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

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

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Unformatted text preview: Does G lobo lizotion questions abou l y lotia l bus iness m be ing debated in ttie tioardrooms of tj.S . corporations , for instance , iiou i lias g iotia i marlietiiig evo lve il in tlie last SO Hears? H re tliere an ij tru iij o lotia i tirands? H re ttie forces of gtotiatizotion increas ing or decfeas ing? Pefbaps tlie most tetting perspective on an ij of ttiese questions revotves around posl-Sept. 11 attitudes. In a netu m . nou i do compan ies organ ize ttte ir internationat marlietinQ activities and tiou i u iitl tliis affect ttie g lotiat sirateg ies of compan ies u itio are a lread ii in g loba l martlets as far as securifii, d is lritiu lion . promotion , and advertis ing strateg ies? To get ttie latest ttiintiing on ttiese issues , lue contacted g iotia l martieting expert Jotin I Que icti, sen ior assoc ia le dean and L inco ln F iiene Professor of Bus iness fldrn in istraln at Harvard Bus iness Sctioo l. Que lcti serves as ttie sen ior non-execu live d irector of HPP G roup p ic . a marheting serv- ice compu. He a lso Is a non-executive d irector of eas ijJet p ic and a found ing non-executive d irector of Beeboti Internationa i L id . Qu ite apropos lo ttie limes is tiis most recent tioo li. Bas ims SMeg ies //? Mus lim Countries [Prentice-Hali. 2001). Conducting our interview u iitli Jobn Que lcti u ias Sevg in Erog lu , professor of n iarketing at Itie Rob inson Co ilege of Bus iness . Beorg ia S tate lln iversitij. Erog lu s researc li and teactiing interests are focused on in lernational marHetlng and g loba l retailing . She brings exce lient academ ic credentia ls to ttie tab le lu ilti a BS from Ilie H idd ie [astleclinical On ivers itij and an nBR and P liB from H ictiigan S tate tln ivers itij. S tie a lso is a native of Turhe ii and as sucti is tuned into tbe issues al p ia ij in tbe M idd le East, tius lim cu ltura l d imens ions , and aiternative v ieu is of g loba lization from an internationa l perspective . iiino Pou ier? G lobal 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 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 marketfor example, carbonated soft drinks in Germany or Brazilthere'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...
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This note was uploaded on 06/06/2010 for the course MBA ACC510 taught by Professor Abc during the Spring '10 term at Salem Intl..

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

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