Friday, December 31, 2010

Context of successful Business is Professionalism; fundamentals and why [part 03d]

Environment Modeler-


This position, important to game arts as well as animation, has an emphasis on proportion. This individual will not only create interiors and exteriors, yet will also populate these spaces with bushes and other buildings, furnishings and appliances and so forth. And ability to create with accuracy lighting, coloring, modeling and texturing is fundamental. A capacity to interact with blueprints can also be useful.

Environment Modeler's have an approximate salary in the low 50s (SalaryList.com, 2009, Simprograms, 2010).



Concept Artist-

(This is a shared position with game arts). These artists first get to approach how a narrative will begin to form. Often the organization will ask for options, and the concept artist would supply various looks … for characters, for key scene shots, for anything important to the larger story. Most often, this involves an enormous amount of sketching on paper (although, periodically, some of these items develop beyond sketch and/or black-and-white). Once a sketch or collection of sketches has approval, the process evolves through scanning to a digital cleanup, usually in Photoshop. At this stage, to varying degree, contours, color and/or texture evolve, although the next person to receive the project may share some of this latter work, the 3-D model builder.

Concept artists salaries hover around 60,000 (Indeed , 2010).

Thursday, December 30, 2010

Context of successful Business is Professionalism; fundamentals and why [part 03c]

Animation Layout Artist-


In the living theater, the set designer has a very important role. In animation, that role has a tendency to about as much attention, and yet it is significantly more important, for here the context for the content has an amplified opportunity for interaction. Often pencil sketched on punched animation paper, these background layouts reference the storyboard and all other pertinent research. The purpose is almost structural, for on the one hand matters of lighting and color, perspective and positioning are being worked out (to be developed by background painters later), while on the other hand the narrative is being forwarded as well as possible (CreativeHeads.net, 2010).

Pulling information from Pixar and DreamWorks in appears this position pays in the low six figures (Glassdoor.com, 2010, Jobs-Salary.com, 2010).



Storyboard Artist-

Often this individual starts out in an assisting position, speedily sketching and or cutting and pasting, working expressions of narrative development revisions and cleanup. In the full-blown position, the storyboard artist is the scene-by-scene architect, seeing the finished entirety as much as possible (though this is usually in flux) before committing to a development choice.

It appears, at least the DreamWorks anyway, this position pays in the low six figures (SalaryList.com, 2009).

Wednesday, December 29, 2010

Context of successful Business is Professionalism; fundamentals and why [part 03b]

3-D Animator-


3-D animators need the same foundation in the creation of the visual as 2-D animators, however, now we add the three-dimensional virtual considerations. Such 3-D invariably means relying on very muscular software (which necessarily involves the separate cost of the software and the significant added learning curve effort). Such software is may include Maya, Softlmage, Alias/Wavefront and the Adobe creative suite, to name a few. 3-D animators tend to specialize in particular detailed aspects mastered: lighting various virtual worlds, the creation and application of textures (under any given condition), modeling, etc.

Using a variety of sources, and updated as recently as November 30, 2010, it appears that 3-D animators make about the same, if not a little more, then they're 2-D counterparts (eHow, Inc., 2010).



3-D Modeler (aka Visualizer, Meshing)-

Modelers are the sculptors of virtual worlds. Such use is as various as by architects and science, though classically in movies and games. Whether creating representations of things, which exist, or bringing to life things that do not, these 3-D animators map / render, or see the project to completion. One significant aspect of mastery is speed. Software’s frequently used include Maya, 3DS Max and Lightwave.

There seems to be a high spread on pay, and a reasonable national average looks to be somewhere in the high 60s or low 70s (Glassdoor.com [], 2010).

Tuesday, December 28, 2010

Context of successful Business is Professionalism; fundamentals and why [part 03a]

1.1 What are the various positions for each discipline


1.1.1 …and how are the defined

1.1.2 What do they range in pay and …



This section seeks to firm up what the positions are within your field, what you can expect of them and how much they pay. The color-coding will follow throughout the text. Because so many of these fields rely so heavily on technology, and because technology advances as briskly as it does, sections such as this should be seen as foundational only, encouraging the reader to go a little further in their own research to determine what is the actual latest information. As far as pay is concerned, this becomes especially true based on who you may be working for, and particularly, where on the planet you're actually working. Any mention of pay will offer an online source, and here the reader is especially encouraged to seek out the latest information.



2-D Animator-

2-D animation is the fundamental foundation of animation itself. Despite the relatively new movement toward three-dimensional work, much of this begins in 2-D. Moreover, two-dimensional work remains a classic expression in its own right. All of the fundamentals that are associated with fine art visual expression are contained within the craft of the 2-D animator. Skills develop through all the basics, perspective, composition, lighting, life drawing, anatomy, texture and structure and the like. Application may include any or all of the following: character design and/or modeling, slugging, doping, clean-up, storyboarding and animation itself.

As of April 2010, the average pay range for a 2-D animator was clocking in at $58,500 (IGDA’s [International Game Developers Association] , 2010).

Monday, December 27, 2010

Context of successful Business is Professionalism; fundamentals and why [part 02b]

Cover and Thank you Letters


Spend some quality time creating a viable cover letter with the understanding that you will modify it slightly each time you go to send it. Your cover letter needs to look professional, and here we are not as restricted as we were with resumes. There are plenty of templates available for cover letters. A cover letter, and its generic form, should economically highlight what you bring to the table, show respect and welcome a response.

Design in advance your thank you letters. Base these on templates to assure a professional look. Be certain to use these after each interview.

Calling cards

Differing cultures have differing needs when it comes to calling cards. In particular, throughout Asia, someone's calling card is analogous to the person himself or herself and as such needs handling with the utmost respect. Received with both hands, take a moment to review and retire the card to a special receptacle or pocket above the waist. In some instances, such as China, the color used on the calling card is important as well (yellow/gold, red and/or black).

If you are going out of country it is considerate to have a translation of the front of the card appear on the back of the card.

For US purposes a calling card can be about as creative as you wish. The one cautionary here would be to have them professionally printed.

Interviewing skills

This mentioning is an acknowledgment only. Interviewing skills are a developed life skill in their own right, for which there are numerous books on the subject. Current fashion seems to be with the works of Martin Yates.

Friday, December 24, 2010

Happy Holidays 2010

much more to come on the current writing. meanwhile, may peace and love be with you and yours.

Thursday, December 23, 2010

Context of successful Business is Professionalism; fundamentals and why [part 02a]

Presentation – your Work


Far too many students view academic assignments at the college and university level the way they did in high school; something to confront and move through to get on to the next item. Secondary school, however, is truly senior to that. In nearly every instance one has the opportunity to create a piece with such brilliance that it deserves to be in one's folio. By the time you have graduated you really should have enough work that you can edit what you present so that you are not just expressing an aptitude, but a mastered “look”.

It is true that a web-based folio is a valuable tool, and a tool that by definition has to present your work in such a way that it must speak for itself. However, most will not have the luxury to simply lean back and collect clients based on this alone. When it comes time that you have to accompany your own work, one cannot say enough how the work has to look "professional" in every way. If this is a manual case, everything should be immaculate, with no tape or tabs showing and a consistency of look. If this is to be viewed digitally, (on a monitor or screen, by way of PowerPoint and video, etc.), ensure that the images are consistent in “visual weight”. That is to say similar in lighting, framing and the like. Also, be sure that everything is easy on the eyes, including transitions. Be very economical with type, if used at all.

For anything 3-D, please network with professionals in your area, as these larger bulky items find differing treatment from one area to another. Sometimes they are required, and sometimes they are actively discouraged.

There are other forms and formats through which you may present your work (follow-up and reminder devices such as postcards, posters, etc.). At this writing, your professors may speak more on these advanced formats.



Errata

Please know that whole books have been written on various aspects of what is about to be listed here. All of this section however is subject to fashion, and so you will want to browse the current literature (current websites, etc.) on these various topics to see how the best of your field currently expresses themselves. Do yourself a favor and start as organized as possible. Such organization will pay dividends.

Resumes, video resumes and E-folios

As with everything else, please do your due diligence first. A resume in England would actually be a CV (curriculum vitae) in the US. There was a day when most resumes followed a small handful of formats. Today, resumes seem to echo a particular look or format, depending on the industry. Given that this text seeks to address the applied visual arts, such creative’s have maintained a great deal of latitude. Network professionals in your field and collect a few. Once you have determined some essential benchmarks create your own. Make certain that you get a handful of people whose sense of the English language you respect to proofread it and give you feedback. Your final document then needs to be re-created into an unformatted version (to be copied and pasted into web space fields) and possibly turned into a pdf file as well.

A resume is fundamental, everyone still needs one (or, everyone still needs a few, depending on how many directions you are applying yourself to). Early in the 21st century, however, more people are looking for video resumes as well. Gratefully, these are not yet required. Producing even a mediocre video resume is no small affair. You will need the necessary hardware and software, the understanding that goes along with it, and a script (from which you do not wish to be seen reading or sensed to be reading). It is recommended that you leave the statistical information to your cover letter (or your E-cover letter) and casually celebrate verbally your professional bullet points. Just to be clear, the video resume replaces nothing, and is simply another self-marketing mechanism. It is doubtful that one would want to attach this to an e-mail, and it is perfectly reasonable to upload this to a professional blog, to a professional networking site (such as LinkedIn) or to have this uploaded to our next focus, your e-folio.

Speaking of e-folios, such a website is not the same as a folio of your work online. If you have the capacity to create your own website, then it would make sense to have your work as one link and your e-folio as another. Otherwise, use two separate sites (although, linking these together is okay). Having an e-folio affords you the opportunity to have, living in cyberspace, a wide variety of pertinent information that a potential employer might appreciate having the convenience of downloading and printing out as they wish. This would include information like your resume, CV, unofficial transcripts, written recommendations, honors and awards, licenses and certificates, where employed across the last 10 years, where you have lived for the last 10 years, any security clearances you have had, (a video resume) etc. There are a few cautionaries here having to do with both identity theft and your personal safety and privacy. If you are uploading, something like a diploma, watermark it heavily. If you are uploading a resume, or some other documentation that includes your current phone number or address, consider omitting that information. There is a wide variety of websites available for your e-folio. Carbonmade comes to mind, and several states in the US have their own (PA, MI). I have even seen the judicious use of sites such as Multiply used for such purpose.

Wednesday, December 22, 2010

Context of successful Business is Professionalism; fundamentals and why [part 01]

On Saturday, September 18, 2010, Mr. Jeffrey E. Salzberg posted to his Facebook page the following article (which brought him to my attention): Arts Jobs Are Jobs, Too (Salzberg , 2010).


He makes some cogent points, how the arts become dismissed from every angle being the primary of two significant threads. Moreover, it is a point that needs to sink in.

Within a few weeks, he garnered over 50 “likes” and about the same number of comments. This tells me two things: [a] he struck a nerve, and [b] there was more content to read! …and there was. There were a number of perspectives put forth on how to be proactive to counter the dismissive arts position. Chief among these was to become politically active, with data to back yourself up (the numbers are on our side)!

Mentioning Mr. Salzberg's posting is also a very appropriate way to begin this first chapter. Part of professionalism that is the context of successful business is letting go of any illusions you may have that what you do is anything “other than business”. Among the qualities that glues all the arts together is the ethereal, the muse, that quality of being “in the zone”. Do not let this sidetrack you, for it is so alluring that many an artist has simply set up camp (as best one can) and lived there. However, other disciplines seem more readily able to apply such inspired insights, and move on. One can imagine, for example, Albert Einstein having had such experiences, so to, the most creative among writers, scientists, surgeons, teachers, and so forth.

Let me restate, literally, this time without the quote marks: Part of professionalism that is the context of successful business is letting go of any illusions you may have that what you do is anything other than business. Your artistic sensibilities may be enormously important (especially to your art), and they are a part of your business.



Professionalism

Presentation

Being born an able-bodied heterosexual white male in the United States prior to the 1950s was something akin to winning a sort of lottery. To this day, for every inch of height a man has over the average height it is estimated that such an individual averages a $700 annual increase in income. Diversity has come a long way, and there is still work needed.

When it comes to “advice”, there is a reluctance to put forth any hard and fast rules. There may be settings where sporting unnaturally colored hair, piercings or exposing one's tattoos is completely appropriate. Other settings are not as open to these, or other considerations. Confronted with the latter may pose something of an ethical dilemma. Either one makes the necessary adjustments (after all, nothing is personal, business is business), or dismisses the opportunity on principle. Each of these perspectives has value, and you will need to weigh such considerations on a case-by-case basis. Any remaining advice offered here would be the suggestion to not burn bridges.

Concerning the rest of the conversation as to how one presents oneself; this is also a case-by-case consideration, and regional at that. In Italy, one had better be wearing designer clothing (and most likely of that season's line). In Japan, at least in the finance industry, formal business attire includes a dark colored suit with a white shirt. In the southern US, a plain long sleeved shirt with a solid tie (for men) is often good enough. One is encouraged to do the necessary homework whether going to another country or not fully familiar with one’s own region.

This has implications for what you carry with you as well. Is it okay to bring a clipboard with questions already written down, are you expected to have a commercially manufactured portfolio case, are they expecting a PowerPoint, video, or web-based conference call presentation? Again, ask your colleagues, your professors and your network to establish exactly what the benchmark is (including preparation homework).

A wide variety of life skills goes unaddressed in schools.  Our culture does not yet see the wisdom for such a polishing.  However, many schools provide a form of public speaking class.  Whether or not your school makes this available to you, seek out the opportunity to develop this capacity (joining a local theater, joining Toastmasters, etc.).  You may expect that your work will speak for itself, and in many instances, it will have to, but in many other instances, the expectation is to introduce your own material in a smart, effective and efficient manner.
You Only Get One Chance To Make A First Impression!!!

Tuesday, December 21, 2010

Culturally Responsive Marketing & a textbook in Indonesia [part 05; conclusion]

Appendix 02



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Staff (2010, Thu, Nov 04, 2010). Wal-Mart eyes bid for Indonesia Matahari units . Reuters. Retrieved from http://www.asiaone.com/Business/News/Story/A1Story20101104-245751.html
Staff (2010, Wed Nov 10). U.S.-South Korea trade talks hang in the balance. Reuters. Retrieved from http://news.yahoo.com/s/nm/20101110/bs_nm/us_korea_usa_trade

Tarigan, K. U. (2010, November 24). Interview by F. Davis [[conversation]]. [personal], .


Teran\TBWA. (2010). http://www.terantbwa.com.mx/

The World Bank Group. (2010). World Bank - Indonesia. Retrieved from World Bank - Indonesia: http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/EASTASIAPACIFICEXT/INDONESIAEXTN/0,,menuPK:224605~pagePK:141159~piPK:141110~theSitePK:226309,00.html

US Dept. of Commerce. (2010). Doing Business in Indonesia. Retrieved December 01, 2010, from http://www.buyusa.gov/indonesia/en/doingbusinessinindonesia.html

Urbanesia.com. (2010). urbanesia [search engine, country specific]. : http://www.urbanesia.com/.


Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.


Word of Mouth Marketing Association . (2009). Ethics Code. In Ethics Code. Retrieved from http://womma.org/ethics/code/

World Business Culture. (n.d.). American Management Style, South Korean Management Style and Japanese Management Style (respectively). Retrieved Sept. 18, 2010, from http://www.worldbusinessculture.com/South-Korea-Management-Style.html; http://www.worldbusinessculture.com/Japanese-Management-Style.html; http://www.worldbusinessculture.com/American-Management-Style.html

World Health Organization. (1981). WHO International Code of Marketing of Breast-milk Substitutes. In International Code of Marketing of Breast-milk Substitutes. Retrieved from www.who.int/nutrition/publications/code_english.pdf

bensatra advertising. (n.d.). (home page). Retrieved November 17, 2010, from http://www.bensatra.com/ads.php

bluecircle advertising. (n.d.). (home page). Retrieved November 17, 2010, from http://www.bluecircle-adv.com/

bnet [CBS Business Network, CBS News]. (1997). Wal-Mart redefines retail in Indonesia. Retrieved from http://findarticles.com/p/articles/mi_m3092/is_n2_v36/ai_19064738/

cheaponsale.com. (2010). [Indonesia]. Retrieved December 01, 2010, from http://www.cheaponsale.com/buy-indonesia_cigarettes/

indobizdb. (2010). indobizdb [search engine, country specific]. : http://indobizdb.com/

suite101.com. (2009). Indonesia’s top exports and imports with us so far in 2010. Retrieved December 01, 2010, from http://www.suite101.com/content/indonesias-top-exports-and-imports-with-us-so-far-in-2010-a276256

the United States - Indonesia Society. (2010). [various]. Retrieved from the United States - Indonesia Society: http://www.usindo.org/



References

AVA Academia. (2010). http://www.avabooks.ch/

Kratoska, P. H. (n.d.). Academic Publishing in Southeast Asia (Singapore University Press; hispaulk@nus.edu.sg). Retrieved from : www.iias.nl/nl/icas4/ICAS4_2005_08.pdf

Monday, December 20, 2010

Culturally Responsive Marketing & a textbook in Indonesia [part 04]

Completion Analysis


As to the analysis as to which of the two “companies” might be best suited to market a textbook in Indonesia, given what is known the company currently being worked with would likely penetrate the market itself, if it was so inclined. This writer's body of work over the arc of this course, particularly as regards the schools of art, would be a contribution to that end, perhaps furthering the possibility.

Despite the fact that the Singapore office is primarily for printing, it is nonetheless true that this alternative market remains [1] unexplored, and [2] just across the Malacca Straits. Between informed representations, such as this author, along with the judicious use of representative management from Singapore, a business opportunity as AVA's penetration would only prove to grow the bottom line.

The possibility to leverage publishers on the ground in a strategic alliance may yet see a day. Although, if properly executed this should prove unnecessary (unless AVA found itself bumping into real volume, in which case the prudence of such an alliance may find increased value). Nonetheless, being aware of who they are would continue to prove useful under the heading of staying on top of one's competition.

Marketing considerations specific to the market appear in previous writings, and to recap, ostensibly are few if any. The reasoning remains the product’s design is consciously standardized and global. As long as the text is conservatively respectful (e.g., no nudity, nothing controversial, etc.), the volume should be readily able for translation for any market. To this end, despite a conclusion as to which direction to go in as regards a publisher, it really would not matter who has the opportunity to market the book.

The marketing proper occurs by an entrenched paradigm. A representative of the given publisher interacts with an institution of higher learning, usually offering free desk copies as an entrée toward future sales. Here, also, we find no differences for culture or society, or even economy, between any publishers (or even for that matter, how the process unfolds domestically). Emphasis on economy refers to Indonesia, as in the US, students may choose their course, but not their textbook. The purchase of the book itself remains required as part of entering the class.



Summary and Future Research Recommendations

In sum, there remains more work yet to complete certain databases. Ongoing exposure to the advertising industry in general across Southeast Asia seems necessary, insofar as we are speaking of an organic dynamic. Despite the financial component as challenge, there remains a sense that periodic travel would be encouraged. Naturally, whatever academic exercise may continue to stimulate the development of the marketing muscle is also strongly encouraged.

If AVA chooses not to pursue the textbook, the intention to develop such a work would remain, simply postponed postdoctoral.

There is a need for such a work; there may well be a need to develop a series spun off this work. Should more works unfold based on the first book, therein lies further research. In the scheme of things, developing the conversation as far as this writer has assumes much more than most people bother. Of course, this is positive movement.

Friday, December 17, 2010

Culturally Responsive Marketing & a textbook in Indonesia [part 03 of 05]

Discussion of how the Literature Relates to the Project


There is a tri-prong set of class-associated needs, both processed and experienced, that this document is now at a juncture to clarify. The first has been to be responsive to the course content. The second, for which the course generously allowed the writer to focus (at least periodically) on applying the material to a real-world circumstance, has been the "textbook to be". At a tertiary level, the course makes its own contribution toward a dissertation. The following gives brief expression to each.

Core Course Content

In the wake of approximately a dozen papers written for this course, the overarching threads include micro and macroscopic sensibilities of context as regards marketing, considerations of the relative big picture (true global, regional and Indonesian in particular) and a few choice chunks of significance (trade blocs, legal and ethics, and significant meditation on standardization/customization).

For a course on culturally responsive marketing, such considerations seem de rigueur, presuming one actually wants to learn the material. On the few occasions where the course content dictated specific direction, (IKEA, codes of conduct), the knowledge base was nonetheless expanded. Although these latter movements may not be as directly integrated, they will nonetheless inform and serve to further clarity of vision.

Application

At this writing, this author's contact at the publishing house is a “one remove” from the Swiss home office; based in West Sussex, and writes, “that the proposal is currently out for peer review. This process usually takes a couple of weeks. When we have secured the peer-review feedback then I will have a second conversation with (the) publisher as to how we proceed. As soon as this decision is reached I’ll be in touch.”

As such, there has been little else for this writer to do in the intervening month since that last communication. Nonetheless, the ability to arbitrage the core course material (to further inform a back-story and) to more nearly understand how such a dynamic could work elsewhere and else wise had been a rich learning experience.

Presuming the textbook is a go, and AVA has any interest whatsoever in marketing the volume in Indonesia (doubtful at this time), it seems the majority of any knowledge base (enough of a knowledge base) to this end is now established. In fact, the writer is developing a sensibility of becoming a relative subject matter expert as regards marketing generally in Indonesia.

The growing familiarity with the dynamics of marketing, coupled with the growing familiarity with Southeast Asia, extends the reach of what is possible and where.

Toward Dissertation

Despite the fact that the choice of dissertation topic is approximately a year from absolute commitment, the sensibility in place is that the topic would question and measure the relative success or incapacity for those in the applied arts fields most closely associated with marketing to market themselves. Consequently, the focus would be on illustrators, graphic designers, people in production, exhibition designers, packaging designers and the like.

The curiosity of this is several-fold. One consideration is that this is as basic as the left-brain, right-brain dynamic. While marketing may lend itself more nearly to the right-brain universe, it nonetheless resides as an expression of business proper, most all of which is left-brain. If the reader will excuse the brief tangent, this is the underlying motivation for translating a business primer for applied artists.

The other significant movement questions the degree to which the evolution of secondary education in the United States for such applied artists has met the intention. Decades ago the liberal arts and/or general education classes that framed such majors (as the applied art majors indicated) were just so many extra classes so as to meet accreditation standards, with no authentic connection to that which was being pursued. This writer, for example, was an illustration major at the University of the Arts in Philadelphia across the second half of the 1970s into the early 80s. An anthropology class is remembered where the memorization of the dentition of every primate was the whole of the course. Such information has yet to prove itself useful, without exception. However, not once was the course in any kind of business whatsoever offered. Across this last quarter century however, to varying degrees from school to school, this evolution has been taking place. Not quite a side note, and not the focus of the research to come, also worth mentioning has been the parallel movement of institutionalizing departments at such schools committed to placing graduates employ ably within their fields upon graduation.

Given the presumption of the dissertation topic as it stands, one might imagine that the whole of the coursework lent itself to a different perspective. Indeed, the majority of the work lent itself to the assimilation of learning objectives as one looked out, not within; and certainly not in such nooks and crannies. However, there may be more than immediately meets the eye. Perhaps the most expressive gesture in this direction was the research and development of so many databases. This skill alone, the self-production of knowledge management, the likes of which is inherently difference making, is exactly the kind of self-marketing component that can be else wise implemented.

Thursday, December 16, 2010

Culturally Responsive Marketing & a textbook in Indonesia [part 02 of 05]

Literature Review


The purpose of the inquiry is to:

• seek out anything inherently, specifically noteworthy about this business focus

• deconstruct any significant differences found in this focus versus generic business

• establish a collection of material with an eye toward a dissertation

A bibliography of this course referring to this Literature Review appears in appendix 02. Across the last two months, this author has found an expression of primary research hitherto unexercised. No less than at least three separate databases were established. There is a reasonable expectation that these will grow, becoming significant reference, and is likely the greatest immediate expression of the literature reviewed.

Throughout the class this writer has returned repeatedly to the one product for which there was motivation to research, a textbook (the outline of which is currently being examined). To this end, naturally the publisher, with whom there is an interaction, became a keystone reference. However, any source that would forward the creation of the text was as treasure found. Such items included, (but were not restricted to), (the) American Marketing Association, Arts Business Institute, Global Marketing Strategies, Word of Mouth Marketing Association and World Business Culture. The three marketing sites should prove especially useful heading toward dissertation. While there were many marketing websites, or sites purporting to celebrate marketing, that surfaced across the last two months, the aforementioned sites proved to be iconic reference.

Another genre of first tier websites would include Executive Planet, Hofstede, G., Inglehart , R., Kwintessential Ltd. and NationMaster.com. The nature and value of these websites in particular assures their continued reference, well into the future.

Also in the first tier would be reference books: Cheeseman, H. R. (2009). Contemporary Business and Online Commerce Law (6 ed.), Edwards, B. (1979). Drawing on the Right Side of the Brain (1st ed.), Hill, C. W. (2008). (Ed.), Global Business Today (5th ed.), House, R., Hanges, P.J., Javidan, M., Dorfman, P.W., & Gupta, V. . (2004). Culture, Leadership, and Organizations-The GLOBE Study of 62 Societies. In Culture, Leadership, and Organizations-The GLOBE Study of 62 Societies, Peng, M. W. (2009). Global Business and our own Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.).

Among the most notable references that were Indonesian-specific, are the following: Bharat Book Bureau, Global Business Indonesia, Indag - Ministry of Industry and Trade, Infomedia’s Yellow Pages Indonesia, Netcode, Inc.’s ZipLeaf, PPPI (the Indonesian Advertising Agency Assoc.) and the United States - Indonesia Society.

As part of a critique of the balance of what constitutes this bibliography for this course, various reasons are associated with the balance, the omissions. In some instances the reference was a "one-off", something dug up to address a specific need for which standing upon the digestive result there is now an opportunity to move forward. On the other end of the spectrum are the relatively useful, (e.g., Friedman’s The World is Flat, Martindale.com, the works of Gladwell, Pink, Senge, Porter and Godin), although these also have been assimilated into understandings, upon which forward momentum continues.

Wednesday, December 15, 2010

Culturally Responsive Marketing & a textbook in Indonesia [part 01 of 05]

Abstract


This document is an analysis of two companies marketing a textbook in Indonesia. Of the two companies, a review will weigh marketing practice differences and similarities. As for the market, a similar inquiry is pursued vis-à-vis the culture, society, and economy of Indonesia.



Introduction / Problem Statement

For the new reader, the proposed textbook is a basic business primer specifically targeting an audience of the applied arts. This is rather left-brain material, re-sculpted for a right-brain audience. This is not a summer beach read, and while the volume may make its way to a regular bookstore, there is no presumption this product lives beyond the classroom.

For the uninitiated, as regards textbooks in the classroom (at the college and university level), such items are presented directly to schools, as well as through desk copies furnished to professors as requested. In the case of for-profit schools (and other models wherein there are multiple campuses with one corporate headquarters), typically a team of subject matter faculty choose a text for all the satellites.

There are variations on this theme. Some schools publish their own literature. Some make a “collage” of aspects of others works, distilled to one book. For our purposes, these are exceptions.

In a multiplatform learning design, another moving part consistently found our focus (naturally) on a country other than our own. For the most part this author explored the implications of Indonesia, and its environs (Southeast Asia). On occasion, the focus was otherwise, further contextualizing the research of one culture and one part of the world against realities elsewhere (AIDs in India, the Swedish company IKEA, etc.) adding to the depth and breadth of an authentic and literal worldview.

As for Indonesia, relative to the time frame, the country and culture were rigorously explored. Most impacting government agencies (for marketing), both in and out of country, were uncovered. Most if not all ad agencies, art schools and publishers were collected (with the majority of these entries fleshed out, through research, in detail, as to its particulars). Between iconic websites such as Kwintessential and Executive Planet, interviews both domestically and in country (through Webcam) and the writers personal experience the flavor of the culture was further forwarded.

There was a consideration to re-sculpt the phrase "two companies" to mean two directions, marketing the textbook through an ad agency versus through a publisher. Already completed was primary research on the ad agency direction. However, the textbook in mind (should it ever come to fruition) would almost definitely make its way to market through the established channel of the publisher/school relationship.

While for the purposes of the textbook example all the work connecting to ad agencies was currently being shelved, that should not be seen as a minimization of the value of the research done or the learning experience culled from the time spent in that direction. Indeed, one fully anticipates that such research will become valuable reference in the future.

This left the primary research to accomplish discovering who the publishers were. A new database pursued the collection of publisher data. Upon the discovery of an alternate academic work (which established the academic publishers specifically) the database was soon finished (Kratoska, n.d.).

It was then determined that the two companies would be the company currently worked with (AVA) and “a blend” of the companies on the ground (see Appendix 01)(AVA Academia, 2010). As to the consideration of the latter, the “blend” may represent whichever among those five publishers would make best sense to establish a strategic alliance. Although some suppositions can be made even now, the scope of this work precludes being definitive on this matter. The larger issues are the marketing and cultural differences and similarities of the two companies.

To be clear, AVA is a publishing house based in Switzerland, with an English office (ostensibly for translation) and a physical presence in Singapore, as well (for printing). Our Indonesian publisher base is in Indonesia (even were their head office to be elsewhere).

Tuesday, December 14, 2010

a hearty welcome to the Rupee Symbol

   On July 8 of this year I blog posted about the coming Rupee symbol. I had been waiting, knowing
it was coming. Sometime in late August, or early October, all the hurdles cleared, and the world had a new currency symbol.
   It's not as if I had not noticed, and life has a way of postponing certain things. But I did want to double back and acknowledge this wonderful event. It has implications for global business, clearly, and represents a synthesized triumph of typography.
   A free download of the font can be found at:
http://www.4shared.com/file/PsTquKna/SymbolINRupeeForadian.html
and choice source material may be read at:
http://hubpages.com/hub/New-Rupee-Currency-Symbol-and-downalod-INR-Rupee-Font-also-meaning-of-currency-symbols
   So while this may be belated, a hearty welcome to the Rupee!

Monday, December 13, 2010

three values of Culturally Responsive Marketing

Management challenges


A cursory examination of the course material by any thoughtful student should readily yield the simple dynamic that merging marketing with a global dynamic is not arithmetic, but more a geometric multiplicity. What works in the domestic market may or may not work elsewhere, and if you are the manager in charge, knowing that alone is not enough. It then behooves the manager to know why, or why not, where did that come from, what is the underlying and the like.

So many of these courses rightfully focus on the works of Trompenaars, Kluckhohn & Strodtbeck (1961), Condon & Yousef (1975), Wilson & Dalton (1996), Hofstede and the like, it remains just as important to be a good student of history, geography, sociology, anthropology and, for lack of a better way to speak it, world religions, at a minimum. Certainly one culture versus another may have a particular nuance in their writing style, a nonverbal gesture or a tradition in child rearing (just to name a quick three few) that would have an impact on how one would posture a marketing communication. Equally so, however, had a particular community being colonized for millennia or not, had a natural disaster affected its agribusiness, has there been a recent war, is this climate colder than one is used to marketing to … these considerations also have an impact.

In many ways, global marketing is the quintessential test of human communication (although international negotiation may exceptionally outpace it). Truly, overlook no nuance, and everything needs weaving in a perfect synchronicity in order to work at its optimum.





Variables: Cultural/Sub cultural/Generations/Classes

This second heading is actually a collapse of two headings. To quote the course objectives:

• Identify and evaluate cultural variables as they relate to marketing.

• Analyze different cultures/subculture/generations/classes and assess how they influence consumer behavior.

Further handicapping occurred in the previous section, insofar as I have already alluded to these various twists and turns.

However, here are a few brief focused words on these specific sub considerations. Perhaps the best way to illustrate all of this is through example, grounded in the common experience of the American reader.

One may say there is in American culture. Given our strong sense of individuality this is generally understood and variously seen from Alaska to Maine and from Florida to Hawaii. Equally so, our regional subcultures have a capability like so many menu items: Cajun, southern, southwestern, northeastern, mid-Atlantic, Pacific Northwest and so on. Indeed menu items, for the most iconic expression for American culture and sub cultures generally are our cuisine. Portions are outsized, and from Oregon salmon to Maine lobster to Louisiana crawfish, chefs around the world may take their swipes, but they had better come hungry because their plates will be overflowing.

When it comes to generations, however, things shift. Given that the United States is in either a waning or transitional state of power, coupled with our fading role of developmental leadership, Americans are as affected by shifting realities vis-à-vis generational considerations as anyone else can be. 50 years ago, there were enclaves of communities analogous to the villages, where everyone spoke Polish, Italian, "Irish", etc. Those neighborhoods have broken up and moved away, dispersing its inhabitants. Even the ethnicities that have replaced those old neighborhoods do not as often express the same contained cohesiveness (although, there are a few). Still, consider generational beyond any considerations of the dynamic proper. While this aspect alone could unravel into the book all by itself, let me conclude with just one tangential example. This author's parents were present for the advent of piano rolls. Music began to be collected slowly with thick 75’s. Music collection began in earnest with the thinner LPs and 45s. The first attempt to "keep up" came with eight track tapes (the breakthrough being the endless playing of the larger recording). We see where this is going; then cassettes, then CDs and now it is digital without any packaging and all. That generation has been the pioneers for such commercial abuse, for how many times have they been expected to purchase the soundtrack of their lives (and how many times have they watched the devices by which to play them disappear). “Our generation” will underwrite a much broader and deeper abuse, as we watch the development and synthesis of the portable, the book, the computer, the telephone, the music player, the camera, the watch, the GPS, etc. We will all voluntarily chip ourselves. Education itself is in danger of someday being a mere “app”. In the 1970’s Japanese business gave the world the disposable. Alas, there is no “app” for things that last.

At this writing, the conversation of class in the United States is separating, like so much dish detergent meeting so much grease. From a global consumption perspective, this further feeds the drive for the absence of manufacturing in the United States in favor of low-cost labor overseas. An example of this is easy, but the implications run deeper than may appear at first blush. Let us look for a moment at Wal-Mart, which rose to its current prominence by being the master of supply chain. Now that the cost of goods is down as low as possible, there is no longer an advantage to keeping stocked at the warehouses, as previous years had expressed. Just in time has taken precedence. This writer's personal experience in seeking Christmas lights two full weeks before Christmas was met with a Holy Grail experience of driving to a half dozen stores before finding the item. The reason is that stores (not just Wal-Mart, but Target, Walgreens, Publix, CVS, etc.) will only stock what they know they can sell, and selling out of it in time. All leftovers will seek a clearance posture. This avoids restocking and the associated payroll. Next year is not the echo of tradition; it will be a brand-new cycle, engaging whoever can cough up the best price. While this new perspective has implications for the luxury markets as well, relative payroll is different, and therefore so too is restocking … and therefore so too is tradition and availability.



Conclusion

As someone whose lifelong hobby has been studying other countries and cultures, this author has enjoyed classes such as this (and certainly this one in particular). Throughout this class most of my work has concentrated on Southeast Asia. It makes sense, however, that this writer's reflection would find an American expression, as the author is, after all, American. Such a paper invites the personal, the introspective. There is something very grounding about returning to one's default position. For all the investigation and research in the how and the why of marketing elsewhere, the domestic expression constitutes one's personal benchmark.

Finally, this author offers his thank you. Not the thank you the performer offers his audience, though I do appreciate the reader, whoever you may be. This thank you is to the instructor and the colleagues, the institution and the designers of the curriculum, for creating a context for this writer to forward himself.



References

Cheeseman, H. R. (2009). Contemporary Business and Online Commerce Law (6 ed.). Upper Saddle River, NJ 07458: Pearson / Prentice Hall.

Davis, F. (2010). [personal journaling; video, audio, photo, written]. Unpublished manuscript.

Executive Planet. (2010). Retrieved from http://www.executiveplanet.com/index.php?title=Main_Page

Friedman, T. (2005). The World Is Flat. New York: Farrar, Straus & Giroux .

Gladwell, M. (2001). The Tipping Point: How Little Things Can Make a Big Difference. Boston, MA: Little Brown & Company.

Global Marketing Strategies. (1997-2010). Global Negotiator [[muscular collection to internal pages with developed information] http://www.globalnegotiator.com/]. Retrieved from : Global Marketing Strategies.

Godin , S. (Speaker). (2004). Free Prize Inside / Purple Cow [audiobook]. Seattle, WA: Penguin Audio.

Hill, C. W. (2008). . In (Ed.), Global Business Today (5th ed, pp. 519-522). NY: McGraw Hill/Irwin.

Hofstede, G. (2009). Geert Hofstede™ Cultural Dimensions. Retrieved from http://www.geert-hofstede.com/

House, R., Hanges, P.J., Javidan, M., Dorfman, P.W., & Gupta, V. . (2004). Culture, Leadership, and Organizations-The GLOBE Study of 62 Societies. In Culture, Leadership, and Organizations-The GLOBE Study of 62 Societies. Thousand Oaks, CA 91320: Sage Publications.

Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy: How to create uncontested market spece and make the competition irrelevant. Boston, MA: Harvard Business School Publishing.

Kwintessential Ltd. (2010). Language, Culture, Customs and Etiquette - Japan - Language, Culture, Customs and Etiquette - Sweden. Retrieved September 25, 2010, from http://www.kwintessential.co.uk/resources/global-etiquette/

Nation Master. (2010). Lifestyle Statistics > Happiness net (most recent) by country [bar graph]. http://www.nationmaster.com/graph/lif_hap_net-lifestyle-happiness-net: .

Peng, M. W. (2009). . In Global Business ( pp. 442-444). Mason, OH: Southwestern Cengage Learning.

Quinn, R. E. (2004). Building the Bridge as you Walk on it (1st ed.). 989 Market St., San Francisco, CA 94103-1741: Jossey-Bass; a Wiley imprint.

Rosenberg, J. (1973). “If God Had Meant Man to Fly, He would Have Given Him Wings’ Or: Up To Your Ass in Aphorisms”. (unlisted publication location; believed to be San Francisco, CA): the est Training.

Sachs, J. (2005). The End of Poverty: Economic Possibilities for Our Time. E Rutherford, New Jersey: Penguin Group USA.

Senge, P. M. (1990). The Fifth Discipline; the Art and Practice of the Learning Organization (paperback ed.). New York, NY: Currency Doubleday.

Tapscott, D., & Williams, A. D. (2006). Wikinomics: How Mass Collaboration Changes Everything. New York, NY: Penguin Group.

The Encyclopedia of Associations. (2010). The Encyclopedia of Associations. Lexus Nexus. .

The World Bank Group. (2010). The World Bank Group - Doing Business. In Doing Business. Retrieved from http://www.doingbusiness.org/

US Census on allcountries.org. (2000). Industrial Outlook. Retrieved 10.21.10, from http://www.allcountries.org/uscensus/industrial_outlook.html

Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.

World Business Culture. (n.d.). American Management Style, South Korean Management Style and Japanese Management Style (respectively). Retrieved Sept. 18, 2010, from http://www.worldbusinessculture.com/South-Korea-Management-Style.html; http://www.worldbusinessculture.com/Japanese-Management-Style.html; http://www.worldbusinessculture.com/American-Management-Style.html

Yu, P. L. (unknown). Asian and Western Management Styles, Innovative Culture and Professionals’ Skills (Master’s thesis, unknown). Retrieved from http://www.google.com/url?sa=t&source=web&cd=1&sqi=2&ved=0CBUQFjAA&url=http%3A%2F%2F140.116.225.91%2FISAD%2Ffiles%2FR48951135-a.pdf&rct=j&q=Styles%20of%20Professionalism%20skills&ei=Pm3DTMDsNMKAlAeKxPEE&usg=AFQjCNEMzUvFaHYHqBRza_cHQt4mNKsbXw&sig2=GkJAR46wYbuv1IPzAq7diQ

the David M Kennedy Center for International Studies. (1997). Japan, Sweden. In G. P. Skabelund (Ed.), Culturegrams, vol. 2; Africa, Asia, Oceania. Brigham Young University: Brigham Young University.

Friday, December 10, 2010

Legal Issues in International Cyberspace Marketing

When a legal issue arises, the beginning position invariably is one of determining which contexts of legal opinion hold sway (Usunier & Lee, 2005, p. 157). Any good business plan would have preemptively sketched out such broad considerations.

Ironically, the Internet, as one of the most formidable drivers for globalization, remains in an evolutionary infancy, legally growing literally case-by-case. This should come as no surprise when considering that some technical schools can produce web designers in as little as nine months. Consequently, hundreds of virtual businesses are born daily, with a global reach, and no clue at all when it comes to their legal rights, responsibilities and potential repercussions.

There are global institutions that periodically set forth standards, WIPO, the World Court (the ICJ, the International Court of Justice) and the like. While integration of said standards often takes time, it is fortunate to have such institutions in place. For better or for worse we are still experiencing the beginnings as globalization continues to establish its expressions (a modest collection of such institutions is in the appendix).

Among the myriad considerations international cyberspace commerce confronts, (possibly or actually), includes torts and liabilities, intellectual property and piracy, customs, ethics and social responsibility, online contracts (and their underlying agreements and considerations), any established statute, remedies for breach, taxes, warranties, issues of transferability, e-money and antitrust issues come to mind.

Individual countries will likely have individual issues, for example, the US will insist on an embrace of Sarbanes-Oxley, at 2002 act of Congress seeking to create greater transparency in accounting practices. This is no light matter. The law of Islam, or Shari’a law, the Hindu law of dharmasastra and Jewish Halakhah are just a few regionally established constructs that, in varying measure either inform or actually are a country’s given law (Cheeseman, 2009, p. 1203-1205).

To know proactively in advance is, besides erring on the side of caution, impossible given the absolute global reach of the web. Fortunately, with a modicum of common sense and the due diligence of all necessary research, there is back-up. If there is the unusual, or someone is threatening your business enterprise, there is probably an attorney at your fingertips at Martindale.com (Martindale.com 2010). This is an online directory of rated legal professionals all over the world by country and expertise.



Appendix

This represents a small portion of the work in progress, the authors’ database of global institutions. Listed here are just those that have been collected thus far, of organizations, laws, treaties, unions, think tanks, abstract constructs (e.g., balance of trade), pacts and the like. From the perspective of this being incomplete, one can readily see how dizzying this can be.

African Development Bank AfDB

African Financial Community East

African Financial Community Central

African Growth and Opportunity Act AGOA

Agency for International Development AID

Agreement on Government Procurement (WTO) AGP

Alien Tort Claims Act (the) ATCA

Alien Tort Statute ATS

All China Federation of Trade Unions, the

American Depository Receipts ADRs

American Enterprise Institute AEI

American Federation of Teachers AFT

American Postal Workers Union APWU

Andean Trade Preference Act ATPA

Antidumping Duty AD or ADD

Arms Export Control Act AECA

Asia Pacific Economic Cooperation APEC

Asia Pacific Foundation

Association of Americans Resident Overseas (the) AARO

Association of Southeast Asian Nations ASEAN

Balance of Payments BOP

Balance of Trade BOT

Bilateral Investment Treaty BIT

Brookings Institution

Bureau of Customs and Border Protection (U.S. DHS) CBP

Bureau of Economic Analysis, U.S Department of Commerce BEA

Business for Social Responsibility BSR

Business Leaders for Sensible Priorities BLSP

Bureau of Industry and Security (U.S. DOC) BIS

Canadian Border Services Agency CBSA

Canadian International Trade Tribunal CITT

Caribbean Basin Economic Recovery Act CBERA

Caribbean Basin Initiative CBI

Caribbean Common Market CARICOM

Caribbean Court of Justice CCJ

Carriage of Goods by Sea Act COGSA

Center for American Progress CAP

Center for Economic and Policy Research CEPR

Center for Strategic and International Studies

Central American Common Market CACM

Central American Free Trade Agreement CAFTA-DR

Certificate of Origin CO

Codex Alimentarius Commission CODEX

Collective Security Treaty Organisation CSTO

Comite Maritime International CMI

Commerce Control List CCL

Common Agricultural Policy of the European Union CAP

Common External Tariff (or CXT) CET

Communications Workers of America CWA

Conformite Europeene CE

Consumer Price Index CPI

Convention on Contracts for the International Sale of Goods CISG

Convention on International Trade in Endangered Species of Wild Fauna and Flora CITES

Corporate Social Responsibility in Asia Business Solutions for Global Challenges

Council of Europe COE

Council on Economic Priorities CEP

Council on Foreign Relations

Countervailing Duty CVD

Court of International Trade CIT

Customs Cooperation Council CCC

Department of Commerce DOC

Department of Foreign Affairs and International Trade DFAIT

Dispute Settlement Body (WTO) DSB

Dispute Settlement Understanding (WTO) DSU

Documents Against Acceptance D/A

Documents Against Payment D/P

Economic Development Board(s)

Economic Strategy Institute

Electronic Data Interchange EDI

Ethical Investment Research Service EIRIS

European Bank for Reconstruction and Development EBRD

European Commission Directorate General for Competition DG-COMP

European Community EC

European Court of Justice ECJ

European Court of the First Instance CFI

European Economic Area EEA

European Free Trade Association EFTA

European Investment Bank EIB

European Organization for Testing and Clarification EOTC

European Patent Office EPO

European Union EU

Exchange Rate Mechanism ERM

Export Administration Regulations EAR

Export Control Classification Number ECCN

Export Management Company EMC

Export Trading Company ETC

Export-Import Bank of the U.S. EXIMBANK

Federal Maritime Commission FMC

Food and Drug Administration, the (United States) FDA

Foreign Corrupt Practices Act FCPA

Foreign Credit Insurance Association FCIA

Foreign Direct Investment FDI

Foreign Sales Corporation FSC

Foreign Sovereign Immunities Act FSIA

Foreign Trade Zone FTZ

Free of Particular Average FPA

Free Trade Agreement or Area FTA

Free Trade Area of the Americas FTAA

Friendship, Commerce, and Navigation treaties FCN

General Agreement on Tariffs and Trade GATT

General Agreement on Trade in Services GATS

Generalized System of Preferences GSP

Gesellschaft mit beschrankter Haftung GmbH

Global Compact, the

Global Food Safety Initiative GFSI

Gross Domestic Product GDP

Group on Iran’s Nuclear Program -

China, France, Germany, Russia, the United Kingdom and the United States. P5+1

Harmonized Tariff Schedule of the United States HTSUS

Heritage Foundation

Hoover Institution

Host-Country Nationals HCNs

Ibrahim Index of African Governance

Information and Communication Technology ICT

Integrated System, Software Management ISM

Intellectual Property Rights IPR

Inter American Dialog

International Air Transport Association IATA

International Bank of Reconstruction and Development IBRD

International Center for the Settlement of Investment Disputes ICSID

International Chamber of Commerce ICC

International Court of Justice (World Court) ICJ

International Criminal Court ICC

International Crisis Group

International Data Corporation IDC

International Development Association IDA

International Emergency Economic Powers Act IEEPA

International Finance Corporation IFC

International Human Resource Management IHRM

International Human Resources IHR

International Human Rights Law IHRL

International Institute for the Unification of Private Law UNIDROIT

International Joint Venture IJV

International Labor Office ILO

International Labor Organization ILO

International Labor Rights Fund ILRF

International Longshore and Warehouse Union

International Maritime Organization IMO

International Monetary Fund IMF

International Organization for Standardization ISO

International Supply Management ISM

International Trade Administration ITA

International Trade Commission ITC

Japan External Trade Organization JETRO

Japanese Industrial Standards Mark JIS

Japanese Patent Office JPO

Kaiser Family Foundation

Labor Council for Latin American Advancement LCLAA

Letter of Credit LC

MallenBaker.net

Mark Conformite Europeene CE

Market Access and Compliance (U.S. Department of Commerce) MAC

Mediators Foundation

Memorandum of Understanding on Trade and Investment MOUTI

Mercado Common del Sur (Southern Common Market) MERCOSUR

Ministry of Economy, Trade, and Industry (formerly MITI) METI

Ministry of Foreign Trade and Economic Cooperation MOFTEC

Most Favored Nation Trade Status (see NTR) MFN

Multilateral Investment Guarantee Agency MIGA

Multilateral Trade Negotiations MTN

Multinational Corporation MNC

Multinational Enterprise (or Entity. synonymous with MNC) MNE

National Development and Research Institutes, Inc.

National Trade Data Bank NTDB

National Trade Estimate Report NTE

Natural Resources Defense Council NRDC

No License Required NLR

Non-governmental Organization NGO

Non-market Economy Nation NME

Non-Proliferation Treaty NPT

Non-tariff Barrier NTB

Non-Vessel Operating Common Carriers NVOCCs

Normal Trade Relations (formerly MFN) NTR

North American Free Trade Agreement NAFTA

North Atlantic Treaty Organization NATO

Ocean Shipping Reform Act of 1998 OSRA

Office of Foreign Assets Control (Department of Treasury) OFAC

Organization for Economic Cooperation and Development OECD

Organization of American States OAS

Overseas Private Investment Corporation OPIC

Parent-Country Nationals PCNs

Patent Cooperation Treaty PCT

Peterson Institute for International Economics

Plowshares Fund

Research Center, Economic & Community Action Policies CIEPAC

SA8000 see CEP SA8000

Service Employees International Union SIEU

Shipper's Export Declaration SED

Society for Worldwide Interbank Financial Telecommunications SWIFT

Special Drawing Rights SDR

Technical Barriers to Trade TBT

Third-Country Nationals TCNs

Trade Adjustment Assistance TAA

Trade and Economic Cooperation Arrangements TECAs

Trade and Investment Cooperation Arrangements TICA

Trade Related Aspects of Intellectual Property Rights TRIPS

Trade-Related Investment Measures TRIMS

Trading with the Enemy Act TWEA

Transparency International

(the) TRIPS Agreement TRIPS

Uniform Customs and Practices for Documentary Credits UCP

Uniform Domain Name Dispute Resolution Policy UDRP

UNISON est. 1993 (by merger); 1.3 million members, the largest trade union in the UK. UNISON

United Nations Code of Conduct on Transnational Corporations (the)

United Nations Commission on International Trade Law UNCITRAL

United Nations Conference on Trade and Development UNCTAD

United Nations Development Program UNDP

United Nations Environmental Program UNEP

United Nations Industrial Development Organization UNIDO

United Nations Office on Drugs and Crime UNODC

United Nations Universal Declaration of Human Rights (the) UN/CTC

United States Agency for International Development USAID

U.S. International Trade Commission USITC

U.S. Trade Representative USTR

United Steelworkers of America USWA

Value Added Tax VAT

Variety Global Business Group a.k.a. VGB Group
World Affairs Council of Philadelphia; The

World Bank (see ICJ)

World Bank Group

World Customs Organization WCO

World Federation of Exchanges (the) WFE

World Health Organization's Framework Convention on Tobacco Control FCTC

World Intellectual Property Organization WIPO

World Trade Organization WTO


References

Cheeseman, H. R. (2009). Contemporary Business and Online Commerce Law (6 ed.). Upper Saddle River, NJ 07458: Pearson / Prentice Hall.

Martindale.com. (2010). http://www.martindale.com/?WT.srch=1

Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.

Thursday, December 9, 2010

SE Asian Ad Musings

Abstract

This document surveys cultural aspects of advertising / selling, media characteristics, regulations and other errata in a wide survey of SE Asian marketing.

SE Asia on the Ground

What is / is not

Without arguing as to what empirically constitutes SE Asia, we will employ a broad inclusiveness. The difference of one perspective’s one country versus another’s another will not better inform an already explosion of virtually every consideration. The subcontinent of India and China each represent huge worlds in their own right. East Timor, Singapore and Myanmar are also wildly different. Eastern Russia is worth mentioning, but only as a remove, influencing countries that influence SE Asia (Mongolia, northern China, Japan, etc.).

One may also note that while the document refers to SE Asia, considerations of Asia proper and Austral/Oceania leak in already. That is because from a historical narrative perspective it is necessary to reference them. The focus remains on SE Asia, (about a quarter of the countries in fig. 1 are far flung island nations of the Pacific, whose influence is nonetheless present, and will likely go unacknowledged otherwise).

Quickly, the political spectrum ranges from totalitarian despots to well developed democracies. The cultures range from primitive to cosmopolitan (with stereotypical expressions, tribes, cooperatives, etc., showing up across such spectrums; not always pegged in one presumed area). Languages, legal constructs, geography, media and shopping outlets, infrastructure, literacy, life expectancy, races, religions … there are no hard and fast absolutes.

There are, however, some few broad brushstrokes. To varying degrees and expressions, all of these cultures embrace a concept of “face”. To varying degrees (regardless of Communism), all of these cultures have a greater base in a village concept than most of the West. In addition, the overwhelming majority has experienced socio-economic challenges across most of the last century. From a moral perspective, SE Asia may seem (and in many ways is) more relaxed than the US or West, but make no mistake, they are also more parochial.

Southeast Asia, for the record, is generally comprised of Cambodia, Laos, Myanmar (formerly Burma), Thailand, Vietnam, Malaysia, Brunei, East Timor, Indonesia, the Philippines, and Singapore.

Regional Advertising Centers

Such as it is, each country was given a quick internet search to determine which city, if any, held predominance for Advertising and Marketing. If they (the cells) are blank, there was no quick indication that seemed even close to establishing a city center analogous to what New York (and its Madison Avenue) is for the Ad world in the US. To varying degrees these countries Ad Centers are confirmed (some are better confirmed than others are); again, this was quick, likely a decent representation and not definitive.


One may notice that in most instances, the center of Marketing and Advertising is the capital city . This makes some sense, as capitals tend to be or become major urban hubs. In the case of China, we see an exodus from Hong Kong (formerly the platform of entrée for western business) into the mainland; particularly the cultural center Shanghai (AINSWORTH & VLAS, 2000). This may become a template for others as Globalization reaches a new stage in its development. However, as with any other development, this is not always the case at this moment in time. In addition, in some instances the source revealed a list of all current agencies (whether by association or by telephone book style listings) in other instances the supposition base are other factors.

While not all those that went without listings can assuredly be devoid of any agencies, the sense is that most gain the bulk of their ad work from beyond their own borders.

The natural next step is to create a database of all the established agencies (and what their expertise is) for all of Asia. This is beyond the scope of this paper, and such an effort is already under way for Indonesia. Many of the sources, however, would make shorter work of this than one may first surmise.

Found

Adverts may have evolved more in keeping with a given culture before Globalization set in. Now we begin to see both a beginning of blending as well as certain considerations held on to, because that is what works. In the article Language and Visual Imagery: Issues of Corporate Identity in East Asia, Schmitt and Bernd do a very nice job of surveying the nuances; particularly as regards (though not exclusively) China.


For example, in an undated image (see Fig. 3; stylistically circa 1950’s) we see the near exclusive use of the three most acceptable and “lucky” colors: yellow, red and black. Images before Globalization lent themselves more to this consideration than does contemporary advertizing. Nonetheless, contemporary advertising does indeed continue to carry over anything it feels may work on its behalf, naturally.

With “Coca-Cola's Chinese name (as) a good example, (the) name sounds like Coca-Cola (Ke-kou-ke-le in Mandarin and ho-hau-ho-lohtt in Cantonese) and means "tasty and happy." the nuance of how something sounds, not just what it means becomes noteworthy (Schmitt & Bernd, 1995). Let us stay with Coca Cola for a moment. So engrained has been the superstitions of the Chinese culture that the Hang Seng (the Chinese market exchange) debuted on August 8th, 1988 (8.8.88), such is the emphasis placed on the luck of eight (Schmitt & Bernd, 1995). As with any new “scripting” opportunity, there was a conscious effort to factor into the characters spelling the product name to include eight prominent eye-catching strokes (witness the four “X’s” decoratively featured in the first character; Fig. 4). Naturally, Coke has no problem celebrating the color red.
Before we branch beyond China, one example of regulation is China’s ban on advertising being “too sexual”. The author has the last in quotation marks because it escapes who would make such a judgment, Chinese advertising being somewhat more seductive in imagery than the west (this is likely just “growing pains”).

Good Pan-Asian examples abound, if one knows where (and how) to look. Not wanting to be Sino-centric, in a campaign that seeks to be truly global, there was an AT&T ad campaign that had noticed the sensitivities across most all the continents (for our purposes we accentuate the various Asian cultures). The highly appreciated nature approach reflected by way of the Komodo dragon (Indonesia and environs), the aesthetic symbolism prized in Japan and, again, the red and yellow for China (there are many more, and worth a peak; all the artwork is paint on hands) (Chaukhat, 2010).

Conclusion

The point of all this is that advertising and marketing, in general, is evolving in SE Asia, much as anything would and always has. How and why the evolution is taking place becomes the pursuit. As Globalization reaches new stages of expression, we find centers for this activity seek out cultural centers, eschewing tentative entrée locals. We find that which worked in the old still works in the new, albeit ethnocentrism takes a back seat. Paying attention to details requires more than combined translation (Usunier & Lee, 2005, p. 188), yet a study of what has gone before (and why), as well.

Among the most successful of the western agencies present throughout SE Asia is Ogilvy. This was accomplished through various methodologies (partnerships, buying out a local agency, strategic alliances and the like), and an overarching pattern is there is an on the ground presence established wherever there is a major market.

One presumes these are exciting times for advertising and marketing throughout SE Asia, as the industry finds an even playing field globally, while still honoring specific cultures. Equally, one expects that the continued unfolding as how advertising and marketing evolves in SE Asia will only continue to be a pleasure to watch.



References

AINSWORTH, G., & VLAS, A. (2000). INSIGHTS ON ASIA (Doctoral dissertation). Retrieved from http://web.ebscohost.com/ehost/detail?vid=7&hid=119&sid=f86b3af5-93a1-4152-b347-b89b0f1dbf97%40sessionmgr110&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bsh&AN=3015203

Bang Nam, J., & Se Young, A. (2004). Multinational Corporations and Host Country Receptivity: Perceptions from Three Asian Countries (Doctoral dissertation). Retrieved from http://web.ebscohost.com/ehost/resultsadvanced?vid=3&hid=119&sid=f86b3af5-93a1-4152-b347-b89b0f1dbf97%40sessionmgr110&bquery=(Multinational+Corporations+AND+Host+Country+Receptivity%3a+Perceptions+from+Three+Asian+Countries)&bdata=JmRiPWJzaCZ0eXBlPTEmc2l0ZT1laG9zdC1saXZl

Chaukhat, B. (2010, Sunday, June 13, 2010). 23 Creative Ads by AT&T [Hand Modelling Advertisements] [Web log message]. Retrieved from http://blog.chaukhat.com/2010/06/23-creative-ads-by-at-hand-modelling.html

Davis, F. (2010). [personal journaling; video, audio, photo, written]. Unpublished manuscript.

Hubpages Inc.. (2010). http://hubpages.com/hub/Advertising-in-Chinese-Media

Legendre, F., Sherman, M., & Taylor, C. (2001). Performing in Asia (Doctoral dissertation). Retrieved from http://web.ebscohost.com/ehost/detail?vid=5&hid=119&sid=f86b3af5-93a1-4152-b347-b89b0f1dbf97%40sessionmgr110&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bsh&AN=26260536

Madden, N. (2002). Shanghai rises as Asia’s newest marketing capital (Doctoral dissertation). Retrieved from http://web.ebscohost.com/ehost/resultsadvanced?vid=6&hid=119&sid=f86b3af5-93a1-4152-b347-b89b0f1dbf97%40sessionmgr110&bquery=(Multinational+Corporations+AND+Host+Country+Receptivity%3a+Perceptions+from+Three+Asian+Countries)&bdata=JmRiPWJzaCZ0eXBlPTEmc2l0ZT1laG9zdC1saXZl

Sasha Moxie Crimefighter. (2007, June 24 2007). Older Chinese advertisements (Found in Chinatown, Los Angeles, CA.) [Web log message]. Retrieved from http://www.flickr.com/photos/67313037@N00/3050974246/

Schmitt, , & Bernd, H. (1995). Language and Visual Imagery: Issues of Corporate Identity in East Asia (Doctoral dissertation). Retrieved from http://web.ebscohost.com/ehost/resultsadvanced?vid=3&hid=119&sid=f86b3af5-93a1-4152-b347-b89b0f1dbf97%40sessionmgr110&bquery=(Language+AND+Visual+Imagery%3a+Issues+of+Corporate+Identity+%22in%22+East+Asia)&bdata=JmRiPWJzaCZ0eXBlPTEmc2l0ZT1laG9zdC1saXZl

Song, M., Montoya-Weiss, M., & Schmidt, J. B. (1997). The Role of Marketing in Developing Successful New Products in South Korea and Taiwan (Doctoral dissertation). Retrieved from http://web.ebscohost.com/ehost/resultsadvanced?vid=4&hid=119&sid=f86b3af5-93a1-4152-b347-b89b0f1dbf97%40sessionmgr110&bquery=(Multinational+Corporations+AND+Host+Country+Receptivity%3a+Perceptions+from+Three+Asian+Countries)&bdata=JmRiPWJzaCZ0eXBlPTEmc2l0ZT1laG9zdC1saXZl

Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.