Companies often struggle with getting to know their potential markets and Asia is a big and broad market.
Here is a detailed overview about all the things companies should consider if they choose to enter Asian market.
Globalization refers to the increasing interconnection and integration of world economies, cultures, and populations due to reduced trade barriers and advances in technology and communication. It can be viewed positively as beneficial for economic development or negatively as increasing inequality and threatening jobs and living standards. The main drivers of globalization are technological advances, trade liberalization, economic liberalization, a convergence of beliefs in free markets, and cultural developments like the spread of English. Globalization impacts international marketing by making market entry easier, opening new customer markets, allowing for standardized products and communication, and reducing costs.
Fdi in multi brand retail dangerous for india aug 10, 2011Himanshi Sharma
This document outlines the potential risks of allowing foreign direct investment in India's multi-brand retail sector. It argues that large foreign retailers like Walmart and Tesco will dominate the market and squeeze out small local retailers, hurting livelihoods. It notes that foreign retailers seek to control supply chains and squeeze costs by forcing down prices paid to farmers. The document also argues that handing over control of the country's food supply chain to foreign companies would compromise national security. Based on experiences in other countries, it predicts the entry of large retailers will cause massive disruption and unemployment in India.
Globalization has had both positive and negative impacts on India. Positively, it has increased foreign investment and trade, which has boosted the Indian economy and led to growth rates over 7% annually in recent years. However, it has also negatively impacted the Indian agriculture sector, resulting in decreased employment and increased poverty and inequality. While globalization has benefited India's economy overall, more focus is still needed on developing rural areas and reducing its negative social impacts.
Globalization has impacted Iranian society in several ways. While the government has tried to resist some aspects of globalization to preserve local culture and values, Iranian society has increasingly engaged with global trends and technologies. This has led to changes in employment, migration patterns, gender roles, and family structures. Youth have adopted global media and connectivity, while facing government censorship and restrictions online. Overall, Iranian society has navigated a complex relationship with globalizing forces and local traditions amidst the government's efforts to control cultural changes.
This is a detailed A+ presentation that I presented as my final project for my introductory business course MIS 101. This is a 27 slide presentation which highlights on the key components of globalization as well offer a real life example.
This presentation discusses globalization and whether it is good or bad. It defines globalization as the free movement of goods, services, capital, technology and information across borders. While globalization can create a worldwide market and foster development, it can also increase inequality and threaten social and cultural values. The presenters note globalization is like fire - it can be used constructively or destructively depending on how it is managed. They examine perspectives on globalization from both developed and developing countries like Nepal. The conclusion is globalization will contribute to sustainable development if its negative effects are addressed.
This ppt file contains complete information about galobalization and its very simple to present because its very relitive to the topic.
I present this to my class and got 10/10.
Its well designed and much easy to view the whole globalization .Its contains detaid information about globalization causes of globalization effects of globalization law of globalization and analysis of advantages and disadvantages of globalization.
I you pick this presentation you just need to change the name because it don't have unrelated constants.
Globalization refers to the increasing interconnection and integration of world economies, cultures, and populations due to reduced trade barriers and advances in technology and communication. It can be viewed positively as beneficial for economic development or negatively as increasing inequality and threatening jobs and living standards. The main drivers of globalization are technological advances, trade liberalization, economic liberalization, a convergence of beliefs in free markets, and cultural developments like the spread of English. Globalization impacts international marketing by making market entry easier, opening new customer markets, allowing for standardized products and communication, and reducing costs.
Fdi in multi brand retail dangerous for india aug 10, 2011Himanshi Sharma
This document outlines the potential risks of allowing foreign direct investment in India's multi-brand retail sector. It argues that large foreign retailers like Walmart and Tesco will dominate the market and squeeze out small local retailers, hurting livelihoods. It notes that foreign retailers seek to control supply chains and squeeze costs by forcing down prices paid to farmers. The document also argues that handing over control of the country's food supply chain to foreign companies would compromise national security. Based on experiences in other countries, it predicts the entry of large retailers will cause massive disruption and unemployment in India.
Globalization has had both positive and negative impacts on India. Positively, it has increased foreign investment and trade, which has boosted the Indian economy and led to growth rates over 7% annually in recent years. However, it has also negatively impacted the Indian agriculture sector, resulting in decreased employment and increased poverty and inequality. While globalization has benefited India's economy overall, more focus is still needed on developing rural areas and reducing its negative social impacts.
Globalization has impacted Iranian society in several ways. While the government has tried to resist some aspects of globalization to preserve local culture and values, Iranian society has increasingly engaged with global trends and technologies. This has led to changes in employment, migration patterns, gender roles, and family structures. Youth have adopted global media and connectivity, while facing government censorship and restrictions online. Overall, Iranian society has navigated a complex relationship with globalizing forces and local traditions amidst the government's efforts to control cultural changes.
This is a detailed A+ presentation that I presented as my final project for my introductory business course MIS 101. This is a 27 slide presentation which highlights on the key components of globalization as well offer a real life example.
This presentation discusses globalization and whether it is good or bad. It defines globalization as the free movement of goods, services, capital, technology and information across borders. While globalization can create a worldwide market and foster development, it can also increase inequality and threaten social and cultural values. The presenters note globalization is like fire - it can be used constructively or destructively depending on how it is managed. They examine perspectives on globalization from both developed and developing countries like Nepal. The conclusion is globalization will contribute to sustainable development if its negative effects are addressed.
This ppt file contains complete information about galobalization and its very simple to present because its very relitive to the topic.
I present this to my class and got 10/10.
Its well designed and much easy to view the whole globalization .Its contains detaid information about globalization causes of globalization effects of globalization law of globalization and analysis of advantages and disadvantages of globalization.
I you pick this presentation you just need to change the name because it don't have unrelated constants.
Globalization has impacted cultures worldwide through increasing interaction and exchange of ideas between countries. It has influenced lifestyles, food, dress, and views. Both positive and negative impacts on Indian culture have resulted, such as exposure to new technologies and products but also disruption of family structures and social values. Globalization also affects business and economics, with India emerging as a top destination for foreign investment and multinational corporations due to its large consumer base and skilled workforce.
This document discusses globalization and its impact on India. It defines globalization as the intensification of social relations between distant localities such that events in one place can influence those elsewhere. Forces driving globalization include consumer demand, reduced trade barriers, and advances in technology and competition. Globalization occurs through international trade, foreign direct investment, and financial capital flows. While globalization posed some initial obstacles for India, economic reforms embraced openness and helped sectors like agriculture, industry, finance, and exports. Overall, globalization has generated benefits through increased markets, investments, technology, and cultural exchange, though it also brought challenges adapting to more competitive markets.
Globalization refers to the increasing integration of economies around the world through trade and financial flows. It involves two core aspects: the globalization of markets, with separate national markets merging into one large global market, and the globalization of production, through companies sourcing goods and services internationally. As markets globalized, international institutions emerged to help regulate trade and promote agreements between nations. While globalization has connected economies, critics argue it has also negatively impacted jobs, wages, and national sovereignty in some countries.
Globalization refers to the increasing integration of economies and societies around the world through cross-border movement of goods, services, technology and ideas. It involves several dimensions including economic, technological, sociocultural and political. The document discusses the various definitions, types, advantages and disadvantages of globalization. While globalization has increased trade and growth opportunities, it has also been criticized for exacerbating inequality and unemployment, undermining local cultures and weakening the control of national governments. The impact of globalization on development has been mixed, with both benefits and challenges that need to be addressed.
Globalization is a process of increasing interaction and integration between people, companies, and governments around the world. It is driven by international trade and investment and enabled by information technology. It involves the mixing of cultures as different cultures meet and blend. Globalization impacts political systems, economic development, environments, religions, cultures, and standards of living worldwide.
The document provides 15 tips for developing an Asian mindset for doing business in Asia. Some key tips include understanding other cultures by learning about their history, traditions, and interacting with people; appreciating religious faiths as they define cultures and business ethics; developing flexible mindsets and being prepared for uncertainties as rules may be more flexible and changes can occur; and remembering that the thumb rule is to respect local cultures but expect to behave like a local when doing business in Asia. Understanding differences in communication styles like high versus low context cultures and monochronic versus polychronic time is also important. The overall goal is to build strong personal relationships and understand cultural contexts.
Justin Francis, Responsible Travel: Norway as destination. A tour operators´s...Innovation Norway
This document discusses trends in responsible tourism and how to market Norway accordingly. It notes that experiences have become more important than value, tourists seek authentic experiences, and sustainability is increasingly important. Responsible tourism involves co-creating experiences with local communities, utilizing local guides and businesses, and telling the authentic backstories of places. This builds a more distinctive brand for Norway as a destination and shifts perceptions beyond just fjords. The document advocates marketing Norway through authentic experiences, storytelling, social media, collaboration, and responsibility to make tourism more sustainable.
The document summarizes a seminar given by Hermawan Kartajaya on business opportunities in an integrated ASEAN market. Kartajaya discusses how the ASEAN market is becoming more interconnected through economic, social, and cultural integration. He presents new approaches to marketing that focus on community engagement and connection, rather than traditional segmentation approaches. Kartajaya also highlights opportunities in Indonesia specifically, as the country has experienced strong economic growth while avoiding recession, and has an increasingly connected young population that is embracing ASEAN unity.
The document provides an overview of doing business in Singapore. It begins with an economic overview, noting that Singapore is a global trade and investment hub with a population of 5.4 million and easy access to 600 million people across Southeast Asia. Services and manufacturing each account for about 20% of GDP. The past economic performance shows strong average growth above 8% annually since independence. Key market opportunities include food and drink, life sciences, oil and gas, clean tech, and education. Scotland exports to Singapore and has 60 companies with a physical presence there across sectors like oil and gas, ICT, and food and drink. Cultural considerations and tips for doing business effectively in Singapore are also discussed.
The document provides information about doing business in India. It discusses:
- The Team Scotland approach to working with public and private partners to increase overseas coverage and embed within industry strategies.
- Key sectors for opportunities in India like financial services, energy, creative industries, food and drink, tourism, and life sciences.
- Market opportunities in India for sectors like ICT, education, food and drink, renewable energy, and life sciences. It provides population and economic statistics about India.
- Support available from Scottish Development International for market research, introductions, and assistance with market entry into India.
- Details on bilateral trade and investments between India and Scotland, including major Scottish exports to India and investments
In this report we focus on three Southeast Asian countries: Singapore, Vietnam, and Malaysia. In each country, we brought together local Edelman experts who led us on a trek through their cities so we could be on the ground, witness the local trends and get out from behind our screens.
Doing business in Japan requires understanding Japanese business culture and etiquette. Meetings are highly structured and hierarchical, with the most senior person seated furthest from the door. Punctuality is expected. Relationship building through multiple meetings is important for establishing trust before substantive business discussions. Negotiations are non-confrontational, with implicit communication and consensus decision making preferred over direct "no" answers. Proper gift giving and conservative business attire should be observed.
Sakura (cherry blossoms) are a symbolic part of Japanese culture signifying transience in life. They are celebrated annually in hanami flower-viewing festivals and were painted on kamikaze planes in WWII. The Japanese language uses honorifics that are important in conversations. Traditional hot pots are enjoyed in winter and bring people together. Kimonos signify status and are worn for special occasions. Manga comics and anime animation grew out of manga and led to devoted fans. Japanese organizations value group harmony over individual needs and decisions are made through consensus. Hofstede's framework shows Japan scores high in masculinity and uncertainty avoidance with a long-term orientation.
Singapore is a country located in Southeast Asia with a population of over 5 million people comprised mostly of Chinese, Malay, and Indian ethnic groups. Some key aspects of Singaporean culture include its flag representing ideals of equality, brotherhood and virtue; the Merlion as a national symbol; hawker centres as a popular place to experience local cuisine; and the blending of various traditions from its ethnic groups in arts, music, festivals and dress. Singapore also places strong emphasis on ideals like unity, respect, and conservative social values within the family.
This document discusses how globalization has impacted cultures through the spread of popular culture worldwide. It provides examples of American products and culture that have spread globally, such as fast food franchises and sports. It also gives examples of non-American cultural aspects that have spread to the US, like Bollywood, anime, and Eastern religions. Both the pros and cons of this cultural diffusion through globalization are mentioned.
IKEA is a Swedish multinational group that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories. It is known for its innovative HR practices that focus on flexibility, employee development and benefits. Key practices include flexible work schedules, on-site childcare, tuition reimbursement and extensive training programs. These practices enhance work-life balance, motivation and commitment resulting in low turnover.
The document summarizes research on the impact of globalization on culture. It discusses how globalization has led to both positive and negative influences on cultural diversity. Positively, technology allows for cultural self-representation and preservation of identity. However, globalization can also encourage loss of individualism and increased Western influence. The summarized research was conducted among law students in Bangladesh and found that most use smartphones, social media, and the internet for both positive impacts like access to information, as well as some negative impacts like excessive social media use.
Globalization has impacted cultures worldwide through increasing interaction and exchange of ideas between countries. It has influenced lifestyles, food, dress, and views. Both positive and negative impacts on Indian culture have resulted, such as exposure to new technologies and products but also disruption of family structures and social values. Globalization also affects business and economics, with India emerging as a top destination for foreign investment and multinational corporations due to its large consumer base and skilled workforce.
This document discusses globalization and its impact on India. It defines globalization as the intensification of social relations between distant localities such that events in one place can influence those elsewhere. Forces driving globalization include consumer demand, reduced trade barriers, and advances in technology and competition. Globalization occurs through international trade, foreign direct investment, and financial capital flows. While globalization posed some initial obstacles for India, economic reforms embraced openness and helped sectors like agriculture, industry, finance, and exports. Overall, globalization has generated benefits through increased markets, investments, technology, and cultural exchange, though it also brought challenges adapting to more competitive markets.
Globalization refers to the increasing integration of economies around the world through trade and financial flows. It involves two core aspects: the globalization of markets, with separate national markets merging into one large global market, and the globalization of production, through companies sourcing goods and services internationally. As markets globalized, international institutions emerged to help regulate trade and promote agreements between nations. While globalization has connected economies, critics argue it has also negatively impacted jobs, wages, and national sovereignty in some countries.
Globalization refers to the increasing integration of economies and societies around the world through cross-border movement of goods, services, technology and ideas. It involves several dimensions including economic, technological, sociocultural and political. The document discusses the various definitions, types, advantages and disadvantages of globalization. While globalization has increased trade and growth opportunities, it has also been criticized for exacerbating inequality and unemployment, undermining local cultures and weakening the control of national governments. The impact of globalization on development has been mixed, with both benefits and challenges that need to be addressed.
Globalization is a process of increasing interaction and integration between people, companies, and governments around the world. It is driven by international trade and investment and enabled by information technology. It involves the mixing of cultures as different cultures meet and blend. Globalization impacts political systems, economic development, environments, religions, cultures, and standards of living worldwide.
The document provides 15 tips for developing an Asian mindset for doing business in Asia. Some key tips include understanding other cultures by learning about their history, traditions, and interacting with people; appreciating religious faiths as they define cultures and business ethics; developing flexible mindsets and being prepared for uncertainties as rules may be more flexible and changes can occur; and remembering that the thumb rule is to respect local cultures but expect to behave like a local when doing business in Asia. Understanding differences in communication styles like high versus low context cultures and monochronic versus polychronic time is also important. The overall goal is to build strong personal relationships and understand cultural contexts.
Justin Francis, Responsible Travel: Norway as destination. A tour operators´s...Innovation Norway
This document discusses trends in responsible tourism and how to market Norway accordingly. It notes that experiences have become more important than value, tourists seek authentic experiences, and sustainability is increasingly important. Responsible tourism involves co-creating experiences with local communities, utilizing local guides and businesses, and telling the authentic backstories of places. This builds a more distinctive brand for Norway as a destination and shifts perceptions beyond just fjords. The document advocates marketing Norway through authentic experiences, storytelling, social media, collaboration, and responsibility to make tourism more sustainable.
The document summarizes a seminar given by Hermawan Kartajaya on business opportunities in an integrated ASEAN market. Kartajaya discusses how the ASEAN market is becoming more interconnected through economic, social, and cultural integration. He presents new approaches to marketing that focus on community engagement and connection, rather than traditional segmentation approaches. Kartajaya also highlights opportunities in Indonesia specifically, as the country has experienced strong economic growth while avoiding recession, and has an increasingly connected young population that is embracing ASEAN unity.
The document provides an overview of doing business in Singapore. It begins with an economic overview, noting that Singapore is a global trade and investment hub with a population of 5.4 million and easy access to 600 million people across Southeast Asia. Services and manufacturing each account for about 20% of GDP. The past economic performance shows strong average growth above 8% annually since independence. Key market opportunities include food and drink, life sciences, oil and gas, clean tech, and education. Scotland exports to Singapore and has 60 companies with a physical presence there across sectors like oil and gas, ICT, and food and drink. Cultural considerations and tips for doing business effectively in Singapore are also discussed.
The document provides information about doing business in India. It discusses:
- The Team Scotland approach to working with public and private partners to increase overseas coverage and embed within industry strategies.
- Key sectors for opportunities in India like financial services, energy, creative industries, food and drink, tourism, and life sciences.
- Market opportunities in India for sectors like ICT, education, food and drink, renewable energy, and life sciences. It provides population and economic statistics about India.
- Support available from Scottish Development International for market research, introductions, and assistance with market entry into India.
- Details on bilateral trade and investments between India and Scotland, including major Scottish exports to India and investments
In this report we focus on three Southeast Asian countries: Singapore, Vietnam, and Malaysia. In each country, we brought together local Edelman experts who led us on a trek through their cities so we could be on the ground, witness the local trends and get out from behind our screens.
Doing business in Japan requires understanding Japanese business culture and etiquette. Meetings are highly structured and hierarchical, with the most senior person seated furthest from the door. Punctuality is expected. Relationship building through multiple meetings is important for establishing trust before substantive business discussions. Negotiations are non-confrontational, with implicit communication and consensus decision making preferred over direct "no" answers. Proper gift giving and conservative business attire should be observed.
Sakura (cherry blossoms) are a symbolic part of Japanese culture signifying transience in life. They are celebrated annually in hanami flower-viewing festivals and were painted on kamikaze planes in WWII. The Japanese language uses honorifics that are important in conversations. Traditional hot pots are enjoyed in winter and bring people together. Kimonos signify status and are worn for special occasions. Manga comics and anime animation grew out of manga and led to devoted fans. Japanese organizations value group harmony over individual needs and decisions are made through consensus. Hofstede's framework shows Japan scores high in masculinity and uncertainty avoidance with a long-term orientation.
Singapore is a country located in Southeast Asia with a population of over 5 million people comprised mostly of Chinese, Malay, and Indian ethnic groups. Some key aspects of Singaporean culture include its flag representing ideals of equality, brotherhood and virtue; the Merlion as a national symbol; hawker centres as a popular place to experience local cuisine; and the blending of various traditions from its ethnic groups in arts, music, festivals and dress. Singapore also places strong emphasis on ideals like unity, respect, and conservative social values within the family.
This document discusses how globalization has impacted cultures through the spread of popular culture worldwide. It provides examples of American products and culture that have spread globally, such as fast food franchises and sports. It also gives examples of non-American cultural aspects that have spread to the US, like Bollywood, anime, and Eastern religions. Both the pros and cons of this cultural diffusion through globalization are mentioned.
IKEA is a Swedish multinational group that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories. It is known for its innovative HR practices that focus on flexibility, employee development and benefits. Key practices include flexible work schedules, on-site childcare, tuition reimbursement and extensive training programs. These practices enhance work-life balance, motivation and commitment resulting in low turnover.
The document summarizes research on the impact of globalization on culture. It discusses how globalization has led to both positive and negative influences on cultural diversity. Positively, technology allows for cultural self-representation and preservation of identity. However, globalization can also encourage loss of individualism and increased Western influence. The summarized research was conducted among law students in Bangladesh and found that most use smartphones, social media, and the internet for both positive impacts like access to information, as well as some negative impacts like excessive social media use.
Singapore has a diverse cultural and architectural history influenced by British colonial rule. Traditional shophouse architecture combined commercial and residential spaces and incorporated classical elements. More recently, public housing has taken the form of pragmatic high-rise developments. Current architectural trends emphasize sustainability and bio-inspired designs. Looking ahead, future trends will likely focus on building taller with green construction methods.
Comparison of Marketing Mix of IKEA in Four CountriesFatima Arshad
Report Contains Marketing Mix of IKEA. In this report there is comparison of 4Ps of IKEA in Four Countries i.e Sweden, UK, China and India.
This report is result of the efforts of four people.
What you-need-to-know-about-doing-business-in-asia reprintiohann Le Frapper
This article co-written by Randall Lewis and myself provides practical tips for Western companies doing business or investing in Asia, in particular China.
The Adidas Group pursues a three-pillar human resources strategy to support its mission of being the global leader in sporting goods. The three pillars are: 1) creating an engaging work environment that stimulates team spirit and passion, 2) expanding a performance-based culture with strong leadership, and 3) becoming an "employer of choice". Key aspects of the strategy include developing employees' skills and talents, rewarding high performance, and maintaining a diverse and motivated workforce. The HR department aims to align all human resources initiatives with Adidas' business culture and values.
IKEA is a Swedish furniture retailer with branches in 41 countries that aims to provide affordable home furnishings and create a better life for customers. It has been recognized as a top employer, focusing on cultural fit over skills alone in recruitment. IKEA promotes from within, offers on-the-job and online training, standardized global compensation, and surveys employees to solicit feedback. These human resource practices have helped IKEA build a strong culture with lower turnover than competitors, sustaining its growth as a preferred retail employer.
Impact of culture on international marketingAnu Damodaran
Culture has a significant impact on international marketing. Geert Hofstede identified five cultural dimensions that influence behavior: power distance, individualism vs collectivism, masculinity vs femininity, uncertainty avoidance, and long-term orientation. Elements of culture like values, attitudes, beliefs, language, and social norms shape consumption processes including access, buying behavior, product use, and disposal. Marketers must understand how cultural factors influence thinking, decisions, and preferences to develop effective marketing strategies for different countries and regions. Failing to consider cultural differences can lead to embarrassing mistakes in international markets.
Globalization refers to the increased integration and interdependence of national economies through cross-border movement of goods, capital, services, technologies and people. It has led to greater international trade, cultural exchange and access to goods and services. However, it has also been associated with loss of culture, uneven wealth distribution and increased health risks from the spread of diseases. While proponents argue it increases economic growth and efficiency, critics argue it promotes a corporatist agenda and unsustainable debt. The Philippines has experienced effects of globalization through trade agreements and increased foreign investment and labor exports, but poverty remains a challenge.
Globalization refers to the increasing integration and interconnectedness of economies and societies around the world through cross-border movement of goods, services, technology and people. While globalization has positive effects like increased trade, investment and spread of technology and culture, it also has negative consequences such as increased child labor and unemployment in some countries. The document discusses the definition of globalization and e-commerce, examples of globalization, and the positive and negative effects of both globalization and e-commerce on economies and societies.
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The document discusses globalization through a series of discussion questions. It begins by asking for definitions of globalization and perspectives on its pros and cons. It then provides a definition of globalization as the free movement of goods, services, and people across borders. The document outlines several aspects of globalization, including the opening of economies, liberalization of trade and investment, and adherence to international trade organizations. It also includes vocabulary terms and debates some pros and cons of globalization related to labor practices, economic growth, and cultural impacts.
This document discusses globalization and provides definitions, nature, signs, advantages, and disadvantages. It begins by defining globalization as changes in societies and economies resulting from increased trade and cultural exchange. It then describes the nature of globalization, including liberalization, free trade, and economic reforms. Several signs of globalization are listed such as increased international trade and cultural exchange. Advantages include cheaper prices, employment, and education opportunities. Disadvantages include potential health issues, loss of culture, and uneven wealth distribution.
Globalization refers to the increased integration and interdependence of national economies through cross-border movement of goods, capital, services, technologies and people. It has led to greater international trade, cultural exchange and development of global telecommunications infrastructure. While proponents argue it increases economic growth and efficiency, critics argue it can negatively impact national sovereignty, local cultures and lead to greater inequality. The document outlines both the advantages such as increased employment, education and cheaper goods, as well as disadvantages like health issues, environmental degradation and uneven wealth distribution that have resulted from globalization.
Globalization refers to the increasing integration and interdependence of world economies through increased trade and cultural exchange. It involves free trade between nations and the integration of economies. Some key impacts of globalization include increased global cultural sharing, rising international business activity and investment, growing economic growth and development, as well as new health and environmental challenges. The document discusses the definition, types, advantages, and disadvantages of globalization.
UNIT 2: BUSINESS COMMUNICATION IN CONTEXTAwais Javed
This document provides notes on business communications and intercultural communication. It discusses key topics like business communication in context, cultural variables, and ethics in business communication. Specific sections cover national cultural variables such as education, laws and regulations, economics, politics, religion, social norms and language. Individual cultural variables discussed include perceptions of time, space, food, decision making, communication styles, manners and acceptable dress. The document emphasizes understanding differences in cultural variables to improve intercultural business communications.
Globalization refers to the increasing interdependence between countries resulting from the growing integration of trade, investment, technology and communication. This chapter provides an overview of globalization and its key aspects. It discusses how globalization has led to the merging of previously distinct national markets into a global market. It also explains how declining trade barriers and technological advances have facilitated the globalization of production through international sourcing. International business plays a key role in connecting global suppliers and markets. The forces driving globalization include falling trade barriers, foreign direct investment, and technological change.
W1L3_Lecture 3 - The Global North and the Global South (1).pptxAMBIKABHANDARI5
The document discusses the concepts of the Global North and Global South. It begins by explaining that the Global North refers mainly to developed, wealthy countries in Europe, North America, and other high-income countries, while the Global South refers to developing countries in Latin America, Asia, Africa, and Oceania. It then provides some key points about the economic and political differences between the two groups: the Global North accounts for about 80% of global wealth and manufacturing while the Global South accounts for 75% of the world's population but only 20% of global income. The document also discusses some criticisms of viewing the world in terms of a strict North-South divide and provides examples of globalization's impact on different sectors such as business,
The document discusses examples of compromise in United States history from 1774-1865, arguing that America was largely successful with compromise during this period. It cites the Three-Fifths Compromise of 1787 and notes that compromises were key to the formation of both America as a country and Washington D.C. as the capital city. The document asserts that America achieved compromise successfully through amendments to the Constitution, debates around slavery, and the original framing of the Constitution itself, which required consensus from various stakeholders.
The document provides an overview of key concepts related to globalization including:
1) The forces driving globalization such as falling trade barriers, technological innovation, and advances in transportation.
2) The debates surrounding globalization's impact on jobs, wages, income inequality, culture, sovereignty, and the environment.
3) The different elements that comprise the global business environment: forces of globalization, the international business environment, national business environments, and international firm management.
globalization is undermining nation states. First, it is that it is empowering corporations at the expense of the nation state, and secondly, that the international institutions such
It does not make sense to talk of a world of 6 billion people becoming a monoculture. The spread of globalization will undoubtedly bring changes to the countries it reaches, but change is an essential part of life. It does not mean the abolition of traditional values.
As the WTO and World Bank are not democratic…. There is an issue of sheer size.
It is noted that many corporations are larger than nation states – more than half the 100 largest economies in the world are corporations.
Integration in the world economy contributes to environmental improvements by promoting growth, increasing incomes, improving property rights and the allowing the efficient use of resources.
The document discusses globalization and its impacts. It begins by defining globalization as the closer integration of countries through reduced trade barriers and costs of transportation and communication. It then outlines some of the major international institutions involved in governing globalization, including the IMF, World Bank, and WTO. The document also discusses some of the opportunities and threats presented by globalization, such as increased inequality, environmental impacts, and threats to cultural diversity. It raises issues about the appropriate level of global regulation and discusses Joseph Stiglitz's critique of how international institutions have pursued globalization.
As per the adage, ‘Every cloud has a silver lining’, we have observed that pro- and anti-globalization go hand in hand. If one section of the society considers it to be advancing for good, other section will always pick the bad out of it.
Pro-globalists debate that globalization brings about much increased opportunities for almost everyone, and increased competition is a good thing since it makes agents of production more efficient, the anti-globalists, on the contrary, argue that certain groups of people who are devoid in terms of resources are not currently capable of functioning within the increased competitive pressure that will be brought about by allowing their economic to be more connected to the rest of the world.
Let's read more to understand the impact of both the faces of globalists, their ideology and perception.
Happy reading!
Globalization;ADVANTAGES & DISADVANTAGESASIF SULTAN
The document discusses the advantages and disadvantages of globalization. It states that globalization refers to countries joining together economically, through education, society and politics, while maintaining their national identities. Some advantages include increased free trade, investment opportunities, flexibility for corporations, and spread of ideas. However, some disadvantages are the potential spread of materialism, threats to sovereignty, job losses in developed nations, economic disruptions, and corporate influence exceeding individuals. The document concludes that while globalization has issues, it is not disappearing, so nations must understand its impacts and work to address problems and spread benefits widely.
The presentation group includes Alex Merket, Sena Sevencan, Kan Mihail, and Lissette Plaza. Their presentation discusses how globalization is driving changes in international business. Globalization refers to the increasing integration and interdependence of national economies through cross-border movement of goods, services, technology, and capital. It has led to the globalization of production through outsourcing and the globalization of markets as national markets merge into a single global marketplace. Emerging global institutions like the WTO and IMF also influence international business. Legal systems are globalizing to allow companies to focus on core competencies. Technological advances and declining trade barriers are key drivers of globalization that impact how firms operate globally.
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Impact Of Globalization On Agriculture In UgandaTiffany Sandoval
Globalization has impacted agriculture in Uganda in both positive and negative ways. Positively, it could attract foreign investment and reduce transportation costs for exports like coffee. However, unrealistic expectations of capital movements have not benefited many rural small-scale farmers in Uganda who lack basic skills and knowledge to engage in international trade. Weak national policies have also limited the benefits of programs aimed at commercializing the agricultural sector. Overall, renegotiating trade terms and developing appropriate domestic policies could help Uganda better leverage globalization for agricultural development.
Expository Text Samples. Expository Text FeaturesKim Johnson
The document provides information about Fermat's Last Theorem, considered one of the most famous unsolved problems in mathematics. It states that for any integer n greater than 2, there are no positive integers x, y, and z that satisfy the equation xn + yn = zn. Pierre de Fermat claimed to have a proof of the theorem in 1637, but did not provide the details. The theorem remained unsolved until 1995 when Andrew Wiles published a proof using modern algebraic geometry and number theory. The document discusses Fermat's background as an amateur mathematician who made important contributions to probability, calculus, and number theory. It also explains Pythagorean triplets and how Fermat's theorem builds upon them.
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International Marketing - Doing Business in Asia
1. DOING BUSINESS IN ASIA?
How Do Companies Do It?
DOING BUSINESS IN ASIA?
How Do Companies Do It?
Mirna Babović 68569
Bjanka Badrov 68526
Jovana Bakula 68544
Ena Fejzagić 68553
2. This is John and he is the executive director of
„XOXO“ company.
But what is bothering him?
His company wants to enter the
Asian market!
How can we help him?How can we help him?
LET'S START WITH HIS FIRST CONCERN.
3. John: Why do we have to
go global at all? We are
doing just fine right now
with our current market.
John: Why do we have to
go global at all? We are
doing just fine right now
with our current market.
Globalization is a process of interaction and integration among the people,
companies, and governments of different nations, a process driven by
international trade and investment and aided by information technology.
Globalization is a process of interaction and integration among the people,
companies, and governments of different nations, a process driven by
international trade and investment and aided by information technology.
It is not something contemporary, some authors argue that there was a form of
globalization since the rise of trade links between Sumer and the Indus Valley
Civilization in the third millennium B.C.
It is not something contemporary, some authors argue that there was a form of
globalization since the rise of trade links between Sumer and the Indus Valley
Civilization in the third millennium B.C.
In late 2000s, much of the industrialized world entered into a deep recession,
so some analysts say the world is going through a period of deglobalization
after years of increasing economic integration.
In late 2000s, much of the industrialized world entered into a deep recession,
so some analysts say the world is going through a period of deglobalization
after years of increasing economic integration.
4.
5. Trade is increasingly global in scope today mainly because of technology -
improved transportation and communication opportunities make trade more
practical. Consumers and businesses now have access to the very best
products from many different countries, which also increases the competition
among countries.
Trade is increasingly global in scope today mainly because of technology -
improved transportation and communication opportunities make trade more
practical. Consumers and businesses now have access to the very best
products from many different countries, which also increases the competition
among countries.
In part to accommodate these realities, countries in the last several decades
have taken increasing steps to promote global trade through agreements
such as the General Treaty on Trade and Tariffs, and trade organizations
such as the World Trade Organization (WTO), North American Free Trade
Agreement (NAFTA), and the European Union (EU).
In part to accommodate these realities, countries in the last several decades
have taken increasing steps to promote global trade through agreements
such as the General Treaty on Trade and Tariffs, and trade organizations
such as the World Trade Organization (WTO), North American Free Trade
Agreement (NAFTA), and the European Union (EU).
6. SOME DISADVANTAGES OF GLOBALIZATIONSOME DISADVANTAGES OF GLOBALIZATION
•Increased flow of skilled
and non-skilled jobs from
developed to developing
nations as corporations
seek out the cheapest
labor
•Increased flow of skilled
and non-skilled jobs from
developed to developing
nations as corporations
seek out the cheapest
labor
•Greater chance of
reactions for globalization
being violent in an attempt
to preserve cultural
heritage
•Greater chance of
reactions for globalization
being violent in an attempt
to preserve cultural
heritage
•International bodies like
the WTO infringe on
national and individual
sovereignty
•International bodies like
the WTO infringe on
national and individual
sovereignty
•Greater risk of diseases
being transported
unintentionally
•Greater risk of diseases
being transported
unintentionally
•Increase in the chances
of civil war within
developing countries
•Increase in the chances
of civil war within
developing countries
Decrease in
environmental integrity
Decrease in
environmental integrity
•Spread of a materialistic
lifestyle and attitude that
sees consumption as the
path to prosperity
•Spread of a materialistic
lifestyle and attitude that
sees consumption as the
path to prosperity
7. SOME ADVANTAGES OF GLOBALIZATIONSOME ADVANTAGES OF GLOBALIZATION
•Increased free trade
between nations
•Increased free trade
between nations
•Increased liquidity of
capital allowing investors
in developed nations to
invest in developing
nations
•Increased liquidity of
capital allowing investors
in developed nations to
invest in developing
nations
•Greater ease and speed
of transportation for goods
and people
•Greater ease and speed
of transportation for goods
and people
•Increased flow of
communications allows
vital information to be
shared between
individuals and
corporations around the
world
•Increased flow of
communications allows
vital information to be
shared between
individuals and
corporations around the
world
•Reduction of cultural
barriers increases the
global village effect
•Reduction of cultural
barriers increases the
global village effect
•Increases in
environmental protection
in developed nations
•Increases in
environmental protection
in developed nations
•Abolition of various
double taxes, tariffs, and
capital controls
•Abolition of various
double taxes, tariffs, and
capital controls
8. John: OK. So, you
convinced me, we should
go global. But, what should
I pay attention to? Which
cultural differences are
important?
John: OK. So, you
convinced me, we should
go global. But, what should
I pay attention to? Which
cultural differences are
important?
CULTURAL DIMENSIONS and DIFFERENCES that are important for marketing:CULTURAL DIMENSIONS and DIFFERENCES that are important for marketing:
DIRECTNESS
VS.
INDIRECTNESS
HUMOR
GENDER
ROLES
POPULAR VS.
TRADITIONAL
CULTURE
INFORMATION
CONTENT VS.
FLUFF
SYMBOLS
9. UNDERSTANDING CULTURAL
DIFFERENCES IS IMPORTANT IF YOU
WANT TO ACHIEVE SUCCESS IN ANY
MARKET.
WHEN DEVELOPING MARKETING
STRATEGIES IT IS IMPORTANT TO
CONSIDER NATIONAL, LOCAL, POLITICAL
AND BUSINESS CULTURES.
10. John: I've heard that even
colors have different
meanings in some cultures.
John: I've heard that even
colors have different
meanings in some cultures.
Sure they do! Take a look!Sure they do! Take a look!
China: Death,
Mourning
India: Unhappiness,
Death
Japan: Mourning
POPULAR VS.
TRADITIONAL
CULTURE
China: Royalty, Nourishing
India:
Commerce
Japan: Courage
Saudi Arabia:
Strength, Reliability
China: Celebration, Good,
Luck, Happiness, Long
Life, Summoning
India: Purity
Japan: Life
India (Hindu): Sacred (the
Color Saffron)
Japan: Courage, Love
11. China: Immortality
India (Hindu): Krishna
Iran: Heaven, Immortality,
Spirituality
Israel: Holiness
East India: Feminine
Japan: Popular with Both
Genders
Korea: Trust
China: Color for Young
Boys, Trust, High Quality
Thailand: Bad Luck,
Unhappiness, Evil
Tibet: Evil
India: Mourning
China: Nobility
India: Reincarnation
Thailand: Mourning
China: Exorcism, Infidelity
(Green Hats), Not a Good
Color for Packaging
India: Islam
Japan: Life, High-tech
Indonesia: Forbidden
12. John: And what about
the legal constraints?
John: And what about
the legal constraints?
Excellent question, John! When laws of two countries differ, it may be possible
in a contract to specify in advance which laws will apply. These are the legal
systems in India, China, Japan, Hong Kong and Saudi Arabia:
Excellent question, John! When laws of two countries differ, it may be possible
in a contract to specify in advance which laws will apply. These are the legal
systems in India, China, Japan, Hong Kong and Saudi Arabia:
INDIA
India follows English common law, but the state
of Goa and the union territory of Daman and
Diu follow a Civil Law based on Portuguese civil
law.
PEOPLE’S REPUBLIC OF CHINA
China follows civil law system, which is based on
native customs and practices with Soviet and
German influence.
JAPAN
Japan follows civil law system, modeled after
European (primarily German) system, and also
the Japanese civil code of 1895.
HONG KONG
Hong Kong is different, since its system is
principally based on English common law.
SAUDI ARABIA Saudi Arabia follows Islamic law.
13. COMPARATIVE ADVERTISING IS MORE HEAVILY REGULATED IN
ASIA THAN IN U.S. OR EUROPE.
AN INDIAN COURT ORDERED LEVER TO CEASE CLAIMING THAT
ITS NEW PEPSODENT TOOTHPASTE WAS 102% BETTER THAN
THE LEADING BRAND. COLGATE THE LEADING BRAND WAS
NEVER MENTIONED IN THE ADVERTISEMENT ALTHOUGH A
MODEL WAS SHOWN MOUTHING THE WORD COLGATE AND THE
IMAGE WAS ACCOMPANIED BY A TING SOUND RECOGNIZED IN
ALL COLGATE ADS AS THE RING OF CONFIDENCE.
ADVERTISING ON TELEVISION IS STRICTLY CONTROLLED IN
MANY COUNTRIES.
IN MANY ASIAN COUNTRIES, EXTERNAL PRESSURE OR EVEN
DIRECT INTERVENTION FROM FOREIGN COUNTRIES TRIGGERED
THE INTRODUCTION OF COMPETITION POLICY. IN EAST ASIA
COMPETITION POLICY IS SOMETIMES IN CONFLICT WITH OTHER
POLICY OBJECTIVES.
14. John: I suppose that my
products must be
changed, if I enter the
Asian market. Do I need
to change everything?
John: I suppose that my
products must be
changed, if I enter the
Asian market. Do I need
to change everything?
15. John, your main dilemma is between standardization
and adaptation of products.
Standardization is a good choice if you want to save costs and
maintain the image of the company throughout different markets, but
adaptation - offering a product to targeted foreign consumers altered
to specific tastes, preferences and needs, has advantages, too.
There are some mandatory adaptations (those imposed by
government regulations, products standards, etc) and there are
optional modifications which are the company’s “wish” to adapt.
Standardization is a good choice if you want to save costs and
maintain the image of the company throughout different markets, but
adaptation - offering a product to targeted foreign consumers altered
to specific tastes, preferences and needs, has advantages, too.
There are some mandatory adaptations (those imposed by
government regulations, products standards, etc) and there are
optional modifications which are the company’s “wish” to adapt.
16. There are three layers of product attributes that can be more or
less standardized:
1. PHYSICAL ATTRIBUTES
2. SERVICE ATTRIBUTES
3. SYMBOLIC ATTRIBUTES
The closer a product is to the body (food, clothing,
cosmetics...), the more likely it is to be adapted.
The closer a product is to the body (food, clothing,
cosmetics...), the more likely it is to be adapted.
17. WHEN DECIDING TO ADAPT OR NOT,
HOFSTEDE’S CULTURAL DIMENSIONS ARE
VERY IMPORTANT:
Individualism vs. Collectivism
Masculinity vs. Femininity
Power Distance
Uncertainty Avoidance
Long term vs. Short term
WHEN DECIDING TO ADAPT OR NOT,
HOFSTEDE’S CULTURAL DIMENSIONS ARE
VERY IMPORTANT:
Individualism vs. Collectivism
Masculinity vs. Femininity
Power Distance
Uncertainty Avoidance
Long term vs. Short term
18. FOR EXAMPLE:
China has Long-term Orientation (LTO) the highest-ranking factor (118), which is
also true for all Asian cultures. Chinese rank lower than any other Asian country in
the Individualism (IDV) ranking, at 20 compared to an average of 24. China has a
significantly higher Power Distance ranking of 80 compared to the other Far East
Asian countries' average of 60, and the world average of 55.
India has Power Distance (PDI) as the highest Hofstede Dimension for the culture,
with a ranking of 77. India's Long Term Orientation (LTO) Dimension rank is 61 and
Masculinity as the third highest ranking Hofstede Dimension at 56. India's lowest
ranking Dimension is Uncertainty Avoidance (UAI) at 40.
19. WHEN IT COMES TO SERVICES:
The extent to which certain of service attributes will be adapted differs
according to the type of good being serviced.
The extent to which certain of service attributes will be adapted differs
according to the type of good being serviced.
An important aspect of service is waiting to be served - this dimension is
more or less respected from culture to culture.
An important aspect of service is waiting to be served - this dimension is
more or less respected from culture to culture.
There is consistency in the dimensions important to service quality and the
relationship between service quality and satisfaction.
There is consistency in the dimensions important to service quality and the
relationship between service quality and satisfaction.
Interpretation of symbolic messages may differ significantly between the
marketer’s culture and the consumer’s culture, in most cases the symbolic
meaning of the product is more important than the functional utilities
associated with the product.
Interpretation of symbolic messages may differ significantly between the
marketer’s culture and the consumer’s culture, in most cases the symbolic
meaning of the product is more important than the functional utilities
associated with the product.
20. John: Are there some
concrete geographical
characteristics I need to
adapt my products to?
John: Are there some
concrete geographical
characteristics I need to
adapt my products to?
21. YES, THERE ARE! You should consider the geographic diversity;
climate and topography, for example. Also, altitude, humidity, and
temperature extremes are climatic features that affect the uses and
functions of products and equipment. Products that perform well in
temperate zones may deteriorate rapidly or require special cooling or
lubrication to function adequately in tropical zones.
For example, a Taiwanese company sent a shipment of drinking
glasses to a buyer in the Middle East. The glasses were packed in
wooden crates with hay used as dunnage to prevent breakage. The
glasses arrived in shards.
WHY?
When the crates moved to the warmer, less humid climate of the
Middle East, the moisture content of the hay dropped significantly
and shriveled to a point that it offered no protection.
22. There are other geographical
factors influencing business
activities, such as different
seasons, mountains, oceans,
jungles, floods, pollution, etc.
For instance, China is now
the world’s top polluter in
almost all respects.
India’s population was once
stable, but with improved
health conditions leading to
greater longevity and lower
infant mortality, its population
will exceed that of China by
2050.
Adjusting to geographical
differences is very relevant
factor in introducing
products/service to global
market, as much as
creating proper marketing
campaign that would be
succesfully accepted in
targeting geographical
region.
23. John: So, when
I adapt my
products, I need
to adapt my
marketing
strategy as well,
right?
John: So, when
I adapt my
products, I need
to adapt my
marketing
strategy as well,
right?
OF COURSE!
The process of going internationally and globally
could not be succesful without an adequate usage of
marketing. The task of international marketing is
much more complicated compared to domestic
market activities.
The uniqueness of foreign marketing comes from
the range of unfamiliar problems and the variety
of strategies necessary to cope with different
levels of uncertainty encountered in foreign
markets.
Even though marketing principles and concepts
are universally applicable, the environment within
which the marketer must implement plans can
change dramatically from country to country or
region to region.
24. Possible obstacles to succeed in
international marketing are SRC
(Self-reliance criterion), i.e. using
one’s culture, values, experiences
as a basis for decisions, and
ETHNOCENTRISM, a notion that
one’s own culture or company
knows best.
To be globally aware, John, you must have
objectivity, tolerance of cultural differences
and knowledge of cultures, history, world
market potential, and global economic, social
and political trends.
25. There are three types of strategic
approaches to marketing internationally:
1. Domestic Market Extension Orientation
2. Multidomestic Market Orientation
3. Global Marketing Orientation
John: And what about
advertising? Should I
get some celebrity
endorsers?
John: And what about
advertising? Should I
get some celebrity
endorsers?
26. Well, the major problem facing
INTERNATIONAL ADVERTISERS
is designing the best messages for
each market served.
We advise you to have these
stages of international advertising:
perform marketing research,
specify the goals of the
communication, develop the most
effective message(s) for the market
segments selected,
select effective media,
compose and secure a budget,
execute the campaign
and evaluate the campaign relative
to the goals specified.
Well, the major problem facing
INTERNATIONAL ADVERTISERS
is designing the best messages for
each market served.
We advise you to have these
stages of international advertising:
perform marketing research,
specify the goals of the
communication, develop the most
effective message(s) for the market
segments selected,
select effective media,
compose and secure a budget,
execute the campaign
and evaluate the campaign relative
to the goals specified.
27. For a long time, companies have used
well-known public figures, movie stars
and sports personalities to endorse their
brands, as it is widely believed that
these celebrities help to build or
reposition brands by extending their
personality, character and popularity to
the brands they endorse.
When advertising in Asian market, you
should decide whether to use domestic,
global or celebrities that are popular in
new markets. We can not give you a
universal advice; the decision depends
on the product/service type, the value it
has for customers, the complexity of the
product offering, the age of target
market and many other factors.
For a long time, companies have used
well-known public figures, movie stars
and sports personalities to endorse their
brands, as it is widely believed that
these celebrities help to build or
reposition brands by extending their
personality, character and popularity to
the brands they endorse.
When advertising in Asian market, you
should decide whether to use domestic,
global or celebrities that are popular in
new markets. We can not give you a
universal advice; the decision depends
on the product/service type, the value it
has for customers, the complexity of the
product offering, the age of target
market and many other factors.
28.
29. John: OK, there
is one more
thing that
bothers me –
the language. Is
it going to be a
barrier?
John: OK, there
is one more
thing that
bothers me –
the language. Is
it going to be a
barrier?
30. TO BE HONEST, IT IS ONE OF THE MOST DIFFICULT BARRIERS.
BUT, IT IS NOT IMPOSSIBLE TO OVERCOME IT.
IKEA deals with this issue in a very practical way; the instructions for
assembling its furniture rely on pictures alone. So, there are no confusions
and misunderstandings.
Even Coca-Cola has an adaptation of
its name in China!
It is transliterated as ‘ke kou ke le’ in
Mandarin and ‘ho hau ho lohk’ in
Cantonese, which conveys the
meaning of ‘tasty and
enjoyable/happy’.
In the literal translation, it would mean
‘Bite the Wax Tadpole’, or ‘Female
Horse Stuffed with Wax’.
31. Branding in East Asia gets a whole new dimension. You
must come up with a brand name that has a positive
connotation, which is a combination of numerous
factors, like sound, meaning, content, lucky numbers,
etc.
Pepsi-Cola - in Chinese: ‘hundred happy things’
Mercedes-Benz becomes ‘Benchi’ - ‘striving forward
fast’
Advertising can be very tricky in AsiaAdvertising can be very tricky in Asia: Pepsi slogan
‘Come Alive with the Pepsi Generation’ in Chinese
becomes ‘Pepsi Brings Your Ancestors Back from
the Grave’.
What is ‘normal’ for you,
John, does not necessarily
have to be ‘normal’ for
everyone else too.
32. English language has had
influence on Japanese marketing,
thourgh English loanwords in
Japanese promotional texts and
labels.
Mai, English ‘my’, is used
extensively in compounds
such as mai homu (my
home), because the
Japanese equivalent would
sound too selfish and stress
the private over the
collective.
Also, as a result of the English influence in India, Hinglish was
born (blending of “Hindi” and “English”). Many Hindi speakers are
not even aware that they are combining the two languages. Over
the years, Hinglish has been effectively used in Indian advertising
in advertising slogans, like Pepsi’s ‘Yeh Dil Maange More!’ in 1998,
‘Yehi hai right choice, Baby’ (‘This is the Right Choice, Baby’).
33. AND BE CAREFUL, JOHN!
In non-verbal communication, it is advised not to use
gestures and hands in your communication, since most
Asians find it unpolite and offenssive. Generally, in Asia it is
considered desirable not to show emotions. So, there are
no general rules of communication that can be applied in
Asian countries. The rules for achieving ‘good’
communication are largely cultural and local.
John: Wow! So many things
that I need to consider! I
guess making a TV ad for my
products with a sexy Asian
girl, like Lucy Liu, wearing
nothing but a swimming suit is
out of the question?
John: Wow! So many things
that I need to consider! I
guess making a TV ad for my
products with a sexy Asian
girl, like Lucy Liu, wearing
nothing but a swimming suit is
out of the question?
34. YOU MIGHT WANT
TO CHANGE THAT
IDEA, JOHN.
You see, although
Asia is developing
rapidly, it is still a
conservative society.
Sexual ads are not well
received by
consumers. Also,
advertising rules vary
by country, so you
would not be allowed to
have that ad in all
countries.
YOU MIGHT WANT
TO CHANGE THAT
IDEA, JOHN.
You see, although
Asia is developing
rapidly, it is still a
conservative society.
Sexual ads are not well
received by
consumers. Also,
advertising rules vary
by country, so you
would not be allowed to
have that ad in all
countries.
In China, only Hong Kong does not restrict creativity. The rest of China does not
approve sexual or erotic ads, since they are contrary to traditional Chinese customs.
The situation is similar in Thailand, where there are strict censorship rules. Kissing &
romantic display of affection not allowed in ads.
The Philippines and Japan are rare examples in Asia that allow usage of sexuality in
ads.
In China, only Hong Kong does not restrict creativity. The rest of China does not
approve sexual or erotic ads, since they are contrary to traditional Chinese customs.
The situation is similar in Thailand, where there are strict censorship rules. Kissing &
romantic display of affection not allowed in ads.
The Philippines and Japan are rare examples in Asia that allow usage of sexuality in
ads.
35. Sometimes images that are
normal and have nothing erotic
in them for you can still be
provocative in Asia.
One European shampoo-maker
had to pull from the Malaysia
market a commercial showing a
hairdresser washing a woman's
hair. The problem was that the
hairdresser was male.
A brand that was built on
sensuality takes a lot of risk
when entering Muslim, or
conservative cultures.
36. So, generally, Asia is not open
for sexual and erotic elements
in ads.
But, the level of
conservativeness differs by
country.
If you want to have a universal
commercial, or at least a unique
commercial for the region of
Southeast Asia, it is much better
and safer to exclude sexuality.
37. John: Things are
much clearer to me
now. Understanding
Asians is not so
difficult; basically,
they are all the
same, aren't they?
John: Things are
much clearer to me
now. Understanding
Asians is not so
difficult; basically,
they are all the
same, aren't they?
38. BIG MISTAKE, JOHN!
A stereotype most Westerns may have is that Asians are all alike.
On the contrary, Asia Pacific can be observed as a mosaic of cultures
with their own specificities.
But, there are some cultural similarities between different East Asian
countries that can be used in entering this market.
Companies such as Unilever, Asian Paints and HSBC have managed to
recognize some of the similarities between countries and used it in the
development of their brands which address segments with similar needs.
It is essential for you to understand the similarities and save costs of
creating different tailored strategies for all countries, but always keep in
mind that each Asian culture is different, each country and each market
have some specific characteristics.
39. John: Yes, I can understand
that. I was simply making a
conclusion that Asians are
nothing like us, Westerns. I
see them all in this exotic,
oriental and traditional world.
They are all into geishas,
samurais, tigers and all that,
so maybe that is what I will use
in my ad.
John: Yes, I can understand
that. I was simply making a
conclusion that Asians are
nothing like us, Westerns. I
see them all in this exotic,
oriental and traditional world.
They are all into geishas,
samurais, tigers and all that,
so maybe that is what I will use
in my ad.
ANOTHER STEREOTYPE RIGHT THERE, JOHN, BE CAREFUL!
Even more dangerous is having the opinion that Asians belong to a separate
exotic world and that they have nothing at all in common with Westerns, or any
segment of people, and have nothing urban in their culture. You must have a
modern approach to this market, which includes abandoning the idea or the
purely oriental traditional Asia of the past.
40. Using geishas, samurais, jonques, pagodas and lush
jungles in advertising campaigns will result in a failure. An
ad of Tiger Beer, the most famous Asian beer, which
includes images of exotic Asia, would not appeal to most
Asians. The success would be a lot bigger in the UK, for
example. Or, Shanghai Tang watch with Mao’s picture on it
is relatively popular in Hong Kong, among the middle
class, but the majority of Chinese find it absurd to wear this
kind of a watch.
41. John: So, you are
suggesting to use
the good-old
American things in
the ad? I mean, the
international things?
John: So, you are
suggesting to use
the good-old
American things in
the ad? I mean, the
international things?
That is yet anotherThat is yet another
stereotype that most ofstereotype that most of
Westerns like you, John,Westerns like you, John,
have.have.
Globalization does not meanGlobalization does not mean
“the World according to“the World according to
America”.America”. Not everythingNot everything
that has the prefixthat has the prefix
“international” comes from“international” comes from
America.America.
An example is the growing popularity of Bollywood. Motorola had a
commercial in India, in which a very famous scene from a Bollywood song
“Chamma Chamma” from the movie “China Gate” was recreated. The same
original song from the movie was noticed several years before and was used
for the soundtrack of the famous Hollywood movie “Moulin Rouge”. So, the
remixed song was used by Motorola in the ad. This was a great hit in India.
So, the effects of globalization in this example were proven with the famous
saying: what goes around comes around.
Globalization is not about transferring the Western values and brands to
East, it is about the worldwide connection between cultures and people.
An example is the growing popularity of Bollywood. Motorola had a
commercial in India, in which a very famous scene from a Bollywood song
“Chamma Chamma” from the movie “China Gate” was recreated. The same
original song from the movie was noticed several years before and was used
for the soundtrack of the famous Hollywood movie “Moulin Rouge”. So, the
remixed song was used by Motorola in the ad. This was a great hit in India.
So, the effects of globalization in this example were proven with the famous
saying: what goes around comes around.
Globalization is not about transferring the Western values and brands to
East, it is about the worldwide connection between cultures and people.
42. We do not have all the answers. The psychology of an Asian consumer is still
unexplored to a great extent. Marketers still do not know very well how
marketing techniques and theories can be applied to Asian markets.
This is Maslow's hierarchy of needs in Asia:
43. John: O my God! Doing
business in Asia is not easy
at all! I am starting to think
that there are no companies
that are successful in this
market...
John: O my God! Doing
business in Asia is not easy
at all! I am starting to think
that there are no companies
that are successful in this
market...
John: Hmmm...
McDonald's?
John: Hmmm...
McDonald's?
Don't be silly, John! Of course there are! Can you guess which fast foodDon't be silly, John! Of course there are! Can you guess which fast food
company is doing great in Asia, just like in the rest of the world?company is doing great in Asia, just like in the rest of the world?
EXACTLY! Let's find out how...EXACTLY! Let's find out how...
44. McDonald's was founded in 1940 by brothers Dick and Mac McDonald.
Key person in further development and spreading all over America was Ray Kroc.
McDonald’s first went international in 1967, when they opened their first
restaurants in Canada and Puerto Rico.
Today, McDonald’s has its restaurant in 119119 countries of the world.
45. CHINACHINA TURKEYTURKEYINDIAINDIA
-first store in 1990 in
Shenzhen
-since Chinese love red,
they used that color for the
design of the counter, chairs
and desks
-adapted to Chinese taste
by adding more chicken
meals; great results
-24/7 availability and take
put menus and delivery
drivers
-a joint-venture company
managed by two Indians;
over 160 restaurants across
the country
-menu especially for India
with vegetarian selections
-first country where they
dropped the use of beaf and
pork meat (cows are
considered sacred animals)
-Maharaja Mac replaced Big
Mac, also introduced
Chicken Patty, Veg Salad
Sandwich, McMasala &
McImli sauces, ...
-Kofteburger, McTurco
Meat and McTurco
Chicken
-traditional Turkish drink,
Ayran
-halal meat
46. And what goes with McDonald's menu, John? Which drink comes to your
mind?
John: Coca-Cola! They
must be successful in
Asia, too, right?
John: Coca-Cola! They
must be successful in
Asia, too, right?
Yes, they are! And here is why...
47. WORLD'S LARGEST BEVERAGE COMPANY, REFRESHING CONSUMERS
WITH MORE THAN 500 SPARKLING AND STILL BRANDS
14 billion dollar brands including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®,
vitaminwater®, Powerade®, Minute Maid®, Simply® and Georgia®.
Globally, they are the No. 1 provider of sparkling beverages.
48. To maximize brand love and brand value, they
believe in the importance and enduring impact of
powerful storytelling that engages consumers
with their brands and company.
Their “HAPPINESS MACHINE” viral video has
been viewed more than 3 million times and
received a coveted Gold Clio award.
Building on music success, they worked with the
band Train to launch “Shake Up Happiness” for
2010 holiday campaign, which they activated in
more than 90 countries.
John: Amazing! But, what
about services? Do you have
an example of a company
from the service sector that is
successful in Asia?
John: Amazing! But, what
about services? Do you have
an example of a company
from the service sector that is
successful in Asia?
49. Have you ever heard of HSBC? Here is their story...
Asian financial markets,
within developing
economies, are still
generally less mature and
less regulated than
markets in Europe and
America.
Established in March 1865
in Hong Kong. global
banking and financial
services company
headquartered in London.
As of 2011 it is the world's
second-largest banking
and financial services
group and second-largest
public company according
to a composite measure
by Forbes magazine.
50. Thanks to their international approach, their global influence and global
adjustments, HSBC has managed to accomplish their aim to be one of
the strongest banks in the world.
HSBC's advantage in doing business all over the world are local
employees that are familiar with how things operate in particular
countries, their national economies, regulations, environments,..
In 2002, HSBC launched worldwide advertising campaign „Cultural
Collisions“ that defined bank's distinctive personality as 'the world's
local bank'.
In 2005, HSBC launched new global multi-media advertising campaign
that focused on the brand idea 'the bank that values different points of
view'. „Different Points of View“.
51. John: You have given me a lot to think
about! There is just one more thing that
I'm interested in. Tell me something more
about Asian women. They are beautiful!
John: You have given me a lot to think
about! There is just one more thing that
I'm interested in. Tell me something more
about Asian women. They are beautiful!
Do you know which company takes most care of that beauty? Come
on, try to guess! Because they are worth it...
John: ?John: ?
Yes! And you are about to find out how L'Oreal does it.
52. Contrary to the Western opinion, Asian culture, especially Chinese, has a
great beauty heritage, and has created a lot of impacts to Western beauty
culture. In the last decade the Asian market matured from being just an
opportunity of a new market to a very profitable and promising market.
Products with best prospects are anti-aginganti-aging, skin lighteningskin lightening and skinskin
moisturizing cosmeticsmoisturizing cosmetics and toiletriestoiletries.
L’Oreal group is one of the world’s largest cosmetics and beauty company.
With almost a century of expertise in cosmetics, it has 23 global brands and
distribution of products in 130 countries.
Its brands include L’Oreal ParisL’Oreal Paris and MaybellineMaybelline, which are sold at the
mass-market, LancomeLancome as a representative at the luxury market and
RedkenRedken and SoftSheen/CarsonSoftSheen/Carson for retail and salon.
53.
54. While ad agencies in China
are not so keen on hiring
Chinese celebrities for
marketing campaigns, L’Oreal
is working with Gong LiGong Li, a
Chinese actress who had a
Hollywood success, for a very
long time now.
55. Another beautiful
Asian woman who
was a part of the
international crew
of L’Oreal’s
celebrities is
Aishwarya Rai.Aishwarya Rai.
56. Bollywood beauty and former Miss of the World had huge success in
the world, but L’Oreal is in tune with new trends. Although known as
the most beautiful woman in the world in many formal and informal
contests, Aishwarya was replaced with Freida Pinto, the star of
Oscar winning movie “Slumdog Millionaire”.
Bollywood beauty and former Miss of the World had huge success in
the world, but L’Oreal is in tune with new trends. Although known as
the most beautiful woman in the world in many formal and informal
contests, Aishwarya was replaced with Freida Pinto, the star of
Oscar winning movie “Slumdog Millionaire”.
57. John: Thank you so
much! Now I have
all the right
information that I
need in order to
enter the Asian
market!
John: Thank you so
much! Now I have
all the right
information that I
need in order to
enter the Asian
market!
GOOD LUCK,GOOD LUCK,
JOHN!JOHN!