Differences in language, written scripts, media rules and restrictions, formats and coverage for would-be international marketers.
Economist Martin Jacques warns that the “west is rapidly losing influence” and that if we continue our sleepwalk into oblivion, “the world will be an increasingly unfamiliar place if we are not conversant with the changes that are taking place.”
Wisely, the McDonald’s team decided early on to seek ideas and input from their franchisees. They were the ones at the frontline, they understood their markets and local tastes better than headquarters. Soon enough Filet-O-Fish emerged, the Big Mac idea was from Pittsburgh, the Egg McMuffin in Santa Barbara. In Australia, the Mighty Angus burger is the local input.
Starbucks rapidly opened 87 stores in Australia from 2000, only to close more than 70% in 2008. Was the failing entirely the fault of the GFC? Lessons from Starbucks failure in Australia.
Culture is a learned and shared experience, but the differences between two cultures attempting to do business together should not be overlooked. The West needs to understand the fundamentally different philosophies underpinning another culture rather than dismiss differences as quirky nuances.
Whirlpool Corporation is the world’s number two appliance company, selling $18 billion of ‘white goods’ each year, including washing machines, microwaves, refrigerators and stoves. It is number one in the USA, where it is headquartered. International Marketing Whirlpool is published on 2013-03-20T02:51:42+11:00 and last modified: 2013-12-25T20:25:00+11:00 by Danielle Spinks
IKEA is an iconic global phenomenon. What’s the secret? Is it sustainable? How does it work? A company strategy in a nutshell.