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Global Marketing and Advertising: Understanding Cultural Paradoxes
by Marieke De MooijPacked with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Information and findings from recent studies, as well as new topics, including global public relations, culture and the media, and culture and the Internet. Global examples, with new cases from countries in Asia and Africa Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior. A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world. Suitable reading for students of International Marketing, Global Advertising or practitioners in global marketing departments.
Global Marketing and Advertising: Understanding Cultural Paradoxes
by Marieke De MooijPacked with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Information and findings from recent studies, as well as new topics, including global public relations, culture and the media, and culture and the Internet. Global examples, with new cases from countries in Asia and Africa Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior. A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world. Suitable reading for students of International Marketing, Global Advertising or practitioners in global marketing departments.
Global Marketing and Advertising: Understanding Cultural Paradoxes
by Marieke de MooijPacked with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Global Marketing and Advertising: Understanding Cultural Paradoxes
by Marieke de MooijPacked with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Global Marketing: An Interactive Approach
by Kate Gillespie H. David HennesseyThis textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include: Coverage of often overlooked topics, such as the competitive rise of China's state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.
Global Marketing: Contemporary Theory, Practice, and Cases
by Ilan Alon Christiane Prange Eugene Jaffe Donata VianelliGlobal Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to respond decisively in a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred. A shift toward greater consideration of services marketing as more companies move away from manufacturing. A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present. Chapters on social media, innovation, and technology teach students how to incorporate these new tools into their marketing strategy. New material on sustainability, ethics, and corporate social responsibility; key values for any modern business. Short cases and examples throughout the text show students how these principles and techniques are applied in the real world. Longer cases provide instructors and students with rich content for deeper analysis and discussion. Covering key topics not found in competing books, Global Marketing will equip students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.
Global Marketing: Contemporary Theory, Practice, and Cases
by Ilan Alon Christiane Prange Eugene Jaffe Donata VianelliGlobal Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred; A shift toward greater consideration of services marketing as more companies move away from manufacturing; A shift from developed markets to emerging markets with more dynamic environments A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present; Chapters on social media, innovation, and technology teaching students how to incorporate these new tools into their marketing strategy; New material on sustainability, ethics, and corporate social responsibility; key values for any modern business; Short and long cases and examples throughout the text show students how these principles and techniques are applied in the real world; Covering key topics not found in competing books, Global Marketing will equip today’s students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.
Global Marketing: Practical Insights and International Analysis
by Carlyle FarrellThis new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students' learning 'Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field 'Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students
Global Marketing: Practical Insights and International Analysis
by Carlyle FarrellThis new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students' learning 'Spotlight on Research' and 'Expand Your Knowledge', introducing students to some of the seminal scholarly research undertaken in the field 'Real World Challenges' offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students
Global Marketing: Understanding Marketing in a Globalized Business Environment
by Helen MillwardGlobal Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications. Ideal for undergraduate students taking modules on Global Marketing, this textbook includes chapters on global communications, cultural convergence and divergence as well as production and consumption considerations. There are discussions of standardization vs differentiation, cultural universals, brand equity and the encoding of marketing messaging. Crucially, it explores these topics from multiple stakeholder perspectives, providing further insight into how theories, when used in practice, may have different implications.Features include:· Ethical considerations of marketing internationally· Theoretical debates and critiques to support critical thinking. · Learning outcomes, end of chapter exercise questions and activities for students. · Real-world examples throughout such as Disneyland, Taylor Swift and Kinder to help students to apply theoretical content within professional practice.
Global Marketplace for Private Health Insurance: Strength in Numbers
by Peter Zweifel Onno P. Schellekens Alexander S. PrekerFinancial protection against the cost of illness and inclusion of vulnerable groups - will require better mobilization and use of private means. Private voluntary health insurance already plays an important role in mobilizing additional resources to the health sector and protecting against the catastrophic cost of illness in some countries. This review explores the context under which private voluntary health insurance could contribute to an improvement in the sustainability of the health sector and financial protection in other countries.
Global Markets and Government Regulation in Telecommunications
by Kirsten Rodine-HardyIn recent years, liberalization, privatization, and deregulation have become commonplace in sectors once dominated by government-owned monopolies. In telecommunications, for example, during the 1990s, more than 129 countries established independent regulatory agencies and more than 100 countries privatized the state-owned telecom operator. Why did so many countries liberalize in such a short period of time? For example, why did both Denmark and Burundi, nations different along so many relevant dimensions, liberalize their telecom sectors around the same time? Kirsten L. Rodine-Hardy argues that international organizations - not national governments or market forces - are the primary drivers of policy convergence in the important arena of telecommunications regulation: they create and shape preferences for reform and provide forums for expert discussions and the emergence of policy standards. Yet she also shows that international convergence leaves room for substantial variation among countries, using both econometric analysis and controlled case comparisons of eight European countries.
Global Markets and Local Crafts: Thailand and Costa Rica Compared (Themes in Global Social Change)
by Frederick F. WherryToday it is not uncommon to find items in department stores that are hand-crafted in countries like Thailand and Costa Rica. These "traditional" crafts now make up an important part of a global market. They support local and sometimes national economies and help create and solidify cultural identity. But these crafts are not necessarily indigenous. Whereas Thailand markets crafts with a long history and cultural legacy, Costa Rica has created a local handicraft tradition where none was known to exist previously.In Global Markets and Local Crafts, Frederick F. Wherry compares the handicraft industries of Thailand and Costa Rica to show how local cultural industries break into global markets and, conversely, how global markets affect the ways in which artisans understand, adapt, and utilize their cultural traditions. Wherry develops a new framework for studying globalization by considering the phenomenon from the perspective of the supplier instead of the market. Drawing from interviews and extensive fieldwork shadowing artisans and exporters in their daily dealings, Wherry offers a rare account of globalization in motion—and what happens when market negotiations do not proceed as planned. Considering economic and political forces, flows of people and materials, and frames that define cultural and market situations as they play out in the artisan communities of these two countries, Wherry uncovers how authentic folk tradition is capitalized or created.
Global Markets, Domestic Institutions: Corporate Law and Governance in a New Era of Cross-Border Deals
by Curtis J. MilhauptMarkets for capital, products, and managerial talent are expanding rapidly across national borders, yet domestic laws and practices have never had greater impact on corporate structures and cross-border deals. The distinguished contributors to this volume examine such issues as the possible convergence of corporate governance practices around the world, national variations in the quality of corporate law, and the fiduciary responsibilities corporate managers around the world owe to their shareholders. Case studies focus on France, Germany, Italy, Korea, Taiwan, and the transition economies of Eastern Europe.
Global Matters for Non-Governmental Public Action
by Jude HowellIn times of global crisis, or in the wake of disaster, non-governmental public actors play key roles in assisting states and providing relief. They also have crucial roles in advocating for changes: in societies, in laws and even to regimes. This unique collection of comparative studies on the politics of non-governmental public action at the global level explores themes such as child rights, access to medicine, global security and environmentalism. The contributors investigate how non-governmental public actors engage in global policy processes and how this in turn affects their activities and their relations with each other. They discuss the tensions of organising globally, revolving around different political agendas in the 'North' and 'South', different ideological starting-points and differential access to resources and opportunities. While non-governmental public action at the global level can make a difference to issues and policies both globally and domestically, acting globally also brings with it tensions, contradictions and complex power relations that shape how non-governmental public action unfolds.
Global Media and National Policies: The Return of the State (Palgrave Global Media Policy and Business)
by Terry Flew Petros Iosifidis Jeanette SteemersConventional wisdom views globalization as a process that heralds the diminishing role or even 'death' of the state and the rise of transnational media and transnational consumption. Global Media and National Policies questions those assumptions and shows not only that the nation-state never left but that it is still a force to be reckoned with. With contributions that look at global developments and developments in specific parts of the world, it demonstrates how nation-states have adapted to globalization and how they still retain key policy instruments to achieve many of their policy objectives. This book argues that the phenomenon of media globalization has been overstated, and that national governments remain key players in shaping the media environment, with media corporations responding to the legal and policy frameworks they deal with at a national level.
Global Meets Digital: Global Strategy for Digital Businesses - Digital Strategy for Global Businesses
by Vinod JainThe world today is at the intersection of two megatrends – Globalization and Digitalization – a business revolution unfolding in real time. Global Meets Digital captures the many nuances of this revolution succinctly, including its impact on our lives and business. An immediate implication of this revolution is that the economic principles that underpinned business and strategy for hundreds of years, such as diminishing returns to scale and resource scarcity, are no longer valid for a large and growing number of products and services. The book will challenge you to think differently not just about digital products, but also about physical products. In the global-digital world, products are of three kinds—physical, digital, and smart machines (products that are both physical and digital, and connected to the internet)—a distinction missed by most books on strategy and global business. The economics of each kind of products is distinct from that of the others, which has strategic implications for all kinds of businesses –implications such as how to compete and how to create and capture value. With several mini case studies and over 300 company examples, the book covers themes and cutting-edge issues like the paradox of globalization, digital disruption, disruptive business models, exponential technologies, Internet of Things, competition in digital markets, winner-take-all market dynamics, Industry 4.0, how to innovate, strategizing for the New Normal, and value creation and value capture in both B2C and B2B contexts. The book derives its underpinnings from the practice of global and digital business, while theory remains in the background. Intended specifically for an executive/professional audience, Global Meets Digital should also be of value to business students and professors learning to dip their toes into a digital world. Vinod Jain is an expert in global and digital strategy, award-winning professor, Fulbright Scholar, and author of an MBA textbook, Global Strategy. He taught at the Rutgers Business School, Newark and New Brunswick, and the Robert H. Smith School of Business, University of Maryland, College Park. At Maryland, he was also the Founding Director of the federally funded Center for International Business Education and Research and Academic Director of Smith School’s Executive MBA program in China. Since leaving Maryland, he has taught in China, Denmark, Finland, Poland, and India as a visiting or term professor. His opinion pieces have appeared in The Washington Post, The Baltimore Sun, Mensa Bulletin, and Economic Times and Mint (India's #1 and #2 business dailies), among other media. In the past, he worked as a middle- and senior-level executive with American and British multinationals. Vinod has a PhD in Strategy and International Business from the University of Maryland, College Park, MS in Management from UCLA, and MS and BS (Hons) in Statistics from the Indian Statistical Institute, Calcutta.
Global Megaprojects: Lessons, Case Studies, and Expert Advice on International Megaproject Management
by Virginia A. GreimanGLOBAL MEGAPROJECTS The definitive guide to international megaprojects from an undisputed authority in the field In Global Megaprojects: Lessons, Case Studies, and Expert Advice on International Megaproject Management, distinguished international megaproject researcher and consultant Virginia A. Greiman delivers a comprehensive and incisive discussion of a key topic in global infrastructure development: the international megaproject. In the book, readers will find indispensable guidance and insights from experienced megaproject experts, as well as over 20 case studies highlighting practical solutions to common and pressing issues faced by project stakeholders around the world. This book was written to demonstrate that megaprojects can and have accomplished major economic, social, and technical advancements thought impossible but achieved by successfully confronting the challenges of the time. This book offers solutions and prescriptions for megaproject participants to overcome the complex challenges presented by these projects. It incorporates the latest evidence-based theory and a wealth of practical experience and provides a truly international perspective, showcasing viewpoints from a diverse collection of regions, cultures, and industries. Global Megaprojects also presents: Thorough introductions to megaprojects and their lifecycles, including the megaproject ecosystem and the world’s emerging megaprojects In-depth examinations of megaproject finance and economics, including innovation and value-driven program management Extensive explorations of complex project leadership, including the characteristics of uncertainty, complex projects, and cross-cultural dynamics Comprehensive discussions of megaproject implementation management, including global delivery methodologies and strategic objective alignment Global Megaprojects: Lessons, Case Studies, and Expert Advice on International Megaproject Management will earn a place in the libraries of project managers, policymakers, academics, contractors, engineers, suppliers, investors, and sponsors of large international projects.
Global Migration and the World Economy: Two Centuries of Policy and Performance
by Jeffrey G. Williamson Timothy J. HattonThis book is the first comprehensive economic assessment of world mass migration taking a long-run historical perspective, including north-north, south-south, and south-north migrations.
Global Migration, Gender, and Health Professional Credentials: Transnational Value Transfers and Losses
by Margaret Walton-RobertsBringing together diverse approaches and case studies of international health worker migration, Global Migration, Gender, and Health Professional Credentials critically reimagines how we conceptualize the transfer of value embodied in internationally educated health professionals (IEHPs). This volume provides key insights into the economistic and feminist concepts of global value transmission, the complexity of health worker migration, and the gendered and intersectional intricacies involved in the workplace integration of immigrant health care workers. The contributions to this edited collection uncover the multitude of actors who play a role in creating, transmitting, transforming, and utilizing the value embedded in international health migrants.
Global Mindset And Leadership Effectiveness
by Wim Den DekkerThe book addresses managerial attitudes regarding globalization and international business, often referred to as a global mindset. A global mindset is not enabling managers to be most effective in all situations. Alongside the structure and culture of their working environment, this leads to consequences for both managers and their organization.
Global Mindset and Cross-Cultural Behavior
by Wim Den DekkerExamining the importance of cultural attitudes on human resource practices, this book addresses an important, but often neglected aspect of cross-cultural leadership. First providing an overview of globalization processes and a description of the global mindset concept, the author discusses how the mindset of a manager can influence cross-cultural leadership behavior and behavioral intentions. Global Mindset and Cross-Cultural Behavior: Improving Leadership Effectiveness shows how an intercultural and global approach improves managerial attitudes towards different cultural values, intercultural interactions and motivation. Using a behavioral intentions model to provide a tool for predicting cross-cultural leadership behavior, the author demonstrates how this can be applied to human resource strategy and practice.
Global Mindset and International Business: Driving Process Outsourcing Organizations (Routledge Studies in International Business and the World Economy)
by Magdalena Kossowska Jerzy RosińskiGlobal mindset is an emerging concept, influenced by globalization, that can support companies’ growth in international settings and help develop a more effective, skilled workforce that can be open and adaptable. This book presents an analysis of current global mindset knowledge and explores how national culture and international business behaviors affect global mindset development in business process outsourcing organizations in both managerial and non-managerial groups. The authors outline how processes of skill development and their final impact differ within multinational enterprises among managers and non-managers and present the implications on how to apply it in various seniority, talent groups. The theoretical and practical research discusses and emphasizes the need to involve employees in international relationship building, developing international know-how, and focusing on the methods of communication and management in business, because they stimulate the development of global mindset among managers and non-managers contributing to further business success. This book will find an audience with researchers and astute students within international business, cross-cultural management, and business process outsourcing in particular. It will also be a valuable resource for those researching and operating in global teams. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license. Funded by Uniwersytet Jagielloński.
Global Mindsets: Exploration and Perspectives (Routledge Studies in International Business and the World Economy #64)
by John KuadaGlobal Mindsets seeks to tackle a topic that is relatively new in research and practice, and is considered by many to be critical for firms seeking to conduct global business. It argues that multiple mindsets exist (across and within organizations), that they operate in a global context, and that they are dynamic and undergo change and action. Part of the mindset(s) may depend upon place, situation and context where individuals and organizations operate. The book examines the notion of "mindset" is situational and dynamic, especially in a global setting, why it is important for future scholars and managers and how it could be conceptualized. The book includes conceptual chapters that push the current boundaries of research on the topic and empirical chapters that demonstrate how different organizations in different countries apply mindset perspectives in their management practices. It seeks to help academics, consultants, and researchers understand what has been said and studied about global mindsets in action and gain insights into possible directions and challenges that the field may face in the future.
Global Mindsets: Überblick und Bedeutung für Unternehmen und Organisationen (essentials)
by Jörg HrubyIm internationalen Konkurrenzkampf am Markt ist die Entwicklung eines Global Mindset ein wichtiger Erfolgsfaktor für Unternehmen. Ein Global Mindset wird als die kognitive Fähigkeit definiert, unterschiedliche Kulturen zu verstehen und diese miteinander zu verbinden. In diesem Kontext besteht die Rolle von Führungskräften darin, mit Komplexität, Vielfältigkeit, Unsicherheit und Ambiguität umzugehen, das Zusammenarbeiten von Menschen aus unterschiedlichen Ländern und Kulturen zu ermöglichen, Mitarbeiter und Prozesse an verschiedenen Orten zu koordinieren sowie das Arbeiten über nationale, organisationale und funktionale Grenzen hinweg zu gestalten. Studien belegen, dass ein Global Mindset den unternehmerischen Erfolg und die Internationalisierung positiv beeinflusst. Ergänzend werden Möglichkeiten der Messung bzw. Diagnose eines Global Mindset im Unternehmen vorgeschlagen.