International Business

Going Global (Express Exec) by Roger Cartwright

By Roger Cartwright

Quick tune path to getting to know globalization and effectively handling international enlargement

Covers the main parts of world operations and globalization, from figuring out cultural variations and worldwide shoppers to being worldwide yet performing neighborhood and knowing the social implications of globalization

Examples and classes from a number of the world's so much winning companies, together with Amazon.com, Boeing, P&O and Sony and concepts from the neatest thinkers, together with Anthony Giddens, Noreena Herz, Naomi Klein, David Korten, Richard Lewis, Michael Porter, Fons Trompenaars and George Yip.

Includes a thesaurus of key ideas and a accomplished assets guide

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According to Yip (see Chapters 8 and 9), there are only 19 truly global brands, the top five of which are: Coca-Cola, Sony, Mercedes Benz, Kodak, and Disney. Apparently nearly everybody in the world knows about and recognizes these names. Not surprisingly Levi-Strauss, Kellogg’s and Ford are also in the list. Services are one type of economic good that often requires considerable variation. Financial services including banking, insurance, investments and pensions are subject to considerable national legislation.

As Eddy et al. (1976) reported, Dan Haughton, CEO of Lockheed and the company’s president, Carl Kotchian, were forced to resign in February 1976 (Friday 13th, of all days) as a result of questionable payments to, amongst others, Dutch and Japanese government officials during the sales campaigns for the Lockheed F-104 Starfighter and the L-1011 Tri-Star jet airliner. Advertising can also be another area where culture clashes can occur. In the early days of television a number of US companies who also operated in the UK tried to import US advertisements directly onto UK screens only to find out that although the language used might be similar, UK cultural tastes were different to those in the US.

A product that is dominated by female sales in one culture may be more male oriented in another. Small automobiles are a good example. Something that appeals to youth in one place may be initially more attractive to an older age range in another. The mobile telephone market usually starts with the older business sector as the main purchasers, with youth following on. The organization must examine such factors so as to decide where to pitch its entry. As a market becomes more mature then it will bring along those who have grown up with the product.

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