Global Business: Why Culture Matters

When it comes to business, there is more than one important facet to creating a successful and productive company. Most importantly, is the part culture plays. Think about it. Culture, defined, is an integrated system of learned behavior patterns that are characteristic of the members of any given society, and culture is thus shared through various groups of shared interests. Essentially, it’s the things people share together; language, social cues, behaviors, religions, and even various attitudes and manners that are accepted. In order to produce a successful business globally, you must learn these special aspects of culture, otherwise, you risk not only embarrassing yourself, but loosing an important deal.

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Global Business: The Importance of Exporting

In 2016, America shipped over $1.45 trillion dollars worth of goods around the world, solidifying the country as one of the top exporters. But why is exporting so important, not just for the economy, but overall, on a global scale?

Usually, when you think of exporting you think of sending physical goods to other countries; things like automobiles, oil, or even clothing. But what perhaps is the most important export of all is the exporting of ideas and culture! These are the primary ways in which new ideas filter in and out of various societies, so that new innovations and inventions can be created. It is also a way for people to experience other cultures, like when we import in Indian spices like turmeric, saffron, and cumin, we are not only spicing up our foods to make them even more delicious, but we are taking part in a new culture as well.

The exporting of cultures can also be through things like television shows. Take the classic TV show, Friends. In its hay-day, it produced millions of viewers across the world, from the UK, to India, to even China. To this day, even after being off air for almost 12 years, the show continues to be highly popular, from the outfits on the show making a comeback as fashion in different countries, to the emulating of the typical “American lifestyle” portrayed by the show, by other cultures. Television shows like this allow for people in other countries to get a glimpse into the life of a person unlike them, which is the very point of globalization.

 

As I See It…Views on International Business Crises, Innovations, and Freedom

Screen Shot 2017-01-11 at 11.56.44 PMWe have an exciting news to share with our readers! Professor Czinkota’s new book, “as I see it”, is now available on business express’s official website. This book presents “the best of 2016” about the core issues of international business, explained and analyzed within 750 words. Also, each analysis is accompanied by a cartoon, developed by Czinkota and award-winning cartoonist David Clark.

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The local brand representative in reseller networks | Journal of Business Research | Part 3: Research Methodology

  • This paper was published in the Journal of Business Research. Full article can be found at here.

Professor Suraksha Gupta, University of Kent

Professor Naresh K Malhotra, Georgia Institute of Technology

Professor Michael Czinkota, Georgetown University

Professor Pantea Foroudi, Middlesex University

ISSN 0148-2963

Drawing on the theory of rational choice, this paper proposes that the characteristics that attract resellers are leadership qualities, entrepreneurial nature, advisory skills, compatible attitude and charming personality. Also, this paper will identify those characteristics of a local brand representative, which influence resellers’ brand preferences and ultimately build reseller brand loyalty. Additionally, the current study contributes to the existing literature on industrial branding which describes the management of reseller networks.

 

 

Marketing innovation: A consequence of competitiveness | Journal of Business Research | Part 2: Research Objectives

Professor Suraksha Gupta, University of Kent

Professor Naresh K Malhotra, Georgia Institute of Technology

Professor Michael Czinkota, Georgetown University

Professor Pantea Foroudi, Middlesex University

ISSN 0148-2963

This study examines the relationship between competiveness and innovation in the marketing practices of large manufacturing firms that offer their branded products in different countries through a network of local small-and medium-sized enterprises (SMEs) as resellers of their brand. It builds on both the resource-based view and complexity theory to understand what features of the brand and the reseller enable them to adopt innovative marketing practices in an international setting.

We aim to bridge the gap in the existing marketing literature by reviewing current academic knowledge surrounding competitiveness and marketing innovation. Thus, the study addresses the following research question: What configurations of brand and the reseller enable the adoption of innovative marketing practices by two firms in an international setting? This study addresses the research question by first developing a suitable theoretical framework which is then used to investigate the question by means of empirical data.