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Journal articles on the topic 'Glocal marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 1 February 2022

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1

Shechter, Relli. "Glocal Conservatism." Journal of Macromarketing 31, no. 4 (May 26, 2011): 376–86. http://dx.doi.org/10.1177/0276146711410244.

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Observers of Saudi society have often expressed bewilderment toward seemingly growing contradictions between “old” and “new,” “tradition” and “modernity,” “authentic” and “foreign,” or “Islamic” and “non-Islamic” in an age of mass consumption. Glocal conservatism in marketing decoupled such conceived binary oppositions, and therefore, the insurmountable tensions they implied. A unique mélange of global and local marketing practices facilitated new consumption patterns and social stratification based on consumption in the making of a Saudi mass consumer society. Glocal conservatism in marketing was encouraged through state discourse and Five-Year Plans; consumers’; selective participation in markets; and self-motivated or self-regulated enterprises. It further enhanced an existing sociocultural order, identity and ideal, as well as local governance. This article studies this critical phase in the remaking of Saudi Arabia using contemporary business press; literature on “doing business”; academic writings on local marketing; Philip Morris’;—a tobacco multinational—records; and by analyzing ads from Okaz, a Saudi daily.

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Bekh, Kateryna. "A COMPANY’S MARKETING MIX IN TERMS OF GLOCAL MARKETING." Baltic Journal of Economic Studies 2, no. 5 (2016): 10–15. http://dx.doi.org/10.30525/2256-0742/2016-2-5-10-15.

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Askegaard, Søren, and Giana M. Eckhardt. "Glocal yoga: Re-appropriation in the Indian consumptionscape." Marketing Theory 12, no. 1 (February 1, 2012): 45–60. http://dx.doi.org/10.1177/1470593111424180.

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The contemporary global consumptionscape is characterized by a vast array of global economic, technological and cultural flows. These flows connect different consumer cultures in complex ways. One outcome of global cultural flows is the re-appropriation of cultural practices in their places of origin after a process of sanctioning in (most often) the western hotbed of consumer culture production. In this paper we explore how the crossing and re-crossing of boundaries has fundamentally transformed the practices and ideas behind local consumption practices in the Indian marketplace; specifically, yoga. We uncover six ways in which middle class yoga consumers in India interpret glocal yoga as it becomes a fashionable practice: yoga as a resource management technique, yoga as a health practice, market oriented yoga, global yoga, global yoga as cultural domination, and yoga as national heritage. We discuss the implications of this re-appropriation process for our understanding of marketplace globalization.

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Lopez-Lomelí, Miguel Ángel, Joan Llonch-Andreu, and Josep Rialp-Criado. "Local, global and glocal consumer brand relationships." Spanish Journal of Marketing - ESIC 23, no. 3 (December 2, 2019): 775–98. http://dx.doi.org/10.1108/sjme-10-2018-0046.

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Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

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Gogri, Sonal, and Minouti Jani. "Viability of Narrowing Global Marketing Strategies to the State Level: A Study of Domino’s Glocal Strategies in Ahmedabad City." International Journal of Trend in Scientific Research and Development Volume-3, Issue-2 (February 28, 2019): 65–69. http://dx.doi.org/10.31142/ijtsrd20279.

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Khalili, Samira. "Going Global, Acting Local: Effects of Cultural Dimensions on Glocal Marketing in Malaysia." International Technology Management Review 4, no. 3 (2014): 142. http://dx.doi.org/10.2991/itmr.2014.4.3.3.

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López-Lomelí, Miguel Ángel, María-del-Carmen Alarcón-del-Amo, and Joan Llonch-Andreu. "Segmenting Consumers Based on Their Evaluation of Local, Global and Glocal Brands." Journal of International Consumer Marketing 31, no. 5 (May 27, 2019): 395–407. http://dx.doi.org/10.1080/08961530.2019.1590282.

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Tonelli, Maria José. "Novamente a questão do lugar: local, global ou glocal?" Revista de Administração de Empresas 56, no. 3 (June 2016): 265. http://dx.doi.org/10.1590/s0034-759020160301.

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Shechter, Relli. "Glocal Mediators: Marketing in Egypt during the Open-Door Era (infitah)." Enterprise & Society 9, no. 4 (December 2008): 762–87. http://dx.doi.org/10.1017/s1467222700007618.

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This article discusses the business strategies formulated by Egyptian marketers as they established their enterprises to meet new multinational corporations' (MNCs') demand for marketing—research, promotion, and advertising services. This transition occurred during a period of economic liberalization, known locally as the infitah (open-door era), and rapid economic growth, resulting from the regional oil-boom of the early 1970s. Local entrepreneurship and competition for accounts would create a new, “glocal” business environment in Egypt, which concurrently mediated MNCs adaptation to local economic conditions and “Egyptianized” imported goods.

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Shechter, R. "Glocal Mediators: Marketing in Egypt during the Open-Door Era (infitah)." Enterprise and Society 9, no. 4 (September 17, 2008): 762–87. http://dx.doi.org/10.1093/es/khn002.

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Eguchi, Daniella Andrade, and Jorge José Pereira Duarte. "CRIAÇÃO FOTOGRÁFICA GLOCAL: a relação lúdica entre o Lego® e a cultura paraense." Aturá - Revista Pan-Amazônica de Comunicação 4, no. 1 (January 3, 2020): 121–39. http://dx.doi.org/10.20873/uft.2526-8031.2020v4n1p121.

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Este estudo é baseado em experimentos fotográficos ao longo de um ano, o que gerou 230 ensaios diferentes que foram publicados em uma rede social, na internet. Propõe-se analisar o fenômeno ocorrido após as publicações das fotografias desenvolvidas com o alicerce do lúdico e as implicações relacionadas ao Design e à Semiótica, além de explanar a análise publicitária e utilizar recursos de mídia e marketing nas produções. Propõe-se aqui a reflexão de conceitos relacionados à abordagem construtivista do material, bem como a apreciação sob um olhar de aspectos pertinentes à mídia, marketing, direção de arte, processo criativo, semiótica da imagem e da cultura local em âmbito global. Foram utilizados como ferramentas de prática bonecos desmontáveis conhecidos como Minifiguras Lego®, bem como acessórios que fazem parte do brinquedo. PALAVRAS-CHAVE: Fotografia; Lúdico; Lego; Cultura; Glocal. ABSTRACT This study is based on photographic experiments performed throughout one year, which generated 230 different photo-shoots that were published on social media. The main foundations of the photos were those of playfulness and cultural celebration. The observation of concepts related to the constructivist approach of the material comprises part of the study, as well as the critique from a perspective of pertinent aspects related to media, marketing, art direction, creative process, image semiotics and the local culture on a global scope. It is proposed to analyze the phenomenon that occurred after the photo publishing and the implications related to Design and Semiotics. Furthermore, it is intended to explain the advertising analysis by utilizing media and marketing resources in productions. Dismountable toys known as Lego® Minifigures, as well as miscellaneous accessories that accompany them were used as practical tools. KEYWORDS: Photography; Ludic; Lego; Culture; Glocal. RESUMENEste estudio se basa en experimentos fotográficos a lo largo de un año, que generaron 230 ensayos diferentes que se publicaron en una red social, en Internet. Se propone analizar el fenómeno que ocurrió después de la publicación de fotografías desarrolladas con base en el juego y las implicaciones relacionadas con el diseño y la semiótica, además de explicar el análisis publicitario y el uso de medios y recursos de marketing en las producciones. Se propone aquí la reflexión de conceptos relacionados con el enfoque constructivista del material, así como la apreciación bajo una mirada de aspectos pertinentes a los medios, el marketing, la dirección de arte, el proceso creativo, la semiótica de la imagen y la cultura local en un ámbito global. Las muñecas desmontables conocidas como minifiguras Lego® se utilizaron como herramientas prácticas, así como accesorios que forman parte del juguete. PALABRAS CLAVE: Fotografía; Glocal; Juguetón; Lego Cultura.

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Naz Baig, Farah. "McDonald's breakfast launch dilemma." Emerald Emerging Markets Case Studies 2, no. 8 (October 17, 2012): 1–13. http://dx.doi.org/10.1108/20450621211295587.

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Subject area Marketing, retail management and new product launch. Study level/applicability BBA final year students, MBA first year students. Case overview The case is about the decision that needs to be taken for breakfast launch by McDonald's Pakistan. It was mid July 2011, when Jamil Husain, marketing manager, Atif Abbass and Ali Raza. Marketing executives were sitting in the meeting room of Lakson Square building, Karachi, in order to discuss the fate of breakfast menu. It was Jamil's idea to launch the breakfast menu in the Pakistani market. He, however, was unable to convince his team members who thought that the market was not ready to accept the breakfast option since there was a huge difference between Pakistani lifestyle and western lifestyle. Jamil presented his arguments before them but all in vain. Somehow he knew that the same arguments if presented in front of the top management would lead to a “No” situation. Just then the phone rang; it was Caroline, company secretary, confirming the meeting date and venue which was supposed to take place after two days. Expected learning outcomes The learning outcomes should be: organizations need to understand the cultural differences and decide about the product launches; based on the class discussion the instructor can conclude whether launching would be a good option or not – apart from culture what are the other important considerations; and preference of glocal vs global – in what situations might a glocal strategy be more suitable as compared with global. Supplementary materials Teaching notes are available, please consult your librarian to access.

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Kjeldgaard, Dannie, and Kaj Storgaard Nielsen. "Glocal gender identities in market places of transition: MARIANISMO and the consumption of the telenovela Rebelde." Marketing Theory 10, no. 1 (March 2010): 29–44. http://dx.doi.org/10.1177/1470593109355249.

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Nichele, Elena. "Non-linguistic, semiotic and glocal communication: 35 beer labeling cases." On the Horizon 23, no. 4 (November 9, 2015): 352–62. http://dx.doi.org/10.1108/oth-08-2015-0059.

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Purpose – This paper aims to explore the country-of-origin effect, specifically its potential impact on beer labeling, from a linguistic perspective. Design/methodology/approach – The paper opted for an exploratory study using Sebba’s framework for multilingual texts (2012). Briefly, analysis developed through the observation, the use of notes taken during the phase of data collection and their comparison. Findings – The paper provides empirical insights on how beer labels appear to signal some interesting occurring trends. First, this investigation seems to suggest a link between languages used and their potential to recall country images that producers may be willing to stimulate and enhance. Second, data appeal to products’ countries of origin, using official languages, texts and visual elements strictly interrelated with local cultures. Research limitations/implications – Because of the chosen approach, results may lack generalizability. Therefore, researchers are encouraged to apply this framework or explore the same phenomena in other product categories and geographical markets too. Finally, deeper insights on the topic could be reached taking into consideration other financial data, for example market performance. Practical implications – The paper includes implications for the development of further research regarding brand image and reputation, in general, and the country-of-origin effect, specifically. Originality/value – This project is innovative for two main reasons: first, its methodological approach and, second, its combination of linguistics and marketing-related aspects. Hence, exploring possible links across the two disciplines, ultimately trying to examine potential reasons underlying their use, was the final objective of this paper. Finally, no existing publications appear to use Sebba’s framework to analyze beer labels from a linguistic perspective. Consequently, no researchers seem to have explored potential interrelations among this analysis and marketing concepts and strategies.

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Cross, Karen, Josie Steed, and Yang Jiang. "Harris Tweed: A glocal case study." Fashion, Style & Popular Culture 8, no. 4 (October 1, 2021): 475–94. http://dx.doi.org/10.1386/fspc_00102_1.

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Fast and effectively disposable fashion has seen clothing reduced to transient items, worn for a short period of time then discarded. This has pushed down prices, moving textile and clothing production to low-cost labour countries and decimating the traditional Scottish textile economy. Fast fashion drives consumer demand for newness and uses finite resources that are damaging to the environment. In 2019, the pressure to move towards a more sustainable fashion and textile industry is intense. Traditional textile manufacture using natural, renewable sources that are inherently long-lasting offers a slow fashion alternative, epitomized by the Harris Tweed handweaver community in Scotland. Fashion has embraced digital, with growing online sales and increasing focus on digital content. This presents an opportunity to redress the balance by using technology to shape a sustainable future for traditional textiles. Utilizing an interpretive paradigm and inductive approach, an Arts and Humanities Research Council (AHRC) funded networking grant is presented as a qualitative case study, investigating how immersive technologies can be used to safeguard the future of traditional textile products, to educate contemporary, global audiences on the provenance and human hand behind manufacturing processes and to encourage consumption of products with longevity. This explanatory case study finds that fashion brands are using immersive technologies for virtual changing rooms or creative customer experiences but are not exploiting the possibilities of immersive technologies in engendering a sense of place or people behind the product. Findings also reveal that the Harris Tweed Authority and Harris Tweed Hebrides brand successfully use landscape to convey a sense of place, but are under-utilizing the handwoven value and sustainable, slow fashion credentials of Harris Tweed. China is identified as a potential place for Harris Tweed to gain valuable market share, with increasingly wealthy Chinese Generation Z consumers seeking individual exclusivity and sustainability in their clothing purchases, criteria that embody Harris Tweed.

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Costa e Silva, Susana, Viviane Yamasaki, Thelma Valéria Rocha, and Paulo Duarte. "Evidence of a glocal marketing strategy: a case study in the Brazilian telecommunication market." International Journal of Business Excellence 19, no. 3 (2019): 364. http://dx.doi.org/10.1504/ijbex.2019.10024245.

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Duarte, Paulo, Viviane Yamasaki, Thelma Valéria Rocha, and Susana Costa e. Silva. "Evidence of a glocal marketing strategy: a case study in the Brazilian telecommunication market." International Journal of Business Excellence 19, no. 3 (2019): 364. http://dx.doi.org/10.1504/ijbex.2019.102820.

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Maynard, Michael, and Yan Tian. "Between global and glocal: content analysis of the Chinese Web Sites of the 100 top global brands." Public Relations Review 30, no. 3 (September 2004): 285–91. http://dx.doi.org/10.1016/j.pubrev.2004.04.003.

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Strizhakova, Yuliya, and Robin Coulter. "The myriad meanings of cultural identities." International Marketing Review 36, no. 5 (September 9, 2019): 642–46. http://dx.doi.org/10.1108/imr-01-2019-0015.

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Purpose The purpose of this paper is to provide the authors’ response to three commentaries (Batra and Wu, 2019; Papadopoulos, 2019; Westjohn and Magnusson, 2019) on Strizhakova and Coulter (2019), “Consumer cultural identities: local and global cultural identities and measurement implications,” International Marketing Review. Design/methodology/approach This is a conceptual paper and a response to commentaries on the initial paper Strizhakova and Coulter (2019), “Consumer cultural identity: local and global cultural identities and measurement implications”. Findings This paper continues an important dialogue on the topic of multifaceted consumer cultural identities. Specifically, the authors discuss the myriad meanings of cultural identity, as well as meanings of global, local, disinterested/disidentified and glocal cultural beliefs. The paper offers directions and poses questions that warrant future research attention and have important implications for global and local brand managers. Originality/value The paper addresses important issues and future research directions about the provocative topic of consumer cultural identities, their meanings, measurements and practical/research implications.

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Swoboda, Bernhard, Karin Pennemann, and Markus Taube. "The Effects of Perceived Brand Globalness and Perceived Brand Localness in China: Empirical Evidence on Western, Asian, and Domestic Retailers." Journal of International Marketing 20, no. 4 (December 2012): 72–95. http://dx.doi.org/10.1509/jim.12.0105.

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Internationalizing retailers have shifted their attention to developing countries in which they pursue different forms of adapted-format transfer strategies to succeed locally. However, little is known about whether such retailers can use their core advantage of a global retail brand and how consumer perceptions of such global retail brands drive retail patronage. To expand knowledge on this issue, the authors use data from 1188 Chinese consumer surveys on 36 Western, Asian, and mainland Chinese retailers. They find that retailers’ perceived brand globalness and perceived brand localness enhance retail patronage only by affecting consumers’ functional and psychological values. These value creation routes to success change according to retailers’ origins. Although Western and Asian retailers draw equally strong benefits from their global perceptions, Asian retailers convince consumers predominantly through functional values, whereas Western retailers also influence consumers emotionally. Chinese retailers gain consumers by being perceived as “glocal” brands. Furthermore, perceived brand globalness enhances retail patronage most strongly for global identity consumers. Thus, retailers in emerging countries benefit from perceived brand globalness depending on retailer- and consumer-specific boundary conditions.

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Festa, Giuseppe, Matteo Rossi, Ashutosh Kolte, and Mario Situm. "Territory-based knowledge management in international marketing processes – the case of “Made in Italy” SMEs." European Business Review 32, no. 3 (February 26, 2020): 425–42. http://dx.doi.org/10.1108/ebr-06-2019-0129.

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Purpose This study aims to analyze the territory as a distinctive factor through which the concept and practice of “Made in Italy” operates. Specifically, the study considers the role of local and sub-national entrepreneurial collaborations that preserve and enhance factors such as history, style and talent as the essence of Italian “quality” and as the pillar of Italian territorial capitalism. Design/methodology/approach The research examines this Italian phenomenon by investigating small and medium enterprises (SMEs) that successfully compete abroad (and also in the domestic market) with a “glocal” approach, adopting the entrepreneurial formula of industrial districts. Findings The results indicate that international expansion is becoming increasingly more complex (as is every growth/development strategy) but that “glocalism” could represent a potential driver for the success of internationalization strategies. Specifically, for SMEs operating in industrial districts, territorial capitalism could emerge as a unique competitive factor, because it is a component of local structural capital and global reputational capital, as in the case of “Made in Italy.” Originality/value In an increasingly globalized market environment, many companies look to foreign markets to maintain and expand competitive advantage and business performance. Once the companies embark on this endeavor, organizations are involved in governing and managing these networks of finance, production and communication and the distribution-related relationships that constitute globalization. The push to engage in international development is currently imperative for SMEs, which need to extend their business engagement beyond conventional local markets and identify and exploit their distinctive competitive advantage to be able to succeed. One possible way of achieving this is the close interaction with the local territories in which these enterprises reside.

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Llonch-Andreu, Joan, Miguel ángel López-Lomelí, and Jorge Eduardo Gómez-Villanueva. "How Local/Global is your Brand?" International Journal of Market Research 58, no. 6 (November 2016): 795–813. http://dx.doi.org/10.2501/ijmr-2016-046.

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This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts. It tests this theory using a quantitative instrument to assess consumer perceptions of local/global brand categorisation, with representative samples. Currently, most of the literature relating to the different typologies of brands (global, local, etc.) has been founded on academic/practitioner categorisations based on objective criteria. Consumers, on the other hand, do not know these categorisations based on objective criteria and may well see the brands differently. Existing research to categorise brands from the consumer's perspective has been conducted with qualitative techniques using small samples, meaning the results obtained are difficult to generalise. This paper relies on the results of an empirical research study based on a survey carried out among Mexican consumers using a new methodology that follows the suggested categorisation principles of Steenkamp and De Jong (2010). The results provide an actual categorisation of leading brands into ‘global’, ‘local’, ‘glocal’ and ‘functional’, based on consumers' perspectives, and reveal important differences in the categorisation of brands vs the traditional approaches found in the literature.

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Wilson, Tony, Huey Pyng Tan, and May Lwin. "Television’s Glocal Advertising in Veridical Product Narrative: A SE Asian Reception Study of Consumer Alignment/Alienation." Consumption Markets & Culture 9, no. 1 (March 2006): 45–62. http://dx.doi.org/10.1080/10253860500481429.

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Strizhakova, Yuliya, and Robin Coulter. "Consumer cultural identity: local and global cultural identities and measurement implications." International Marketing Review 36, no. 5 (September 9, 2019): 610–27. http://dx.doi.org/10.1108/imr-11-2018-0320.

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Purpose The purpose of this paper is to offer a framework for considering the interplay between local (national) and global (world-based) identities and consumption practices with attention to various conceptualizations and measurements of consumer cultural identity. Design/methodology/approach This is a conceptual paper reviewing major works on consumer cultural identities and offering a framework for future considerations of the interplay between global and local identities. Findings The framework identifies two dimensions which underlie consumer cultural identity conceptualizations and measurements: first, consumer engagement with globalization–localization discourses, and second, more general identity beliefs vs consumption-based identity beliefs. Clustering and categorical measure approaches (vs a compensatory approach) are preferred for identifying and exploring global/local/glocal and unengaged consumer cultural identity segments. Research foci should guide use of global and/or local general identity vs consumption-based identity beliefs as predictors of marketplace outcomes or as segmentation variables. Research limitations/implications The conceptualization of consumer cultural identity is based on Berry et al.’s (1986) early work on acculturation and Arnett’s (2002) bicultural identity theorizing, and thus the authors acknowledge four consumer segments, those with: stronger global (weaker local) identity, stronger local (weaker global) identity, strong global and local identities and those unengaged with global–local discourses. The authors review measurement approaches to examine consumer cultural identity and determine that categorical and clustering (vs compensatory) approaches are consistent with the conceptualization of consumer cultural identity segments. Practical implications International marketers can gain insights into major conceptualizations and measurements of consumer cultural identity, and understand the advantages and limitations of different measurement approaches. The authors highlight two important dimensions underlying cultural identity that demand managers’ attention and consideration for strategic decisions. Social implications – this paper brings attention to various conceptualizations and measures of consumer cultural identity, highlighting the need to further examine differences between various cultural identity segments, specifically the unengaged consumers and glocally engaged consumers. Originality/value The paper provides a broadened lens to understanding conceptualizations and measurements of consumer cultural identity, identifying two dimensions underlying consumer cultural identity: consumer engagement with globalization–localization discourses, and more general identity beliefs vs consumption-based identity beliefs.

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Giulianotti, Richard, and Dino Numerato. "Global sport and consumer culture: An introduction." Journal of Consumer Culture 18, no. 2 (December 5, 2017): 229–40. http://dx.doi.org/10.1177/1469540517744691.

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This paper introduces the Special Issue of the Journal of Consumer Culture on the theme of ‘Global Sport and Consumer Culture'. We begin by briefly setting out how the interrelations of global sport and consumer culture have intensified through three historical stages: first, a ‘take-off' phase from the late 19th century to the mid-1940s; second, an ‘integrative and expansionist' phase from the late 1940s to the late 1980s; third, a ‘transnational hyper-commodification' phase from the early 1990s onwards. We argue that contemporary global consumer sport is underpinned by five ‘large-scale transnational processes', which are globalization, commodification, securitization, mediatization, and postmodernization. We explore how a variety of substantive themes subsequently emerge within global consumer sport, which are diversely referenced by the papers in this special issue; these themes include social structures and divisions, celebrity culture, the making of sport consumers, and the glocal aspects of global consumer sport. We conclude by outlining the contents of the seven papers contained within this Special Issue.

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López-Aranguren, Juan Luis. "El glocalismo como herramienta para potenciar la creatividad y la innovación de Japón en un mundo globalizado." Mirai. Estudios Japoneses 4 (June 3, 2020): 11–22. http://dx.doi.org/10.5209/mira.67540.

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Japón se ha posicionado como una potencia mundial en creatividad e innovación, lo que le ha permitido mantener una competitividad global que ahora se enfrenta a nuevos competidores en un mundo globalizado. Para mantener esta capacidad creativa e innovadora japonesa se propone aplicar el paradigma del glocalismo, el cual se refiere a la sinergia entre lo global y lo local. Este paradigma tiene un origen japonés, al haber sido creado por expertos japoneses en marketing a partir del concepto agrícola japonés de indigenización, que significa la adaptación de cultivos foráneos a las condiciones locales. Este artículo analizará, primero, el origen y la evolución de este paradigma glocal; posteriormente identificará los tipos de innovación que realizan las empresas, los actores políticos y la sociedad misma, y, finalmente, destacará cuatro ejes principales sobre los cuales actuar para mantener y fortalecer la creatividad, la innovación y la competitividad de Japón. Estos cuatro ejes vitales son, en primer lugar, la comunicación internacional de los actores políticos, económicos y sociales para fortalecer su proyección global. En segundo lugar, la digitalización de la economía y la sociedad japonesa para mantener su transformación social y económica. En tercer lugar, la apertura de canales de comunicación interna en empresas y actores para generar y maximizar el proceso creativo e innovador japonés. En cuarto y último lugar se abordará la interacción entre las esferas social, económica y política de Japón para generar sinergias con las que mantener el liderazgo mundial en creatividad e innovación.

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Sresnewsky, Katherine Braun Galvão Bueno, Angela Satiko Yojo, Andres Rodriguez Veloso, and Laura Torresi. "Rapport-building in luxury fashion retail: a collectivist culture case." Journal of Fashion Marketing and Management: An International Journal 24, no. 2 (May 11, 2020): 251–76. http://dx.doi.org/10.1108/jfmm-04-2018-0048.

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PurposeLuxury companies have expanded globally, but little attention is given to the difficulties associated with expansion to culturally different countries, especially when focusing on training salespeople in rapport-building behaviors. To address this discussion, we answer these research questions: (1) Does the luxury fashion brand country of origin affect the rapport-building strategies of salespeople?; (2) How do luxury fashion employees classify customers from collectivistic cultures with emerging economies, such as that in Brazil?; and (3) What are the rapport-building strategies used by these salespeople for each of these luxury fashion customer segments?Design/methodology/approachThe authors conducted in-depth interviews with salespeople, managers and team supervisors from four global luxury retailers from Britain, France and Italy that operate in Brazil. In total, the authors interviewed 20 employees with an average of greater than 7 years of experience in luxury sales. The authors based their analysis on a theoretically generated coding guide and content analysis theories.FindingsWhen expanding to culturally different countries, retail companies should adopt glocal strategies, especially when luxury is involved and when customers demand exclusive attention from companies. Additionally, the authors suggest that the effectiveness of rapport building strategies is culturally dependent and should be adapted to the microlevel, especially for continental countries that are culturally diverse.Research limitations/implicationsThis is employee-view research, with no inputs from customers or corporate managers. Luxury fashion brand stores did not grant permission for official research within their employees nor the observation of their customers during in-store interactions. Researchers interviewed employees as individual professionals, and their identities will remain anonymous.Practical implicationsWhen expanding to culturally different countries, luxury retailers should give special attention to the adaption of sales strategies, training and sales guidelines.Originality/valueThis study focuses on customer-employee rapport from the company's perspective.

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Khondker, Habibul Haque, and Roland Robertson. "Glocalization, consumption, and cricket: The Indian Premier League." Journal of Consumer Culture 18, no. 2 (April 27, 2018): 279–97. http://dx.doi.org/10.1177/1469540517747094.

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With India’s robust, neo-liberal economic growth and the growing buying power of the Indian consumers, cricket, a popular sport in India, too, has been transformed. Indian Premier League is a short-format, high-value cricket league that features major international cricket stars who come to India to join one of the eight franchised teams that take part in this competitive tournament. Using the sociological framework of glocalization, this article argues that the intersection of the global economic forces and the local culture that celebrates cricket has created a glocal space for its performance, and with the mediation of communication technology, it has widened the viewership globally. Infused with Indian money, motifs, and meanings, a new spectacle of consumption is on offer. The emergent consumer culture has transformed the game itself, adding a showbiz quality to it. Through the analysis of Indian Premier League cricket, this article sheds light on the consequences of cultural globalization, at once homogenizing and heterogenizing, an essential characteristic of glocalization.

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Djordjević, Branislav. "THE CONTENT OF GLOBAL MARKETING." FBIM Transactions 2, no. 1 (January 15, 2014): 25–32. http://dx.doi.org/10.12709/fbim.02.02.01.03.

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Djordjević, Branislav. "THE IMPORTANCE OF GLOBAL MARKETING." MEST Journal 2, no. 1 (January 15, 2014): 116–24. http://dx.doi.org/10.12709/mest.02.02.01.12.

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V, Saillaja, Jhansi Rani K, and Catherine R. "Global Marketing Management Planning and Organization." Journal of Advanced Research in Dynamical and Control Systems 11, no. 0009-SPECIAL ISSUE (September 25, 2019): 489–93. http://dx.doi.org/10.5373/jardcs/v11/20192596.

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Pérez-García, Antonia, and Rosa María Torres Valdés. "Las agencias de empleo y desarrollo local y el uso de las redes sociales en la promoción turística relacional." Innovar 29, no. 72 (April 1, 2019): 77–88. http://dx.doi.org/10.15446/innovar.v29n72.77933.

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El objetivo de este artículo es presentar el análisis sobre la utilización de las redes sociales, centrándonos en el uso de Facebook de una muestra de Agencias de Empleo y Desarrollo Local (AEDL) ubicadas en la provincia de A Coruña (España), con el propósito de determinar, según un ranking establecido por la herramienta de análisis de contenido Likealyzer, los aspectos positivos y negativos de su aplicación. El uso de Facebook en las instituciones políticas públicas parece ser una técnica de comunicación relacional actual, empleada desde la estrategia de las relaciones públicas, necesaria y generadora de nuevas oportunidades; sin embargo, este estudio revela los aciertos, carencias y problemáticas derivadas de una gestión no exenta de dificultades. La importancia del tema radica en que el contexto actual caracterizado por el avance de las tecnologías —y con ellas las redes sociales— propician un panorama “glocal” para los gestores de desarrollo socioeconómico, como las AEDL, lo que motiva el estudio de su uso en la promoción turística como parte de la estrategia de desarrollo local. Se observará que dichas problemáticas en la gestión de las redes sociales provocan problemas de comunicación y de gobierno de la imagen hacia sus públicos.

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Adel Saleh M, Alharbi, and Wang Aimin. "Building Marketing Capabilities as a Way to Form a Better Global Marketing Strategy." Journal of International Business Research and Marketing 1, no. 4 (2015): 22–26. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.14.3003.

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The aim of this paper is to provide conceptual framework that can be used by marketing scholars and business executives to formulate a global marketing strategies that can help them to pursue their international operation in foreign markets successfully. For this purpose, the paper utilizes marketing capabilities of the firm including market sensing, partner linking and customer engagement and analyse how each of these capabilities are important to pursue global strategy that will help the firm to achieve competitive advantage. After a careful consideration of previous literature in the same field, the importance of control variables, such as international experience and international entrepreneurship, has been discovered and they are included as having moderating impact between marketing capabilities and global strategy formulation. The study has following propositions: market sensing has a positive relationship with international performance, customer engagement has a positive relationship with international performance, partner linking has a positive relationship with global strategy formulation etc. The originality of this paper can be explained by the integration of three important variables such as market sensing, partner linking and customer engagement, and by moderating role of international experience and international entrepreneurship. This paper provides some important managerial implication for business executives, which can be found in discussion part. The future research in the same field should take into consideration the other important marketing capabilities such as brand management, marketing communications management and channel management.

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De-Juan-Vigaray, María D., and Ana I. Espinosa Seguí. "Retailing, Consumers, and Territory: Trends of an Incipient Circular Model." Social Sciences 8, no. 11 (October 28, 2019): 300. http://dx.doi.org/10.3390/socsci8110300.

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The aim of this theoretical research is to analyze the state of retail distribution nowadays, reviewing the dynamics of action that contribute to the move from a linear to an incipient circular retail model. The framework is based on the Retail Wheel Spins Theory and the Retail Life Cycle (RLC), with an extra review of Bauman’s liquid metaphor. We consider two questions. Firstly, are offline retailers ready to disappear as online commerce and digital marketing aggressively break into the retail industry? Secondly, could commercial spaces (in the fifth stage in the evolution of retail and territory) be in the decline stage in the RLC in the near future or can a circular connection take place? Thus, a desk research methodology based on secondary documentary material and sources issued leads to an interpretive analysis that reveals ten trends (e.g., solid retail vs. liquid retail; glocal retail; food sovereignty) and a wide diversity of changes that could involve offline stores recovering territory and entering a circular phase. Our findings suggest that digitalized physical stores are flourishing and our reflections augur changes in pace and the closure of the linear business cycle to recover territory, the city, its local market, and its symbolism, as well as a liquid business steeped in omnichannel formats developing an incipient circular movement. Conclusions indicate that it is possible to perceive a timid change back to territory and retail spaces which, along with phygitalization, will coexist with the digital world.

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Dařena, F. "Global architecture of marketing information systems – Scientific Information." Agricultural Economics (Zemědělská ekonomika) 53, No. 9 (January 7, 2008): 432–40. http://dx.doi.org/10.17221/625-agricecon.

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The paper is focused on study of information systems that can be applied in the process of marketing planning. General terms from information systems theory are examined from marketing perspective, particular examples of marketing activities support are identified on the basis of literature review and global structure of the Marketing Information System (MkIS) is proposed. The main subsystems of MkIS – internal reporting system, marketing intelligence system, marketing research system, and decision support system are discussed in higher level of detail. The main attention is paid not only to supported marketing processes but also to technologies that can be used in individual parts of MkIS. The result is the architecture that integrates isolated marketing applications into one comprehensible framework. This architecture also creates a framework for following research in the field of marketing activities support.

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Kaynak, Erdener. "Global Marketing:." Journal of Global Marketing 1, no. 1-2 (January 1988): 15–30. http://dx.doi.org/10.1300/j042v01n01_03.

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Breslin, Michael J. "GLOBAL MARKETING:." Journal of Global Marketing 2, no. 1 (February 13, 1989): 143–48. http://dx.doi.org/10.1300/j042v02n01_10.

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de Mooij, Marieke. "Tailoring Your Strategy to Fit the Culture: Global Marketing." IESE Insight, no. 5 (June 15, 2010): 23–30. http://dx.doi.org/10.15581/002.art-1787.

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Nielson, Charles C. "Global marketing: Foreign entry, local marketing and global management." International Journal of Research in Marketing 14, no. 3 (July 1997): 298–300. http://dx.doi.org/10.1016/s0167-8116(97)89448-7.

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KIESSLING, TIMOTHY S., LOUIS D. MARINO, and R. GLENN RICHEY. "Global Marketing Teams:." Organizational Dynamics 35, no. 3 (January 2006): 237–50. http://dx.doi.org/10.1016/j.orgdyn.2006.05.006.

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Barat, Somjit. "Global Marketing Management." Journal of Global Marketing 22, no. 4 (September 18, 2009): 329–31. http://dx.doi.org/10.1080/08911760903022556.

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Douglas, Susan P. "Global marketing Myopia." Journal of Marketing Management 2, no. 2 (January 1986): 155–69. http://dx.doi.org/10.1080/0267257x.1986.9964008.

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Gerbner, George. "Marketing Global Mayhem." Javnost - The Public 2, no. 2 (January 1995): 71–76. http://dx.doi.org/10.1080/13183222.1995.11008595.

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Stridsberg, Albert. "GLOBAL MARKETING NEWS." Journal of Global Marketing 1, no. 3 (May 8, 1988): 141–46. http://dx.doi.org/10.1300/j042v01n03_09.

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Mahmoud, Essam, Gillian Rice, Albert Stridsberg, and Haworth Continuing Features Submission. "GLOBAL MARKETING NEWS." Journal of Global Marketing 2, no. 1 (February 13, 1989): 135–42. http://dx.doi.org/10.1300/j042v02n01_09.

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Mahmoud, Essam, Gillian Rice, and Haworth Continuing Features Submission. "GLOBAL MARKETING NEWS." Journal of Global Marketing 2, no. 2 (March 8, 1989): 119–32. http://dx.doi.org/10.1300/j042v02n02_09.

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Mahmoud, Essam, and Haworth Continuing Features Submission. "GLOBAL MARKETING NEWS." Journal of Global Marketing 2, no. 3 (June 21, 1989): 125–30. http://dx.doi.org/10.1300/j042v02n03_08.

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Abbott, John C., and Haworth Continuing Features Submission. "GLOBAL MARKETING NEWS." Journal of Global Marketing 2, no. 4 (October 13, 1989): 115–16. http://dx.doi.org/10.1300/j042v02n04_09.

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Mahmoud, Essam, and Haworth Continuing Features Submission. "GLOBAL MARKETING NEWS." Journal of Global Marketing 3, no. 1 (January 16, 1990): 125–29. http://dx.doi.org/10.1300/j042v03n01_08.

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Alkhafaji, Abbass F. "GLOBAL MARKETING NEWS." Journal of Global Marketing 3, no. 2 (March 30, 1990): 117–23. http://dx.doi.org/10.1300/j042v03n02_08.

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