lobalization of markets “The worldwide auccennofa growing lstof products hathave ‘becomehouschold names isevidence that consumersthe ‘Rovidoverdonpite deep-rooted cuturabaifferences are ‘tied peoples ear for modernity erywhore wants all eho things ‘Sipetienerd vate mw technnonsee ‘Buns trwandardpdcooumce pda ous pv ia te {ne ai Cerro ere ohana eine hm Snare By tanaatny thee eis ne reduced ned ‘And one arethe days when prises. morgine and prafitsroad wore torus Mtr tiene, lotion mete eae ‘The mukinationsl and the global corporation are not the samme {hingthe multinational eaeporation peratansn number fries andadjustets products and practicstneach at highrelatve SHER copa Sin with slut constancy = ‘Sleentieieorlis thoes things inthe ome way everywhere Global ve multinational Which strategy in better nt a matter a opinion but of nacnaty Werltwide communications corny cverwhere the constant da Rent madera ponies ts Habe rd snasce work. ca {Oeewrldtoreeoien and respect the indieiduality other {nest onthe holes tama te them of made gcd services Ripows fervor toancient ttudetand hereages, {1 Who can forget the telovisd scenes during the 1979 Iranian prising of Fong mem tr fenbionakls Bronthant frowns sed iy fy air iting ith ated modern weapon or Wk {Un Brasil, thourands warm daily Grom pesndtrie) Babian eke inte eagle there ae toatl ‘hiekenato Mcumban spirtahy candishight 1 During Biafra’ fratrcidal war againet the Ibo, day tlevied ‘yur honed ire sarah cords ene In tho isolated Siberian elty of Krasnovarsk, with no paved tts aed censored news oocatonal gonier rmvelers are oto “The organiead tmugging of electronic equipment, used autor ‘otiles estore clothing, conmotic and piraed mais ito pei Repco theta under rade se ‘rays attest 3 the ubiquity of the desire for the most advanced {hinge thatthe wordimakes and selle~ ode ofthe bos qualiarandscpmo api ma name rman nears Soest ov tena wt monmasog wode 30 om ye STOP 199 ‘mg pnt arpa syn uo ‘Seadaang ay poe eaves pov oi 98 sap Pe yo ys ses ‘vod san autenog rego so sen toemsaoe aude ey 2a oy ‘nope Cond gop ony see atsgen oon paw ora tout saunyi> mpiodao Jo reo oi a euor esto aot oul sr aanan oa suey pl pouty spun “persue ‘oo oy po sono spy aus soy sunayoe syncs oes pre at “esr wae sua aud er Pe mr imbo ga sofdcuoyow sues toon st eenpoad Oa “ter iea sonpaid jo Sites sus w At opempao Zuleop goto “ute Seouodop yo ssoasne Buaane xy cutee fe Bee eM uo wor uy ueop osodeos wae terme trond ase fa on nd 2) Ss pew seston sod jo rue {tiywanjen nwtadouddeyosteoy og uo soda Ke, yet es ‘voi soup 10 ao i powered yo py aes a stO4EEUL Touorner ute Sou esempomae aon tn Dae Senos ae [Siren ataods ayeedinouy suse. pom ox"an Su Sa, sot wo poston ouang S4getsau pu auout sivas puw Bunayie uonnguisip "wonpond uw Sta peso to nt redo Ppt anceps ououes Senpesd wns ysroraes 6 Frantonot arg Surpustgor sarap eprtuyedao wns Senet soy hien snennbignen oxestpaid spnovsint aun cannn sa uo pee soustaofon Ag Pout Se oqo nino poser ‘etee eas "temas p02 30 ue “non ing wns geo) eo Stiiguno singin syeacourio a JO stan Sion sno (ones [pur soprano jo aomeareeterqead oS dn pod spat Sarazojeweay ou, woterppuree seni stom pe sacar Sesser myn sy) ausqae snp oo) aT 0 ste Zo meh a pauen ranean ae Rando oe 3 2 snoraqoost se tio woruoutoyuorin> -pnansojay paw steorinaoouncf osamnsie MunLof6 "0d “ty torepanaie sonndares morasoreouoateut poe Sure “Soponsisuns pasa pee yrrenpa) suouudinb> pus srpou a yeamqesute unui aemajostod onto ome "soy Ningaciose Sem sue my ut ctonpaud pespaypu Yor HHO at) aoa fogs foemect meceus pend 2 Pusat sour ee Supeaons oy al se oy Se [ST couopuoy ap omundunst wey seman fos | 0} oat ade atte sa wonssp ow aah Patmpesees ou one ‘Sonn rehuournosl 300g) araaOR OO ‘Soyouoa4,j0 914040 _ynjonq wornezodioo opt ng pooja uoraed0> recopaumysn yah sgh eeunbo eon) Io pela suis ‘tao Suapemsap pum snojotaes Spade aay auaanyaad oss yoy peg sarewovan potato GIy tia newt bua son sam pu utonsnran ‘jon uorpessuanid Sopa yoy sola rtm 3S UL syStsouan urouoad mn pueaoedony rp sonseaysupo oes Fran poyerauoue fost sah nema rae sn proteins an sem ‘hogan Syhpp ema popes oy poppen steepest sim'stoog ogg ur poe proton ape pou ata Pansoaed on ube tana ourganer Seyey poke ot “ANS ‘aol ‘pondeaoy “passant “jee yo masons Sutmod ou, poem uoyp aapaneysea-pidoa pus snes: pjonjo ano ‘Sep sya oy Borautag yon soo semen eSHsN ‘2ounyneyoe oy pu souryseu posse Ajenueus issue “Bing ete td de mann oh ‘Guo jo sbungoou Bulges yo worenauod Suma 9) il AEA. “evanoo yng ora souyyonupaC ae OND 56am pa soe} feu oy pon oop om Pea fotcumid wou rou oxy un asou sours Sue) poses sso aud Kuouuop oxy wh sOReeIeE BuoesION Lb ie ut coveue yuo oauey satu suom pow ao} Mostarousie osu asa qey toutes issn’ Hom nea ag “ps psomd moore pow shoe ser SOMEONE Tbtcchnology and globalization for the worlds benefit. Neither st, for nature, nor God but rather the neces of commeres read three, Inthe United States tno industries became bal lng before hey Sind scrimonioue labor shutdown, the United Stelworkers sf ‘America have pot called an industrywide strike since 1958 the ‘Gnited Auta Workers have not shut down Genetal Motors since $870 nto retin tot they hare bso baleen ‘Stttamers Ovortearsuppliorsarethere te sappy chemarkee (Cracking thecodeot Western markets Since the theory ofthe markating concept emerged a quatro the more managoraly odvanced corporations have epporced Sy profesional market researcher. of awemme an Site cotl proportions. And Chey have proliferated extraordinary mbes of sprains prose ines highy aor pts {and dativerysystemsfor mang different markets market sgmente ‘Sianifcgntly, Japanese companies eperata almost entirely without ‘marketing departnentror marc search ofthe Lind so pevraiet {the Wart, Yet, in Ube clot words of General Bec cha ‘t'reeource-poorlnanda, with an entirely aon alture and an lect impnetrably complex Tanxuage, have crac the coe of esteem markets Ty have dona tot by ooking ‘le thorughnest atthe ay markets are different but rather by ‘fearehing for moaning with dooparWiadom. They have dacovered {cone great thing allmarkete ave in common an overshelming ‘kite for dependable, word-tanderd modernity in all tinge, at ‘tgressvely low price In reopone, thoy liver irorstble vias ‘Neeyehore,aarating people nite octet net research ‘chonertedribed th tupetcial certainty asbermg oneueable sd umcompettive Challenging tradition ‘The wider 8 company’s pobal reach, the greater the number of ‘evolu ational reerencen tw encounter forcer-ate pred ct features, diseibuton systems of promotional medi. There wi sivaye med to be some ite to diferente Bat the ‘kel provaling end often unthinking belie ty the tmamutaies ‘tows diferencr io generlly mistaken” Evidence of basins Fale boca of ack af acommedation i often evidence of ther “Take the ease of Revlon in Japan. The company unnecessarily thot, fellow by achange in thecompany president and culbckes ‘tribution ae cots rove ftey than sles ‘The problem wan nt Jobe wnveredin is program, and wer impatient bot push and persistence, collaed long-enablishod ues tered dit tio-stapeyetam and ils despite the oferta warning flea tee groupe. eels reduced the nurabor and types o rela oul “The recall was gronterImprovement in era and.proact {ntallation sorese to customer, major cart retin a se Jn ite hls suomi intrastion of Comins 600 ine ‘thleslere instead of the 000 -plus that eatablshed practice re In'volation of eatabiched practice, supplemented the plan, and Denied acento ectablchedditribation institutions the United ‘tate, Romateus due Jepanane manufactorr of lightweight farm ‘machinerentored the marke rough over he rd construction ‘Soipment doers rural areas ofthe Sunbt where farts are ey the sl candle aod waar to work, Hote Inexperienees Siverbutors were able. atest cuneomers an the ban of FKamacst speedos prise apprapratanes: Oreanising to win In the case of sucesfal challenge to provniling institutions and Practices combination of product relsbiity aid quali samt [ind sustained support oyetema,aguresiely lw pices andes(eae sma arson Hoe po 8 od SBecrembeonyeunter xy sauepsfia a5) San op a ‘Seu sop uo yed oy enn amurson yo wore woee “Rt aun eon ows Jooaad oe) sien ne oua ad {tytomot w oc ap nc Sd pres © eu snsevoeea go ona anh are Ee usando ‘Stang 0} sonbne 0 spe a ads sor eat ype pp {Bow sapbovouh amyeaoryee sous sous oO SEO, ouuopaid sujuoqaiose we augs sapere dpe Busses Sep yeamnereanr un essonr ony yetocenjadfeuorey ‘Rian tn yn spe on Sen ae “ot rato tay sunetgum Aas Maou oon oa “ngayon ep fou sede yey aud ean ye oe ‘Stansn ony yu st ude eps ounoda Savpa an ace smn psoas sede pen ap rots aster tts sey Sr Ses tienda ininSept tecane iSite tf oe opt ane ‘Shona ogn pao eco ant ier sly rod nus ‘so Bi pte ge an uo etn eco ny cry aye oop ay Sou Jo ge se Yagi pond ogra sored sone ae er ape ‘op sa Sue mate caroonn oy a wong oe poh ‘SRS Sette say pregaps oe eon eng J 00 ama uae ay ve ce en ep anna ed en oS austen, kay Rarposdap ase sor gh earned Tr loenote Wey es Sol ove a0 Senders ovo oy Yom eypon nna sign gin © ean oo, te ya 1 sop my "wrg Jo son Wt settee uedtos ‘ie grasonee ernie ep sie ese sen Soma oy hye ston ops sds uot ap ‘mo “fours sma “ao Aman st fence sawed op 0 poonse| nos my ‘hin bondaon pase or saying por aa seen eae ‘Sto “won (nese xh Bupuny dod pre ouAposny, Jorotsoin uy ompoud sy setae cueduo> on fo suoreon mb ant sot» Sa ee ee Sree Ton oy Sarees pce y Sag See ee ee Etanuno ovens eas Pegs ey Sapa at dntatan us tna sea SIREN somo eg eda sj ouopar nig pose 938} uy ou» soyeus junds oy soantdase Jo sompasd eo pom sy "wonscdang suspen. og "ose cerinat ‘eazy sey yee ona "ooy go mes eso pores ew oes Aeros 2) wn Yo teenatoofa Jo a {eso Boplenton ave Soop urvatog susp ste Lmpesuipe em asa yowu9s0 90 peor sums vwonrgean sans tose posse pus psn ann anemia pes oepoe ve om se saben epeeReality inet axe para, dominated by immemorial caetrne land derived ativade, heelese of powerful a sbudaat eve Forcun Te world rbociming increasingly informed about the ber iting and enhancing postin of mort: Phe porsetones Increasing evidence ond rstesenes regarding, thei nai ‘ycaetlneas and cnfinemont. "The histori past and the national ‘iterencer ith feopect to commerce nnd ndtry that Hae ‘panned snd fonered everywhere, now mje toreatively easy Tansforssation lacs cng nad proerty ee eng Iercitbiy i te breaking down the walls of coonomic neu. Instnaliam and chauiinum, What wo se today as eesating com terete rationeti te simply the fos valet death vale em ‘Companies that adap wo and cpitalie om economie convergence ‘aml make dstinclons and adjstmcmts ta dllarent market Persistent differences inthe word are consistent with fundamental Sndoriying commonalities they sft complement tacher the ‘ppose each other im business they dn pace Poor it |Piynce simultaneously matierand animatter working i ayabto- Tic harmony, The earn round, bu or reat purpver te sonetle toereativasfat Spas ecurved but natmuch for veryday ie hore Bsineserealition srrgence fom entablished practice happen all the ime. But the ‘euitinational mind, warped ino eeaaupecton and try By Seareofstomblerand renonational roubles now rarely challenger Seatng overseas practice, Mov often i consiers any dope from Inherit domestic routines ar mindless, Girespectsl {topos ets the mind of bygone day. "Pve sucesefal bal ‘omporation doer nt sje ustemination ur dlerntition fa the ‘Fequieinents of markets that differ product preferences, spend ee peiterns, shopping: preference and ineietiona or Tegal ‘tfatgemonta. Dut the global corporation accep and ajar to {hee Sifrences only veluctanty only alter relentaey tscing ‘hessomutabe. ater ring in verses waye ts clrearacont ed {ehhape hen a wesw ithe cameot Outboard Marne nro, Caveat tector? 1 Ta everything gts more and mere ke everything ls” octealy {ues they hare oben fed “AIT relly eying od sre the eed or crpaniso amine the “nuance near’ prterencs ell the eee {ehcp ovine "fons maggot roman anise nthe Financia! Timer 19,1984 ‘There ia only one algniseont rape in which companys activites round the world are important aod this sn what produce ind scvten. ‘Tae purpose afbousineas into got and keep customer Or {us tor Drucker mora rfiedeansruction trate and ep ‘camer. A company must be med ta the de ofinnovation ‘itoring beiter or more preferred product sn ouch combinetens | {iyetmeane acer etch re that proves peer dongOMSL iy “Shed tnstegdye scone pes npn sto rege Beit tat suis none eae ‘op rg mp yo eumotaonsaneg ue sonees eae sean og oy adept you pe marking) oad pepe Prmette tyes spony soy Ruastaoe Aqcrowy estas mop tp Epis ye erofond pypenpeene coy So cuss ettogaey eenonany fren suatione alee "sousd soa nino iy res sen EEG Rese im apa ae a tegen au Tosteutaos jo oeodert eqn nenypmsione st toyon Went _worsnooxo oqo pun “sunopondes sno} ody uo -nuaoyu jo wonton eholgeion, soon sacounso ota immuno uy a toa eau nin sue “hatreton pooner aon Hae mo em ude om Ko sou sree ses paw aeauss npenpess oe “ao jptp iy poromoad oa munca ee (90 ese ‘oid qaqa Sopa yooss oi puococinea opti ach ‘ayes pan go maonsd Sy ae soT6n on] ott es Shtowp optus josey eae Df Un wo yt ow "OME Pow yn encom sivas Siopna! eextsous Eppes FPoaa nd task eeusos pao pee puwiouns caw sunset