No More Silos! (Part 3)

Universities in an International Era.

Van Wood, Philip Morris Chair in International Business at Virginia Commonwealth University, believes that universities either need to be globalizing, or will become irrelevant. Vision and purpose matter, where faculty champions make international success happen both through their entrepreneurship and their willingness to develop partnerships and alliances

Professor Frank Franzak, of Virginia Commonwealth University who specializes in global marketing strategy, believes that in order for a globalization effort to succeed, a university must secure faculty buy-in. However, it’s difficult to sustain a long-term effort because of changes in the needs and lifestyles of individuals driving programs. Universities must learn from observations through the ongoing capturing and analysis of data.

This article is a part of a series written by Michael Czinkota and Charles Skuba who report on the March 2013 meeting on trade policy and international marketing, a collaboration between the American Marketing Association, Georgetown University and the U.S. International Trade Administration. View part 2 hereGuest writer Charles Skuba teaches international business and marketing at Georgetown University. He served in the George W. Bush Administration in trade policy positions in the U.S. Department of Commerce.

 

No More Silos! (Part 1)

A March 2013 meeting on trade policy and international marketing – hosted by the American Marketing Association, Georgetown University, and the U.S. International Trade Administration – was designed to let fresh air into the mature structures of human activity, to understand what markets, customers and suppliers need, and to appreciate the interconnectedness. No more silos!

Why is international marketing of great importance?

For one, the opportunities are there: 95 % of the world’s population lives outside of the United States. We are facing a tipping point for emergent and growing demand from all of these people, and we need to compete for interest and purchases.

International marketing also represents a strong footstool with three legs— policy, business and academia—and our meeting addressed them simultaneously. We further reinforced these three legs by looking at issues from 17 country views. If you consider the issue of computer security from a U.S. and from a Chinese perspective, different viewpoints will emerge quite quickly. This tells us that unless we communicate and understand each other’s perspectives, there is little chance of making progress.

This year marks the 25th anniversary of when both the Commerce Department and the business and academic sectors first looked jointly at trade policy and international marketing. It made sense to revisit the area and to determine what we have learned, and where we need to go. These 25 years reflect a generation during which we had enormous innovations, the joining of new partners, the creation and burst of bubbles, particularly in the finance field, and a renewed emphasis on international collaboration. Subsequent posts will look at the issues that international policy and marketing leaders see as being of paramount importance.

This article is a part of a series written by Michael Czinkota and Charles Skuba who report on the March 2013 meeting on trade policy and international marketing, a collaboration between the American Marketing Association, Georgetown University and the U.S. International Trade Administration. Guest writer Charles Skuba teaches international business and marketing at Georgetown University. He served in the George W. Bush Administration in trade policy positions in the U.S. Department of Commerce.