Globalization of Markets

It was in the Fordism era in the early 19th century where standardization was the most widely used strategy across the industrialized countries (Johansson, 2000). Henry Ford when he manufactured Ford Car, the company produced only black Ford. Standardization refers a company providing the same identical product across the globe (Keegon, 2002). Most of the time they are considered to be global brands (Johanson, 2000). Some of the example that could be considered global brands is Coca Cola, McDonalds or Amazon. However, they too have some degree of adaptation in taste or price when it comes to marketing in a different market.

The world we live in today is going through enormous changes in economics, technology, culture, politics, etc. The effects of the changes are not so clear, since it is hard to predict how each sector would affect the other and how society will be affected. However, analyzing past and present occurrences provides some information for experts to interpret society’s reaction in the future to different transformations. Globalization can be seen as a process in which societies around the world come together and expand through the combination of different forces. This paper will explore the effects of globalization on US companies, US society and economy, and the implications for other countries in the post-industrial world.

Today, firms have to deal with a global marketplace; marketers have no other choice. Participation in global marketing has begun to shift from a mere “option” to an imperative. The world is becoming more homogeneous. Distinctions between national markets

According to Theodore Levitt there are three assumptions that favor the pursuit of “pure” global strategy. The first one is that customers worldwide are starting to all want the same things. If this were true, I’d be able to buy the same things that I can buy in the United States in

The business activity of companies in most industries is affected by the process of globalization. The need of globalization was determined by the necessities of companies that had to address markets in other countries in order to expand their business. In addition to this, they had to reduce their costs by hiring employees from other countries, and by outsourcing some of their processes to other regions.

Parker, B. (2005). Introduction to Globalization and Business: Relationships and Responsibilities. Retrieved from The University of Phoenix eBook Collection Data

Moreover, Yip, Loewe, & Yoshino (1988) caution that before managers embark on globalizing all or part of their business they first need to determine if the business can or should be globalized. Factors within the companies industry such as economic, environmental, competitive, and market forces must be analyzed. For example, market forces determine if customers will be receptive to a company’s product; economic forces determine the profitability of the product; managers must be aware of the implications associated with environmental requirements such as taxes,

New York Times columnist Thomas Friedman defines globalization as “the inexorable integration of markets, transportation systems, and communication systems to a degree never witnessed before – in a way that is enabling corporations, countries, and individuals to reach around the world farther, faster, deeper, and cheaper than ever before.” (Friedman, 2002). Corporations can no longer operate exclusively in one or two countries. Today’s markets are far too complicated and interdependent for that. As globalization expands managers spend more and more time navigating the world to conduct business.

Globalization advanced free trade, open markets, and competition in the world economy. Regrettably, this worldwide amalgamation and growth contributed to the equalities and inequalities between third world nation-states. The growing populace placed an extra demand on the third world nation-states for food, shelter, and clothing. Consequently, Africa, South Asia, and Latin America grew anxious since their populaces are predisposed to diseases, famine, and premature death. In chapter one of Promises Not Kept: Poverty and The Betrayal of Third-World Development John Isbister declared that in the twentieth cen¬tury,

There are many ways to look at and understand modern globalization. In general terms, globalization means that the world, as a whole, is leading to a more utopian society, meaning that the globe is become very interconnected and similarities are growing between different regions and cultures of the world. Globalization is a phenomenon that has been evolving since before 10,000 B.C. This constant evolution can cause many problems, but it can also solve many issues positively as well. Development of any country, however, seems to be a key issue when discussing globalization. Globalization and development present two different factors in the world today. Many countries are lacking in their own development while the world around them is becoming more developed and globalized. Globalization hinders development because with globalization, less developed countries depend on more developed countries to help them to sustainability and self-reliance.

The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies’ behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies’ practical level of adaptation and standardization in international markets. It identifies

Levitt explains, because of globalization, how the world is moving from the Era of Multinational Corporations to the Era of Global Corporations as the needs and wants of the worldwide customers are getting more and more homogeneous (Levitt, 1983) and they demand for more standardized products in terms of quality and price (Levitt, 1999). According to Theodore Levitt the companies who focus on a particular market in terms of providing value added products are most likely to achieve failure in this dynamic industrialized world and that’s why to survive with the competition in the market companies should focus on more standardized products by keeping in mind the different markets of the world and their common interest (Levitt, 1983, pg-6). The other main key point mentioned by Theodore Levitt was that the organizations should focus their concentration in knowing the requirements of the customers rather than presuming their needs by themselves and forcing the already manufactured

Economic globalization has become the most important feature and a general trend of present world economic development. Globalization is a phenomenon and also a process of development of mankind and human society (Hamilton, 2008). It is the essential feature of the modern age. Globalization is the cross-border flows of capital and goods, including capital, labour, technology and natural resources (Bożyk, Misala & Puławski, 2002). Economic globalization is a historical process, and the germination of it could date back to the 16th century. After the industrial revolution, capitalist commodity economy, modern industry and transportation have been developing rapidly. The world market was fast expanded and the foreign trade was

He goes on to imply that business must make global strategies that would involve making investments in as much countries as possible. Rajdeep, Murali & Robert (2008) agrees with Tallman, as he extends his view that these strategies must become more flexible and effective to comply with needs of the changing environment.

Globalization has seen an increase in popularity, during the years 2003 through 2007 the business world went through the “Age of Cross Border and Horizontal Megamergers.”