Does

International
Business
2021004 Chinmay lead to Cultural Imperialism?
2021013 Shreyash
2021016 Shivani
2021018 Sahil
2021019 Ria
2021027 Rishabh
2021028 Pranesh
2021045 Kaushik
2021224 Shraddha Guided by - Prof. Vikas Sharma
INTERNATIONA • International business refers to the trade of goods,
services, technology, capital and/or knowledge

L BUSINESS across national borders and at a global scale.

• Transactions of economic resources include
capital, skills, and people for the purpose of the
international production of physical goods and
services such as finance, banking, insurance, and
construction.
• International business is also known as
globalization.
GLOBALIZATIO
N • An economic process of interaction and
integration that is associated with social and
cultural aspects
• The great phenomenon globalization has opened
great doors for international business.
 IMPERIALIS
Imperialism is the practice of extending power by direct territorial
M or by gaining political and economic control of other
acquisition
areas often through employing:
• Hard Power i.e. Economic and Military Power
• Soft power i.e. Cultural and Diplomatic Power

Examples:
British Empire
Russia's Invasion Of Ukraine
Cultural imperialism may take
various forms, such as an Moral Concepts & Law & Social
attitude, a formal policy, or Ideologies Institutions
Science & Political
military action - each of these
Beliefs
reinforces cultural hegemony.

Cultural Working
Imperialism Methods and
Fashion Leisure Activities

Cultural Imperialism Ideals of

Beauty

Food
Pop Idols

Product
Development International corporations cannot miss
the train of cultural changes anywhere
Music in the world, as every change might
Knowledge influence one of their subsidiaries and
therewith affects their employees and
corporate culture.
 Founded - 1824 India - 1948 Strategies Market Share
Birmingham, England by John Cadbury India began its • Celebrity Ambassador: Amitabh Bachchan The market leader in the chocolate
Cadbury operations in India by importing • Tag Line: ‘Kuchh Meetha Ho Jaaye’ confectionery business with a market
chocolates • Positioning: A substitute for traditional sweets share of over 70%
during festive occasions.
 Founded - 1997 India - 2016 Strategies Market Share
California by Reed Hastings and Netflix entered India with • Investing in (differentiated) local content. The market share of Netlfix is 12% in the
Marc Randolph annual subscription plans • They entered the market in 2016 which is the year 2022.
between Rs 6,000 and Rs year India’s richest man Mukesh Ambani
10,200. introduced cheap data plans across the country
with Jio.
 PSY aka Park Jae-Sang
• “Gangnam Style” went viral
and by end of 2012, it had
topped the music charts of
more than 30 countries.

• South Korea • It got 4.6B views on YouTube

currently.

Cultural Impact in terms of: BTS - 2019

• Language • Contributes 0.7% South Korea's GDP
• Clothing • Tourism: 800,000 visitors.
• Food • Research says they will generate $37 billion
• Tourism over the next decade.
• Education, etc SQUID GAME - 2021
• Netflix Series
• One billion viewing hours in its first month of
release.
• Became the first foreign-language show to win
top honours at the 74th Primetime Emmy Awards.
 Founded - 1892 India - 1950
Atlanta, Georgia, United States • Coca Campaigns started to
have a great impact on
Consumers.
• Acquired ThumsUp in 1993
Ambassadors
Aishwarya Rai, Farhan Akhtar,
Sachin Tendulkar, Alia Bhatt,
Deepika Padukone
Strategies
• ‘Sabka Thanda Ek,’
• ‘Open Happiness’
• ‘Share A Coke’
• Follow The Bottle