INTERNATIONAL MARKETING Transformation and Adaptation over Time Part 3

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Please find below the third and final part of my presentation from my International Marketing speech at the 13th Annual Conference of the EuroMed Academy of Business in Cyprus on September 9th. It describes the transition from the old to the new pillars of marketing and its implications.

Please feel free to leave your comments below and hope you enjoy it.

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Socialism slows progress – by Michael Czinkota

My annual assessment of the intellectual and economic proximity between both the United States and Europe indicates ongoing disenchantment and a growing psychic distance from each other. Conditions have changed not all for the better, perhaps because of the thriving growth of socialist thinking. The public preference given to the group over the individual is dangerous to the quality of life in both regions.


England used to stand out for the views and perspectives by its educated experts on money and markets. Now they don’t know and don’t care. New announcements and shifts are just shrugged off or, worse yet, ignored. Refusing to think or getting involved is the equivalent of Sokrates’ poisoned hemlock cup – because conditions will not improve by themselves.


British institutions which label themselves as European need to re-think their position as to its meaning in times of Brexit.  Prime Minister Johnson may not defuse conflicts and polarization. How to help ship captains make a choice between the drowning migrants and personal jail time for their rescue? Are we all in the same boat? Even in theatre performances the audience and troupe performances have lost their traditional bite. 


Germany has a whole set of growing problems. I am not referring to the physical tremors of Chancellor Merkel. When standing is a problem she can sit. In the U.S., President Roosevelt served the country despite difficult illnesses, for more than three terms.

But I am concerned about the diminution of German ability to rely on its traditional strengths. When German intellectuals talk about U.S. policies there is very little well-formed reasoning, or even desire for input and learning. Rather, flash judgements and condemnations are made, remindful of the checking of boxes.

When the official airplanes of both the chancellor and the president repeatedly either can’t fly or must return to land right after takeoff, then the motto of “advancement through technology “does not fare very well. Misleading public information on air contamination by car diesel engines is a shameful event.  Failed technology to measure societal impact of government action is wasteful and inefficient. Expropriation of rental property owners will do little to increase the housing stock.


Increasingly, a sense of proportion and morality is missing. Take the case of Gustl Mollath who, was wrongfully placed in a psychiatric ward for more than seven years after complaining about banking irregularities.  Now,  government offers him a paltry compensation of less than $ 200,000. At the same time, the Deutsche Bank, provides publicly more than $ 10 million for ineffective managers to depart, and we don’t yet know about any additional hidden support. 


The Nordic countries have lots of goods available but few of them are thrilling. The food offered, for example, was surely healthy, but not appetizing. Drinks were hard to get, even at events where conviviality was the objective, not a byproduct. Big praise to the person who found and handed in my disappeared wallet. Thank you, Gary, from the West Coast!

European country governments regulate many things, issues and interactions, a form of localized socialism I suppose. But it means fewer and quite expensive taxis, no Ubers, little adjustment to changing conditions. New government thinking stresses more taxes. France, for example, tries to impose a new 3% tax on large digital companies.

Italy still has very good wines and beautiful bridges from Roman days, but roads are decaying, and modern bridges are crumbling. Speed and parsimony cannot be the only criterion for quality public projects. Modes of transport appear to be routinely under strike during times of heavy use. Austrian government leaders are caught on tape offering the wholesale transfer of government contracts.

People seem content but not driven or forward oriented. Many tasks are either left unfulfilled or waiting for foreign hands, which the both the public and the private sector appear to encourage.

Overarching governing by the European Union seems to be often haphazard, contradicting the desires of the citizens affected. Leadership selection often brings on candidates which govern in spite, not because of themselves. Will the new team of Ursula von der Leyen make its mark with a reduction of regulation? All in all, it’s great to be exposed to history, and remember the British Pound as world currency, Greek and Roma palazzo’s, Marie Antoinette’s cakes, and the Viking battles.. But for now, innovation, change and a forward-looking perspective give good future odds to America.

Prof. Czinkota (czinkotm@georgetown.edu) teaches International Business at Georgetown University and the University of Kent. His latest book is ‘In Search For The Soul Of International Business’, 2019, New York, Business Expert Press

Services: Performance of the Future

Services have outperformed the economic leverage of manufacturing. The growth not only changes the structure and composition of economic activities in both the United States and the world but also leads to a more integrated future. Both legislators and negotiators must pay more attention to the service components of international exchanges if they are to achieve long-term change.

Worldwide, services contributed more than 60 percent of total value added in most major economies in 2017. China and India were the exceptions. For world trade, the value of services exports grew 5.1 percent per year between 2006 and 2016 with a rising tendency. 

U.S. services now account for over two-thirds of GDP. The U.S. companies achieved more than $2.2 trillion in recorded international services sales In trade, services deliver a large surplus. Four out of five new private-sector jobs in the U.S. are created by services. In 2015, the Peterson Institute estimated that the elimination of global barriers to trade in services would increase the U.S. service exports by $300 billion and create 3 million jobs when fully implemented.

There is more to services than meets the eye. Services come in different categories and at different, often opaque international levels. Examples are varied performances in fields such as telecommunications, financial services, computer services, retail distribution, environmental services, education and express delivery.

Manufacturing strength increasingly comes from strong and tailor-made services which enable manufacturing to be more effective and competitive. Current cars are service driven and updated with sophisticated navigation systems. TVs have to connect to streams in order to be smart. iPhone sales rely on Apple’s support services, including troubleshooting and retailing. Even a traditional aerospace exporter like Boeing uses cloud services to manage inventory, optimize maintenance, and minimize the costs of system malfunctions.

Service performance at high has typically been greatly underestimated due to insufficient measurement insight. For example, if a person travels abroad for medical tourism, such value generating activity is hardly recorded. A local session of advice with a financial expert may create high value. However, poor valuation and insufficient recordation lead to only little understanding of current account impact.

Services and manufacturing are not at opposite ends of a scale. Rather, services strengthen the performance of manufacturing and are enhanced by the application of technology. Through its investment in the services sector, China has greatly improved the capabilities of its logistics, transport and infrastructure conditions. China can now demonstrably use its newly generated logistics expertise to outperform its competitors. For example, due to its service investments, the transport time of persons and goods via the new Hong Kong-Zhuhai-Macao Bridge has diminished from 4 hours to 30 minutes since the end of 2018. What a time wharp, yielding clear insights into shifting capabilities. Many will be the companies and countries which sign up to exchange raw materials for infrastructure. 

The integration between services and manufacturing will relegate entire supply chain conditions, which have been laboriously created, to a mere blur. Today, most apparel manufacturers own retail stores. Many store brands like Target build up their own manufacturing, controls, and retail distribution. Apple manufactures its own chips, fingerprint sensors, and other custom components. Concurrently, its retail stores flourish and allow it to control its direct distribution and sale to customers.

Services growth promotes new types of manufacturing. Printing technology gives new meaning to scale economies. Services, combined with flexibility and adjustment bring opportunity and vitality to the global economy. In terms of innovation and employment, strong services are no less important for a country than a strong manufacturing sector. U.S. legislators and negotiators must place growing emphasis on services and their links, both direct and indirect, with manufacturing. A more integrated economy will provide all with a significant payoff.

Professor Czinkota (czinkotm@georgetown.edu) teaches international marketing and trade at Georgetown University and the University of Kent in Canterbury. His latest book is ‘In Search for the Soul of International Business’ 2019, Businessexpertpress.com

International Business & Roman history

Czinkota on the International Business facts behind Roman history. Few marches of legions and warfare , but much incentive for immense growth. A Good domestic-oriented trade policy will build the future.