GLOBAL MANAGEMENT

Introduction��.02

US Direct Foreign Investment & Technology��...03

Global Management Trends��..05

Host Culture Sensitivity For Management Success��.08

Culture & Language Impact (From MNC to Global Corporation)��15

Globobosses & Diversity��18

Technology Impact��23

Global Capabilities & Standards��..24

Conclusion��.26

References��..31

Ever since time began, the only way of acquiring new and foreign markets was to conquer them and acquire them through military methods. This was true for the Roman Empire as much as it was for Imperialistic Britain. However, the US economy is experiencing an almost euphoric delirium over the ever soaring stock market and healthy economy. Yet, this unequaled and rapid prosperity is not due to any military might (even though military efforts since post-WWII have been directed at achieving democracy, capitalism and peace), rather it is due to the technological/information age and the ensuing globalization of the world's markets and economies. Companies, previously leaders in their

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re also sensitive enough to want to create an image that could be modified to apply to different countries and different regions, "Kodak ultimately chose as a common theme visuals (including three aerobatic planes painted in its corporate colors), with music and voiceovers. In each market, locals were shown doing locally apt things," (Chan et. al., 1994: 53). Where global management is concerned it seems that advertising and marketing have led the forefront in trying to gain knowledge and an understanding of local cultures and consumers. Marketing and advertising managers have discovered that it is no longer feasible to take a product and sell it around the world with only one advertisement. A newer philosophy has been to take a product and create one strategic message that represents the company, but one that also is able to be understood by different consumer groups around the world, "Companies trying to sell their products in many countries are making increasing efforts with their advertising agencies to reach consumers by tapping into the local culture. Industry experts say understanding local tastes and cultures is becoming more and more important for advertisers, replacing an earlier notion that products could be mark

Category: Economics - G