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Does%20Globalization%20have%20Staying%20Power

Does%20Globalization%20have%20Staying%20Power - Does...

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Does Globolizotion questions aboul ylotial business m being debated in ttie tioardrooms of tj.S. corporations, for instance, iioui lias giotiai marlietiiig evolveil in tlie last SO Hears? Hre tliere anij truiij olotiai tirands? Hre ttie forces of gtotiatizotion increasing or decfeasing? Pefbaps tlie most tetting perspective on anij of ttiese questions revotves around posl-Sept. 11 attitudes. In a netu m. noui do companies organize ttteir internationat marlietinQ activities and tioui uiitl tliis affect ttie glotiat sirategies of companies uitio are alreadii in global martlets— as far as securifii, dislritiulion. promotion, and advertising strategies? To get ttie latest ttiintiing on ttiese issues, lue contacted giotial martieting expert Jotin I Queicti, senior associale dean and Lincoln Fiiene Professor of Business fldrninistraln at Harvard Business Sctiool. Quelcti serves as ttie senior non-execulive director of HPP Group pic. a marheting serv- ice c o m p u . He also Is a non-executive director of easijJet pic and a founding non-executive director of Beeboti Internationai Lid. Quite apropos lo ttie limes is tiis most recent tiooli. Basims SMegies //? Muslim Countries [Prentice-Hali. 2001). Conducting our interview uiitli Jobn Quelcti uias Sevgin Eroglu, professor of niarketing at Itie Robinson Coilege of Business. Beorgia State llniversitij. Eroglu s researcli and teactiing interests are focused on inlernational marHetlng and global retailing. She brings excelient academic credentials to ttie table luilti a BS from Ilie Hiddie [astleclinical Oniversitij and an nBR and PliB from Hictiigan State tlniversitij. Stie also is a native of Turheii and as sucti is tuned into tbe issues al piaij in tbe Middle East, tiuslim cultural dimensions, and aiternative vieuis of globalization from an international perspective.
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iiino Pouier? Global business expert John Quelch loohs ot uiorlietiny in o post-Sept. ]] morld. M M M a r c h / A p r i l 2 0 0 2 [ 19
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MM: There is a great deal of speculation about the effects of globalization today on companies and the global economy. If you were to pick out the most important points of discus- sion, where would you begin? The impact of Sept. 11 on globalization might be a good place to start. It will likely moderate the enthusiasm of multina- tional companies to proclaim their global virtues. I think it wili result in further emphasis on what Douglas Daft, CEO of Coca- Cola Co., has called a "think local, act local" strategy. This is a very interesting statement from the CEO of what must be the most global brand in the world. What explains it? In any nation- al market—for example, carbonated soft drinks in Germany or Brazil—there's a market segment that's willing to pay a price premium for the global brand over local alternatives. Coca-Cola has conquered this segment in almost every country in the world. There are some markets that are still dominated by Pepsi, but not very many. Now Coca-Cola is finding it ijicreasingly dif- ficult to penetrate further with its global brand. Therefore,
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