Summary: Marketing Beyond Borders

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• 1 Marketing Beyond Borders

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• What are the criteria for inclusion in "Best Global Brands"?

  1. A brand must be truly global, having transcended successfully the geographic and cultural boundaries
  2. Expanded across the established economic centers of the world and entered the major growth markets
  3. Measurable terms

  • At least 30% of revenue from outside home region
  • Presence in Asia, Europe & North America & Emerging markets
  • Publicly available financial data
  • Expected economic profit in long run must be positive
  • Public profile and awareness across major economies
    

• What are cultural systems?

  They represent the culturally supported beliefs, attitudes, habits and behaviors in a society

• Explain Schwartz's Cultural Framework

  Central Claim: the existence of seven cultural value orientations that form three cultural value dimensions
  
  Value dimensions
  Autonomy (Intellectual/Affective) vs. Embeddedness
  

  • Nature of the relation/boundaries between the person and the group

  Egalitarianism vs. Hierachy
  

  • To guarantee that people behave in a responsible manner

  Harmony vs. Mastery
  

  • To regulate how people manage their relations to the natural and social world

• What is Cultural Distinctiveness?

  If discrepancies are salient, individuals experience a heightened sense of cultural separation between the Self and the Surrounding

• What are 3 ways to react to culture?

  1. Confront
  2. Complain
  3. Conform
     

• What are the best types of questions when learning a culture? What are the worst?

  Best
  

  • Open-ended questions
  • Non-judgemental questions

  
  Worst
  

  • When the inquirer tries to understand the culture through his/her own culture
    

• What is the difference between Cultural norms as a Disposition and Cultural norms as a Mindset?

  Cultural Norms as a Disposition
  

  • Collective programming of the mind
  • Stable
  • Measure with scales
    

  Cultural Norms as a Mindset
  

  • Activate a certain mindset by making certain information accessible
  • Priming studies
    

• What is a Multinational Corporation

  A multinational corporation operates in a number of countries, and adjusts its products and practices in each (at high relative costs)

• What is a Global Corporation?

  A global corporation operates with resolute consistency - a low relative cost - as if the entire world were a single entity
  

  • Sells the same thing, the same way, everywhere
    

• Explain the triggers and motives for internationalization

  Proactive Motives (From the company itself)
  

  • Profit and growth goals, managerial urge, technology competence/unique product, foreign market opportunities/market information, economies of scale, tax benefits
    

  Reactive Motives (Reacting to something in the market)
  

  • Competitive pressures, small & saturated domestic market, over production/excess capacity, unsolicited foreign orders, extended sales of seasonal products, proximity
    

  Internal Triggers
  

  • Perceptive management/personal networks, specific internal event (ex. new employee), importing a inward internationalization
    

  External Triggers
  

  • Market demand, network partners, competing firms, outside experts