Positive, Ethical, Economic and Cultural Impact of Globalisation on Marketing and HR Function

This presentation explores the positive impact of globalisation on marketing and human resource function within organisations, with a focus on Unilever. It examines the ethical, economic, and cultural considerations and outlines strategies to manage these changes. The research methodology includes qualitative research and primary data collection from 30 HR and marketing managers of Unilever.

POSITIVE, ETHICAL, ECONOMIC AND CULTURAL
IMPACT OF GLOBALISATION ON MARKETING AND
HUMAN RESOURCE FUNCTION WITHIN ORGANISATION

AIM AND OBJECTIVES
Aim
 “To assess positive ethical, economic and cultural impact of Globalisation on marketing and Human resource function within
organisation: A case study on Unilever”.
Objectives
 To understand positive impact of ethical, economic and cultural factor with increasing Globalisation
 To examine ethical, economic and cultural consideration of Unilever on marketing and Human resource function
 To outline ways to manage changes in marketing and Human resource function with respect to ethical, economic and cultural factor.
 To recommend strategies which Unilever can implement to manage positive impact of ethical, economic and cultural factor with
increasing Globalisation

RESEARCH METHODOLOGY
 Research type: qualitative research
 Research approach: inductive approach
 Research philosophy: interpretivism research philosophy
 Data collection: Primary data
 Sampling: Random sampling, 30 HR and marketing managers of Unilever
 Data Analysis: Qualitative

Theme 1: Increase in competition for Unilever regarding
promotion of its products due to globalisation.
Response Number of Respondents
Agree 10
Strongly Agree 13
Neutral 2
Disagree 3
Strongly disagree 2
Total 30 Agree
Strongly Agree
Neutral
Disagree
Strongly
disagree
0 2 4 6 8 10 12 14
10
13
2
3
2

Theme 2: Abidance of cultural aspect by Unilever while
recruiting personnel's form different countries.
Response Number of Respondents
Agree 9
Strongly Agree 15
Neutral 2
Disagree 3
Strongly disagree 1
Total 30
9
15
2
3 1
Agree Strongly Agree Neutral
Disagree Strongly disagree

Theme 3: Importance of ethical consideration while operating in global
market for ensuring success of the business.
Response Number of Respondents
Agree 8
Strongly Agree 16
Neutral 4
Disagree 1
Strongly disagree 1
Total 30
Agree Strongly
Agree
Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
8
16
4
1 1

Theme 4: Cultural issues faced while appointing a Foreign national within
Unilever.
Response Number of
Respondents
Yes 25
May be 3
Not 2
Total 30
Yes May be Not
0
5
10
15
20
25
30
25
3 2

Theme 5: Assistance provided by globalization for
exploring marketing opportunities
Response Number of Respondents
Agree 5
Strongly Agree 20
Neutral 2
Disagree 2
Strongly disagree 1
Total 30
5
20
2
2 1
Agree Strongly Agree Neutral
Disagree Strongly disagree

Theme 6: Increased opportunities for Unilever for recruiting more skilled
people for around the world
Response Number of Respondents
Agree 8
Strongly Agree 17
Neutral 1
Disagree 3
Strongly disagree 1
Total 30
Agree Strongly
Agree
Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
8
17
1
3
1

Theme 7: Cost reduction related with production due to adoption of global
technologies by Unilever.
Response Number of
Respondents
Agree 7
Strongly Agree 20
Neutral 1
Disagree 1
Strongly disagree 1
Total 30
7
20
1 1 1
Agree Strongly Agree Neutral
Disagree Strongly disagree

Theme 8: Cultural diversity brought within organization and its functions by
globalization.
 Majority of the managers of Unilever have given a reply that globalization
have brought a positive change in company as bringing in cultural integration
of different culture form around the world making organization a unity in
diversity.

Theme 9: International agreements taxation and reduction in marketing and
promotion cost.
 Almost all managers agreed that with taxation agreement with other nations
for operating in internal markets have reduced the costing of marketing and
promotion due to reduced taxes on these activities.

RECOMMENDATION
 To maintain the positive ethical, political and cultural impact of globalisation,
Unilever can use different strategies like:
 Market analysis of the country in which Unilever wants to operate its business
help them to understand the accurate position or state. They can analysis and
monitor the political environment, rules and regulation etc. which help them to
prepare the strategies according to the environment.
 It can be recommend that Unilever has to develop ethical awareness among the
employees to maintain the cultural and ethical environment and resolve the
ethical issues across the world.