●Preparedby Seif Malik A segment:

●Some content inspired by Kmar Abessi's summary Grp of target customers that show particular features/Statistics.
Turnover:
Unit II: International marketing ➔Annual revenue
To barter(v) Bartering(n): ➔About the staff turnover(ones are leaving other are entering)
To exchange goods and services against other goods and services without having To corner = To dominate = monopolize
recourse to money. Darwinian theory:
A market: The survival of the fittest.
➔a (physical or virtual) place where buyers and sellers can meet to facilitate the Key players:
Main competitors in the market.
exchange of goods and services.in economics, a market is a composition of systems,
Low-key:
institutions, procedures or infrastructures whereby parties engage in exchange.
Product differentiation: There is not a lot of competitors or the market leader is too far from other competitors.
It’s what makes a company product/service stand out to its target customers. It’s a Tax Relief/break:
Any GVT program or policy designed to help a particular group of individuals or
marketing process used by businesses to distinguish their products or services from
businesses in order to reduce tax burdens or resolve their tax-related debts.
other similar ones available in the market by introducing unique and distinctive
features to these persons, to ensure a USP (Unique Selling Point/Proposit).
I) Fundamentals Theories related to market Regulations:
Volatility:
the tendency to change quickly and unpredictably (swiftly/speedily). Liberalism:
Market Volatility: the belief in freedom, equality, democracy and human rights. It’s historically
associated with thinkers such Jhon Lock and Montesquieu and with constitutionally
when a market experiences periods of unpredictable price movements (i.e Instability
limiting the power of Monarch, affirming parliamentary supremacy, passing the bill of
of the market caused by the variation of a trading price over a particular period of
rights and establishing the consent of the governed.
time).
Economic liberalism:
Inflated market = deflated market
Stable market = stagnated market(no activity) is an ideology that supports free market economy based on individualism and private
property.
Wholesale:
the business activity of selling goods in large quantities to retailers (B2B). Economic liberals tend to oppose government intervention and protectionism in the
Retail: market economy when it inhibits free trade and competition but tend to support
government intervention where it protects property rights and resolves market failures.
the business activity of selling goods in small quantities to consumers (B2C).
Government (or State) Interventionism:
B2G: business to GVT
is an economic policy favoring government intervention in the market economy in an
E-tailer:
effort to impact the economy in a positive way, correct market failures, and promote
(for virtual markets)
the general welfare of the people. Economic intervention can be aimed at a variety of
Auction:
political and economic objectives such as:
A public sale or a sales event in which goods or property are sold to the highest
bidder.
 ➔Promoting economic growth
➔Reducing corruption and illegal practices Karl Marx:
“The father of communism and socialism”
➔Increasing employment rates
Identified two phases of communism that will follow the predicted overthrow of
➔Raising wages capitalism:
➔Raising or reducing prices 1) a transitional system in which the working class would control the GVT and the
➔Addressing market failures and financial crises economy.
mixed economy: Capitalist market economies that feature a high degree of state 2) Fully realized communism (a society without class division).
intervention. Socialism:
Is based on the public ownership of means of production/wealth(equal share of
wealth). It’s the first step of communism.
Communism:
Adam Smith (Catholic): Is a higher and advanced form of socialism. It’s a political and economic docturn that
is a Scottish economist and philosopher known as the father of capitalism and aims to replace the private property and the profit-based economy with public
economic liberalism. He introduced the concept of “the invisible hand” in his book ownership and public control of major means of production(factories, lands, mines,…)
“The Theory of Moral Sentiments” 1759 and uses it as a metaphor to argument and the natural resources of a society.
against protectionism and government regulation of markets. He believes in the
divine (‫( )إلهية‬idea that when an individual acts in accordance with his own self-interest,
he unintendedly produces socially beneficial results and benefits the community. The Anarchy:
concept is about the convergence between public and private interest. It is the hand The absence of power/GVT.
of God that works to make things happen. The political spectrum:
Capitalism: Right wing:
is an economic system based on the private ownership of the means of production More conservative than left wing/ refusal of change.
and their operation for profit. Tend to be traditional/too classic.
Central characteristics of capitalism include: Left wing:
capital accumulation, competitive markets, price systems, private property, Linked to change/more revolutionary.
property rights recognition, voluntary exchange, and wage labor. Trade balance = Ex -Im
In a market economy, decision-making and investments are determined by owners of If >0 : positive trade balance.
wealth, property, or ability to maneuver capital or production ability in capital and If <0 : negative trade balance(deficit).
financial markets—whereas prices and the distribution of goods and services are The “Laissez-faire” Policy:
mainly determined by competition in goods and services markets. It is an economic system in which transactions between private groups of people are
almost free from any form of economic interventionism such as regulations, and
subsidies.
 ➔(Modern / Wikipedia) Marketing is the process of intentionally stimulating demand
A subsidy or government incentive: for and purchases of goods and services, potentially including selection of a target
is a form of financial aid or support extended to an economic sector generally with the audience, selecting certain product attributes to highlight in advertising, organizing
aim of promoting economic and social policy. advertising campaigns, design of products and packaging to be more attractive to
It comes in various forms including cash grants(gvt won’t ask you to pay the money), customers, selection of the terms of sale, product placement in media, etc.
interest-free or low interest loans, insurance, tax relief or reduction.
Trade barriers:
-Tariff: tax impose on imported goos by the GVT
-Import quotas: limit on the quantity of a good that can be importe into the
country in a given period of time.
Protectionism:
➔Historically speaking, protectionism was associated with economic theories such as
Mercantilism (Focusing on achieving a positive trade balance and accumulating gold
by limiting imports and maximizing exports) and was mainly advocated by parties that
hold economic populist (populism as in ‫ )الشعبية الجبهة‬and left-wing positions (Leftists are
mainly movements such as Socialism, Marxism, Stalinism, Communism, the Labour
Movements, Syndicalism, while economically the right-wing political parties generally
support free trade).
➔With globalization, the modern definition of Protectionism extends beyond the idea
that the state sets regulations and protectionist policies to promote the economy and
to achieve social welfare to refer to government policies and trade barriers that
restrict international trade to help domestic industries and to protect the domestic
economy. Protectionist policies are typically focused on imports. Tariff s, import  Marketing Mix
quotas, product standards, and subsidies are some of the primary policy tools a
government can use in enacting protectionist policies.

II) Marketing
Marketing:
➔the basic definition of marketing is to simply attract customers to a particular
product or service.
➔Marketing today is the business process of identifying, anticipating, and satisfying
customers’ needs and wants.
 III) International Marketing
International Marketing:
The process of taking goods and services to people outside the location of the
company that produces them (Outside the domestic market).
Domestic(local) marketing:
is concerned with marketing practices and activities within the marketer’s home
country.
International trade(business):
It is the economic system of exchanging goods and services conducted between
individuals and businesses in multiple countries.
International Marketing Vs Global Marketing:
They are often used interchangeably as if the two terms are synonymous; however,
they actually describe two different marketing strategies. The main contrast revolves
around the concept of the universalization of product and service marketing tactics.
International Marketing:
refers to Marketing action plans, strategies and tactics created for a particular foreign
market. They focus on customer-tailoring or creating (satisfying customer needs) new
products and services to target the market in a specific country.
➔The goal is to break away from universalizing product and service offering in order
to accommodate the particular preferences of an overseas market.
➔It is less risky, easier to conduct, and requires lesser financial resources.
Global Marketing:
refers to Marketing tactics deployed on the public in its entirety. These tactics are not
segregated by country or market but are universally deployed to all international
markets.
➔The goal of a company taking a global marketing approach is to market the same
product or service in various countries without modifying the product or marketing
message for each overseas country.
➔It’s more risky, more complex, requires huge financial resources.
Glocalization (combination of the words "globalization" and "localization):
is the simultaneous occurrence of both universalizing and particularization tendencies,
(it means the copresence/existence of both local and global consideration).
Examples:
- McDonalds: Burger is not made of beef in India for religious reasons. They replaced beef with chicken. In
Japan, the burger is made of rice. (Rice burger in Thailand, China, Japan, etc.) In Saudi Arabia, beef burger
is Halal.
- Mattel (The company that produces the Barbie Doll): Following specific beauty standards, when it first
entered the South African market, it had to exit the market after a few months because it sold white blonde
dolls. They came back with Black barbies into the market again (OR Hijabi Barbie in Saudi Arabia).
Comparative Marketing: when two or more marketing systems are studied, the
subject of the study is known as comparative marketing. In such a study, both
similarities and differences are identified. It involves an analytical comparison of
marketing methods practiced in different countries.
IV) International expansion
1) Benefits of going to international markets:
- Finding new/growing or bigger markets:
Some companies may not feel the need to expand internationally; however, their
marketplace may force them to move into international markets whether because of
market saturation, high and fierce competition or else difficulties to increase their
market share and strengthen their presence in the local market. So generally,
companies would search for untapped international markets or markets with a huge
market share to conquer.
- Customer Expansion:
The major reason for international expansion is to expand the company’s customer
base by diversifying the markets, especially when the home market is small, or the
number of population and the rate of birth are limited. Thus, the company can
increase demand for its products and increase production.
- Growth:
Generally, companies will expand their businesses from a competitive market to a
less competitive market. However, by opening their business up to a global
community, they will also be opening it up to increased competition at a global level.
This competition will help their business become more efficient, capable of adjusting
to changes and more aggressive.
They will learn how to compete and have a global reach, they will grow and become
more economically and managerially mature.
- Elongated life of the product:
When a product in the home market enters a mature phase and is probably declining
or going out of fashion in a particular country, it can be a hot new item elsewhere.
The company concerned may be able to find new export markets abroad where the
product has not reached the same stage of development. This undertaking would
extend the sales life of the company’s current products and enable it to sell its excess
production capacity.
- Diversified income stream:
Marketing a business internationally expands and diversifies the company’s revenue
sources by introducing goods and services to customers in other countries. So, if the
domestic market gets sluggish or lacks stability, the company can survive thanks to
its revenues from countries with better or even wealthier economies. Trading on a
global scale leads to sales increase and higher profit opportunities than in the
domestic market, hence, a better realization of the company’s bottom line.
- To take advantage of the resources available in other parts of the world:
to produce higher quality products at an affordable price for consumers. These can
be human resources(specialist and skilled labor force), raw materials, new
technologies or better infrastructure, more facilities with much lower costs, better
ecological factors…etc
- To create jobs and to improve the living standards of target countries.
- To search for cheaper labor force:
to decrease costs of production in the domestic market and to increase productivity.
- Less restrictive government policies and regulations:
Many governments off er a number of incentives and other positive support in order
to encourage foreign investments like less bureaucratic procedures, lenient foreign
exchange policy, tax advantages, easy customs operations…etc. A restrictive
domestic government policy which limits the scope of business expansion in the
domestic country is an important factor for entering overseas markets.
- To build a brand image and to increase brand awareness.
Economy of scale:
it's the tendency of a company or one business to increase its production and
managerial capabilities while decreasing the cost of production generally by
international marketing, merging or by making alliances.
Untapped market:
It is a lengthy and costly process to innovate and create new products. Therefore, you
look for markets where your product/service doesn’t exist.
2) Steps to follow in order to join a market overseas:
1) Strategic decision: Top level decision to enter the market.
2) Deciding which market to enter through market research to pick the more
attractive and profitable one (in terms of cheap labor force, low key market, legal
leniency)
3) Studying whether there is a need for what you are delivering in that market.
There are 2 types of needs:
- Conscious needs: you are aware that you need that product.
- Unconscious needs: Through publicities, companies create needs.
4) Studying the profile of the target Customer in that market including market
segmentation (Bluechip Company = well Known)
Profile of customers:
Culture, social class, gender, age, purchasing power, do they value more price or
quality?
5) Choose the strategy of the market is it standardization(globalization) or
customization ( Internalization), If the profile of the new market is close to
domestic customer, we keep the product as is otherwise we will customize our
products (glocalization, particularization ).
6) Studying the purchasing power: Can they pay?
7) Study its capability to foreign exchange rate.
8) Know competitors: local or foreign in that particular market or even potential
competitors : Can you survive?
9) Study the possibility of partnership in that market to enter it.
10) Studying legal readiness: Are you ready to enter that market concerning foreign
exchange, taxation complications.
11) Study the idiosyncrasy: particular culture feature or characteristic of a particular
community.
Product-Gap-Analysis: Study the need of people ( what they need , miss …)

3) Risks of international marketing:
International marketing ventures are not without a pitfalls (problems, risks ..), and
many companies have made costly mistakes by not adequately researching the
international market before they commit resources there.
The PESTEL Analysis can provide a good framework to illustrate the challenges a
business may face once it goes international.
● Political Challenges:
➔the political atmosphere in different countries may offer opportunities or pose
challenges to global marketers.
➔Companies should study the political situation of the country they are planning to
take their business to and how it can affect their business.
➔They should consider: the government policies, labor laws, existing corruption, Red
Tape (the bureaucratic rules and strict administrative procedures), etc.
➔Different political systems (democracy VS dictatorship, republicanism VS royalism
VS parliamentary), different economic approaches, instabilities (strikes, protests,
marches, revolution, diplomatic tensions, civil war, coup -overthrowing the system-),
terrorism, political instability (war, civil war, revolutions, terrorism, strikes, revolutions )
are some of real challenges that international marketers have to face.
● Economic risks:
➔instability, high taxation, economic crisis, financial crisis, not well determined fiscal
policy, low purchasing power, low minimum wage, trade barriers, etc.
➔Fluctuation of inflation rates, interest rates, foreign exchange rates, tax rates.
● Social risks:
➔Countries have their own unique civilization, culture, and demography which may
pose special problems for international marketers.
➔Global customers exhibit considerable cultural and social diversities in terms of
needs, preferences, expectations, lifestyles, standards of living, customs, morals and
ethics, languages, buying and consumption patterns, religions, ethnicities, etc. All can
lead to the inability to fit the product or brand culturally to the market.
● Technological risks:
➔Technological factors are linked to: innovation, manufacturing capabilities, existing
infrastructure, electricity supply, etc. All may affect the business operation in the
market favorably or unfavorably.
➔The amount of technological awareness, literacy (The ability to use technology),
R&D, as well as automation, and robotization that a market possesses may not match
a product or business plan depending on the type of product to launch. Significant
additional investments could be needed to create the adequate technological
landscape for this product.
● Legal risks:
➔There are certain laws that affect the business environment in a particular country
such as:
Labor laws(minimum wage, health and pension, job accidents), consumer protection
legislation, health and safety standards, privacy rights, taxation laws, trade laws and
barriers,…
● Environmental Risks:
➔The environmental laws of a country, its ecology natural resources all can have
major impacts on the way business operates depending on the type of industry
(farming and agriculture, Tourism, Recycling, chemical industry, nuclear industry)
➔Companies should proceed in a business environmental analysis including climate,
weather, geographical position, pollution rate, potential natural disasters, water
availability, nature of soil and other environmental circumstances.
➔International companies may find themselves obliged to fight against environmental
protection organization and activist groups and also civil society who protects the
environment and the ecology against any violation, exploitation.
● Other Risks(Are not included in PESTEL):
➔Problem of distance(geographical constraints): trade in a far away country is very
difficult and risky.
➔Media availability and co-operation: Promoting products in international markets
can be sometimes challenging because of censorship or unwillingness to corporate
with foreign companies which makes message preparation and execution in overseas
market a real challenge.
 4) Modes of Entry into International Markets
Modes of entry into an international market are the channels which an organization Partnering
employs to gain entry to a new international market. Partnering is almost a necessity when entering foreign markets. Partnering can take a
When an organization has made a decision to enter an overseas market, there are a variety of forms from a simple co-marketing arrangement to a sophisticated strategic
variety of options open to it. These options vary with cost, risk, the degree of control alliance for manufacturing. Partnering is a particularly useful strategy in those
which can be exercised over them and the commitment of resources they require. markets where the culture, both business and social, is substantively different than
They also vary according to the foreign market conditions, the company’s internal your own as local partners bring local market knowledge, contacts and if chosen
expertise and management capability and the degree of adaptation of the product. wisely customers.
There are many examples of alliances including:
1) Exporting Modes (Externalization) - Distribution alliances e.g. iPhone was initially marketed by O2 in the United
There are direct and indirect approaches to exporting to other nations. Kingdom.
➔Direct exporting is straightforward. Its main characteristic is that there are no Essentially, Strategic Alliances are non-equity based agreements i.e. companies
intermediaries. The organization has greater control over its brand and operations remain independent and separate.
overseas. Joint Venture:
➔Indirect exporting involves intermediaries (agents or distributors) based in the Joint Ventures tend to be equity-based i.e. a new company is set up with parties
domestic market to represent the company in the foreign market. The exporter has no owning a proportion of the new business. Joint ventures are a particular form of
control over its products in the foreign market. partnership that involves the creation of a third independently managed company. It is
the 1+1=3 process. Two companies agree to work together in a particular market,
2) Contractual/Intermediate Modes and create a third company to undertake this. Risks and profits are normally shared
Licensing: equally.
a legal, written contract between two parties wherein the property owner gives The best example of a joint venture is Sony/Ericsson Cell Phone.
permission to another party to use their brand, patent, or trademark. The agreement,
which is set between the licensor (the property owner) and the licensee (the permitted 3) Investment Modes
party). Wholly Owned Subsidiaries (WOS):
- Package sold is limited. A wholly owned subsidiary includes two types of strategies:
Franchising: 1) Greenfield Investments:
is a business system where semi-independent business owners (franchisees) pay - greatest involvement.
fees and royalties to a parent company (franchisor) for the right to use its trademark, - you buy the land, build the facility, operate the business.
sell its products or services, and adopt its business format. This model is effective for - highest risk
businesses with a repeatable model, like food outlets, easily transferable to other 2) Buying a local Company / Acquisition / Brownfield Investment:
markets. The franchisor creates a package of successful elements and franchises it - buying an existent local company.
to international investors. - maybe this company is a direct competitor/has the most market share.
- Package sold is inclusive everything. - the most costly mode of entry.
- It’s riskier than licensing because the know-how can be copied.
McDonald's is a notable example of international expansion through franchising.
Overseas Manufacture (Home manufacture and foreign assembly or foreign
manufacture):
The organization invests in plant, machinery, and labor in the oversea market.
Example: home manufacture and foreign assembly.

Outsourcing (sous-traitance):
is when a company decides to rely on another company to perform a particular
operation (Generally in the local market).
Offshoring:
is when a company takes its operations (like manufacturing, call centers, advertising,
etc.) to an overseas market (No other company involved).
Onshoring / In shoring:
take your manufacturing back from foreign country to your home country.
Offshore outsourcing:
is when a company in a local market will rely on another company in a foreign market
to perform certain operations.
Ex: in Tunisia, companies manufacturing for German or Italian leather companies OR
call centers in Charguia.
 Unit I: Communication Business actors:
Colleagues, customers, employees, suppliers, partners, investors, media, GVT.
Internal communication (IC):
is a process that involves the interaction of the people working within a team or an +)Articulate:
organization to achieve a common set of goals and objectives. It’s among the most a person who speaks, expresses, explains very well (clearly).
vital factors that determine the level of success of a business. +)Coherent:
Some of the most popular communication channels used by business organizations a person able to organize their ideas in a logical manner.
are: +)Eloquent:
Face-to-face interaction, Email, Instant Messaging solutions and apps, a person who is able to attract and influence others.
Audio/video calling and conferencing, Project management software. +)Fluent:
a person who speaks smoothly.
10 reasons That Signify the Importance of Internal Communication +)Focused = Succinct = concise:
1) Helps to build professional relationships being direct, concise, and straightforward
2) Improves employee engagement +)Extrovert:
3) Makes teams stronger A sociable, outgoing person (Extrovert is not the same as extravagant)
4) Ensures transparency +)Responsive:
5) Lowers chances of conflict A person who is ready to exchange ideas, interested and enthusiastic in maintaining
6) Establishes a good work environment conversations with others.
7) Promotes feedback among employees +)Agile(adj) Agility(noun):
8) Allows to deal effectively with crises To quickly adapt to the situations.
9) Assist with employee management -)Reserved:
10) Drives the growth of the organization Being shy and timid.
-)Sensitive:
How to improve internal communications? being easily hurt, vulnerable and susceptible. In business, it has a positive meaning.
1) Prioritize team-building engagements A good leader is someone who is sensitive about his employees and customers.
2) Encourage sharing, input and dialogue -)Inhibited:
3) Have managers lead by example A person who cannot exteriorize their ideas and emotions, cannot speak out, keeps
4) Get employee buy-in things inside(Generally a psychological and not a linguistic problem)
5) Make Objectives and goals public -)Hesitant:
6) Use online tools instead of meetings tentative, unsure, or slow in acting or speaking.
7) Establish regular processes -)Rambling(adj) To ramble(v):
8) Train people in the language of sharing A person who talks in a disconnected way, cannot finish a sentence, and suddenly
9) Use mobile tools moves from one topic to another without rediscussing the first one.
10) Survey your employees Digressive(adj) To digress(v): is leaving the main point to give additional information
And finally…just listen and details and then return to rediscussing it again.
 Structure of a company: Customer Orientation (external commu.)
flat = hierarchical
Definition:
➔Customer orientation is a business philosophy that puts the customer as the core of
its business, he is the main interest and focus and upon which it bases all its
strategies.
➔Customer-oriented companies place the needs of the customer over the business
needs (To make more sales, profit, cut costs).
➔It is based on the business value “Customer comes first” or “the customer is always
right”.
➔Customer-oriented companies are deeply convinced that a business won’t grow
unless it improves customer focus, build a customer-oriented culture in which the
company’s business goals align with the customer’s goals.
How companies become customer-oriented:
1) To focus on customer needs and wants instead of focusing on business
Horizontal communication: Between people from the same level, informality is
needs:
possible.
Vertical Communication: Between people from different levels: - Put customer needs at the core of your strategies and decision-making.
- You can’t put customers’ concerns first until you know who they are.
- Upward communication: Formal
- Downward communication (e.g. Feedback) (Formal or semi-formal) - Research about customers’ changing needs and expectations is a must. Therefore,
companies should adapt to their ever-changing inclinations. Research could be
Decision making is top-down, autocratic, directive, authoritarian, centralized. conducted through:
- Data collection about customers’ needs and consumption behaviors.
reluctant = unwilling - Get customer feedback.
- Customer observation in the stores or through focus groups.
An overdraft:
- Tracking customers’ sales decisions.
is a sum of money lent by the bank to its customers to allow them to spend more
money than what they have in their account. - Daily direct contact, interviews, questionnaires, and surveys.
Risk oriented business philosophy: 2) To have a good customer service department in which highly qualified
like in the stock market. employees are hired to provide fast, effective, satisfying, and exceptional
Core = cornerstone = pillar customer service.
Neuro-marketing: The employees in this department must master customer service skills:
the study of how people's brains react to advertising: In the emerging field of empathy, good listening skills, effective communication, the skill to deal with angry
neuromarketing, researchers study the human brain's decision-making processes. customers and their complaints, problem-solving, and agility (They can quickly adapt
to customers’ needs and take action accordingly).
3) To create a positive customer experience, through:
- The positive customer experience is reached when customers fell satisfied the first
tile they use a product which makes them feel eager to use the product again and
repeat the experience.
- a positive connection is then established between the customer and the brand which
can than increase their loyalty.
4) To invite the customers in the decision-making process whether at the
design, manufacturing, or packaging level.
You can involve customers in package designs through online contests, or just ask
them to choose their favourite product through ballots.
5) To invite your customers to see the manufacturing process through the
organization of open days. The factory becomes like a museum and the
customers can observe by themselves how their favourite products are made.
6) Fidelity programs
7) Promotional techniques (special offers, discounts, gifts, etc.)
8) Using social networks for keeping direct contact with the customers.
Using social networks to find out how customers perceive your brand and what they
are saying about you through their: comments, complaints, frequently asked
questions, etc.
Seeing the same issues coming up over and over will enable companies to identify
problems and to clear them up.
Benefits of becoming customer-oriented:
- better Competitive Edge.
- better brand image.
- To get then keep more customers by putting their needs first. Possibility to increase People-oriented leadership can take many forms but is generally an extension of the
customer retention rate by 5%.
- Business growth.
- Save money bcs customer retention strategies are less costly than marketing
strategies.
Conclusion:
If you choose a customer-oriented approach and want your employees to be as
customer-oriented as you are, you should lead by example. The way you treat your
own employees is the way they will treat your customers. Make sure you show
employees you value them and make them happy to have happy customers.
➔Best customer-oriented company in the world: Amazon – Netflix (Also: Hilton,
McDonalds, Gucci, etc.)
People Orientation (internal commu.)
Definition:
➔People orientation is a business philosophy based on the belief that the people
inside the company are the core of business. The main interest and focus of the
company should be its employees’ satisfaction and happiness.
➔If a company says to be people-oriented, it should outweigh people’s needs over
business needs.
➔In order to reach such an objective, people-oriented companies should provide
their employees with:
- A good and pleasant working place.
- A good atmosphere.
- Financial incentives(bonuses, a scope of promotion, commissions, fuel and lunch
coupons, stadium or cinema tickets, paid or subsidized trips) and moral
incentives(respect, trust, encouragement, personalize their workplace).
What is a people-oriented leadership style?
principles that define people-oriented companies. Here are some common examples
of a people-oriented leadership style:
- Recognition and rewards
- Facilitate positive relationships between employees
- Coaching
- Open communication
 Strategies for companies to become people-oriented:
- Building trust:
➔Employers build trust by being ethical, open, empathetic, and accessible. Provide
them with freedom to choose. Involve them in decision-making. Don’t blame people
on the spot and encourage them instead.
➔Employees make their bosses trust them by being ethical, reliable and hardworking,
team-oriented, showing mutual respect, etc.
- Open plan offices.
- Flex-time: It’s a working system according to which employees are allowed to
choose when they access and quit their workspace provided that they have a
particular number of hours to perform per week.
- Your corporate culture should be based on a democratic and decentralized
decision-making.
- Frequent meetings.
- Staff parties (get-together parties just to gather your employees and break the ice)
- Corporate entertainment:
Means of entertainment inside the company.
Example: in Google, there are swimming pool, football and basketball fields, gyms,
spas, music rooms, nap room, painting room, etc. They also have restaurants
respecting different cultural tastes, lounges.

Benefits of becoming people-oriented:

- High job satisfaction.
- Low turnover.
- Ability to take risks.
- Mutual respect.

➔Best people-oriented company in the world: Google