MANAGING TRANSNATIONAL BRANDS: CASE STUDY OF CULTURAL VARIATIONS AND TRANSNATIONAL BRANDING STRATEGIES
Globalization in Industrial Trade 2
Market Globalization and the Internet 3
2. REVIEW OF RELATED LITERATURE 10
Introduction to the Literature Review 10
Hofstede National Cultural Model 10
Representations in the Hofstede Model 24
Changing Nature of Consumer Marketing 42
Responding to changes in Markets 43
Research Objective and Questions 50
Globalization·the spread of economic innovations around the world and the political and cultural adjustments that accompany this diffusion·is a concept that is expanding rapidly and far-reaching consequences of globalization appear to be inevitable (Lewis & Harris, 1992). The reason lies in the fact that globalization is not the result of a planned activity by a government or a military power
a toward ever larger geopolitical entities. Nor is it the product of some growing ideological conformity on how we should live. It is, rather, the organic result of the virtuous cycle a, by which economic convergence and the diffusion of innovation raise standards of living over time. (Lewis & Harris, 1992, p. 114)
In the above context, globalization has been occurring in one form or another for 3,000 years. The Phoenicians "spread innovations almost entirely through the movement of products (trade) to small centers of development scattered around the Mediterranean. The diffusion of process technology followed after·sometimes centuries later" (Lewis & Harris, 1992, p. 114). Although the speed of globalization through Europe, North America, and Japan had increased by the first-half of the 20th century, it was still limited almost entirely to trade in manufactured goods because of (1) the differences in the way people lived in different parts of the world and because of (2) the relative economic unimportance of trade in services. There is a new aspect to gl...