Good Souls Bring Curative Marketing

A good soul promotes quality of humility, empathy, and reflections for human developments at a time when society often perceives business as soulless. Today, concern over the lack of soul in business life creates a fine layer of transparent filigree which negatively shadows and biases public impressions. Eventual fossilization may turn out to be very costly since it influences society’s willingness to allocate, spend, play, and nudge.

People and society generally seek pursuits which advance wealth and good feelings. But nowadays, wealth seems to have won out. Concurrently, technology and artificial intelligence may contribute to further alienate business from the soul. The environment appears to weaken the overall qualities of a soul. Two fatal crashes involving Boeing 737 Max 8 planes have faltered public confidence in the aviation giant. Volkswagen’s teutonic attraction to honesty was deflected by its cheating on the emissions of diesel engines. Church child abuse scandal reveals a faith’s failure to govern human behavior. All these cases may lead to a separation of business and society, where business becomes a mere supply chain member without influence or respect.

The events are not just contemporaneous. More than a century ago, the Chinese Empress Dowager Tz’u-hsi, in order to renovate her summer palace, impounded government funds that had been designated for China’s shipping and its navy. Almost totally isolated from world trade, China missed out on knowledge transfer, the inflow of goods, global innovation and the productivity growth that derive from international trade.

Passage of time may lead to the forgiveness of misdeeds but such mercy does not exempt one from recognizing their responsibility. Curative marketing may well be the upcoming direction to restore the good soul by raising wonderment about the triple helix linkage of business, faith, and society.

Business must look back and accept responsibility for past errors. A more emotionally appealing approach, for example, should have been taken by the Boeing company in recognition of its responsibilities. Merchants should be reliable, trustworthy, and bridge-building partners. For now, American firms, when compared to their global competitors, should strive for a transparent, humble, and discerning leadership.

Since the 1990s, governments again has begun to play a growing role in business. New global regulations and restrictions have emerged because markets don’t always succeed with constraints and self-regulation.

Today, the traditional role and effectiveness of the World Trade Organization are challenged. Multilateral agreements appear to be at a standstill or even in retrenchment. At the same time, the Trump administration’s deregulation brings confidence to the domestic economy. A 2018 survey by the National Association of Manufacturers showed that more than 92 percent of respondents suggested a positive outlook for their firms. Nearly a half-million new manufacturing jobs were created in the past two years.

The new and crucial joint responsibility of humanity, business, and faith can and should be used to humanize behavior, expectations and cultivation. Religious connectivity with commerce has had an important role for ages. There is, for example, the ejection of the money changers from the synagogue by Jesus and the creation of the honorable merchant, developed by the German Hanse Trading Group in the 13th century.

Curative marketing helps overcome past shortcomings and leads to a healthier economy. China, for example, tries to heal past wounds in areas such as food safety, environmental protection, and medical security.

In the preface of my book “In Search for the Soul of International Business”, Dr. Szabo, the Hungarian ambassador to the United States, states that “one of my goals is to strengthen business ties between Hungary and the United States. I would like to see businesses flourish that have multidimensional levels of depth and a natural concern for a good soul so that these connections can be meaningful, long-lasting, and honorable. ”

Good souls should not only point business to an exchange of human development for profit. Curative marketing should be the next step to help create an environment of global responsibility and growth.

Professor Czinkota (czinkotm@georgetown.edu) teaches international marketing and trade at Georgetown University and the University of Kent in Canterbury.

Engage in Global Business in Canterbury this Summer

Scholars typically spend their summers at interesting and learn-worthy organizations. For my summer this year such destination will be the University of Kent in Canterbury, UK. There I will participate in several events. I will be help coordinate a university-wide international business seminar: Global Business in a Dynamic Environment.

The Global Business in a Dynamic Environment course (details found here) provides a comprehensive and up-to-date overview of international business and the institutions involved in the process. Although there is an underlying universality to the basic principles of business administration, it is in the application of these principles that people in international business encounter unique problems. Theory will be emphasized for a normative understanding; practical aspects are designed to show the relation of theory to practice. We will teach each other and learn from each other by the use of analogies, parables, and examples – which will help us understand and remember, which, in an era of the British Exit from the European Union has taken on major significance.

I encourage interested students and scholars to attend those events. It will allow to make lasting connections with students from around the world, studying a range of subjects but sharing personal enthusiasm. Guided by leading professors from around the world such as a large team from the University of Kent, German, and the United States, Mark Casson England, Johannes Harl, Germany, Thomas Cooke, Michael Czinkota, Gary Knight and Charles Skuba of the United States, will enable participants to gain a deeper understanding of other cultures, develop new network, make lifelong friends from a wide variety of backgrounds and benefit from globally-renowned academic excellence. Stay tuned for more information!

The teaching team members are

Prof. Martin Meyer, Kent
Prof. Michael Czinkota , Kent and Georgetown
Prof.Gary Knight, Williamette
Prof. Zaheer Khan, Kent
Prof. Rudiger Kaufmann, Mannheim
Prof. Valbona Zeneli, Marshall Center
Mr. Adam Smith, Kent

The Course schedule

So that’s my summer. How about yours? If you want to join me and a group of distinguished colleagues please contact Floortje Hoette at f.hoette@kent.ac.uk to sign up for the course/seminar or request more detailed information about the summer events.

Commonality Builds A Bridge

International business complexity calls for commonality. The need for and acceptance of the soul builds up a common path and provides a joint perspective underpinned by a broadly supported objective.

Rising global communication and output from a global labor force have created a growing and diverse marketplace. Changes include the contrast and juncture of controversial debates over international trade, artificial intelligence, refugees, terrorism, and greatly intensify the complexity of international business. 

Commonality is increasingly difficult, yet important to achieve for the sake of relationship and trust building in international business. The understanding of the soul and its accompanying emotional subcomponents provides  individuals, companies, and countries with the opportunity to develop and align global values and bridges between them. If people act and argue focused on business principles alone, they may find themselves increasingly ignored.

New thinking and behavior regarding collaboration are needed to help employees work across cultures. According to the World Bank, the global labor force has reached almost 3.5 billion in 2018. A shortage of skilled workers may intensify competition for talent. 

Due to a lack of local knowledge, unfamiliarity with market conditions, insufficient insights into consumer behavior, and newness to political decision making, foreign firms typically face shortcomings and disadvantages when entering a new market. The overarching umbrella is provided by the soul, which affects judgment and, offers simplicity. It allows the understanding of truth and enables good decision-making in light of changing realities. For example, negotiators who lose tend to blame their loss on the corruption and nepotism of winners. Yet, culturally, the closeness to family and desire to help one’s own environment can be seen as a supportive obligation rather than a deviation. How good it is to lay off blame and recognize the conditionality of behavior and management.

The soul and its key pillars such as politics, security, and religion can teach new entrants more and prepare them better than mere principles of economics and business.

Some lessons can be taken from history which permeates our lives but is usually forgotten. We bemoan the disruptions from terrorism but neglect that the Crusaders already wrote home about their fear of terror. We debate new approaches of artificial intelligence in teaching and communication but don’t recall the effects which Gutenberg’s printing press of 1440, wireless telegraphy, or the introduction of radio had on business and society. We deplore the differentiation of groups based on religion but conveniently forget the impact of Torquemada, the Inquisition, or the reactions to Luther’s theses on the church doors of Wittenberg. 

Retrospection of the far-reaching consequences of past international conflicts and reconciliations may bring some new insights to the solution of complexity. Not all measures are equal at all times. Tariffs, for example, can be a tool to deal with crises and promote trade. 

International marketing offers a new linkage in cultures and values. New progress in thinking and behavior can and must shape a greater global commonality in values.

Professor Czinkota (czinkotm@georgetown.edu) teaches international marketing and trade at Georgetown University and the University of Kent in Canterbury. 

JIBS Silver Medal

Dear Colleagues
I am pleased to have been selected for the 50 Year JIBS Silver Award. Here is the letter of notification.

As Managing Editor of JIBS, it is my great pleasure to inform you that the AIB Executive Board has awarded you the JIBS Silver Medal, as a formal recognition of your intellectual contributions published in the journal.  More specifically, the Silver Medal has been awarded to a small number of IB scholars who have published at least 5 significant papers in JIBS during the first 50 years of its existence (we excluded book reviews, as well as other more minor contributions such as letters or short syntheses of papers in introductions to special issues).

The Silver Medals will be given to the Awardees at the AIB Conference in Copenhagen in June 2019.  

Please do let me know at your earliest convenience whether you can attend the JIBS celebration event on Tuesday, June 25, and please do include Dr. Ayesha Malhotra (ayesha.malhotra@haskayne.ucalgary.ca), our associate for this special occasion, in your response.  All the details of the event are provided in the attachment to this email.

I look forward to seeing you all in Copenhagen!

With best wishes,

Anne

Anne Hoekman

Managing Editor

Journal of International Business Studies

www.jibs.net