Term
| Standardization (Globalization) |
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Definition
Use standard marketing internationally
-use same marketing strategy from one country to the next, and across various cultures |
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Term
| Customization (Globalization) |
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Definition
| international marketing to a country-tailored product strategy which focuses on cross-border differences in the needs and wants of target customers, appropriately changing products in order for them to match local market conditions |
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Term
| Why do HQ function want standardization??? |
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Definition
-Consistency: consistent brand image
-Reduce Costs: use same parts/platforms
-Equity: standard pay bands
-Simplicity: install same HW & software
-Quality: manufacturing- implement same processes |
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Term
| Why do countries/business units/geographies want to do their own thing??? |
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Definition
-Increase sales: unique products & marketing
-Match local conditions
-Continuity:
-Cost/Work/Time to change
-It's Working: top performing unit
-We're special!: doesn't fit local environment |
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Term
| Stages of Cultural Adaptation |
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Definition
-1st month = honeymoon like feeling
-1-2 months in= disintegration/ not feeling apart
-1.5-2 months in = starting to feeling apart
2 months in= feel automatic
3 months in= your apart of culture and have adapted |
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Term
| Cultural Ideas of Outstanding Leaders Vary |
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Definition
-Different cultures conceptualize outstanding leaders differently
-Leader effectiveness is contextual- embedded int he societal & organizational norms & values
(Japan, mexico, brazil prefer Team-oriented leadership) |
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Term
| Project GLOBE Universalities |
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Definition
Some characteristics seen as universally desirable in business leaders
-trustworthy, just, honest, plans ahead, positive, encouraging, dynamic, confidence builder, etc
Others universally inhibit a person from being seen as an outstanding leader
-irritable, egocentric, ruthless, dictatorial, non-cooperative, indirect/non-explicit, asocial, loner |
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