Term Paper

CCM
Spring 2021 Semester
Dr. Mahwish J. Khan

Cross Culture management is an important area of study in international marketing. Several

global companies are incorporating cross culture management into their overseas
operations, particularly in countries where their main target markets exist. Thus, by having
their employees interacting with the local communities they can get market
information/insights, and utilize this information to develop their products and marketing
strategies. In this manner, global companies are using their employees for their strategic
product as well as market development.

As (will be) discussed in class, for this term paper I would like you to explore the cultural
strategies of the Top 100 Global Brands (Forbes, 2020) available at:
https://www.forbes.com/the-worlds-most-valuable-brands/#6fa44fae119c

Please study the websites and annual report of any 4 brands (each brand must be from a
different country on this list) to determine:
1) How many countries is each brand operating in? Are any countries similar (i.e. same
markets) or are they different?
2) How have they organized their marketing activities within different the countries?
Are they changing their products, slogans, brand ambassadors, advertisements and
website content in various countries? You can get this data from their annual reports
and/or websites. All reference/supporting material must be provided in a zip file.
3) What branding activities is the brand conducting overall? Are they prioritizing a
certain product or product category in each country or region? You can get this data
from their annual reports and/or websites. All reference/supporting material must
be provided in a zip file.
4) Is any department within their organization responsible for managing cultural
intelligence? If so which department and how does it operate.
5) How do these 4 countries differ according to Hofstede’s insights? Are these
differences reflected in their marketing activities in pt. 2 above?
The data for parts 1, 2 and 3 above must be provided in an excel file.
6) Please provide a 3-4 page writeup of any patterns you have observed within the
marketing activities of these four brands. Any specific new keywords that are
recurring among their reports, as well as any cultural-specific activities that
differentiates them from each other.

Please note that acceptable plagiarism is 19%. Any plagiarism higher than 19 but less than
60 will lead to negative marking. Any plagiarism greater than 60% will results in an F grade
(or ZERO marks) in this term paper. There will NOT be any option for resubmission if
copying/plagiarism is found among the group members.
Assignment marks: 50 (25 for the data given in Excel table + 25 for the analysis writeup in
Word doc file)
Assignment deadline: 29 May, 2021
Assignment Format:
 Table in excel sheet: Times new roman font 11, center text alignment, column
headings in bold)
 Writeup is a word doc file: Times new roman font 12, justified, 1.5 line spacing
 APA referencing style (if required).

In case of any queries, please discuss in class or clarify via email.

All the best

Dr. Mahwish