Tag Archives: global marketing

China’s Great Firewall

While many people and countries view the Internet as a place of total freedom to say whatever they want – often without fear of reprisal – inside of China’s Great Firewall there exists an extensive system of filters and controls. The system is often quite subjective, and at times even contradictory. Nonetheless, for the 700 million Chinese, use is growing exponentially.

This summer, China’s fast-growing digital media sector set 68 categories of material that are censored. The guidelines ban material that include excessive drinking or gambling, sensationalizing criminal cases, ridicules historical revolutionary leaders, current members of the military, police, judiciary, or anything that promotes and publicizes “luxury life.” Also banned are material associated with prostitution, rape, affairs, partner swapping, and sexual liberation.

Despite the restrictions and bans, China’s Internet continues to expand. While China bans Facebook, Twitter, and Google apps, the use of WeChat in the country is expanding. In China, WeChat is a super-app that does virtually everything a user needs, all from within the app itself. Need a service? Want to schedule a lunch? Transfer funds? Post a review? Buy something? It is all contained within the app, making it powerful, and also a little scary. Advertisers love it, but all data must be shared with the Chinese government.

Group Activities and Discussion Questions:

  1. Discuss the freedoms of the Internet. Are there downsides to this?
  2. View the NYT video on WeChat in China: https://nyti.ms/2jZdURP
  3. How does the Great Firewall impact global marketing?
  4. Show the TED Talk about China’s Great Firewall: https://www.ted.com/talks/michael_anti_behind_the_great_firewall_of_china
  5. What are the implications for global commerce?

Source: New York Times

 

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Corruption Index 2016

While the world is not a perfect place, people still hold out hope that it can become a better place for all citizens across the globe. However, a vicious cycle of corruption, unequal distribution of wealth, and unequal distribution of power, all conspire to create a climate of corruption in every nation on the planet.

Transparency International is a global organization with a vision of a “world in which government, business, civil society and the daily lives of people are free of corruption.” The organization is a non-profit, non-governmental organization dedicated to fighting corruption. One of its most public tools in the Corruption Perceptions Index, which measures corruption around the world. It ranks countries on a scale of 0 (highly corrupt) to 100 (very clean).

Unfortunately, no country gets a perfect score in the 2016 Corruption Perceptions Index. Two-thirds of the 176 countries measured were below the mid-point score. The global average: 43 out of 100, and top-scoring nations were far outnumbered by countries were citizens face corruption daily.

  • Top score: Denmark and New Zealand with a score of 90.
  • Low score: Somalia with a score of 10.

Curious where the United States ranks? Check out the Index and see the results.

Group Activities and Discussion Questions:

  1. Discuss the role of ethics, legality, and corruption in global marketing. What are the differences? What factors contribute to a poor business climate? To a poor living situation for citizens?
  2. Before showing the Index, poll students as to the countries that they believe will score the best, and worst, on corruptions.
  3. Show a video for the Corruptions Perception Index: https://youtu.be/zshdwWrsv3I
  4. Bring up the Index: https://www.transparency.org/news/feature/corruption_perceptions_index_2016
  5. Divide students into teams. Have each team analyze an area of the world and locate the high performing and low performing countries. What are the contributing factors to these scores?

Source: Transparency International

 

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Top Global Brands of 2017

What is a brand? Does a brand have a financial value? These are critical questions that drive the strategic marketing decisions of corporations around the world. In general, marketers define brand as the position that a company/product holds in the minds of the consumers. It follows then that if the brand holds a position in consumers’ minds, then it would definitely translate into a financial value for companies.

Each year, Interbrand does a financial analysis that seeks to define, in dollars, the value of a company’s brand – the result is the annual Best Global Brands ranking. In order to be included in the analysis the brand must be global – it must have successfully crossed geographic and cultural boundaries:

  • At least 30% of revenue must come from outside the brand’s home country.
  • It must have presence in at least three continents as well as broad geographic coverage in emerging markets.
  • There must be sufficient publicly available data on the brand’s financial performance.
  • Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s operating and financing costs.
  • The brand must have a public profile and awareness above and beyond its own marketplace.

Interbrand’s brand valuation methodology seeks to determine, in customer and financial terms, the contribution of the brand to the company’s business results. There are three key components in the methodology for the valuations: analyses of the financial performance of the branded products or services, of the role the brand plays in the purchase decision, and of the competitive strength of the brand.

The results – well, see for yourself by viewing the interactive report at http://interbrand.com/best-brands/best-global-brands/2017/. The top global brands may surprise you.

Group Activities and Discussion Questions:

  1. Ask students to define “brand.” What is it? Does it have value to a company?
  2. Have students take out a piece of paper (or write answer on laptops). Ask them to choose what they thing are the top 10 most valuable brands in the world. Then show the top 10 list from the Global Brand report.
  3. Bring up the Web site: http://interbrand.com/best-brands/best-global-brands/2017/
  4. Show the video explaining the report: http://interbrand.com/best-brands/best-global-brands/methodology/
  5. Show students several of the sections within the site and view some of the videos as a class.
  6. Divide students into teams and assign each team an industry category to examine: automotive, apparel, beverage, electronics, energy, etc.
  7. Have each team present key findings from the industry sector they examined.
  8. How can these findings be applied in marketing strategies?

Source: Brandchannel.com, Interbrand.com

 

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