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Global Marketing | Assignment - Desklib

   

Added on  2020-03-16

10 Pages2845 Words309 Views
Running head: GLOBAL MARKETINGGlobal MarketingName of the Student:Name of the University:Author’s Note:

2GLOBAL MARKETINGGlobal marketing is a practice that allows the business organization to take advantage ofthe different global operations. Therefore, the business organizations get opportunities throughthe global marketing in order to meet the global objectives in a business. However, globalmarketing has a close relationship with the management orientations (Keegan and Green 2013).Ethnocentric, geocentric, regiocentric and polycentric are the four types of managementorientations that influence the global marketing. The products that have universal demand areimportant for the global marketing. In order to sell a product internationally global marketing isimportant to adopt for an organization. However, it is crucial for the business organization toconcentrate on the global market besides the domestic market. Global pursuit is impacted by thedifferent orientations of the management. This assignment deals with the effects of polycentric,geocentric, ethnocentric and regiocentric management orientations on the Global pursuit anddifferent aspects of such orientations.Ethnocentric orientation is the important type of management orientation and leaves abig impact on the global pursuit. Ethnocentric orientation is one type of internationalrecruitment. In this process, the HR recruits the right candidate for the right designation (Rao-Nicholson et al. 2017). The main aim of the ethnocentric approach is to select a candidate basedon their skill and willingness in order to become flexible and mix with the organizational culture.In the context of Global pursuit, ethnocentric orientation is significant as it enables thecandidates to mix with the organizational culture. However, if the Global pursuit follows theethnocentric orientation then the main key positions of the organizations will be filled with thecandidates of the parent country. Therefore, in this management orientation, the entire decisionrelated to the management is undertaken by the headquarters of the organization. As for example,Zara follows ethnocentric orientation, which enables such organization to make a better

3GLOBAL MARKETINGcoordination between the parent and the host organization. However, the core culture of theparent organization is transferred to the subsidiary organizations through the ethnocentricmanagement process (Mihai et al. 2017). This orientation enables an organization to keep controlover its subsidiary in an effective manner. On the other hand, the parent organization can observethe business operation of the subsidiary in a proper way. Therefore, technical skill can betransferred through this way from one branch to another branch. As for example, Zara hasestablished an effective communication between its parent organization and the subsidiariesthrough this ethnocentric management orientation (Viardot and Nylund 2017). The global pursuit influenced both positively and negatively through this managementorientation. As for example, the employee of the parent country often face difficulties in the hostcountries due to cultural differences as they are not able to flexible in the working place in thecontext of Zara (Kim and Tanner 2017). However, often-cultural clashes occur between theemployees of the host country and the executive of the parent country. For the subsidiaries, it iscostly to hire the experts from the parent country that is a big drawback of such orientation,which affects the global pursuit. On the other hand, government restriction is another big barrierof such management orientation to expand or establish branches in a new country. In thisapproach, failure rate is higher than the success rate. This approach can be effective for thebusiness organization while the organization establishes a new branch in a host country and theexecutives come from the parent country to give shape the operation process in the host country.Hence, it can be said that the ethnocentric orientation is good for the Global pursuit to enhancethe global marketing, however, it is important to carry out such management practice in a properway to establish a business in a new country.

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