1. Introduction
The moving of the business world into an interdependent global economic system is referred to as globalization1. The principal goal of a globalization strategy is successful economic development in different countries, but we see also the influence of the globalization process on social, political and culture life. One of most difficult barriers for this process is cultural values and norms of civilisations. Despite of process of market and production globalization and as of world modernisation that could guide to universal civilisation, the countries are different, because their evolution process and culture are different. Even if there is no reason to think, that these differences bring to conflict between civilisations in future, it is necessary to know, that making contact between various cultural societies demands great effort.
In following paper we will discuses about a global marketing management, a new-product development and implementation at the global market, and also about global human resources management. We will illustrate some aspects to which a manager of an international firm must do attention doing business. We look at such elements, which constitute a firm’s global managing such as: brands and their attributes, distribution system, exactly said, differences in distribution system, then we look at principal facts challenging a new-product development. Each product must be viewed in light of how it is perceived by each culture with which it comes in contact. An established product in one culture may be considered an innovation in another is critical in planning and developing consumer products for foreign markets.
If we will discuss about managing functions, we will examine also global human resource management. Human resource management is an essential part of every manager’s responsibilities in different firms. The managers must give attention to numerous factors of doing business in various countries, and they must organize the work of personal in different nations. We look at factors of human resource management such: selection of employees, organization, trainings, and salary base.
Also, in our report we will try to determinate the aspects of global marketing management and to characterize principal activities of international firms’ managers.
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Contents
1. Introduction
2. Global Marketing Management
2. 1. Managing global brands
2. 2. Differences in distribution system
2. 3. New-product development for Consumer
2. 4. Global Human Resource Management
3. Conclusion
Objectives and Topics
This paper explores the complexities of operating within an interdependent global economic system, focusing on the intersection of global marketing management and international human resources. The core research objective is to identify how cultural and economic differences between nations necessitate strategic adaptations in marketing practices, product development, and the management of personnel.
- The strategic significance and management of global brands.
- Challenges and variations in international distribution systems.
- Methodologies for successful new-product development in diverse consumer markets.
- Strategic human resource management, including staffing policies and international employee development.
Excerpt from the Book
2. 1. Managing Global brands
A global brand is defined as the worldwide use of a name, term, sign, symbol, design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors2. A successful brand is the most valuable resource a company has. The brand name encompasses the years of advertising, good will, quality evaluation, product experience, and other beneficial attributes the market associates with the product. Even for products that must be adapted to local markets, a global brand can be successfully used.
A global brand present an image of a company worldwide that enhances efficiency and cost savings when introducing other products associated with the brand name. Customers everywhere respond to images, myths that help them define their personal and national identities within a global context of world culture and product benefits. Global brands play an important role in that process.
The companies such as Kodak, Coca-Cola, McDonalds, Levi’s a.o. use the same brands worldwide, other multinationals such as Nestle, Gillette, Procter & Gamble have some brands that are promoted worldwide and others that are country specific.
Summary of Chapters
1. Introduction: This chapter introduces globalization as a driver of economic interdependence and identifies cultural barriers as a key challenge for international firms.
2. Global Marketing Management: This chapter analyzes how companies manage global brands, navigate different distribution structures, develop products for international consumers, and implement strategic human resource practices.
3. Conclusion: This chapter synthesizes the main findings, emphasizing that global success depends on adapting strategies to local market needs and effective human capital management.
Keywords
Globalization, Global Marketing Management, Global Brands, Distribution Systems, New-Product Development, International Business, Human Resource Management, Strategic HRM, Ethnocentric Staffing, Polycentric Staffing, Geocentric Staffing, Consumer Preferences, International Firms, Cultural Norms, Competitive Advantage.
Frequently Asked Questions
What is the primary focus of this paper?
The paper examines the challenges and strategies involved in managing global marketing and international human resources for firms operating across different cultural and economic landscapes.
Which key business areas are addressed?
The central topics include the management of global brands, the complexities of distribution channels in foreign markets, new-product development for diverse consumer bases, and strategic human resource practices.
What is the main goal of the research?
The goal is to illustrate how international managers must adapt their strategies regarding product positioning, distribution, and staffing to overcome cultural barriers and achieve success in foreign markets.
What scientific methods are utilized?
The work utilizes a descriptive and analytical approach, synthesizing existing literature on international business and marketing to characterize the activities and responsibilities of managers in global companies.
What does the main body cover?
The main body investigates specific elements of global management: brand attributes, retail and wholesale distribution structures, the necessity of product adaptation based on local tastes, and the implementation of varied staffing policies.
Which keywords define this document?
Key terms include globalization, global brands, strategic HRM, distribution systems, product adaptation, and international firm management.
How should a firm choose its distribution strategy?
According to the text, the choice depends on numerous factors including the local retail landscape, channel length, the nature of the product, and the developmental status of the company within a specific country.
What are the three types of staffing policies mentioned?
The document distinguishes between ethnocentric policies (parent-country nationals), polycentric policies (host-country nationals for subsidiaries), and geocentric policies (selection regardless of nationality).
Why is product adaptation crucial for international companies?
Adaptation is necessary because consumer needs, tastes, and preferences are heavily influenced by local economic development and cultural norms, as evidenced by the example of Coca-Cola's rebranding in Japan.
- Quote paper
- Lena Schmidtmann (Author), 2004, Global Marketing and Global Human Resources Management - Internationale Unternehmensführung , Munich, GRIN Verlag, https://www.grin.com/document/65659
