International Marketing Communications
Content
Clients’ Last Name Goes Here 1 International Marketing Communications The essence of contemporary international marketing consists in the urgent need to make decisions and develop strategies aimed at satisfying various economic interests according to global, local and, a priori, a company’s objectives. In order to avoid potential losses and succeed in performing international business operations, professionals involved in the contemporary international marketing should determine and utilize communication strategies of their
organization, taking into consideration restrictions of international, regional, local, and national character (Usunier, J. & Lee, J. 2009; Frith, K. & Mueller, B. 2010; De Mooij, M. 2011). Therefore, illations in the analysed paper concerning significance of cultural values in international marketing communications appear to be incontestable. Being underestimated, cultural specificity of a country can induce financial losses and failures of an organization. Recent economic reports testify to significantly decreased revenues of such multinational corporations as Best Buy Co., Inc. and Home Depot in China caused by misjudged preferences of the Chinese consumers (Rein, S. 2011; UOIG 2011). Contemporary international marketing communications are facing the challenge of correlations between global and local approaches to business strategies, and, thus, marketing practitioners have to establish and develop relations with a foreign country as a whole and its separate regions (Frith, K. & Mueller, B. 2010). Communication strategies of a company can be contradictory to moral principles, creeds, views, and beliefs of local authorities and population. Professionals involved in the international marketing communications have to make integrated decisions in regard with cultural differences, as well as specific political, social, demographic, criminal, and currency risks in foreign countries. Today, international marketing has become more complicated than national models due to the necessity of taking into consideration cultural
Clients’ Last Name Goes Here 2 diversity of the target audience. Thus, in order to provide efficient unrivalled policy, international marketing communications should be based on two primary components: (1) developing systemic global coherence (i.e., think globally) while recognizing the unique features of each country's environment to facilitate customization of individual country strategies; and (2) adaptation, integration, and reconfiguring of internal and external assets to match individual strategic opportunities (i.e., act locally) in the global marketplace (Eisenhardt Beitelspacher, Tokman & Moeller 2011). (Richey, Hilton, Harvey,
Clients’ Last Name Goes Here 3 References De Mooij, M., 2011. Consumer behaviour and culture: consequences for global marketing and advertising. California: SAGE Publications Ltd. Frith, K., Mueller, B., 2010. Advertising and societies: global issues. New York, NY: Peter Lang Publishing, Inc. Rein, S., 2011. Why Best Buy failed in China. [Online] Available at: http://www.cnbc.com/id/41882157. Richey, R., Hilton, C, Harvey, M, Beitelspacher, L, Tokman, M, & Moeller, M. 2011. Aligning Operant Resources for Global Performance: an Assessment of Supply Chain Human Resource Management. Journal of Management and Organization, 17(3), pp. 364+. University of Oregon Investment Group, 2011. Best Buy Co., Inc. Available at: http://uoinvestmentgroup.org/wp-content/uploads/2011/01/BBY.pdf. Usunier, J., Lee, J., 2009. Marketing across cultures. Essex: Pearson Education Limited.
organization, taking into consideration restrictions of international, regional, local, and national character (Usunier, J. & Lee, J. 2009; Frith, K. & Mueller, B. 2010; De Mooij, M. 2011). Therefore, illations in the analysed paper concerning significance of cultural values in international marketing communications appear to be incontestable. Being underestimated, cultural specificity of a country can induce financial losses and failures of an organization. Recent economic reports testify to significantly decreased revenues of such multinational corporations as Best Buy Co., Inc. and Home Depot in China caused by misjudged preferences of the Chinese consumers (Rein, S. 2011; UOIG 2011). Contemporary international marketing communications are facing the challenge of correlations between global and local approaches to business strategies, and, thus, marketing practitioners have to establish and develop relations with a foreign country as a whole and its separate regions (Frith, K. & Mueller, B. 2010). Communication strategies of a company can be contradictory to moral principles, creeds, views, and beliefs of local authorities and population. Professionals involved in the international marketing communications have to make integrated decisions in regard with cultural differences, as well as specific political, social, demographic, criminal, and currency risks in foreign countries. Today, international marketing has become more complicated than national models due to the necessity of taking into consideration cultural
Clients’ Last Name Goes Here 2 diversity of the target audience. Thus, in order to provide efficient unrivalled policy, international marketing communications should be based on two primary components: (1) developing systemic global coherence (i.e., think globally) while recognizing the unique features of each country's environment to facilitate customization of individual country strategies; and (2) adaptation, integration, and reconfiguring of internal and external assets to match individual strategic opportunities (i.e., act locally) in the global marketplace (Eisenhardt Beitelspacher, Tokman & Moeller 2011). (Richey, Hilton, Harvey,
Clients’ Last Name Goes Here 3 References De Mooij, M., 2011. Consumer behaviour and culture: consequences for global marketing and advertising. California: SAGE Publications Ltd. Frith, K., Mueller, B., 2010. Advertising and societies: global issues. New York, NY: Peter Lang Publishing, Inc. Rein, S., 2011. Why Best Buy failed in China. [Online] Available at: http://www.cnbc.com/id/41882157. Richey, R., Hilton, C, Harvey, M, Beitelspacher, L, Tokman, M, & Moeller, M. 2011. Aligning Operant Resources for Global Performance: an Assessment of Supply Chain Human Resource Management. Journal of Management and Organization, 17(3), pp. 364+. University of Oregon Investment Group, 2011. Best Buy Co., Inc. Available at: http://uoinvestmentgroup.org/wp-content/uploads/2011/01/BBY.pdf. Usunier, J., Lee, J., 2009. Marketing across cultures. Essex: Pearson Education Limited.
