International Marketing Notes (Chapter 5)
Power Distance PDI
The degree to which people differ to superiors, and how much they accept inequality in the distribution on power in business society
Competition Vs. Cooperation (MAS)
The degree which a culture focuses on work competition vs. cooperation and family
No large differences, they’re pretty much the same
Uncertainty Avoidance (UAI)
Measure how much a people prefer known unchanging systems, or how comfortable they are with changing the way they work or live
The large difference in between Brazil and China
Expect Brazilians to want clear unambiguous instructions, while Chinese will be comfortable with less explicit instructions in assignments
Indulgence vs. Restraint (IND)
Measures allowance for basic drives related to enjoying life and having fun vs. regulating ut through strict social norms
Management Styles Around the World
Authority and Decision Making
Prominence of status and position (Power Distance Index, or PDI) influences approach to authority
Three typical authority patterns in decision-making
1. Top-level management decisions
2. Decentralized decisions
3. Committee or group decisions
Communication involves much more than just words
Time, Space, things, Friendships, Agreements
Management Styles around the World
Management Objectives and Aspirations
Personal security and job mobility
· Culture higher in individualism (individualism vs collectivism, or IDV) makes riskier R&D investments
Personal Life
· To Japanese, personal life is company life
Affiliation and social Acceptance
Power and achievement
Formality and Tempo
Common mistakes North Americans make in business.
· Too relaxed in formality; addressing clients and co-workers by first name
· Too hasty and impatient in “getting down to business”
Tempo impacted by cultural view of time
· Monochromatic: linear view, time is important, promptness
· Polychronic: multi-tasking, involvement with individuals
Culture and Business Systems
Culture profoundly impacts business
Management style
· Business culture, management values, business methods and behavior
· Establish criteria for day-to-day business behavior
· Forms general patterns of values and motivations
Important for marketers to analyze to be successful
· Cultural analysis and understanding gives competitive edge
· Business etiquette is a crucial component
The Impact of American Culture on Management Style
· “Master of destiny” viewpoint vs. “Set Destiny”
· Master of Destiny- viewpoint signifies a belief that individuals have the power to control their own lives and shape their future through their choices and actions, essentially being the architect of their own destiny.
· Set Destiny- viewpoint suggests that a person’s life path is predetermined by fate or external forces, leaving little room for personal agency to change the course of their life
Degree of Adaptation
Know local customs and accommodate differences
Evaluate which foreign customs should be adhered to
· Be aware of self-reference criteria
· Own cultural background impacts understanding of other cultures
· Importance of customs varies by country
o GO LOCAL!
§ Establish local web presence
§ Create local content
§ Use local relations
Cultural Imperatives | Business customs and expectations that must be met and conformed to or avoided |
Cultural Electives | Behavior or customs that cultural aliens may wish to conform to or participate in, but not required |
Cultural Exclusives | Customs or behaviors that foreigners are barred from and most not participate in |
The Sovereignty of Nations
Sovereignty
Powers exercised by the state in relation to other countries. Supreme powers exercised over the country’s own members. Characteristics of a sovereign state. Enjoys full legal equality with other states
· Independent and free form all external control
· Governs its own territory
· Selects own political, economic, and social systems
· Has power to enter into agreements with other nations
Political
Nationalism
Intense feeling of national pride and unity
· National interest and security more important than international relations
· Minor harassment and controls of foreign investments are supported
o Restrictions on imports, tariffs, other barriers to trade
o Encouragement of citizens to buy domestic products only,
Confiscation | Seizing of a company’s assets without payment |
Expropriation | The government seizes investment but makes some reimbursement for the assets · Investment sometimes becomes government-run entity |
Domestication | · Host country gradually gains control of investment · Series of government decrees that mandate local ownership and national involvement in company’s management |
Multinational Market Regions
Group of countries that:
· Seek mutual economic benefit and associate peace
· Reduce interregional trade and tariff barriers
· Economic cooperative agreements
Free Trade is the Ultimate goal
· Alliances concern some
· Fear of being excluded
· E;g) EU, NAFTA formerly, now USMCA, ASEAN, APEC
Economic Factors
Every Union shares development and enlargement of market opportunities as a basic orientation
· Preferential tariff treatment for participants
· Common tariff barriers against outsiders
· Stimulates internal economic development for all
Strong Unions can settle economic disputes
· Agreements and mechanisms must be in place
· Benefits must outweigh the cost of individual differences
Nations must give up part of sovereignty
· Advantages of union must be clear-cut and significant
· Benefits must greatly outweigh the disadvantages
Political Factors
Equally important as economic factors
· Although economic factors are the basic catalyst for the formation of the union
Participating countries must be generally compatible
· Similar aspirations are important
· Countries won’t surrender part of national sovereignty if not
Unions typically formed in response to external threats
· Members must demonstrate “amenability” in ways that others can be convinced
Political Union
Most fully inter\grated form of regional cooperation
Complete economic and political integration
· Either voluntary or enforced
· If voluntary, the union is referred to as a commonwealth
Commonwealth of Independent States (CIS) made up of former Soviet republics
European Union (EU)
· British exit in 2020 cause immediate delays, complications, and reductions in UK-EU trade
· Long-term economic consequences of “Brexit” unknown
Geographic and Temporal Proximity
Not imperative, but facilitates the functioning of market
· Transportation networks are more developed in close countries
· European bullet trains
· Cheap Labor
· Terrorism
Distance across time zones is most important
· Trade tends to travel more easily in north-south directions than in ancient times
Issues of legal and illegal immigration are important
· Promote economic integration among closer countries
Cultural Factors
Cultural similarities ease the shock of economic cooperation
· Members understand the outlook and views of colleagues
· Agreements between similar countries are most likely to succeed
Current agreements extend beyond cultural boundaries
· European Union is very culinary Diverse
o Language is not as much of a barrier as expected
o Religion still seems to be an issue
Dynamic Growth in the Asia Pacific Region
Asia has been the fastest growing region in the world for the past three decades
· 1996 financial crisis in leading Asian Economies
· Tight monetary policy, appreciating the dollar, declaration of exports all contributed to downturn
· Followed by a period of recovery and growth
Prospects for continued growth are excellent
· Source of new products, technology, vast consumer markets
· 2020 Asian GDP at PPP (Purchasing power Parity) was higher than rest of the world for first time in two centuries
The Peoples Republic of China (PRC)
China fast emerging as competitor in global markets
Must overcome issues to real full potential
· Human rights and legal system major issues in China
· Environmental decline associated with fast growth
· Demographic disaster associated with one-child policy
o Policy ended in 2013; increased to 3 children in 2021
o Reversal of policy has led to gender discrimination in the workplace
· Discrimination against those moving from rural to urban areas
o Future potential depends on:
§ China’s ability to deregulate industry, import modern technology, privatize overstaffed and inefficient State-owned enterprises (SOEs) and attract foreign investments
Delete America- Chinese effort to delete U.S. impact on their technology
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