Despite increasing importance of international marketing for firms to survive and continue to prosper as well as increase their profitability in a rapidly changing environment, researchers pay more attention to domestic knowledge issues rather than international marketing. However; several factors (i.e. economies of scale, competitive strike, government incentives etc…) lead firms to international markets. In this context, all marketing activities in domestic level are undergoing a transformation to become international. Such that, the concept of marketing mix has become one of the key focus areas in international marketing research, practice and thought. In this study, we examined international marketing mix activities by conducting a descriptive holistic case study. We found three main findings. First, price and place elements of marketing mix are the most adapted elements. Second, while the product concept, colour and packet in product mix are adapted, the label and brand name are standardized. Third, promotion element of marketing mix is the most standardized element.

The textile industry plays an important role in creating Taiwan’s foreign exchange income. The vast majority of textile enterprises are traditional, labor-intensive small- edium enterprises. Over the recent years, with the increasing consciousness of people’s environmental protection around the world and the pressure of competition on the international markets, many textile ompanies are forced to pay close attention to the environmental protection. In view of this trend, the textile industry hopes the implementation of a green information system help to investigate the extent of business process improvement after implementing the system and key factors for success with an aim to effectively reduce cost, expand business opportunities, and march toward globalization. In this study, a case study approach is adopted to conduct an on-site survey on one enterprise in the upstream, mid-stream and downstream supply hains respectively. The business management cost is increased at the very beginning of the green supply chain introduction. However, the business process is improved after the mplementation of Internet interface. The green supply chain brings external effects: the romotion of corporate image, an increase of customer value and loyalty, reduction of customer complaints, and product conformity to global standards. It also generates internal effects: enhanced supply chain integration (for instance, increased information availability, process efficiency and supply chain partnership), the increase of sales revenue, procurement efficiency, and competitiveness.