Going global, acting local - communicating global brands to global Essay

Going global, acting local - communicating global brands to global markets - Essay Example ion of countries, ideas, knowledge and cultures of people from all across the world to develop a unique and distinctive market of consumers with almost similar tastes, preferences, interests, lifestyles, attitudes and behaviors towards a particular product or service. In other words, globalisation refers to international division of consumers who are both willing and able to purchase homogeneous products or services offered by different companies. In addition, it could be said that marketers divide all potential buyers in an international context and then formulate and implement their marketing, promotion and advertising strategies to cater those consumers. This process may involve manufacturing or production in other nations to achieve cost effectiveness while selling or promoting the produce in other countries where demand exists. (Medina and Duffy, 1998, 223-243) and (Levitt, 1983, 93-95) and (Fischer, 2003) Localisation is a process of adaptation to a particular geographic region, area, language or culture in an attempt to tap domestic market of a country. It is about giving a ‘local touch or look’ to products or advertising campaigns (that are offered to international buyers) by relating those goods or services to individuals in a specific target market. This process involves developing new products or innovating existing ones, modifying international promotion campaigns and advertising tactics etc after an in-depth analysis of societal taboos, sensitivities, language, demographic factors, culture and desires. This process is sometimes known as Customisation. (Medina and Duffy, 1998, 223-243) and (Baker, 1985, pp. 146-152) Glocalisation is a process that involves the elements of both globalisation and localisation. It is about tinkering away with the international goods or services to suit the tastes and preferences of domestic consumers from different markets across the globe. (Medina and Duffy, 1998, 223-243) It is worthwhile to mention the fact

National Business Cultures Research Paper Example | Topics and Well Written Essays - 3000 words

National Business Cultures - Research Paper Example During causal activities the women prefer to display modest dress. The appearances of the youth are both neat and clean. The youth find it unethical to touch another person's shoulders. Winking is taboo in any situation. It is also unethical to touch a child's head because children are held in high respect in Taiwan. Another characteristic of the Taiwan culture is that the feet should not be used for pointing because it is classified as dirty. HOFSTEDE- Finland, According to Hofstede, the Hofstede scores of Finland shows that It is low Powered, above average uncertainty avoidance, average masculinity and very low long term orientation2. Power distance measures how well the low power cultures like Finland feel and act when they fact high power cultures. The Hofstede analysis shows that the low power cultures easily accept the high powered cultures. The less powerful members of a culture can easily accept the unequal distribution of power. The Arabic-speaking nations, Latin America, Russia, and nearly all of Asia (especially India and China) are high in power distance. Most of Europe, Canada, Australia and Israel are low in power distance. Japan and Mediterranean-Europe fall in the middle range. In a culture of high power distance, it's okay for a department head to display his authority because most superiors rarely give their subordinates important work And if anything goes wrong, the subordi... And if anything goes wrong, the subordinates are usually blamed for not doing their proper job/role by the supervisors. In this culture, managers rarely interact or socialize with workers and the school teachers are treated with respect. The local politicians feel comfortable with totalitarianism. In this society, class distinction is emphasized. class distinctions are emphasized. Low power distance culture. This unique culture is described as the supervisors expected to treat employees respectfully. This culture is characterized by a few selected subordinates doing important work. There is a strong opportunity to get promoted quickly. However, if something ever unintentionally goes wrong, the department head is usually blamed for having unrealistic expectations or being too strict managers socialize and interact with workers. Also, the teachers are simply regarded as employees and parents are identified as merely people. Uncertainty avoidance. Uncertainty avoidance measures a nation's preference for strict laws and regulations over ambiguity and risk. According the Hofstede's research, Greece is the most risk-averse culture, and Singapore the least. The Protestant, Buddhist, and Hindu cultures rank relatively low; Catholic and Islamic countries tend to score high in uncertainty avoidance. Likewise, high uncertainty avoidance cultures tend to have a less efficient infrastructure than low uncertainty avoidance cultures. Hofstede Analysis will again help the foreign based national in decision making processes because different cultures react differently in the same situation. BODY II. Recent environmental influences (important PEST factors) in the 2 countries.TAIWAN Political. A. According to