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| The Performance of business activities to plan, price, promote, and direct the flow of goods & services to consumers or users in more than one nation for profit |
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| The company itself; 4 Ps (Price, Promotion, Package, Placement) research undertaken |
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| Political/legal: trade policy; economic: growth + macro –management of the economy; competition |
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Geography, culture, history, economic development + political-economic-legal competitive + financial
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Cultural Adaption:
Self Reference Criterion |
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everyone is conditioned by their history, culture & environment—must be left aside in evaluating foreign cultures—be “objective”
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comes through knowledge, curiosity + in-depth study of country cultures; some similarities & some differences
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| International Involvement |
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typically goes through stages. No involvement to infrequent to frequent to full commitment which can be complex & take many forms (exports, contractual, investment arrangements)
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| Global markets are all important—functions (market research product/brand, pricing, distribution etc.) managed with many/ other markets in mind |
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| Domestic Market Extension |
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Same or similar products & marketing mixes in all markets—still often some adaptions required (French wines, Boeing, Coca-Cola)
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| Multi-Domestic Orientation |
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| based on major adaptions to all/most markets |
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| The trend towards increasing interdependencies among world markets and the diffusion of new ideas, technologies, products, services, and lifestyles through international markets |
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| The upgrading of technologies and living standards that occur as ideas, products, and services diffuse through world markets |
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| The cultural effects of societies on each other; world cultures affecting North America etc., and Westernization the effects of western lifestyles on non-western societies |
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| Controversies over westernization |
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| The emulation of the lifestyles and behaviors of western societies, most notably those of North America and Western Europe |
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- 313 AD Roman Emperor Constantine adopts Christianity-- Spreads throughout Roman Empire (Westen Europe
- European colonization 16th - 19th centuries spreads Christianity worldwide: basis of today's 2 billion persons following
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- Islam founded 7th century in today's Saudi Arabia and spreads 7th-10th centuries to Middle East and North America
- Silk road of trade from Middle East to to China takes Islam to today's Bangladesh, Pakistan, Nothern India, Malaysia, Indonesia, and parts of China
- Turkish Ottoman Empire spreads Islam and consolidates the faith over 12th-20th centuries: currently 1.2 billion Muslim following
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| Colonzation and Globalization |
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- Spreads European languages, institutions and customs to Americas, Africa, Asia-- Establishes today's global language infrastructre
- English as a commecial/ priviledged language in 90+ counties and 1-2 billion people
- French in about 25 countries and 3/4 billion people
- Spanish in about 20 countries and 1/2 billion people
-Took European 'cilivization' to many parts of the world
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| The Modern International Corporation |
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| De-colonization occurs during the 20th century BUT international corporations replace countries as major globalizing influences. |
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- Build country infrastructures: electricity grids, telecommunications, water systems, transportation links (air, sea)
- Build consumer markets through increased varieties of products, services
- Transfers of technologies, management and marketing expertise
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| General Agreement on Tariffs and Trade: a United Nations agency created by a multinational treaty to promote trade by the reduction of tariffs and import quotas |
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| World Trade Organization: an international organization based in Geneva that monitors and enforces rules governing global trade |
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