A World without international marketing?

A World without international marketing?

-Michael R. Czinkota

 Sometimes we only know what we lost when it has left us. I put this thought to the test it in my class of Georgetown University students. In our course “Marketing Across Borders”, we worked on the question: “What would life look like without international marketing?”. The answers offered various perspectives reflecting their interest and training in international affairs. The range was broad, addressing the impact of international marketing in the context of diversity, choices, cultural exchange, and international quality standards.

            On a personal level, students saw substantial impact of international marketing on their lives. Some mentioned that international marketing and its activities creates thousands of jobs around the world.This was seen as highly relevant to themselves, but they included their parents as well since such a change clearly involved today and the future. Some students said that without International Marketing a life would be simpler but not necessarily in a good way. International Marketing was seen to bring to life a variety of products that enrich consumers and make them more productive.

Some respondents highlighted the exposure to new thoughts and ideas that International Marketing brings to people around the world. Such exposure motivates the competition between companies to supply better quality combined with better value. This competition leads to innovation in products across different markets around the world. Without International Marketing, the high quality standards we have today would diminish due to decreasing competition.

            Companies would also feel  the absence of International Marketing. Expansion across borders will be harder and would have to rely without marketing heavily on word of mouth communication. Exports and imports will be far less than today’s value since international activities will be less profitable. Selling products to other cultures in which they are not interested will be difficult. Companies will have fewer opportunities to learn and develop from others as well. Problems will be caused by a lack of willingness to adjust or a lack of motivation to develop and compete. In consequence, the world won’t be as efficient as today.

            There was the hypothesis that International Marketing is likely to reduce poverty and increase international cooperation. These benefits would disappear when foreign direct investment decreases. Sales in foreign markets would diminish without the lubricating effect of international marketing. Less cultural awareness of others would be the consequence of a decline in intercultural communication. Companies would be less socially responsible and transparent as they won’t be inspired by other international companies who serve international communities. This would newly insert more psychic distance between cultures and countries, and reduce the attention paid to common problems and actions taken for the public good.

            Finally, we explored what students would miss most, where does the pain threshold begin: We know about the wide variety of products that are moved and brought to market thanks to marketing. So how about the loss of video games, cars, music tourism or even commercials. These items were touched on, but the core of items one would miss the most were Food, Food, and Food again.  Students were quite varied in their thinking as long as the items whose loss was deplored dealt with sustenance or alimentation. Leading among products held dear were chocolate, snacks, noodles, candies and anything else which could be eaten by chopstick. Quite a broad base from students whose parents were only introduced to new eating utensils. Food and its variety tend to give staying power to globalization and also encourage cross fertilization. Let it give new opportunity to a life with spice.

Michael Czinkota teaches international business and trade at Georgetown University’s McDonough School of Business and the University of Kent. His key book (with Ilkka Ronkainen) is “International Marketing” (10th ed., CENGAGE).

Spring 2018: Marketing Across Borders Syllabus


For the Spring 2018 semester, Prof. Michael Czinkota of the McDonough School of Business at Georgetown University, offers a course on “Marketing Across Borders”.

The course will cover the internationalization and intersection of business and marketing. We will understand the global environment drivers and directions for business, and how policy frameworks are shaped around them, being affected by key variables such as culture and behavior. We will introduce living cases to offer examples of the topics we cover.

Storytelling and interaction will be dynamics of the course, with an emphasis on small and medium sized firms. We will also use learning exercises such as video productions and elevator pitches.

Below you can  find a more detailed syllabus of the course. In the following link you can see a video of Prof. Czinkota welcoming you to the course: https://www.youtube.com/watch?v=OebH1ikkF3o

If you are a Georgetown University student, hurry up and sign up to the course and join us.

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Michael Czinkota teaches international business and trade at Georgetown University’s McDonough School of Business and the University of Kent. His key (with Ilkka Ronkainen) book is “International Marketing” (10th ed., CENGAGE).

Mr. J. Michael Farrell Concluding the First Year Seminar

At the end of the Fall semester seminar, we had the great pleasure of welcoming Mr. J. Michael Farrell.


Mr. J. Michael Farrell is the principal of the Law Offices of J. Michael Farrell. He specializes in international arbitration proceedings before the International Court of Arbitration as operated by the International Chamber of Commerce, the United Nations Commission on International Trade Law and the American Arbitration Association. Mr. Farrell was a member of the National Commission on Libraries and Information Science. In 1992, he was designated by the President as Chairman of the Commission. In 1992, the President appointed Mr. Farrell as Commissioner of the United States of America on the Commission for the Study of Alternatives to the Panama Canal. The Commission was composed of representatives from the Governments of Japan, Panama and the United States. In 1993, he became Chairman of the Commission. From February 1988 through August 1991, Mr. Farrell was a Deputy Commissioner on the Commission, having been appointed by President Reagan. He was appointed by the Secretary of Energy as a member of the National Petroleum Council. He is a Director of the US-Panama Business Council, Institute for the Study of Diplomacy (Georgetown University) and the Air Force Academy Foundation. He also served as Deputy Head of the office of Presidential Personnel. 

Mr. Farrell presented his views about sanctions and international business. He offered some of his high level experiences and engaged the students in a conversation about their aspirations and career paths.


By the end of the class, Prof. Czinkota gave out certificates to the students for their excellence and engagement in the class.

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For the rest of the pictures of the student, please click here.

To know more about the First Year Seminar’s content and previous guests, please click here.

Pecan farmers pushing for fewer trade barriers

From wymt.com.

WASHINGTON (Gray DC) — The pecan farming business is booming. The industry is rapidly adding jobs in Georgia and billions of dollars to the economy in the South, but now this sector faces a stumbling block.

Pecan farmers are looking to send more of their product overseas. The Indian market looks promising, but U.S. farmers face high export costs. Now a bipartisan group of lawmakers is fighting to lower those rates.

Georgia pecan farmer Jeb Barrow has seen the pecan farming business change. He’s been a grower since 1974, and just in the past several years, he’s seen it go from a domestic market to an international one.

Now about a third of U.S. crops are shipped to China.

“That’s kind of a good news-bad news situation,” said Barrow.

“Anybody that reads the paper or looks at the news understands that some geopolitical event could occur tomorrow that could have that effect, so that’s kind of a sword Damocles if you will hanging over the industry’s head,” explained Barrow.

Ultimately, Barrow says it wouldn’t be wise for farmers to just rely on Chinese buyers. So, their interest turns to India, which has an exploding population and a diet rich in nuts.

“We have high hopes that the Indian market can – if we can get the tariff issue addressed – the Indian market can be developed and in time others as well, so everybody’s optimistic,” said Barrow.

The sticking point? U.S. tree nut farmers sending pistachios or almonds face, on average, a 10 percent tariff to ship products to India. That tariff, essentially a tax, is 36 percent for pecans.

“I think this is a huge opportunity for Georgia and the southeast. A lot of people down there have committed to pecans as a product for the future, and I think they’re right,” said Sen. David Perdue (R-GA).

Georgia Senator David Perdue and eight of his colleagues recently signed a letter to the U.S. trade representative, urging officials to negotiate lower tariffs.

“We know to grow our economy, we need open and free markets around the world. That’s what this is all about,” said Perdue.

Trade expert and Georgetown Professor Michael Czinkota says talks with India could mean a little give and take, but ultimately, both countries would benefit from streamlining trade barriers.

“From an altruistic perspective, we want their own people to do well. Because if they do well, then they buy more of our products and our relationships are likely to be better, so this whole idea of reducing the tariff on nuts is a good thing,” said Czinkota.

There are 15 pecan-producing states in the U.S., so if officials can help farmers crack into the Indian market, the impact could be tremendous.

Young Tigers Speak Out on Trade

This Fall, I am teaching a Georgetown University Seminar on International Trade – The Insiders, populated by our First Year Students. The insiders we talk with and about are politicians, Policy Analysts, lobbyists, Ambassadors, former cabinet members, and many other highly interesting people who have a lot to share with the students.

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During the lectures, we always try to expand our understanding, knowledge and dialogue about key trade issues. Recently, we discussed the “Blood Diamonds”, which are said to make life difficult as well as bring pleasure to those who own it. However, they should be rejected by recipients, since the money obtained from diamond trade may be used for revolutions, exploitations, and other types of harm to mankind.

Since money is fungible, it occurs to me that it is only a matter of time for us to find other goods to be “facilitators of evil”. Of course, the main question is: what products or services will be the Next Nefarious “Blood Products” around the world?

Here are the top 16 issues which, after substantial thought and discussion, emerged from the minds of the young tigers who are participating on the seminar:

  • Gasoline: Oil wars continue to increase;
  • Palm oil: Palm trees are being cut down at an alarming rate, causing negative effects on the environment;
  • Actions and transactions over the internet: Blockchain technology may mislead;
  • Computer parts: Scattered rebel groups will use technology in their favor;
  • Advanced technology use: Putting in danger human rights and leveraging child labor;
  • Coffee: Coffee makers exploit land, labor, and economic systems;
  • Smartphones: We are more and more dependent on technology;
  • Pharmacology: Aggregated demand will increase market share and profit margins unacceptably;
  • Dairy: Veganism has already grown by 500% in the U.S.;
  • FIFA World Cup: Migrant workers with long shifts may lead to dissatisfied processes;
  • Robots/Artificial Intelligence: They will eventually do everything better than humans;
  • Cryptocurrencies vs current currencies: Easier for criminals and terrorists to conduct exchanges;
  • Oil: Impending energy shortage by 2030 will lead to the usage of oil as a new form of currency;
  • Biofuels (fuel-producing algae): Fossil fuels are highly valuable but their reserves are in decline;
  • Antiquities and artifacts: Terrorist groups like the Islamic State begin to claim physical property and presence for themselves;
  • Endangered species: Harming the natural world and exploiting species.

I always say that is wise to listen to these young minds, they will be in command soon. And according to them, these are the issues of the day. Remember, forewarned is forearmed.