Organizing for Global Marketing

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Organizing for Global Marketing

• Chapter 14

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Stages of Global Operations

• Basic configurations of international
  organizations correspond to domestic ones,
• But the greater degree of internationalization,
  the more complex the structures can become.

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Three stages or categories based on the degree of
internationalization

• Little or no formal organization
• International division
• Global organizations

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International Division Structure
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Global Area Structure
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The Matrix Structure
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Loci of Control

• Coordinated Decentralization
• Overall strategy provided by HQ
• Subsidiaries free to implement within range
  established with HQ
• Means a different role for country managers
• Glocal Organizations
• Networked global organization
• Subsidiaries report to HQ, but coordinate
  directly with each other

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Promote Internal Cooperation

• International teams or councils
• To share best practices
• Communications tools
• Intranets

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Characteristics of Success

• Global coordination of international decision
  making with more central direction than less
  successful competitors
• Most marked in
• Brand positioning, package design, pricing
• Exception is in decentralizing
• Product development

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Types of Control

• Benchmarking best practices
• No incentive to share, no sharing across
  subsidiaries
• Instruments of control
• Bureaucratic
• Budgeting and planning process is the major
  control instrument between HQs subsidiaries
• Cultural
• Careful selection and training of personnel
• Indoctrination or reinforcing the company culture

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Succeeding as a Foreign Student and Scholar

• Dr. Mark Peterson
• Fulbright Scholar at Bilkent University
• University of Texas at Arlington
• Emily Peterson
• ODTU Texas Tech

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10 or 20 years from now

• Who will you visit in the USA?
• Really?
• Why?

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Your approach is so important

• Tourist?
• Befriend only other internationals
• Consume and its over

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Your approach is so important

• Partner?
• Befriend real live Americans
• Invest and the dividends come back to you year
  after year after year

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My Own Experience

• South Korea - 1980
• Steered myself to the Kronungen - 1982
• Helped the team
• Gross Gemeinde Pokal
• Return June 2001

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Anurag Lakhlani

• First to be met at the Dallas-Fort Worth airport
  in 2001

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Tip

• Find out what your host country friends are
  struggling to accomplish
• Help them succeed

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Mental Activities

• Memorizing
• Facts, ideas, or methods
• Analyzing
• Looking at the basic elements of an idea,
  experience or theory

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Mental Activities

• Synthesizing
• Organizing ideas, information, or experiences
  into new, more complex interpretations
  relationships

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The Expats Cultural Experience
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Pau, France

• Cindy in conversation group
• Your French is so

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It begins NOW and in your home country!

• Culture coaching
• Language skills

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Tips

• First 30 days
• Get there early
• Underprogram
• These acquaintances will likely represent the
  vast majority of your relationships with
  Americans
• Find out what your host culture friends are
  struggling to accomplish
• Help your hosts succeed

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Hazards for internationals

• Moving cars
• New neighborhoods

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Patriotism not nationalism.
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In an overseas assignment, you learn about your
own culture.