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Handicraft product demand and Industry analysis on an International level
Submitted By :Gurdeep Singh Sawanni 1121424 MBA-“IMN
This paper focuses on the globalized segment of the alcohol industry. principal actors and activities. a few large companies dominate. messages and organizations. and are used to profile the size and membership of the three main industry sectors of beer. structure.The article reviewed aims at describing the globalized sector of the alcoholic beverage industry.To describe the globalized sector of the alcoholic beverage industry. capital goods manufacturing and packaging industries. Marketing activities include traditional advertising as well as numerous other activities. its size. The leading company in terms of net revenue/turnover in 2005 was Diageo plc. including its size. followed by Heineken NV. The 26 largest alcoholic beverage companies had a total net revenue/turnover of $155 billion in 2005. Stella Artois. Beck‟s Heineken: Heineken SABMiller: Miller Lite Diageo: Guinness Grupo Modelo: Corona Within this globalized sector. and is produced both formally and informally throughout the world.distilled spirits and wine. television and music. Its marketing wing spends heavily in the industries of advertising. All 10 of these are beer companies. including its size. and no single paper could hope to describe all these disparate activities. Production. Branded alcoholic beverages are approximately 38% of recorded alcohol consumption world-wide. major players and activities. The 10 largest alcoholic beverage marketers accounted for 48% of sales (by volume) of globalized brands in 2005. wholesaling and distribution and retailing are all parts of the industry. The global alcohol industry is highly concentrated and innovative. Its production and distribution arms are allied closely with agriculture. they also accounted for 66% of production of globalized beer. "Intellectual plot-line" of the article :.Ranking the global alcohol companies by net revenue/turnover rather than by volume shows the value of distilled spirits relative to beer on the global market. 2006 : Anheuser-Busch InBev: Budweiser.The Global Alcohol Industry Abstract :. Executive Summary :. principal actors and activities.Alcohol can be made from a wide variety of agricultural inputs. Largest global beer marketers (by volume).trucking. Skol. such as new product development. Together. Market research firms and business journalism are the primary sources for information about the global alcohol industry.SABMiller and Anheuser-Busch. product placement and the creation and promotion of social responsibility programs. Bud Light. There is relatively little public health research evaluating the impact of its many marketing activities. InBev.and a total operating profit of $26 billion . . Brahma. sport and entertainment including films.
which may lead to an increase in the overall quality of alcoholic beverages available. These innovations can be in the realm of product design production technology. distribution.The creation of global networks can increase employment and diffuse technological advances from more.Viewing these entities as part of the industry‟s marketing apparatus situates their activities more accurately not in the context of prevention research and practice. Conclusion :. The US Federal Trade Commission included in its list of alcohol advertising.The articles can be summed up as patterns of drinking are the best basis for alcohol policies. global products can benefit from the global division of labor.public/private partnerships will increasingly influence alcohol policy development.to less-developed countries. merchandising and promotional activities the industry‟s social responsibility messages and programs. unconfirmed or unsupported by current research evidence. Analysis :. it was able to shift both personnel and financial resources to its new US subsidiary to bolster its position in the very competitive US market. recruit scientists.Global distribution networks can be more efficient economically.Products become more standardized globally. For instance. Globalization also enables countries to shift resources from one market to another. prepare and promote „consensus‟ statements and codes of practice. Social aspects organizations may operate.creating opportunities for economies of scale in production and in marketing. Globalization also leads to rapid transfer of innovation from one market to another. In addition. become members of relevant nonalcohol specific organizations and committees. when South African Breweries bought a controlling share in Miller Breweries from Philip Morris and became SABMiller. marketing and public relations. using the comparative advantage possessed by multiple countries to develop new products. but rather as part of an integrated and global strategy of branding and promotion .Globalization in these industries conveys several advantages.obtain ingredients. and create other social aspects organizations in emerging markets and low-income countries. They may also seek to influence alcohol policies at national and international levels.as in the case of alcohol industry-funded „social aspects organizations‟ One innovation that has diffused rapidly in the industry is the „social aspects organization‟. host conferences and promote high-profile publications reflecting the industry‟s point of view on alcohol issues. responsible drinking can be learned. these points of view are controversial.the beverage alcohol industry will strengthen its self-regulatory mechanisms and alcohol despite its potential for abuse.From a research point of view. fund and disseminate prevention programs.locate manufacturing and develop global marketing campaigns.
ebsco.com . Report no. Washington. This industry has not kept up with the ability to innovate in its marketing and its organization. 2006. References :International Center forAlcohol Policies. Research studies are needed that will focus on the health and political impacts of the global alcohol industry as because it has a great impact on human life. www. DC: International Center for Alcohol Policies. Learnings : The globalized segment of the alcohol industry is large and concentrated in the hands of a relatively small number of companies. particularly in the case of beer and distilled spirits. 9. The Structure of the Beverage Alcohol Industry.
the real concern for many of us is that. putting an end to the „license raj‟. capital flows. corporate. and novel governance and geopolitical challenges that are increasingly binding people and culture of the world more tightly making a global village. integration and interdependence in the socio-economic. political and ecological spheres. but also the people and cultures. The role of the government in promoting the crafts and protecting the artists will also be discussed before concluding the paper. is now not just a possibility but a reality despite many contradictions. . rapid advancement of information and communication technology. economies and cultures around the world. it is not only the economies that often meet in the global market sphere. Indian folk art and crafts which are the integral parts of the Indian culture and tradition. is globalization a panacea for every human problems that the mother earth is facing now? With a brief theoretical understanding. Again. As India opens up her doors to the multinationals during the era of economic reform and liberalized market. enhanced economic interdependence. technological. can the „local‟ really meet with the „global‟ by truly sustaining its localness? The biggest problem in the Indian Handicraft industry is that the village craftsmen remain concerned that with free trade and mass production. It is a process which refers to the growing socio-economic interdependence of countries world wide through rising size and variety of transactions of goods and services. has become one of the fashionable buzzwords in both academic and political debate these days. Needless to say. and cultural systems across the globe. proposes sufficient promises about globalization. What we can see in present day modern world is that there is always a cross-cultural interaction between the „local‟ and „global‟ and the much discussed „global village‟. therefore prompting to call it as a deterritorialized world. foreign fashion industry borrows a great deal from Indian appliquéd motifs Saree designs. Talking about Indian Handicrafts. Reduction of poverty and rapid economic growth in countries like India. an ethnic Indian wear. The very concept has many sub-processes which includes. politicians and academia respectively over the past few years. It tries to assess how far globalization serves as an opportunity and threat to the artisans. statesmen.Handicraft product demand and Industry analysis on an International level ABSTRACT Globalization – which refers to the growing integration of societies. which bring a new dimension to the multi-cultural setting. the borders between the world cultures are now eroding out and becoming irrelevant. political. which refers to the integration of economic. But notwithstanding. are in high demand among the western consumers. Globalization simply refers to increasing connectivity. China. So the basic question arises. increased cultural influence. its export has reached at a commendable height. this paper looks at globalization‟s increasing impact on Indian handicrafts and crafts persons. INTRODUCTION Globalization. which constitutes a significant segment of the decentralized sector of the economy. has become one of the most hotly-debated topics and key area of research among the policy makers. At the same time increased inequality among people and economies as well as large-scale environmental degradation has also generated significant opposition and concerns both in national and international level. and other countries that were poor few years ago. hand-made products from other parts of the world will out price the products of their hard labour. widespread diffusion of technology across border and moreover the interaction and interdependence of people and culture throughout the world. cultural.
This is the argument behind the integration-imperialism dynamics. occident over orient. culturally and economically with the free flow of ideas. One of the arguments that carry forward this discourse is the „glocalization‟ theses. producing new.5 % of all imports in 1980 to 2. Let me to carry forward the discussion. visual arts.THE INTEGRATION – IMPERIALISM DYNAMICS The first discourse as mentioned above talks about the question of homogeneity/uniformity. p. Similarly the proportion of world trade in cultural goods rose from 2. According to S. “McDonald‟s may have penetrated the far corners of the globe.8 % in 1997 [3. mixed social forms.L. the localization of the global [13. first world over third world. According to G. images. It is now a well-known fact that due to globalization and technological revolution. Under this scheme of thought. in terms of printed matter. but when the Indian residents . rather goes with the latter hand in hand. In recent decades the volume of the global circulations of the cultural goods has been increased. As he says. including the media. One that the world is really becoming integrated socially.The same happens with „McDonaldization‟. global culture confirms to the local conditions without replacing the local. Many claim it as the process of cultural interconnectedness and as a sign of global cultural integration. the value of cultural imports and exports almost tripled from $67 billion in 1980 to $200 billion in 1991 [3. p. and information are moving worldwide freely and very rapidly. that there is increasing number of heterogeneity in world cultures rather than homogeneity. values. the term „cultural imperialism‟ is referred to the way in which large multinational corporations. But how far these global interconnectedness is a two way process? The narratives below show the increasing imperialistic venture of western and American culture. He predicts a pluralization of the world as localities produce a variety of unique cultural responses to global forces [12. the predominance of developed over the underdeveloped. there is accommodation of the two. There are again two arguments on how the world is gradually becoming one and homogeneous. of developed countries dominated developing countries. Introduced by Herbert Schiller. Two that the integration is not a two way process and is imperialistic in nature i. ideas.„McDonaldization‟ “is a process whereby the principles of the fast food restaurant are coming todominate more and more sectors of American society as well as the rest of the world” [14. as a result producing a hybrid culture. But the argument that favors the cultural pluralization debate is that McDonald‟s in nonWestern countries usher in difference and variety. THE GLOBALISATION – GLOCALISATION DEBATE The second discourse that I intend to discuss here is related to the worldwide diversification of culture rather than unification. „glocalization‟ theses emphasizes that it is a process of the global creation of the local and.15]. p. images etc from one part of the world to other and vice versa. p. constitute the sole force of „cultural imperialism‟ theses. Coined by Roland Robertson.4]. „glocalization‟ refers to the process where.36]. music. Ritzer. moreover. it is believed that global culture does not replace the local. Instead of assimilation of local culture into global ones. who invented the term. Croucher.e. p. cinema and photographic. radio & television equipment shows.49]. The scholarships on globalization and development literature term it as „hybridization‟ or „creolization‟. Commercialization of media and the cultural symbols as well as artifacts and the global wave driving for the pursuit of profit using „culture‟ as a commodity.15].
3 %. during a lecture in 1901. The liberalisation of the domestic economy and the increasing integration of India with the global economy have helped step up the Gross Domestic Product (GDP) growth rates. crafts reflect the state of human society through the individual. Emphasizing on the greater value of the arts and crafts. and „Vietnamization‟. stone.M. Indian economy experiences the existence of both traditional handicrafts and modern mechanised production.enter the local McDonald‟s in New Delhi or Mumbai. see  for details. glass.20]). It is a fact that Indian handicrafts have very ancient origin and of high quality. dignity. It opened up its economy and adapted to globalisation in the early nineties. they choose between 100 % beefless Moharaja Mac or vegetable Mc Nuggets with Mc Masala sauces [3. for example the year 1997-98 (5 %). Major changes initiated as a part of the liberalisation and globalisation strategy included scrapping of the industrial „license raj‟ (referring to the regulated and controlled economic policy by the state for running business). start of the privatisation programme. a global comparison shows that India is now the fastest growing economy just after China. makes these products truly unique. So vast. in 2005-06. With the passage of time. Craft treasures like art‟s. such as wood. style and aesthetics.8 %. p. THE GLOBALIZING CRAFTS India has a history of rich and diverse cultural tradition. as said by Appadurai “for the people of Irian Jaya. the Indian handicrafts industry still shows its importance. metal. Similarly. quite a common thing. our GDP growth was 8. complex and colourful. The versatility of the various materials used in Indian handicrafts items. but all cast in one mould together. but in 1992-93 it touched the figure 5. Wardle wrote: “I bought for a few annas a bronze chain anklet. “To write about Indian Handicrafts is almost like writing about the country itself.27]. difficult to attain under comparable conditions” [16. Indian society and economy has changed enormously. And among its diversity. Many Indian companies have started becoming respectable players in the International scene. reduction in the number of areas reserved for the public sector. As said above there are numerous varieties of art crafts in India which are made with attractive designs and meticulous craftsmanship.2 % (Advance estimate).1]. In the year1991-92. Abraham wrote: “the world of art and craft is as valuable as the world of science. cane and bamboo. Sir T.3 %. give us a glimpse into the core and kernel of the collective mind and societies through the mirror of individual mind that created them” [17. Like art. and yet with a simplicity and charm. In 20032004. p. as „Japanization‟ may be for Koreans. Year 1996-97 saw a high figure of 7. amendment of the monopolies and the restrictive trade practices act. Although there has been a comparatively low growth rate in between.0 % (Quick estimate) and in 2006-07 it was 9. industrial capitalism has brought machine-based mass production. „Indianization‟ for Sri Lankans. 9. But keeping pace with tradition. p. the anklets used by peasant women at Bundi in Rajasthan state of India. the GDP growth was just 1. form.5 %. clay. They have customarily received royal and aristocratic patronage and handicrafts men were honoured by other communities. the legacy of India‟s craft culture always occupies a special place owing to its beauty. True. terracotta and ceramics. philosophy or ethics. Referring to one of the India made craft jewellery. grass. T. textiles. reduction in tariff rates etc. . but so wonderfully made that one of our best foundry owners told me he did not think anyone could do it in Europe” (cited in [8. Indonesianization‟ may be more worrisome than „Americanization‟.2]. p.
2001.  Croucher..CONCLUDING REMARKS As India opens up her doors to the multinationals during the era of economic reform and liberalized market. . The Stanford Encyclopedia of Philosophy. global village is now not just a possibility. Needless to say.L. REFERENCES  –: Globalization. putting an end to the license raj. Sage. After all it gives an opportunity for socio-cultural and economic exchanges.: Globalization and Belonging: ThePolitics of Identity in a Changing World. but also the people and cultures. the borders between the world cultures are now eroding out and becoming irrelevant. culture and society special issue. but a reality. London. New York. 2004.: Global culture. globalization certainly promotes many other unwanted consequences.stanford. interactions and interrelations. Stiglitz wrote: “globalization today is not working. which cannot be denied. globalization has become a reality. Nationalism. So. It is not working for the much of the environment.  Appadurai. we need to bring a common consensus by curtailing the monopoly of the deveped nations. it is not only the economies that often meet in the global market sphere.: Sociology.  Giddens. Globalization and Modernity: A theory.: Disjuncture and difference in the global cultural economy. 1990.214]. Rowman & Littlefield Publ. The whole world is now interconnected. The magic of globalization is that during the modern times. UK. A. To safeguard its dim features however. Apart from creating social inequality and different global risks like that of ecological and health ones. Globalization as such is not a „not-to-be-touched‟ concept. It is not working for the stability of the global economy … The problem however is not with globalization. In Featherstone. S. which bring a new dimension to the multi-cultural setting. A. M. ed. there is always a cross-cultural interaction of both the „local‟ and „global‟ and notwithstanding many contradictions. accessed 8th August 2008.edu/entries/globalization. p. Therefore J.. http://plato. But the ways the rich countries manipulate and exploit the marginal is a matter of grave concern and raise our anxieties. but how it has been managed” [41. It is not working for many of the world‟s poor. Polity Press.
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