Remote Workforce: A New Trend in Global Marketing Management

This research explores the trend of remote workforce in global marketing management and its significance. It analyzes customer trends and attitudes during the COVID-19 pandemic and examines the role of remote working in promoting business. The study aims to understand the impact of remote workforce on marketing strategies and customer behavior.

How remote workforce
becomes a new trend in global
marketing management

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................3
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................4
CHAPTER 4: RESULTS ...............................................................................................................5
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................13

CHAPTER 1: INTRODUCTION
Overview of the topic: Remote workforce is defined as the employee who is employed by a
company but they works outside the office environment (Donthu and Gustafsson, 2020). In
recent time trend of remote working has been increased which is a result of technology and high
inclination towards free working. In current scenario of COVID-19 pandemic most of the
businesses are working remotely in order to run their business in unstoppable manner and grab
prominent opportunities as well.
Research aim: To examine availability of remote workforce within global marketing
management and to examine their significance.
Research objectives:
 To analyse customer trends and inclination over buying in the situation of COVID-19
pandemic.
 To analyse impact of changes on customer attitude.
 To examine the role of remote workforce in business promotion.
Research questions:
 What are the consumer trends and attitudes when spending during COVID?
 How can a business react to the changes brought about by consumer attitudes?
 How remote working helps to promote business?
CHAPTER 2: LITERATURE REVIEW
What are the consumer trends and attitudes when spending during COVID?
According to Vautier, 2020, COVID has given prominent impact over trends and
attitudes of buying habits of customers. Customer of cut deep segment is spending less than their
needs which is impacting overall employment in adverse manner. Customer of stockpile
situation are feeling pessimistic about their future and on the other hand customers from
hibernate segment is spending more in order to deal with their daily requirement. All the
businesses are struggling in order to deal with crisis which has been arisen due to COVID 19
pandemic.

How can a business react to the changes brought about by consumer attitudes?
According to Charm, 2020, Impact of COVID has been spread over the world and their
economy in negative manner. Marketing is an activity which is undertaken by the organisation
so as to persuade customer to make buying choices. In the light of pandemic business are using
various approaches in order deal with this situation and to grab growth opportunities. In the
terms of B2C businesses online business and online customer service providing is one of the
biggest example of these businesses activities. In the terms of B2B businesses are using zoom
meeting or email marketing so as to connect with business activities and to carry out business in
barrier free manner.
How remote working helps to promote business?
According to Piggott, remote working is the new concept which is used by businesses in
order to provide flexible working and enhance employee retention so that they can gain
competitive advantage over intense market. Remote working is associated with flexible working
in which work from home facilities are also included so this helps an individual to maintain their
work life balance due to which they can work with higher efficacy and dedication. More than
50% employees within a company is having opinion that remote working leads to have higher
flexibility in working which enables them to serve company for longer duration and enhance
retention. Remote working leads in lesser distraction due to which happy working environment
can be created.
CHAPTER 3: RESEARCH METHODOLOGY
Data collection:
Data collection is an approach which can be used in order to gather and measure
information so that the same can be There are two sources of data collection which are known as
primary and secondary sources. A researcher can evaluate data of hypothesis which has been
gathered by them in data collection methods (Selcuk, 2017)
Primary source of data: Primary source are associated with raw information in which direct
access to the subject is to be given. These sources of data collection is time taking and credible.
Examples of primary sources are interviews, surveys and questionnaires.
Secondary source of data collection: These data collection sources are related with using
information which has been obtained with some other approaches but now used to carry on

further research. These sources are not carrying high degree of credibility but at the same time
these sources are not time taking. Examples of secondary sources are books, article, essays and
many more (Payne and Askeland, 2016).
Research choice:
Research choices are helpful for researcher to understand the way in which procured data
can be used by audience. In this aspect whole the research is based on this aspect. In the context
of current research the whole research is based on qualitative research as this type of research is
helpful in taking out effective outputs in less timings. Under qualitative research collection and
analysis of non numerical data is being gathered.
Sampling:
Sampling is defined as the procedure which is used in order to statistical analyse so that
to initiate process of research. There are two types of sampling which can be used by researcher
in order to collect data such as probability sampling and non probability sampling.
In the context of current report non probability sampling technique is being used so as to
take out beneficiary results. Under this research three categories of respondents are included
which are customers, owners and team leaders. Overall sample size is 8 in which 3 customers 3
owners and 2 team leaders are included in research process (Alcácer, Cantwell and Piscitello,
2016).
CHAPTER 4: RESULTS
Thematic analysis:
Thematic analysis is used in order to organise, describe and interpret data by providing
themes in reporting patterns. This analysis is used in order to analyse qualitative data in which
topic and theme of the research is examined on parallel level. Under this a researcher is
continuously trying to examine those data and themes which are repetitively coming up together
(Brewster and et. al., 2016).
Customers:
Theme 1: Customer's behaviour when spending changed especially during COVID
Q1: Do you think your customer's behaviour when spending changed especially during
COVID?
Interpretation: During COVID-19 pandemic consumers are facing major problem in their

spending capacity so for customer this is important that they acquire new market capabilities so
that to minimise these problems. 3 customers were taken in this research and this has been
analysed that purchasing pattern of customers has been changed. Customers are prone to get
shifted over value priced brand as market is facing crisis in order to determine products and
services in the market. There are two major dimension in which consumer behaviour can be
rebuild such as enhanced gratification and necessity stability. In the current situation customers
are trying to minimise their needs as their purchasing power has been diminished. COVID has
impacted consumers in a very adverse manner and this impact is going to stay for long duration.
On the other hand this has been analysed that customer are one of the major aspect which is
being impacted through COVID as in this case customers are included towards fulfilling basic
needs in prompt manner.
Theme 2: Most effective and efficient
communication experience.
Q2: What kind of communication experience do you think the most effective and efficient
nowadays?
Interpretation: In order to communicate customer are preferred with using prominent channels
of communication so as to connect and attain attention of marketer. These communicational
channels are defining interaction between customer and marketer so that needs and demand of
customers easily can be met in significant manner. Direct channels are included in this aspect
by customer as these channels are leading customers to understand their needs and regards in
respect of market offerings. For the major objective of attaining effective and efficient
communication channels customers are prone to understand market needs in effective manner.
In current time after the implication of COVID this has been seen that communication is
playing an essential role for customers and for marketer as these enables them to define market
needs and demands. Further in the context of respondents, customers are acknowledged in such
a way that their needs can be understood in proficient manner.
Theme 3: A leader consider the most in a remote workforce towards marketing strategy?

Q3. How does a leader consider the most in a remote workforce towards marketing strategy?
Interpretation: In the context of customers, they are having opinion that remote workforce is
playing significant role in marketing strategy. According to customer a leader is required to act
in promissory manner so that these workforce can understand needs of their customer in
prominent manner along with dealing market complexities. Customer are laced with opinion of
taking leader to a superior level so that marketing strategies can easily be set and undertaken for
future benefits. This is regarded as a common approach which relates remote workforce to
provide additional clarification in order to lead the market and attain prominent objectives. For
a leader this is essential that creativity is being rendered by them in such a way that this get
aligned towards strategic objectives of business and these undertakings are essential to be taken
by a leader so that they can stimulate the same in their team mates.
Theme 4: Effectiveness of marketing channels.
Q4. How do you rate the effectiveness of the below marketing channels?
Marketing
channels
1
(least
effective)
2 3 4 5
(most
effective)
Physical store ✓
Online store ✓
Social media
advertising
✓
Tele-
marketing
✓
Search engine
optimisation
✓
Owners
Theme 1: Customer's behaviour when spending changed especially during COVID

Q1: Do you think your customer's behaviour when spending changed especially during
COVID?
Interpretation: Owners of the organisations are highly responsible to manage customer
behaviour as these draws prominent impact over sustainability of the business. Customer
behaviour is one of the essential term which is required to be understood by business so that
any modifications can be rendered in effective manner which could lead in enhancement of
business operations. Spending capacities of customers have changed due to COVID 19
pandemic and this is impacting businesses and owners as well. In the context of above
research as the interview is being conducted with owners of the organisation and this has been
interpreted that owners are paying high emphasis on meeting demands and expectations of
customer in primal manner so in order to deal with their purchasing power varied offerings are
required to be offered by owners so that every class of customer may lie in segment of
purchase. This is a proven fact that buying capacities has been changed due to COVID and
owners are adopting methods by which positive impact can be seen in buyer's behaviour.
Theme 2: Most effective and efficient
communication experience.
Q2: What kind of communication experience do you think the most effective and efficient
nowadays?
Interpretation: For business owners communication is considered as one of the effective tool
which can be used by them so as to recognise needs of their target customer and to modify
business offerings in proper manner. For an owner the prominent objective is to retain
customers so that to attain long term sustainability. So for receiving effectiveness in proposed
strategies owners are using direct channel of communication which may render full support to
the business and its operations in full proof manner. In current time owners are using prominent
channels and in this manner owners are associated with taking feedbacks in order to undertake
effects of market in sufficient manner. On the other hand communication is the process which is
denoted as interaction between two or more person in such a way that ideas can be shared in
sufficient manner which could be helpful in dealing with market scenarios in effective manner.
Theme 3: A leader consider the most in a remote workforce towards marketing strategy?

Q3. How does a leader consider the most in a remote workforce towards marketing strategy?
Interpretation: Owners are the person those appoints leader and meeting marketing strategy is
the role of a leader. In this regard owner is having opinion that in order to frame effective
marketing strategies leaders are subsisting effective roles and responsibilities so that impact on
marketing functions can be drawn. Remote workforce are defined as those employees which are
employed in the organisation but at the same time they do not take part in day to day activities
of the business. Due to this their focus is set up to a limited extent and hence enhances task
involvement. On the other hand leaders are paying continuous focus on managing these
functions so that to bring effectiveness in marketing strategies. This is imperative that remote
workforce is highly dedicated to their tasks and due to this positive implications can be seen
over succession of marketing strategies.
Theme 4: Effectiveness of marketing channels.
Q4. How do you rate the effectiveness of the below marketing channels?
Marketing
channels
1
(least
effective)
2 3 4 5
(most
effective)
Physical store ✓
Online store ✓
Social media
advertising
✓
Tele-
marketing
✓
Search engine
optimisation
✓
Team leaders
Theme 1: Customer's behaviour when spending changed especially during COVID

Q1: Do you think your customer's behaviour when spending changed especially during
COVID?
Interpretation: Team leaders are regarded as one of the significant element in the
organisation. In the current market situation spending of buyers has been changed due to
negative impact of COVID over worldwide economy. For a team leaders these changes are
regarded as challenges which are required to be undertake by them so as to take out results
which are beneficial for the organisation and customer as well. In the context of changing
needs and purchasing power due to COVID team leaders are facing major implications as in
regard of moulding product and services so that market prominence can be attained. Consumer
behaviour is one of the crucial aspect of the business in which operations of the business can
be enhanced in such a way that this could be aligned to business process in premium manner.
In this research team leaders are contacted and they are having opinion that consumer
behaviours has changed in drastic manner after the crisis of COVID and this impact will be
staying for long time.
Theme 2: Most effective and efficient
communication experience.
Q2: What kind of communication experience do you think the most effective and efficient
nowadays?
Interpretation: Team leaders are the person those are radically establishing communication
with people so as to establish proper flow of information in such a way that any major
confusion can be eliminated. Effective communication is regarded as blood of the organisation
in which customer and other team members can be effectively communicated so as to frame
robust strategies and to render proper execution as well. For team leaders this is imperative that
they hear to their employees and for this face to face conversation is treated as the best method
which may bring effective communication in the organisation. In order to get effective
communication experience leaders are using diversified channels of communication and
marketing through which ease in conversation can be created between two parties and
coordination can be established. Communication is significantly used at all the areas which is
helpful in taking robust decisions through which efficiency can be brought. In this research

report various team leaders as respondents are taken and they are acknowledged with the view
of retaining customer and establishing communication in well proof manner so that any
discrepancy can be easily detected.
Theme 3: A leader consider the most in a remote workforce towards marketing strategy?
Q3. How does a leader consider the most in a remote workforce towards marketing strategy?
Interpretation: Team leader is executing various roles in which they are managing marketing
strategies undertaken by the organisation. In this regard team leader is delegating roles and
responsibilities in such a way that this get aligned in overall goals and objectives. Remote
workforce are directly communicated with leaders and in this leaders are trying to manage their
working so that prominent and robust marketing strategies can be framed and business goals
can be aligned. On the other hand remote workforce are having role in marketing strategies in
which they are being managed by leaders along with managing their work in order to set up
marketing prestiges. In the context of this research various leaders are undertaken as researcher
and this can be concluded that in the process of framing marketing strategies role of remote
workforce is high.
Theme 4: Effectiveness of marketing channels.
Q4. How do you rate the effectiveness of the below marketing channels?
Marketing
channels
1
(least
effective)
2 3 4 5
(most
effective)
Physical store ✓
Online store ✓
Social media
advertising
✓
Tele-
marketing
✓

Search engine
optimisation
✓
CONCLUSION
From the above report this can be summarised that remote workforce is regraded as a
new trend within global business and this is helping every business in gaining their overall
objectives along with high end sustainability and efficacy within operations. For marketing
functions various operations are required to be undertaken so that effective results can be drawn
which is providing positive implications over success of organisational functions. In global
business robust marketing strategies are requisite to be made so that to attain overall objectives
in sufficient manner and to acquire prominent position in the marketplace.

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