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A Framework for Alternative Global Marketing Strategies (Adapted from Schiffman and Lazar Kanuk, 2009, p. 472)
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A few years ago, globalization was the new paradigm in international business, however from a branding perspective it has lost its initial efficiency giving the fact that consumers do not seem to feel a connection anymore with the standardized products of global corporations, catered to them in mass marketing communication programs. With their cent...
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Citations
... It would appear there is no such thing as a universal standard culture and that strategy must respect the cultural context in which it seeks to engage. An appreciation of the differences between global and local applications of strategy or "glocal" strategy, has been a reality since the turn of the century, but the same understanding does not seem to have filtered into general business practice (Dumitrescu & Vinerean, 2010). In the continental business experience, the phenomenon of failed strategy abounds where foreign strategy is adopted, without contextual societal engagement. ...
Purpose: This paper demonstrates that strategy and culture are important collaborators in the successful design and implementation of transformative change for sustainable corporate transformation and ethical institutional development. Materials and Methods: The researcher explores select, classic, contemporary and current scholarly literature on the theory of change. The research reviews theory articulated by Kurt Lewin on change management, systems theory, theory U and complexity in relation to their efficacy in facilitating organization change in global and local contexts. The study draws from ubuntu philosophy and the African business experience to propose a conceptual framework for the integration of strategy and culture to establish transformative change. Findings: The study finds a distinction in the context in which the theory of change is applied at the global and local levels. Business leaders need to use different approaches to change initiatives in the two contexts. The study also shows why culture has the power to frustrate transformative change and the implementation of new strategy. Subsequently, the paper proposes that sensitivities to culture should be built into strategy design in order to mitigate its inertial power during strategy implementation. The study submits that global change theory presumes the stability of the macro-operating environments in which strategy is developed. It also assumes the existence of supportive institutional culture, predictable environmental forces and the availability of well-developed macroeconomic infrastructure to underwrite desirable change initiatives. Conventional models suggest that the only intervening agency to establish change is the design and implementation of a new strategy. However, continental business microenvironments are made up of unstable, diverse, complex and volatile microeconomic disparities and cultural undercurrents that resist the implementation of change. In other words, the outcomes of strategy implementation in microenvironments, do not always mirror the predictive designs of global change theory. The study suggests that while global contexts may also benefit from the proposed model, culture should be integrated into the design and implementation of corporate strategy, in local contexts, to facilitate sustainable change. Implications to Theory, Practice and Policy: This paper recommends that; 1) Business and institutional leaders should carefully evaluate the strategic initiatives and development models they adopt and establish whether they indeed have the capacity to create and sustain transformative change within their operating environment, 2) Because proposed change always invites a response from culture, businesses must put in place mitigating measures to ensure that undue cultural inertia does not hinder ethical institutional advance, 3) Business leaders must remain alive to the fact that strategists, however brilliant, are not in control of the environmental forces in the ecosystem they seek to navigate. Hence the need to take pre-emptive measures, design strategic alternatives and employ dynamic approaches to successfully implement strategic plans, 4) Successful strategy implementation depends on the supportive confluence of multiple, complex and dynamic environmental factors beyond the designers of a good strategic plan. Thus, business leaders need to protect good strategy from being disoriented by fluctuating environmental change, 5) The perceived conflict of culture and strategy can be resolved by incorporating the ends of both in the design of crafting transformative change, 6) Ubuntu provides a powerful ethical lens to evaluate the acceptability, suitability and sustainability of strategic business initiatives in the continental business experience.
... Accounting standardization is a response to the need for consistent reporting in the face of increasing global integration. The historical analysis can explore how globalization, through the expansion of multinational corporations and internationalization of the financial markets, pushed for IFRS to facilitate cross-border transactions and enhance financial transparency globally (Dumitrescu & Vinerean, 2010). ...
This study digs into the historical development of accounting standards worldwide, investigating the factors shaping the current landscape. The objectives of the study include comparative analysis across regions, identifying the implementation challenges and examining the role of regulatory bodies. It examines the impact of international transactions on the convergence or divergence of standards. The study is exploratory and therefore uses secondary sources such as books, journals, magazines, and publications of professional and governmental bodies, to investigate the historical developments of accounting standardization, concentrating on significant milestones, challenges, and opportunities in the development of financial reporting practices. It explores early developments in response to economic crises through a conceptual framework, the formation of international accounting standards, comparative analysis of International Financial Reporting Standards and the United States Generally Accepted Accounting Principles, national and cultural influences on standardization and technological advances. Theoretical views such as institutional, political economy globalization, diffusion of innovations, and agency theories provide insights into the driving forces behind accounting standardization. The study expects a future characterized by dynamic transformation and innovation, occasioned through technological development and new trends leading to a healthy, agile, transparent, and socially responsible global financial reporting structure. This study offers insights for academics, educators, and policymakers, informing discourse on regulatory effectiveness and the effect on global financial reporting practices. The study offers insights into the history, challenges, and future of accounting standardization, emphasizing efforts to improve transparency and global uniformity while addressing cultural and economic complexities.
... On the other hand, the G-Local approach, as IMC, seeks to find a balance between the various touchpoints of brand communication, but under a different perspective: the concept refers to a marketing strategy that seeks to balance global standardisation and local customization of marketing activities (Dumitrescu & Vinerean, 2010). This approach recognizes that while globalisation has created a homogenous world market, cultural, social, and economic differences still exist across various regions, countries, and even within local communities. ...
... In fact, given that the posts with sustainable content have an impact on users' attention (according to the eye tracker results) and on users' emotions, this means that campaigns could be performed in different countries with effective results, even if the percentage of environmental awareness is lower. Moreover, Companies who want to adopt a G-Local approach (Dumitrescu & Vinerean, 2010;Smelik, 2019;Svensson, 2001;Tse, 2015), therefore, can use social media to create campaigns mainly based on pictures and sustainability-related texts that have a positive impact on users' attention and emotions, even in countries where sustainability is not yet a mainstream concern. ...
This paper aims to evaluate international social media marketing strategies to better understand the effect of sustainable communication on Millennials and Gen-Z attitudes towards the fast and eco-fashion industry. The value and originality of this research relies on the fact that it provides parametric insights, by using online neuromarketing methods, on the behavioural differences between different cultures and generations that have been exposed to a sustainable marketing stimulus. To this aim, the study compares two countries with different sensitivities to sustainability issues. Eye-tracker and facial coding recognition technologies were used to evaluate sample instinctive reactions in terms of visual attention and emotion, in response to eight social media posts. Following this, the LOHAS questionnaire was administered to collect information about people who are interested in healthy living and social and environmental issues, and other questions were administered to collect information about intention to buy, willingness to pay, quality, and sustainability for each product promoted in the post. The results show that posts with sustainability-related content are viewed earlier and for a longer time than neutral posts in both countries, suggesting that younger generations are developing similar awareness of environmental sustainability issues regardless of their country of origin. The paper concludes by providing managerial implications and suggestions from the point of view of content management with respect to what is inferred from the results of the neuromarketing test.
... A standardized approach assumes that advertising content and strategy created at home can be effectively implemented in other markets, in translation where necessary (Kitchen & Tourky, 2015) Otherwise, a localized approach criticizes standardization for not taking into account the economic, cultural, and social aspects of local environs (Vrontis & Kitchen, 2005). Glocal advertising can be described as a model used by global brands to position their product that is being advertised in local market through using country-specific motifs prepared for certain countries (Dumitrescu & Vinerean, 2010). Moreover, Martin (2019) added that ‗glocal' advertising strategy enables global brands to reach consumers in different markets by appealing to universal values while respecting local nuances. ...
This paper investigates the antecedents of advertising value in the
context of glocal advertising for international brands in Egypt. Data
were collected from 415 customers. Structural equation modeling was
employed to test the hypotheses. Data were analyzed using AMOS 22.
The findings confirmed that entertainment, informativeness, and
credibility positively influenced advertising value, while irritation
negatively impacted it. Moreover, the results declared that the culture
nature of the country affects how customers perceive the glocal
advertising and also, clarified their preference in the glocal advertising
content. According to research findings, a group of recommendations
were suggested.
... Because it meets certain local needs or preferences at lower costs due to the company's global advantage. Source: (Dumitrescu & Vinerean, 2010). ...
With globalization, in order for brands to be successful in international markets, the products or services offered must be produced and marketed by taking into account the cultural elements of that country or market. While globalization was a new paradigm in international trade until recently, today, from a branding perspective, it has lost its initial effectiveness with the fact that consumers no longer feel affinity with the standardized products of global brands. Thus, the effect of local features emerged, and with it a new term, glocalization, which encompasses the global and the local, emerged. Glocalization encourages brands to “think globally and act locally” and does this by localizing certain elements of that brand to suit a particular country, using the global brand. Today, brands operating in different cultures apply to the glocal advertising strategy. The concept of glocalization, which is formed by the integration of globalization and localization and the combination of the words, has been widely used recently. In this study, it is analyzed how multinational brand advertisements use glocalization as a strategy. In this direction, advertisements of Lays, Sensodyne, Algida and Vodafone brands are analyzed by semiotic analysis method. Analysis results show that brands use glocal advertising methods specific to Türkiye.
... Each local operation responds to specific stimuli and demands while juggling with the cohesiveness of the Multinational Enterprises (MNE's) global policies and precepts. Thus, first in terms of product launching strategies and as they must think over their corporate sustainability agenda, companies are being forced to adopt the "glocalization" principle, which encourages the company to think global, but acting locally (Dumitrescu and Vinerean, 2010). This hypothesis anchors this article's theoretical and empirical quest, as depicted in the following sections. ...
Motivated by the changes in the understanding and the growing importance of sustainability engagement among companies, investors, and societies, this paper has for objective to understand how a multinational corporation adjusts its sustainability engagement to different cultures, institutions, and market realities as this topic becomes imperative through the triad Environment, Social, and Governance (ESG) responsibilities. To that end, a qualitative case study of The Coca-Cola Company was used as the basis for this research. The methodology chosen supported the analysis of a situation where an international company operating in different markets must implement a balanced approach in order to fulfill its asymmetries. One important finding was that ESG implementation depends on local resources, which may lead to further asymmetries instead of increased global balance. Another result presented is a model that helps identify essential corporate sustainability issues for defining the strategies, targets, and plans for global, local, and individual levels that may be used by researchers and practitioners alike. This model shall be refined and improved by future research with other organizations that operate globally and must adjust their corporate sustainability strategy according to the United Nations' Sustainable Development Goals while using local implementation strategies aligned with the national institutional realities of the different countries.
... While gambling is now primarily a virtual and net-based form of capitalism, it is still regulated and overseen differently in different jurisdictions. This has resulted in a glocal social media choreography: businesses want to incorporate citizens in a global commercial culture, while building brand reputation in line with national legal and ethical requirements (see Markham & Young, 2015;Dumitrescu & Vinerean, 2010). ...
Global businesses are known to use their social media accounts for legitimisation aspirations and national market assimilation. Still, we lack empirical tools for identifying the kind of public corporate social responsibility communication (CSRC) that helps along positive branding and social relevance. This is particularly important information in view of whitewashing aspirations by the vice industries. This study develops a content analytical tool for assessing gambling companies’ social media strategies by comparing CSRC by state-owned and licenced gambling operators in Finland and Sweden. The diachronic comparative design allows us to point out how the companies advance along ambitions to communicate responsible gambling (RG), affiliate with public interests, shape the companies’ public role as societal benefactors and normalise gambling as an activity. The concepts of tactical and strategic CSRC help us to expose these communication strategies in view of national policy changes, state control and public opinion.
... These mega-changes have already had and are currently having some spectacular implications on both management theory and management practice. In fact, parallel to the compelling changes in the business world, three major shifts have emerged in the management literature: a) the transition from an emphasis on competitive and cooperative relationships to the progressive gaining of prominence of coopetitive relationships (Brandenburger & Nalebuff, 1996;Bengtsson & Kock, 2000;; i.e., coopetition strategy ; b) the necessity of conceiving and implementing glocal strategies that productively combines local and global actions (Dumitrescu & Vinerean, 2010); c) the opportunity to implement an ambidextrous strategy based on the consistence of exploration and exploitation initiatives (Lavie, Stettner & Tushman, 2010;Levinthal & March, 1991;March, 1991;Tushman & O'Reilly, 1996;Stettner & Lavie, 2014). ...
... These mega-changes have already had and are currently having some spectacular implications on both management theory and management practice. In fact, parallel to the compelling changes in the business world, three major shifts have emerged in the management literature: a) the transition from an emphasis on competitive and cooperative relationships to the progressive gaining of prominence of coopetitive relationships (Brandenburger & Nalebuff, 1996;Bengtsson & Kock, 2000;; i.e., coopetition strategy ; b) the necessity of conceiving and implementing glocal strategies that productively combines local and global actions (Dumitrescu & Vinerean, 2010); c) the opportunity to implement an ambidextrous strategy based on the consistence of exploration and exploitation initiatives (Lavie, Stettner & Tushman, 2010;Levinthal & March, 1991;March, 1991;Tushman & O'Reilly, 1996;Stettner & Lavie, 2014). ...
... These mega-changes have already had and are currently having some spectacular implications on both management theory and management practice. In fact, parallel to the compelling changes in the business world, three major shifts have emerged in the management literature: a) the transition from an emphasis on competitive and cooperative relationships to the progressive gaining of prominence of coopetitive relationships (Brandenburger & Nalebuff, 1996;Bengtsson & Kock, 2000;; i.e., coopetition strategy ; b) the necessity of conceiving and implementing glocal strategies that productively combines local and global actions (Dumitrescu & Vinerean, 2010); c) the opportunity to implement an ambidextrous strategy based on the consistence of exploration and exploitation initiatives (Lavie, Stettner & Tushman, 2010;Levinthal & March, 1991;March, 1991;Tushman & O'Reilly, 1996;Stettner & Lavie, 2014). ...
