Is global marketing research a myth or reality?

Abstract


A smallish existential exercise considering global marketing research as a myth or reality, bound with its purpose and its realities.



Where did that come from?

In the great scheme of things, what we think of as globalization today is a relatively new phenomenon. This “newness” has likely contributed to whatever once started out as innocent naïveté. Consider that among the variety of business "modules" (economics, operations, project management, etc.), marketing takes on a sensibility of being the most "right brain" among them, another excuse to dismiss its value. Also, there remains what will be referred to here as the "testosterone factor", which coupled with the first two reasons provides the majority of those who run business around the world (overarching, men), the convenient excuse to not having to expand their perspective, allowing them to focus on "real business".

The Internet is replete with examples of international marketing faux pas. In nearly every example one can easily imagine a decision-maker “shooting from the hip” - cowboy style.

In Arnold's Mirage book, a cogent passage reads as follows:

“the globalization of markets is a myth, and convergence, which never progressed far, has passed its peak, as consumers reassert their local heritage through purchasing patterns”. (Arnold, 2004, p. 25)



… and later cites an article by Susan P. Douglas and Yoram Wind’s entitled “The Myth of Globalization” (Columbia Journal of World Business (Winter 1987): 19–28). (Arnold, 2004, p. 94). Both of these snippets argue the “myth” from the perspective that in a world of precious local cultures such diversity needs paying attention to the exclusion of any broad-brush strokes.

In the Kumar book, it seems a real effort is made to consider International (Transnational) marketing research with a basket approach, (versus a single country approach), is justified as a valid approach. While there may be insights gained, and a respectful argument was about to be made, this was not the whole of his thesis. Still, during a passage presume for a moment Southern Europe as a region, and what occurs in Cannes, Sicily, Athens, Gallipoli and Cyprus not varying significantly in tone, tenor and texture. (Kumar, 1999, p. 4-5)

However, both texts found value in both the macro as well as microscopic. The iconic phrase, “think globally, act locally.” ties things together as both perspectives yield value (and frequently inform each other) (Arnold, 2004, p. 221).



What is involved?

We trust that by now the reader can appreciate that, only good, can come from collecting knowledge and understanding, and this certainly applies to global marketing research. As has already been posited, there is value in looking at a rather large context, as there is also value in narrowly looking at just one country or portion therein.

As a metaphor, let us turn to translation. There is something called parallel translation, where at least a secondary individual also translates, and then a comparison of the two, if nothing else, flag disparities. There is also something called back translation, whereby the narrative translates into one language and then translates back to the original language to see what was lost in translation. So far, the optimal technology for this issue is combined translation, essentially taking advantage of both approaches (Usunier & Lee, 2005, p. 186-187).

Naturally, all this research costs money, so the realities of a given business concern are going to be determined on a case-by-case basis. If funding is not an issue, then the textbooks indicate a wide variety of considerations established, constituting a sort of best practices. If, on the other hand, we are looking more at an entrepreneurial type of enterprise, then purchasing research, mail lists, surveys and the like may not necessarily be within the realm of immediate possibility, one may still echo off such information as one pursues independent research.



Concluding Thoughts

This author found the depth and breadth of the considerations surrounding the subject matter in the readings for this assignment to be stunning. It seemed to be a comprehensive overview of every significant factor of international marketing.

Much like any evolving study, it may have experienced some issues along the way. With its subject matter far from static, this field itself is organic. Of course, global marketing research is a reality. It is easy to imagine that over time clarity and focus in this field will continue to increase.



References

Arnold, D. (2004). The Mirage of Global Markets: How Globalizing Companies Can Succeed as Markets Localize [for Education Management Corporation]. (1st ed.). [VitalSource Bookshelf]. Retrieved from ISBN 013047066X

Kumar, V. (1999). International marketing research. [VitalSource Bookshelf]. Retrieved from ISBN 0130453862

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