International Marketing (Class-5)
Arun Bhattacharyya
Faculty MemberJIM, Noida
What Globalisation is
Globalisation refers to the intensification of “connectedness” and “interdependence” amongpeople, institutions & nations across the world.
-It is essentially a transitional process, one that is likely tocontinue & accelerate over the next 3-4 decades.
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The size of the global market during this period couldincrease from around $ 10 trillion to possibly $90 to $130trillion .
An emerging “global” mindset implies no standardorganisational structure or management approach
-Firms will need to globalise their operations through amultilevel coordination of functions & capabilities, integratedacross geography & cultures.
Globalisation has created global market segments thatcan allow for some degree of standardisation inmarketing strategy. (e.g. youth market and high-endluxury goods)
International Marketing is complicated- an example
Consider any website featuring silk scarves in bright colours
-You click on it, enlarge the images, choose a particular item, pay forit on-line along with shipping costs
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The electronic order is transmitted to Rovieng, a small rural villagein Cambodia without electricity or telephone service.
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Once order is received, women in the village hand-produce thescarves
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Rovieng has Internet access and a village website through anAmerican aid organisation
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With solar panels powering desktop computers and a satellite dishlinking them to the Internet, Rovieng has joined the globaleconomy.
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