Global ReachLocal Scale<br />Intersperience Research Ltd.<br />Open Ideas<br />May 2011<br />
Globalisation has been underway for last couple of hundred years<br /><ul><li>Type of definition of globalisation we’re ta...
Globalisation affords …<br />Economies of scale<br />e.g. One distribution centre, one call centre<br />Control and consis...
The rise of the internet has had a big effect on globalisation of brand and customer service<br />It has led to faster, mo...
Use of internet also means small, local or ‘virtual’ companies can market their products globally <br />Can create a much ...
Intersperience Research Ltd.<br /><ul><li>Do globalised, standardised products and services increase the chance of culture...
<ul><li>Identifies culture across 6 underlying behaviours
Allows measurement and clustering by culture: identifying gaps</li></ul>Intersperience Research Ltd.<br />The Cultural Len...
The most highly individualist cluster: marketing needs to target benefits to the individual<br />Low power-distance and so...
Intersperience Research Ltd.<br />So far we have seen<br />Globalisation of products and services is a key trend<br />This...
There is also an increasing demand for services to be personalised and tailored to the individual<br />Scope for internet ...
Intersperience Research Ltd.<br />There has been a huge rise in the use of mobile internet (whether by smartphone, laptop ...
Intersperience Research Ltd.<br /><ul><li>Internet can be consumed where and when you want: global access from anywhere, a...
Does this increase the chance of culture clash?</li></ul>Intersperience Digital Selves research 2011<br />-  26th May 2011...
There can be a lot of factors affecting the context in which marketing messages and services are consumed<br />These will ...
Intersperience Research Ltd.<br />In summary….<br />-  26th May 2011<br />
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Global Reach Local Scale

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Products and services are purchased at a very local level while increasingly delivered globally. How do we understand and prepare for service delivery that is both universal and locally sensitive?

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Global Reach Local Scale

  1. 1. Global ReachLocal Scale<br />Intersperience Research Ltd.<br />Open Ideas<br />May 2011<br />
  2. 2. Globalisation has been underway for last couple of hundred years<br /><ul><li>Type of definition of globalisation we’re taking here:</li></ul>“Globalisation is the more or less simultaneous marketing and sale of identical goods and services around the world.”<br /><ul><li>The Economist, 2009</li></ul>- 26th May 2011<br />Intersperience Research Ltd.<br />
  3. 3. Globalisation affords …<br />Economies of scale<br />e.g. One distribution centre, one call centre<br />Control and consistency<br />Unification of branding and marketing<br />Search Engine Optimisation<br />Intersperience Research Ltd.<br />- 26th May 2011<br />
  4. 4. The rise of the internet has had a big effect on globalisation of brand and customer service<br />It has led to faster, more effective communications generally enabling products and services to be delivered more widely and more efficiently<br />“It is modern communications that make it possible; for the British service sector to deal with its customers through a call centre in India, or for a sportswear manufacturer to design its products in Europe, make them in south-east Asia and sell them in north America.”<br />Stewart Jefferies, The Guardian<br />Intersperience Research Ltd.<br />- 26th May 2011<br />
  5. 5. Use of internet also means small, local or ‘virtual’ companies can market their products globally <br />Can create a much larger ‘web footprint’ than their physical size or turnover would suggest<br />Intersperience Research Ltd.<br /><ul><li>Power of internet to sell products and social media to market brand means they can go global easily</li></ul>- 26th May 2011<br />
  6. 6. Intersperience Research Ltd.<br /><ul><li>Do globalised, standardised products and services increase the chance of culture clash?</li></ul>Large corporations, can be serving customers…<br />From different cultures<br />Across many different parts of the world<br />With services located within many different countries and cultures<br />“Culture as a concept is like a fish immersed in water – we do not always appreciate this power until we encounter a different environment… The effect of encountering such differences can be so great that the term ‘culture shock’ is not an exaggeration”<br />(Solomon et al, 2006)<br />- 26th May 2011<br />
  7. 7. <ul><li>Identifies culture across 6 underlying behaviours
  8. 8. Allows measurement and clustering by culture: identifying gaps</li></ul>Intersperience Research Ltd.<br />The Cultural Lens<br />Short term/Long term orientation<br />Mastery/Nurturance<br />Do people here look to the future/plan ahead? Or are they more attached to the past?<br />Is personal ambition or caring more important?<br />Individualism/Group orientation<br />Power – Distance<br />Are individual needs prioritised here or is collective wellbeing more important?<br />How hierarchical is the society?<br />Novelty<br />High context/Low context<br />Do people like to try new things?<br />How ‘direct’ are speech styles?<br />- 26th May 2011<br />
  9. 9. The most highly individualist cluster: marketing needs to target benefits to the individual<br />Low power-distance and so may be more inclined to make use of self-service<br />Intersperience Research Ltd.<br />North Sea cluster<br />e.g.: The UK<br />Latin cluster<br />e.g.: Spain<br />High collectivist dimension means strong influence of family in making purchase decisions and choosing how to spend their leisure time<br />Highest power-distance cluster; probably less willing to use self-service and more importance is likely to be placed on personal service<br />- 26th May 2011<br />
  10. 10. Intersperience Research Ltd.<br />So far we have seen<br />Globalisation of products and services is a key trend<br />This means that marketers want to standardise products and services<br />This may lead to culture clash<br />However, an opposing key trend is personalisation…<br />- 26th May 2011<br />
  11. 11. There is also an increasing demand for services to be personalised and tailored to the individual<br />Scope for internet and mobile to offer one-to-one marketing and personalised service encounters<br />Location based services also tap into this trend<br />Intersperience Research Ltd.<br />Need for messages to mobile to be tailored<br />Semantic web (3.0) to allow more tailoring<br />- 26th May 2011<br />
  12. 12. Intersperience Research Ltd.<br />There has been a huge rise in the use of mobile internet (whether by smartphone, laptop or tablet)<br />24% of the UK population regularly use mobile internet<br />Q: How has your use of the following changed in the last 3 years?<br />Deloitte (Sep 2009) Intersperience Digital Selves research (2011)<br />- 26th May 2011<br />
  13. 13. Intersperience Research Ltd.<br /><ul><li>Internet can be consumed where and when you want: global access from anywhere, at any time, in any situation</li></ul>“The mapping between activities and places will dissolve, and everyplace will be for everything all the time.”<br /><ul><li>Aigre, 2001
  14. 14. Does this increase the chance of culture clash?</li></ul>Intersperience Digital Selves research 2011<br />- 26th May 2011<br />
  15. 15. There can be a lot of factors affecting the context in which marketing messages and services are consumed<br />These will operate to different extents in different individuals in different contexts<br />These three affect satisfaction with service most<br />These have around a 16% stronger effect than age, gender etc.1<br />Intersperience Research Ltd.<br />Physical surroundings<br />Where you are and what’s going on around you – sights, sounds, smells<br />Social surroundings<br />Who else is with you? Who are you dealing with?<br />Temporal perspective<br />Time or perception of time<br />Task definition<br />What you are trying to do and why<br />Antecedent state<br />Mood etc<br />After Belk (1975:159) <br />Intersperience Experience Laboratory ‘Experiential Segmentation’ (2007)<br />- 26th May 2011<br />
  16. 16. Intersperience Research Ltd.<br />In summary….<br />- 26th May 2011<br />
  17. 17. Intersperience Research Ltd.<br /><ul><li>Research is necessary to understand context and culture</li></ul>GLOBALISATION<br /><ul><li>Internet & marketers
  18. 18. Centralisation
  19. 19. Control
  20. 20. Consistency</li></ul>LOCAL CONSUMPTION<br /><ul><li>Technical
  21. 21. Personalised
  22. 22. 1 to 1</li></ul>Culture<br />Context<br />- 26th May 2011<br />
  23. 23. Global ReachLocal Scale<br />Intersperience Research Ltd.<br />Open Ideas<br />May 2011<br />

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