【文章內(nèi)容簡(jiǎn)介】 society in which men are expected to be assertive, petitive, and concerned with material success while women fulfill the role of nurturer and take care of the family ? Femininity ? A society in which the social roles of men and women overlap, with neither gender exhibiting overly ambitious or petitive behavior Uncertainty Avoidance ? The extent to which the members of a society are unfortable with unclear, ambiguous, or unstructured situations. Environmental Sensitivity ? The extent to which products must be adapted to the culturespecific needs of different national markets. Product Adaptation High Low Environmental Sensitivity Low High Integrated Circuit Computer Food Impact on Marketing ? Consumer behavior ? Campbell in US VS in Italy ? Instant coffee in UK VS. in Sweden ? Cake in US VS. in UK ? Personal aspect of international business Suggested Solutions ? Stake: expatriate failure averages $75,000, loss of business: $ billion ? Research ? Training in crosscultural petency ? “Boot camp” ? “International exposure” ? “Workshop” The Political, Legal, and Regulatory Environments of Global Marketing The Political Environment ? Sovereignty ? Political risk ? Taxes ? Dilution of Equity Control ? Expropriation Sovereignty ? The supreme and independent political authority. ? Control the flow of goods across borders ? Stage of development ? The political and economical system ? Protectionism: Agriculture ? Privatization dilutes the mand portion of a mixed economy ? Global market integration erodes national economic sovereignty. Political Risk ? The risk of a change in government policy that would adversely impact a pany’s ability to operate effectively and profitably. ? HK, Argentina, Venezuela, Taxes ? Diverse geographic activities of MNC ? Host country tax avoidance ? Bilateral tax treaties Dilution of Equity Control ? Control ownership of foreignowned panies. ? Equity percentage in local projects or joint ventures ? Bee an insider Expropriation ? Governmental action to dispossess a pany or investor. ? Compensation ? Nationalization: Ownership of the property or assets in question is transferred to the host government. ? Confiscation Expropriation ? Creeping expropriation: limitations on repatriation of profits, dividends, royalties, or technical assistance fees from local investments or technology arrangements. ? Tariff and nontariff barriers ? Intellectual property restrictions ? Remedies: buy insurance, follow the law International Law ? Rules and principles that nationstates consider binding upon themselves. ? Public law, international mercial law ? Common law VS code law Which Law Applies? ? Be explicit in the contract ? The place of the domicile or principal place of business of one of the parties ? The place where the contract was entered ? The place of performance of the contract Intellectual Property ? Patents and Trademarks ? Registration ? Protection ? Counterfeiting: The unauthorized copying and product of a product. ? Imitation: Use of a product name that differs slightly from a wellknown brand ? Piracy: The unauthorized publication or reproduction of copyrighted work. Intellectual Property Protection ? The Paris Union: International Convention for the Protection of Industrial Property. ? The Patent Cooperation Treaty ? European Patent Convention ? TRIPs: Trade Related Intellectual Property Rights Antitrust ? To bat restrictive business practices and to encourage petition. ? Consten’s case, Grundig ? Ruling: “Territorial protection proved to be particularly damaging to the realization of the mon market.” ? IBM and Microsoft in Europe Licensing ? Licensing is a contractual agreement in which a licensor allows a licensee to use patents, trademarks, trade secrets, technology, or other intangible assets in return for royalty payments or other forms of pensation. ? What assets? At what price? The right to “make”, “use”, or “sell”? Sublicense? “Exclusive or nonexclusive?” ? Creation of petitor. Trade Secrets ? Confidential information or knowledge that has mercial value. ? TRIPs requires signatory countries to protect against acquisition, disclosure, or use of trade secrets in a manner contrary to honest mercial practices. Bribery and Corruption A Worldwide problem Conflict resolution ? Litigation ? Differences in language, legal systems, currencies, traditional business customs and patterns, discovery procedure, and enforcement. ? Complex, time consuming, costly Arbitration ? International Chamber of Commerce ? The New York Convention ? AAA and China Beijing’s Conciliation Center. ? Swedish Arbitration Institute ? International Council for Commercial Arbitration ? UN Conference on International Trade Law The Regulatory Environment ? Governmental and nongovernmental ? International Economic Organizations ? Price control, valuation of imports and exports, trade practices, labeling, food and drug regulations, employment conditions, collective bargaining, advertising content, petitive practices, etc. Regional Economic Organizations ? WTO ? EU ? NAFTA ? …… Global Markets and Buyers Trends of Global Market ? Markets in almost every world region are expected growing. ? The fastest growing markets are the developing countries. ? The fastest growing regions in the developing world are East Asia ? The fastest growing country in East Asia is China. The Boom Countries 19741993 19942023 Developed Countries % % Developing Countries % % East Asia % % South Asia % % Latin America % %