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First in Asia and the world, Marketing Management

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1. As the first to set up an international air express business in 1969, DHL had the first- mover advantage over other companies. Is being a first mover as advantageous for a service company such as DHL as it is for a manufacturing company such as Boeing? Explain.
2. When it comes to global expansion and setting up affiliates abroad, how is a service company’s focus different from that of a manufacturing company? What elements are necessary for a service company to achieve global success? What are the obstacles to global expansion?
3. DHL prides itself on having its own staff of more than 300,000 people spread across the globe, instead of relying on local agents. Discuss the merits and drawbacks of this international staffing approach.
4. Why do you think DHL faltered in the United States? What do you think are the dangers, if any, of being a first mover?

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