analytic Assignment
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AI and National Culture—students explore how emerging technologies interact with cultural norms and expectations
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New Case-in-Brief
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Red Queen Superfruit Mix—a concise but engaging exercise for discussion or short written response
These additions are ideal for instructors looking to incorporate a broader range of industries, regions, and strategic challenges.
4. More Robust Assessment Tools
To give instructors greater flexibility in testing and evaluation, all chapter quizzes have been expanded from 20 to 40 questions each. This makes it easier to randomize quiz content and to customize assessments across sections or semesters.
The final exam has also been updated with two new questions that reflect the new cultural content in Chapter 7A.
5. Updated Data, Visuals, and Instructor Resources
Several sections across the eBook have been refreshed with the most recent available data, including:
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GDP rankings (Top 15 economies by World Bank data)
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Credit Suisse Global Wealth Report updates
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Revised Big Mac Index content in Chapter 6
In addition, all instructional materials—including the Instructor Guide, PowerPoint decks, quizzes, and assignments—have been revised to align with the 2025 edition.
A new References page has also been added, consolidating all sources used across the chapters for easier access by both students and instructors.
CountryManager Simulation Also Updated
Earlier in 2025, CountryManager was also updated! Those changes now include:
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Updated economic and pricing data for all countries in the Latin America scenario (as of end-of-year 2024)
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A new optional market: Venezuela
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A new Sustainability Decision that introduces reputation and CSR tradeoffs for student teams
The simulation and eBook continue to complement one another, offering a robust experiential learning experience that brings international marketing to life.
Ready for Fall
The 2025 update to FMEG is designed to reflect where global business is headed—and to help students develop the mindset and tools needed to navigate it. Whether you’ve used FMEG before or are considering adopting it for the first time, we think you’ll find these enhancements both timely and practical.
If you’d like a walkthrough of the new content or help integrating it into your course, we’re here to support you.
