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2022 ◽  
Vol 8 (1) ◽  
pp. 407-428
Author(s):  
Somjit Barat

The author conducts a pilot study to investigate whether the benefits of global marketing and the purported liberal policies of the Government of India have percolated to the Indian middle-class since the year 2014, when the present government came to power. The author collects data through online surveys from Indian citizens, and then conducts a qualitative analysis of the same to test six propositions based on Maslow’s Hierarchy of Needs Model and the Theory of Reasoned Action. The author finds moderate to strong support for five of his propositions and sets the stage for a more robust research study that the author is planning to conduct on this highly relevant topic. Keywords: globalization, consumer experience, marketing strategy, political marketing


2022 ◽  
pp. 216747952110635
Author(s):  
Anna Posbergh ◽  
David L. Andrews ◽  
Samuel M. Clevenger

Nike, a US-headquartered transnational corporation lauded for its putatively empowering women-centered advertisements, frequently releases nationally/regionally focused advertisements depicting women determinedly engaging in physical activity and, in doing so, overcoming gendered barriers and stigmas. Indeed, the global ubiquity of the empowered (Nike-clad) woman illustrates Nike’s role in advancing women’s empowerment, both in the US and globally. Universalizing “just do it” beyond geographical borders, Nike’s form of transnational feminism centers on a carefully manufactured, Western-centered image of empowered female athleticism. However, this notably contradicts transnational feminist efforts to reject the universalization of Western-centered representations of women. Using a critical cultural studies approach in concert with a transnational feminist framework, we analyze six recent Nike advertisements (the United States, Mexico, the Middle East, Turkey, India, and Russia) and critique the corporation’s universalization of neoliberal postfeminist messaging within its global marketing strategies. We find that Nike utilizes three thematics to extend their caricature of the (Nike-powered) female athlete beyond the spatial and symbolic borders of the US market: responsibilitization, competitive individualism, and empowerment. We conclude that Nike normalizes a white, Western-centered neoliberal postfeminism, undermining the structural and sporting realities of the non-white/non-Western women their promotional campaigning seeks to embolden.


Author(s):  
Efta Dhartikasari Priyana ◽  
Abdurrahman Faris Indriya Himawan

The low quality of Human Resources which ultimately leads to the ineffectiveness of management, organization and technology has made the development of MSMEs in Indonesia unable to touch rapidly. Plus the large transaction costs from the impact of an unfavorable business climate are also a problem for the case of MSMEs fostered by MEK-PDM Gresik, making it difficult to compete in the international market. In fact, the products produced by MSMEs are no less competitive with those produced by foreign products. In fact, to be able to penetrate the global market, MSMEs must at least be able to adapt to the concept of global marketing which is not yet owned by MSME stakeholders. Therefore, in this service, MSME actors will be taught how to market their products globally. Fronted by Dr. Indro Kirono as a performer who previously had a long history in the export world, the service event went more than imagined. Many MSME products were independently assisted by the presenters to be introduced a little in the global market. Gresik UMKM products will also be assisted by the introduction of Gresik Muhammadiyah University. So that Muhammadiyah University of Gresik can become a place for Gresik SMEs to be fostered.


2021 ◽  
Vol 15 (4) ◽  
pp. 50-59
Author(s):  
Galina G. Chernukhina ◽  
◽  
Оlga Yu. Ermolovskaya ◽  

The aim of the scientific article is to study the transition of retail entities from the store format to the e-commerce format using the competitive advantages of dark stores. The subject of the research is competitive advantages when using high-tech and flexible forms of supply chains and in the delivery of goods. The relevance of the scientific article is due to the fact that the pace of development of online trade in 2018-2020 testifies to the growth of the largest companies in the e-commerce sector annually. This growth is due to high-tech trend trends that have been actively developing in recent years. They are structurally formed into a single system, the elements of which are: the use of Big data, the digital transformation of trade business processes, the integration of global marketing technologies, the use of smart forecasting and analysis of consumer behavior, personalization, orientation towards virtual content. This system is inherently aimed at the globalized development of trade relations. The authors investigate the essence of the concept of “dark store”, analyze the competitiveness of this phenomenon in e-commerce in modern conditions. Dark stores promote the development of a new generation of commerce, with competitive advantages, they do not interfere with existing production and distribution processes, but rather complement them. Currently, all large trade organizations of the food and non-food sectors are engaged in electronic commerce. First of all, online commerce is organized through online stores and marketplaces, but there are still many other electronic means of making a transaction - this is a page on a social network or a chatbot of a messenger, dark stores that require additional research. It is appropriate to characterize such marketplaces as aggregator sites playing the role of specialized structural intermediaries with a stable base engaged in the sale and distribution of the products of commercial agents. E-commerce in the dark store format thus contributes to the high-quality and competitive development of global economic ties.


2021 ◽  
pp. 575-617
Author(s):  
Oded Shenkar ◽  
Yadong Luo ◽  
Tailan Chi

2021 ◽  
Vol 12 (1) ◽  
pp. 27-39
Author(s):  
Sunarto Prayitno

The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.                         Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ulf Elg ◽  
Pervez Nasim Ghauri

PurposeThe authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying the GML in emerging markets. The aim of the paper is to enhance the understanding of the factors that influence the local stakeholders' acceptance of the MNEs' GML and the different activities of MNEs that may increase the acceptance.Design/methodology/approachThe authors apply a qualitative case study method investigating three Swedish MNEs and their activities while implementing a GML in the big emerging markets. The authors study their relationships with business, political and social stakeholders.FindingsThe authors identify three persistent contents of the GML: (1) a consistent value chain role across markets, (2) standardized, premium products/services and promotion strategies, (3) a corporate brand-based identity. The development of trust, commitment, legitimacy and power within local stakeholders’ relationships influences the approval. The acceptance of the MNE's GML by local stakeholders strengthens its market position.Originality/valueThe authors extend the knowledge by investigating the nature of a GML and explain to what extent it may help MNEs to gain a competitive position. The authors also discuss how global and local activities may influence local stakeholders' acceptance. This study contributes towards a better understanding of how and to what extent a GML can be successful.


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