"Chinese" as a Global Brand [2of3]

Chinese products as global brands


Unlike the West, which creates five and 10 year plans, it is common in the East to see one hundred year plans. Bear this in mind as backdrop. Add to this nearly a century of propaganda by the West and the East, graphically caricaturing each other, and we find that China is itself a kind of brand (the cover page for this document is a collage of illustrations of China's self-promoting propaganda).

As globalization began to take hold across the 1980s, China conservatively dropped back and watched what India would do. Both countries were considered third world, both countries have bottled up power, potential and aspirations. In less than a generation, we watched our outsourcing in India move from the grunt of manufacturing to knowledge based. As China watched, it began to corner the market with the low hanging fruit of manufacturing. Given its population and cultural / governmental control, this may turn out to be the larger power move. Moreover, seemingly covertly, that is not to say that China left service and knowledge on the table. When the generic Western op-ed of China has a cartoon expression, everything is “made in China”. Naturally, everything includes all the smartest of technologies (the big flat screen TV, the PDA/cell phone/whatever, all the best recording devices and all the computational devices).

For China, part of this strategy was the circumstance of language. India had English, China has Cantonese and Mandarin, but by 2030, Mandarin may have the last laugh.

It would not be surprising at all if someday history revealed that a deal was forged between the US and China, somewhere back between the 70s and 90s, that to give up all consideration of war the superpower at the time (the US) would assist in elevating the other. A further conjecture would likely include the two cultures moving toward each other, and beginning to share in each other's perspectives and values.

100-year plans may not be in our vernacular, and they are worth more than simply a pause in thought (they are a super strategy).



A selected Chinese product

To both make and argue against my own point (that a break out stand-alone brand is equally possible simultaneously in the face of increasing uniformity) this author is choosing a laptop made by Lenovo. Having recently made the purchase of a net book, this author's own research found a consensus of recommendations for the manufacturers Lenovo and Asus.

Lenovo is a marriage of sorts. Lenovo Group acquired the former IBM Personal Computing Division (which seems akin to the not so dumb after all cousin holding Baltic and Mediterranean wiping out your Boardwalk and Park Place). Lenovo group is based in the Republic of China (ROC; or as most of the US now tends simply to think of as China).

This may turn out to be a tale of two Chinas, however. Asus is located in the People's Republic of China (PRC), in Taipei, Taiwan (for what this writer wanted the purchase of a Gigabyte product occurred, also based in Taiwan).

No geo- or sociopolitical comment is here made, beyond the suppositions previously made (nor did any influence the purchase). It is striking to note, however, that none of these manufacturers was anywhere else other than a China. Also noteworthy is that while India moved to a point where it could take outsourced radiology x-rays and make diagnosis by remote, the branding of China itself began to firm its imprint. A generation ago, there were those familiar with the issues with Nepal, Taiwan, the Kiril Islands and Kamchatka (among others). Today one would be hard-pressed to find one out of 10 to tell you anything about these. The Chinese brand may turn out to be more powerful than any sword. Left to languish and atrophy, the brand that now eclipses may later simply sweep up and incorporate (quietly, without push back).

Lenovo, like Anderson Cooper being Diane Von Furstenburg’s son, may have bought its way to the red carpet, but it is still earning chops of its own.

"Chinese" as a Global Brand [1of3]

Abstract


Given a John Quelch 2003 Harvard Business Review article (The Return of the Global Brand), and the choice of a product (Lenovo laptops), this writer will make an effort to argue a position in relationship to the consideration of Chinese global brands.



Introduction

Notable from the start is that there are a series of differences in opinion between this author and Mr. Quelch (Quelch, 2003). Mr. Quelch states, “Made in China is today what Made in Japan was in the 1960s”. Well, not quite. Made in Japan may have been synonymous with cheap abundance (as is China), but many quality goods are coming out of China as well. For another, China is using an overwhelm strategy on a scale that Japan never could (issues of melamine, lead paint in children's toys, toxic dairy, toxic drywall ad nausea, buried in today's news cycle). In addition, let us not overlook that China remains a Communist political context. The principals of the company that produced the toys with lead paint met with unique justice, beheadings. The lead tainted toys occupied a few days in the news cycle here and soon forgotten, but that does not matter when you are responsible for the motherland losing face (however temporary).

Mr. Quelch refers to a work, a score of years prior, by Theodore Levitt. In Mr. Levitt’s, The Globalization of Markets, he argues that consumer goods would become increasingly uniform (a consumer communism?). Truth told, we live in a bumper sticker world, and everything seems synthesized down to its core black or white. This author would argue (for the grey areas) that Karl Marx and Thomas Jefferson would likely be friendly towards each other. It should be noted (and perhaps noted more often as well) that three of the four freedoms in Karl's manifesto are identical to three of the four freedoms Jefferson penned. One other whack at the political context of this conversation is that any honest address of political systems will acknowledge overlapping translucent flavors of different persuasions to varying degrees. For example, for all the anti-socialism rhetoric that our country's recent tea party has coughed up, I'm sure that most of them still used our highway system, our postal service, send her children to public schools and appreciate the federal prison system that is in place, our military, etc. Likewise, one only has to consider the Hang Seng, a veritable icon of Western capitalism, to catch the scent that China is moving towards us in more ways than we often appreciate.

Finally, before moving into the body of this paper, I would analogize metaphorically that to argue for or against all consumer goods becoming uniform (as expression of globalization) is like arguing creationism versus evolution. There will be those of each camp that feel adamant, and have collected enough facts (or whatever) on their side to blind them from a counter position. This author humbly submits for your consideration the possibility that both may be correct, simultaneously.

Thoughts of Branding Specifics [3of3]

Analyzed advertising and promotion for market segments


As an entrée strategy, methodical caution would be the byword. Addressed in the larger paper are issues such as language, here we need to acknowledge the need for combined translation. Adjectives associated with an entrée branding would include such considerations as conservative and covert. There is no need for a “mass” advertising campaign. Given the focus on corporate alliances, other considerations are more appropriate, such as a tagline consistent with the branding that is in place. Without presuming to offer such a tagline, the suggestion is that it reflects a leading with the institution's strengths (Branding Strategy Insider, the branding blog, 2007 (& 2010)).

The smart and judicious use of product placement may also be worth considering. The current president of Indonesia, Susilo Bambang Yudhoyono, is a graduate of Webster University, an American University (Minneapolis/St. Paul). Has Argosy produced any one of Indonesian notoriety? Is there an Indonesian broadcast inextricably associated with intelligence where the presence of Argosy is able to be shown or mentioned periodically and peripherally?

With a nod to the youth contingency, our secondary segmentation, a reassessment of chachkies may be in order. Not so much the hoodie and t-shirts of most university bookstores, but the more sophisticated branded day planner, carrying cases, the logo embroidered long-sleeved button-down collared dress shirt and conservative business blouse, and perhaps even a branded net book.

Years after establishing the institution, when the University is ready to celebrate a larger student body from the secondary segmentation, the recommendation is that methodical caution continue. That said, the creation of poster artwork married to sponsorship packages for net cafés and e-ads for cell phones would be the flavor of avenues to explore.



Thought summary

Logistical considerations of economics, the design of faculty, and many other tangential considerations expect addressing in the larger paper. The meat of this document sought to focus on who is our target audience for what, how and why.

While the author has no illusions that this document would ever get leveraged into reality, he is confident that if the stars were ever so aligned as to find Argosy University actually considering such a proposition, this would be the path.





References

Boston University. (n.d.). Boston University Brand Identity Standards. Retrieved February 14, 2011, from http://www.bu.edu/brand/

Branding Strategy Insider, the branding blog. (2007 (& 2010), ). Building A University Brand [Web log message]. Retrieved from http://www.brandingstrategyinsider.com/2007/11/rebranding-a-na.html; http://www.brandingstrategyinsider.com/university_branding/

Free PDF ebook. (2010). Argosy University Logo PDF ebook. Retrieved February 14, 2011, from http://www.orthougm.com/argosy_university_logo.html

Speak , K. D., & Hanson , G. (2008, April 1). Brand Inside Meets Brand Outside (pdf article). Retrieved from : http://www.google.com/url?sa=t&source=web&cd=6&sqi=2&ved=0CD8QFjAF&url=http%3A%2F%2Fwww.brandtoolbox.com%2Farticles%2FKarl_Gil_Links.pdf&ei=hjxZTe7OPIOEtgfmvrykDQ&usg=AFQjCNFvCGlaC1eBFHBhbxJ0NkeD4ya-Tg&sig2=wcBEnSUhDFVeagGbHHYyIQ

Whisman, R. (2007). Internal Branding: A University’s Most Valuable Intangible Asset (academic paper). Retrieved from [pdf file]: http://www.google.com/url?sa=t&source=web&cd=4&ved=0CDQQFjAD&url=http%3A%2F%2Fwww.brandchannel.com%2Fimages%2Fpapers%2F460_Internal_Branding_final.pdf&ei=AR5ZTeqrJZOEtgfmpaiJDQ&usg=AFQjCNGO5C1sUqd-ksY2Oa7ZMufT_QPGZA&sig2=LBHUdcm36_BUpCGDr0B7wA

Thoughts of Branding Specifics [2of3]

Analyzed product branding for market segments

Among the most graphic outlines for university branding was found produced at the University of Boston (Boston University, n.d.). This list outlines succinctly virtually every consideration to which one would need to pay attention.

So many of these considerations do find themselves neglected or overlooked, and we will not be exhaustive here. Still, the point is to have in place at least a structure such as this to establish future SOPs. This author created the original Facebook page and LinkedIn page for the Argosy University Tampa campus (as an outspoken critic however, corporate versions soon followed).

It should also be noted that in 2007 Argosy University went through a rebranding, debuting a new look in 2008. Speak and Hanson, who shepherded the makeover, sought to lend voice to an internal as well as external audience (motivating employees and engaging the target market)(Free PDF ebook, 2010, Speak & Hanson , 2008).

The new look supports a series of characteristics that had been lacking before. There are now elements of more complexity, elegance, simplicity and a dynamic tension between the classic and the modern. Fortunately, for the purposes of "taking the show on the road" (to Indonesia), the overall look, even including the color choices, is a perfect match with our intention. Many Indonesian universities make use of such elements and organic colors in their crests.

Having a personal familiarity with how the new Argosy University branding occurs, consistent against the Boston University checklist, this writer is satisfied that no significant alterations would be necessary. Exceptions would naturally include fresh positioning vis-à-vis Indonesian social media, and other such details.

Thoughts of Branding Specifics [1of3]

Abstract


This document is a considered collection of thoughts of branding with the intention of supporting entrée marketing for an Argosy University online presence in Indonesia.



Introduction

There is a larger paper in process. Here we address the entrée marketing strategy for an online presence in Indonesia. While later being folded into the larger paper, for now our focus is solely on the branding consideration.



Outlined strategic planning considerations for a selected market segmentation

Adult Learners

Let us first consider our specifically selected market segmentation. For the long-term, it is our recommendation to create strategic alliances wherever possible with some of the more significant corporations, seeking to produce a ready body of professional experienced learners, already in the workforce. This would be our targeted core, for the mature adult student represents the caliber of professionalism and self-reliance that not only lends cachet to the institution itself, yet also affords an easier transition for the institution to establish itself.

Corporate alliances dovetail quite nicely with the presumed geographic core of our demographic as well. While there may be no ground classes, we would be seeking a more technologically perceptive, urban demographic.

Such alliances, if negotiated properly, can afford the institution, as well as the students, a subsidy. Consequently, while there would certainly be corporate databases created, moreover they would be prioritized with an eye toward natural affiliations.



Youth

A secondary market segmentation cannot be overlooked, the classic, young academic seamlessly entering a baccalaureate degree. There is no need to be exclusionary, and we would certainly want to be friendly to such a potential client base. Simply, the suggestion is that this would not be our primary market segment. Nonetheless, both in the spirit of cooperation as well as an interest in not leaving money on the table, our secondary market segmentation, while not overtly pursued, can certainly be heavily acknowledged (and consequently made to feel welcome).

on global branding [2of2]

problems of communicating brand identity in different cultures


Once the movie deal is inked, product placement is established for global exposure. To the degree to which the regional offices in Europe and Asia and South America can leverage the tie in, to that degree they can participate and capitalize on the exposure. One of the subject matter experts suggested using both the Eastern European actress as well as Miss Ukraine. Another took exception with Mr. Mazur’s posture of being his own little kingdom, instead of asking how he could work with what was being offered him. In addition, of course, we have already noticed that Ms. Singh never bothered to ask Mr. Mazur (or any of her other subordinates) for their creative ideas as to what else could be possible vis-à-vis leveraging the film product placement.

Our Temple University expert acknowledged that headquarters cannot do it alone, working with your team on the ground covers all manner of bases. Such positive and professional team playing was acknowledged by our Unilever expert also, as it was couched in terms of redirecting the competitiveness towards the outside world (not the inside world).



recommended strategies for one region (in this case, Ukraine)

Someday this author hopes to write the quintessential commandments of business. You can bet one of them will have to do with the surgery to remove emotion from basic business decisions. One can see far too much emotion in this case study, and it has nothing to do with sound judgment.

That said; let us also notice of what we are speaking of, cosmetics. It seems only the pharmaceutical industry shares such a distinction of margin. For “a fingernails worth” of powder, some are willing to surrender as much, and sometimes more than, as an hour’s worth of salary. It is literally all packaging, no substance. For cosmetics, it is all marketing! The point here is that this case study has to be fictitious because it is unimaginable that any management in that industry would not have caught these errors.

There are two other considerations too important not to acknowledge. One actually comes from Mr. Johnson (almost), asking to see metrics (“I need to see some research to prove that a worldwide initiative will save Espoir money.”). Actual research is fundamental, and it is surprising that he said this the way he did, in that one would think this would already have been done. Evident that it was not done, our Stanford University expert called for that, and more, when asking for measurement.

Similarly, but with a different focus, our Temple University contact is insightful enough to notice a different measurement, the “price differences between countries (that) spawn gray-market actions by distributors”.

As we walk away from the meditation of this case study, thoroughly beat up from every angle, in many ways it seems amazing that Espoir had management in place like these folks yet made it this far. It seems the three players that we assessed through our document actually all have a lot to contribute, and yet all three fell short in so many and such basic ways.

Apparently, Espoir is a fictional company, its namesake the French word for hope. It is our hope that none of these marketing errors comes to roost anywhere near any among us.


Reference

Raman, A. P., Thompson, P. M., Aaker, J. L., Manwani, H., Gift, S., & Kotabe, M. (2003, ). The global brand face-off. Harvard Business Review, 81(6)(), . doi: AN 9943706

on global branding [1of2]

the impact of culture and language on marketing


In a conversation about the impact of varying cultures and languages on a marketing process, this particular case study demonstrates breakdown in three particular people, all involve our protagonist Natasha Singh. That the movie tie-in is both global AND market specific (running with the lead of the trio in each of the three markets associated with that market) is a quintessentially global marketing opportunity. Ms. Singh did not communicate this as effectively or as fully as she both could and should have (to anyone).

Ms. Singh’s interaction with Vasylko Mazur has flaws on a variety of levels. Although Natasha has freed herself from the second-class status of being a woman by proving herself on the battleground of business (for rising to the stature that she has, at this level, if there are any gender differences they are greatly diminished; and professionally should be ignored). However, the class system of India is more closely associated with its historic caste system (not so much gender or minority, as in the West). For her part, Ms. Singh has arrived. Mr. Mazur, however, being Ukrainian, may be susceptible to gender bias (other biases for this part of the world would include ethnic biases. Although doubtful, this may also be applicable). Despite the Orange Revolution, only Belarus comes as close (from across the former satellites) to being a part of what could be called a somewhat shared culture with Russia. In addition, while Hofstede remains silent on Russia and its “stepsiblings”, one can be assured that machismo (though not as outwardly or as often expressed as across the northern rim of the Mediterranean) simmers underneath. Eastern Europeans, like their Russian cousins, are a proud and strong people. We find Ms. Singh and Mr. Mazur meeting again across time with some unresolved business. How much of this is associated with the symbolism of how each other literally appear cannot be known, though it would not be impossible that some of this baggage may be present. Of itself, there are multicultural sensibilities at play here that may have been ignored for too long.

Vasylko Mazur showed channel disconnect when he said, “We are in the beauty business, not the movie business." This would have been the perfect opportunity, had either of the two been informed enough in their positions to recognize it, to notice that headquarters offers the vision while the regional office customizes the fit. All four of our subject matter experts spoke to this concern in their own way. Ms. Singh did not frame her argument with Vasylko effectively; it is not a one or the other consideration.

As for Johnson, Ms. Singh’s boss in LA, he did not get it either. Consequently, not only was he unable to reframe the argument, he also was unable to be the mentor he needed to be. When he stated, "We will save costs by building brands through global strategies and allowing local initiatives to drive sales," however, it seems that he did get it; but the insight came and went so fast we will never know. Our Stanford University expert went further by suggesting a kind of substructure be in place. Such a structure would likely address the goals he spoke of, as well as the positioning, communication, packaging, and even pricing that the Unilever expert spoke. Our Temple University expert spoke of this as identifying a core line (with customized down lines at the regional level). Our Pepsi expert said it this way, “Singh should identify the nonnegotiable areas where global consistency will be the rule: name and look, positioning, a base of global colors, and quality standards. Other areas, such as price and pack strategy, selection of local colors, and channel strategy, should be the responsibility of managers in the field.” The bottom line is the standard is set at the top.

new Russian neighborhood perspectives [3of3]

Marketing Strategies


It almost seems as though Russia is Europe's sad twin. This country gave us Pushkin, Dostoyevsky, Chekov and Tolstoy, dry, often dark and complex. Russian design work, whether Russian orthodox icons or rural fabric patterns, tends to be heavy and complex. Russian advertising today seems to carry such undertones, even in the face of imported sophistication (Leo Burnett Ukraine, Red Apple, 2011, Shreyder, 2009).

The majority of the people live in urban centers predominantly in the western half of the country. Rebuilding an economy as massive as Russia's will continue to take time yet. There is not a lot of disposable income still.

If you are a large multinational, you probably already have your intermediaries, already know whom you can work with and who will insist on a bribe. If you do not already have an internal legal department, you likely have someone on retainer through Martindale.com. The larger cities have satellite offices of American ad firms, so there is not even a need to take chances.

If you are small, just starting out, then there are a few things of which to be aware. You also can use Martindale.com. If you have been reading this paper, you know by now to target the urban centers. Some combination of the following would probably be best. A product or service that tends to live beyond the margins of what the multinationals are offering. A product or service considered niche. Target the low hanging disposable income of the youth. A strategic alliance with an indigenous concern is probably the most conservative market entrée one can consider. As regards the communication, this is a country where you can tell a little bit more of the story.

Playing to Russian nationalism is not always a safe bet, so like translation check, and check again. There are far too many other nationalities mixed together in these cities. Remember, the Soviets tried displacing ethnics in their own countries by shipping Russians in, so a forced blur is the result.

The Russians justifiably see themselves with pride as long established, as cultured/sophisticated and as worthy as any Germany, UK or France. However, their economy and infrastructure is more like India (with more organized crime). Honor the values and the good, and walk softly, cautiously and with tons of ongoing research through the challenges. The healing crisis is all leftovers, and the people are worth it.



References

Anonymous (2008, Mar. 25). Water Pollution Continues At Famous Russian Lake. Science Daily. Retrieved from http://www.sciencedaily.com/releases/2008/03/080324103026.htm

Cohen, A., Ph.D., & Evseev, V., Ph.D. (2007, October 15). Russian Trade Associations: Important Partners for America (research report). Retrieved from The Heritage Foundation: http://www.heritage.org/research/reports/2007/10/russian-trade-associations-important-partners-for-america

Davis, F. (2010). [personal journaling; written, audio, photo, video] [Online exclusive]. . Retrieved from


GlobalTrade.net. (2011). Trade Barriers in Russia. Retrieved from International Market Research: http://www.globaltrade.net/international-trade-import-exports/f/business/text/Russia/Trade-Policy-Trade-Barriers-in-Russia.html

Kidport, (Ed.). (-2011). Kidport Reference Library Social Studies Russia (Vol.). Retrieved from http://www.kidport.com/reflib/worldgeography/russia/russia.htm

Leo Burnett Ukraine. (). Street Children - Best solution for the Non-Profit organization . www.leoburnett.ua. http://www.streetchildren.com.ua/campaign/.

Ministry of Industry and Trade of the Russian Federation , the. (2011). (various: three references) (links to various ministry insights, resources, et.al.). Retrieved from Ministry of Industry and Trade of the Russian Federation [home web site]: http://www.minpromtorg.gov.ru/eng; http://www.microsofttranslator.com/BV.aspx?ref=IE8Activity&a=http%3A%2F%2Fwww.minpromtorg.gov.ru%2F; http://www.microsofttranslator.com/bv.aspx?from=&to=en&a=http%3A%2F%2Fwww.minpromtorg.gov.ru%2Ffea%2Finter

Perry-Castañeda Map Collection - University of Texas at Austin Library Online. (Cartographer). (last updated: 2007). central_asian_common_2002.jpg, central_asian_common_2002.jpg, cis_europe_pol_2003.jpg, soviet_union_admin_1984.jpg etc.soviet_union_admin_1989.jpg [border]. Retrieved from http://map.primorye.ru/raster/maps/commonwealth.asp?l=eng

Red Apple. (2011). 21 Moscow International Advertising and Marketing Festival. Winners. http://festival.ru/en/winners/.

Shreyder, V. (2009). ([TURN YOUR SOUND DOWN] various collected commercial media works). Fetish Film (). , http://fetishfilm.ru/main.html.

Solovyov, D. (2010, MOSCOW
Sun Mar 28. 6:12am EDT). Russia drops two time zones to boost economy. Reuters.com. Retrieved from http://www.reuters.com/article/2010/03/28/us-russia-time-idUSTRE62R0DS20100328

Stanley St Labs. (). TRADING BLOCKS AND COUNTRY GROUPS and Russia Economy (referential). Retrieved from Economy Watch: http://www.economywatch.com/country-grouping/; and http://www.economywatch.com/world_economy/russia/

Venables, A. J. (2004). REGIONAL ECONOMIC INTEGRATION - The Graduate Institute, Geneva (appears to be a textbook or thesis outline). Retrieved from Graduate Institute of International Studies, Geneva. : http://www.google.com/url?sa=t&source=web&cd=1&sqi=2&ved=0CBMQFjAA&url=http%3A%2F%2Fwww.graduateinstitute.ch%2Fwebdav%2Fsite%2Fctei%2Fshared%2FCTEI%2FBaldwin%2FPublications%2FChapters%2FTrade%2520Theory%2FBaldwin_Venables_Handbook.pdf&rct=j&q=www.graduateinstitute.ch%2F...%2FBaldwin_Venables_Handbook.pdf&ei=EDtRTZHyCsOftgf4x-jFCQ&usg=AFQjCNEx3FFvOkVBAwiYdE3_TRMdoItJNg&sig2=6cewz_RbDz2Vxj2B8kD9tg

World Trade Organization. (2011). Russian Federation (current statistical trade ledger). Retrieved from Country Profiles - Russian Federation: http://stat.wto.org/CountryProfiles/RU_e.htm

new Russian neighborhood perspectives [2of3]

Trade Blocs / Associations


It seems mind blistering to untangle the mass of relationships when it comes to Russian international trade. The reason for such a statement is that a country of the size and caliber of Russia will probably trade with whomever it cares to. Moreover, relationship is in the eye of the beholder. In some quarters what passes for a cooperative (a kind of trade bloc), others may see as a common market. To detangle such a mass would require research beyond the purview of this document.

Actual trade blocs that Russia is a member of include APEC, the CIS and the EAEC (aka EurAsEC) Eurasian Economic Community. Russia has trade associations established with the EU, the EFTA, the CEFTA and the OCAC. There is also something called the Collective Security Treaty Organisation (CSTO) that Russia has a relationship with (more of a treaty than an Association or Bloc) (Cohen, Ph.D. & Evseev, Ph.D., 2007, GlobalTrade.net, 2011, Ministry of Industry and Trade of the Russian Federation , the, 2011, Stanley St Labs, Venables, 2004, World Trade Organization, 2011).

Regional integration agreements (RIAs) are generally discriminatory trade policies, of which three are common: common markets, custom unions and free trade areas (CM, CU & FTAs). Further research would determine how much if any of this is occurring (likely at least in the CIS).

Russia’s top five export destinations, in order, are the European Union, China, Ukraine, Turkey and Belarus. The obverse (order and imports) are the European Union, China, Ukraine, Japan and Belarus.

new Russian neighborhood perspectives [1of3]

Abstract

This document is a consideration of multinational and global marketing strategies as we look at the evolution of what has become again Russia. Such consideration necessarily includes rationales, conversation of trade blocs and associations and to some extent an acknowledgment of economic and sociopolitical boundaries.

The author confesses being a casual student of this country's culture since 1978, visited Moscow the week Yeltsin resigned and will be hosting a young doctoral student of rocket engineering in March 2011.



Socio-Political / Economic Boundaries

For whatever anyone may ever say among the functions of government that one would have to concede the use to control one's population. Imagine under any form of government trying to do this across a behemoth of a country, the largest in the world, which literally stretches across nearly half the planet. Indeed, prior to the fall of the Iron Curtain (at the very beginning of the 1990s), it stretched beyond that. As recently as 2007, Russia had 11 time zones (which, for economic reasons, they then massaged down to seven, and may yet settle at five, though the land mass is unchanged)(Kidport, -2011, Perry-Castañeda Map Collection - University of Texas at Austin Library Online, last updated: 2007, Solovyov, 2010).

Not only has whatever has made up Russia been unwieldy in size, but the geography (despite a wealth of natural resources) itself has not been kind, either. About half its present borders reach water, however most of that hugs the arctic (primarily tundra and forest, historic for its use of exiling, Siberia & Solzhenitsyn's Archipelago, making up more than 70% of Russia's landmass). Beyond this, a significant amount of land is the Ural and Caucasus mountains (although to the west of the Urals lies a fertile European plain). In the south Russia has desert.

For even when Russia could catch a break, its former Soviet guardians (of close to a century), and those making such an effort to transition to a democracy, they have severely mismanaged many of its natural resources. The largest and deepest freshwater lake, Baikal (representing a full fifth of the Earth's unfrozen fresh water), continues to be polluted to this day. In the past 25 years an entire sea, the Aral (which had been one of the four largest lakes in the world at 26,300 sq mi, now in Kazakhstan and Uzbekistan), has virtually disappeared! (Anonymous, 2008).

The Soviets reigned from 1917 to 1989/91. In a handful of meaningful expressions its good intentions did contribute (industrializing, Sputnik, etc.), and it is generally acknowledged that the horrors outweighed the good. Along the way, the Eastern bloc/Warsaw Pact extended the sociopolitical and economic boundaries of the country. By now, the drift of corruption, metaphorically along the lines of a bad multilevel marketing scheme, had become increasingly bloated, now sucking sustenance from its new acquisitions. Looking back, such a construct seems unsustainable on its face. This writer witnessed firsthand the empty shelves and the ringing up of purchases using an abacus (instead of a register) as recently as 1999 in Moscow (Davis, 2010).

Of course, like the people of any country, the people themselves were (and are) wonderful, and have a lot to offer. Highly literate, the Russians have millennia of sophisticated culture to offer (and so too, the cultures of many that fell within its grasp). A quick review of the countries that used to be part of Russia at some point across the previous century should easily indicate the complexity of culture and politics, as well as literal economic boundaries. Naturally, no one thought a transition to democracy would be like a light switch. Now, just past the two-decade mark, we see the impatience of the uninitiated both inside and outside Russia itself. The good news seems inevitable that Russia will continue through its growing pains, eventually finding its own democratic expression (even as we witness new oligarchs and corruption). Having inserted, and then extracted itself from so many cultures, and played with so many boundaries, depending on which city one lives in (70 to 80% of Russians live in or around an urban area, mostly in the west), that Russian is probably already multicultural.

Happy St. Valentine's Day

May you and yours have warm and wonderful moments today.


Elsewhere on the planet, this holiday has different configurations. Can you imagine walking down the street and the first person you saw became your Valentine? I don't know how far back (or actual) that tradition goes, as I tend to doubt that people still do that, who knows - welcome to Scotland.

In Japan and Korea the woman effectively makes her own gift, typically chocolate, and gives the gift to the man. On March 14, the man gives a gift back. And the Koreans take it one step further, on April 14, those without partners get to eat jajang, or black noodles.

In Estonia, it has become an opportunity for children to create crafts.

“Valentine's Day is a $14.7 billion industry in the U.S. But other countries are crashing Cupid's party, too.” (Forbes, 2009) Of course, this is what has driven Valentine's Day around the world; for what was effectively an ancient European holiday. So, while there is some standing for being cynical at what is a relatively recent holiday for most of the rest of the world, one might also pause to notice that not only did it not take much, but Valentines as a holiday of affection is an add on holiday for many countries. Many already had holiday of affection; Children’s Day, Grandparents Day, and so on.

Sure, one of the suggestions for celebrating in Singapore is to reserve a shared bath at a fancy hotel, but among the more fun noticing is how countries have made this their own. In China the emphasis remains with the youth. And in many locations the gift is not so much bought but made.

As Valentine’s Day is supposed to be about love, one has to guess it doesn’t much matter how it spread around the world, so much as that it did. How charming (and quickly) people do make it their own.

http://www.novareinna.com/festive/valworld.html
http://www.stvalentinesday.org/valentines-day-around-the-world.html
http://kealakai.byuh.edu/index.php?option=com_content&task=view&id=3462&Itemid=196
http://www.stvalentines.net/traditions.htm
http://www.mydearvalentine.com/valentine-around-the-world/
http://www.forbes.com/2009/02/11/valentine-mexico-ghana-entrepreneurs-sales_0211_globe.html

Structuring Market entry strategies to penetrate/expand in Japan [3of3]

Recommended market entry strategies




Academia often makes such a “to-do” over "current" research. Reviewing a solid article from some years ago has its own cachet, and the datedness affords us a different exercise perspective.

“The study shows statistically that if current technology trends continue, the United States will trail Japan by 2005… ”. Okay, that was quaint.

However, amongst the strategies we saw standards from even that time, strategies that were contemporary to that time and strategies that were forward-looking (to this time). This author would even go so far to say future looking, even beyond now. In a recent paper, this writer was advocating for a new marketing perspective for dealing with the multicultural, the quintessential approach to do what one could to develop one's "being". The article included the following line, “This alternative, in essence, would require foreign firms to become more Japanese in orientation and location, enabling them to compete the Japanese way.”

それをか？それを手に入れた！(Got it? Got it!)


References

Czinkota, M., & Kotabe, M. (1999, winter). Bypassing barriers to marketing in Japan. Marketing Management, 8(4), p36-43, 8p. Retrieved from http://web.ebscohost.com.libproxy.edmc.edu/ehost/detail?hid=14&sid=23c62c2b-9ebd-4b60-8fe9-b0574e80125f%40sessionmgr15&vid=1&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bsh&AN=2795277

Joseph, Peter . (2008, ). Zeitgeist Addendum [2:03:07] (Video ). Retrieved from ZEITGEIST official website : http://www.zeitgeistmovie.com/ : .

Venus Project (the). (2009). The Venus Project website (referential). Retrieved from The Venus Project: http://www.thevenusproject.com/

Zeitgeist Movement (the). (2011). The Zeitgeist Movement wiki [central website] (referential). Retrieved from The Zeitgeist Movement: http://www.thezeitgeistmovement.com/wiki/index.php/Main_Page

Structuring Market entry strategies to penetrate/expand in Japan [2of3]

Barriers

While being on the outside of a keiretsu (or any other insulated social structure) is clearly an additional barrier, all is relative (pun intended). While speaking of barriers, the article goes on to cite,

“Morgan Stanley Dean Witter & Co. entered the Japanese financial services industry by

Opening retail branches in 1998, when the Tokyo Department Store Group announced

the closure of its Nihonbashi store after 337 years (partially a result of Japanese

consumers' increased price consciousness)”.


While I do not tend to think of department store groups as analogous with major financial services titans, presumably such is the case here. Given there is no back-story, it seems that MSDW & Co. did not even bother considering entry until the unlikeliest of events, a 337 year old icon closing of its own accord (not the kind of strategy one can readily duplicate).

When the article spoke of “a need remains to offer channel members high levels of service and substantial financing”, there was a sense we may be within the arena of authentic, duplicate-able strategy.

The article went on to delineate, “16 problem areas for foreign firms doing business in and with Japan (… distilled to …) 1) unique Japanese business practices. 2) rigid quality/standard expectation and regulation. 3) high operational cost, and 4) preference for Japan-made products”, and reminded of the specific issues related to the keiretsu (“because they're linked together by means that are illegal in the United States (and) often are accused of dealing predominantly with group members, thereby denying market access to foreigners”.

Again, these are the known issues. The aforementioned service and financing referenced a potential window into this world. Let us now turn to the rest of what may work.


Market entry alternatives


Virtually always, a useful entrée strategy is to find a niche. That, along with catalog mailings, served L.L. Bean Inc., Eddie Bauer Inc., and Land's End Inc. to establish them to where their presence now includes brick-and-mortar storefronts.

E-commerce, non-store retailing and mail-order were also cited as worthy of exploring. (Although at one point the article mentioned, “Japanese industry lags behind the United States in its approach to information technology”, which seems arguable).

Borrow what works, of course. The article suggests repeating the value of the Japanese Export Complaint Management (ECM) system. At the heart of this idea is the management of that customer with a complaint who is also willing to lend voice to it as your most valuable customer of all. It may seem counterintuitive, but it cuts through all that marketing mumbo-jumbo, for here is a real living and breathing customer who was willing to tell you either where you are failing or how you can serve the customer better. Moreover, ignoring such a voice would be doing so at one's own peril, for anyone who is this vocal, you can be sure, will also carry this into word-of-mouth. Truth told, a dozen years later, this is now widely incorporated as a best practice.

This all seems old school. However, and consistent with the creative centric and people oriented current wave of marketing strategy, also mentioned were trade negotiations, better business strategy (vague) and a hunger and consciousness to conduct real market research. Also mentioned as useful, adapting products and services whenever and wherever it seems advantageous, to consider collaborations of all kinds (strategic alliances, mergers, etc.). Constantly be taking the temperature of the market (to be responsive wherever possible), to stand in the customer's shoes and take on the long-term orientation consistent with the Japanese and always be ever more service oriented.

Structuring Market entry strategies to penetrate/expand in Japan [1of3]

Introduction


This document references the article Bypassing barriers to marketing in Japan, by Michael Czinkota and Masaaki Kotabe, seeking to expand the various marketing insights they present; particularly as regards strategy and entry (Czinkota & Kotabe, 1999).

One of the foundational perspectives they bring to bear starts out with an early mention of the keiretsu. Much has been made of the keiretsu, as befitting such a construct. However, the writers’ caution is to not pair that which “may not be understood” with its foreignness, for this is not a secret society. Nor is such a construct unique. Indeed, if there is an anthropology or sociology associated specifically with business, there may be a lineage drawn to the earliest of tribes. Elsewhere in the global neighborhood, in South Korea, there is the chaebol. The keiretsu and the chaebol are business specific, while the Tata family in India may be every bit as business, yet also continues to honor bloodlines. There is a tradition of bloodlines, the Camorra (Spain/Naples) which became the Mafia (Sicily/the US) that spun from it (and, the often unmentioned, the Calabrian 'Ndrangheta, based in Australia, running that half of the planet).

Tribes were mentioned on the small end of this dynamic, and for context purposes (and perhaps amusement) on the larger end, whether reality or not (and for better and worse), man has at least conceived this as global as well (Joseph, Peter, 2008, Venus Project (the), 2009, Zeitgeist Movement (the), 2011).

The article goes on to mention other keiretsu-like institutions “such as the Virgin Group (UK) … and Cisco Systems (USA) … (and the airline) alliances …Oneworld and the Star Alliance."

One may conclude that this may be a universal group sociologic dynamic. One may consider this a global professionalism and skill, if you are outside the circle, insight and caution would be your byword.

The article then hedges as to whether “Japan may or may not emerge as the leader in

the Pacific trading bloc” (the article being a mere dozen years old now). No, China will, which makes the Japanese issues seem mentally challenged by contrast. That is to say, from a geopolitical perspective Japan now seems infinitely easier to deal with than a rising China. Bear this in mind (one presumes nostalgically) as the article draws near close, it punctuates with this final statement:

Yet any sharp economic downturn in the United States surely will bring Japanese

distribution issues back to the forefront of U.S. Congressional debates and action.

Preparing now for such an occurrence is not just good policy; it also makes good

business sense.

Again, one pines for the days when the relatively sophisticated distribution system of Japan was among the most challenging of things.

the “Silent Language" of EU Business [3of3]

Summation

If one has not noticed the idea already, let me be plain: all the ramifications of multicultural interaction are replete with distinctions, both gross and subtle; from silly to dangerous and that it is a lot of work. For those like this writer, a fascination with other cultures affords a study at a distance. However, at its hard-core, there are road warriors, who are constantly polishing an “A-game”, and while they are often well compensated, the silent language skill set is not the only one that they are constantly looking to develop. For those looking at a distance, assigning the meaning of glamour, this travel is rarely tourism.

Assimilating other cultures, however, is rewarding, and worthy of pursuit for its own sake. Analogous to making a child smile, showing a perfect stranger in his or her own country that you have taken whatever steps necessary to do the right thing is a gift of honor. Do not be surprised if that stranger gives you a smile in return.

Appendix 1

Countries of Europe, and their Relationship to the EU

 

Appendix 2

Appendix 3

References

Davis, F. (2011). the drift series, 1&2. Retrieved from [the authors illustrations] database.

European Union. (2011). the official website of the European Union [reference/resource]. Retrieved from http://europa.eu/abc/european_countries/eu_members/index_en.htm

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

Levine, R. (1997). the pace of life in 31 countries. In (Ed.), American Demographics (. Retrieved from [unknown]

Lewicki, R. J., Barry, B., & Saunders, D. M. (2010). Negotiation (6th ed. ed.). NY: McGraw-Hill / Irwin.

Member state of the European Union. (16:20, 3 January 2011). In Supranational European Bodies. Retrieved January 31, 2011, from http://en.wikipedia.org/wiki/Member_state_of_the_European_Union

Remland, M. S., Jones, T. S., & Brinkman, H. (1991). Proxemic and haptic behavior in three European countries . Journal of Nonverbal Behavior, 15(4), 215-232. doi: 10.1007/BF00986923

[unknown], (2010, August 08, 2010). time spent eating and sleeping (infographic ). Retrieved from OECD: [unknown]: .

the “Silent Language" of EU Business [2of3]

The brush stroke quality of the seriousness of time seems exploited when looking at the graphic by the OECD referencing the sedentary activities of eating and sleeping. The French are known for their food and their joie de vivre, to the point, the French people has a well-rounded life that is not work-centric, by comparison to their Norwegian cousins. By the way, the OECD originally formed in 1948 as the Organisation for European Economic Co-operation.


Let us take another approach. In Levine's 97 table, speed is relative, we find the countries ordered by “pace”. As we see, Germany is close to the top. Yet the Irish and Dutch alone beat Switzerland when it comes to walking speed. Only the German work ethic supersedes the Swiss at Postal Service. Proud of their association, and world-famous for its timepieces, the Swiss are unsurprisingly first at public clocks.

The relativity of time, therefore, is not by culture alone, yet further confounded by the posture or perspective with which we are treating time. For example, the questions that were addressed regarding time were what are you doing with it, how quickly is said doing and what their attitude about it is. In addition, these are only three different approaches.

Space, Things, and Friendship

As this writer sought earlier to illustrate the dynamic of time, coupled with the understanding that culture blurs, merges, fades or melts as it breaches geographies, the conjecture is similar as we come to a conversation on proxemics, kinesics, chronemics & haptics. Cultures that will physically get closer to you and are more apt to touch you tend to be closer to the Mediterranean. The further we move from the Mediterranean, it appears the less apt the culture is to be tactile and the more space is demonstrated (Remland, Jones, & Brinkman, 1991).

It is uncertain if this is associated at all with alcohol. The “drift” of alcoholism appears to follow a similar path. However, it is just as possible, given the history of alcohol production, that alcoholism had slowly evolved out of the gene pool over time, closer to the Mediterranean. The further away we go (and possibly the colder the climate), the less of an opportunity there has been over time to actually see a similar breeding out. Wherein a glass of wine may be common on most dining tables, and presumably had been for hundreds of years, around the Mediterranean, alcoholism does not seem as rampant. By contrast, the Scandinavian countries have serious issues with alcoholism, and in Russia, the figure is as high as half of all deaths have some connection to alcoholism. These are not countries that have had alcohol around for as long a period (one could throw Native Americans into this mix, as a relatively new gene pool to alcohol).

People are friendly everywhere. As always, it simply becomes a matter of doing one's research and paying attention, honoring where you are as best as one can.

Agreements, Influence on Negotiating Styles and Cross-Cultural Challenges that may arise

It is a safe bet that urban managers in more prosperous European countries are likely already familiar with the nuances and idiosyncrasies of their colleagues in nearby countries. Moreover, whole books have been written about basic structures of negotiation (that underlie strategy), even a few on multicultural negotiations (Lewicki, Barry, & Saunders, 2010).

This may seem simplistic; negotiation truly is more than just communicating, and for the purposes of this passage let us simply considers that negotiation is among the most muscular of communications. That said we cycle back to basic issues that may arise around nonverbal communications. Once again we see that the more we know, been inculcated, exposed to and are otherwise open to embracing, the better off we will be. It is been written many times elsewhere, there are things that one can do to prepare. It does not matter if one is from North America (non-European) or Bosnia-Herzegovina, if you doing business in Italy you had better dress to the nines and if you are doing business in Sweden, you had better be on time. If one wishes to

call these pointers (that can be readily collected online) part of the skill set, so be it. Perhaps that is a good base from which to start. Just know that there is a universe of nuance and subtlety out there, and in some measure, the development of one’s multiculturalism has the capability of producing success, by degree.

the “Silent Language" of EU Business [1of3]

Introduction


This document can only be cursory in its effort to address the questions at hand, and remain a modest document. Among the concerns are as follows (with an eye toward a focus on the European Union), [1] time, space, things, friendship, and agreements, [2] influence on negotiating styles, [3] identify and discuss some of the dominant cultural characteristics, and [4] what cross-cultural negotiating challenges arise.

Clearly no small deal, when a full on effort might easily be expressed as an entire consulting corporation. As a matter of defining terms it should be noted the EU (European Union) is comprised (at this writing) of 27 countries. Approaching a sixtieth anniversary, it began in 1951 with six members (the most prominent economically, France, West Germany, Italy, Belgium, Luxembourg and the Netherlands as the European Coal and Steel community). That still leaves two dozen countries today not members, four of which currently seek membership (Appendix 1 & 2).

Aside

A moment ago in the introduction this writer referred to “a full on effort … as an entire consulting corporation”. There are such globally positioned consulting firms. Unfortunately, without the research dollars to become a member of every one it is impossible to determine who knows what, and where the gaps may lay. No doubt, most smart countries (global agencies, organizations, etc.) have likely allocated in the necessary budget funds to underwrite such subscriptions. Aligning oneself with such a country, agency, etc. would not only reveal what gaps there may be, yet also the inevitable overlap of information. Moreover, a significant amount of this information is likely public information. Therefore, this writer invites the reader to consider this moment a kind of bookmark, that if there are enough of us we can (A) collaborate on the construction of a master database upon which we may represent ourselves as an affiliated consulting Consortium. (B) When we have enough funds to support the Consortium as a separate entity we could buy into all the other subscriptions (accessing proprietary data). (C) Doing this all with an eventual eye towards streamlining (deleting overlap), filling gaps, pursuing delineating the ongoing human condition, making ever more information ever more public as we establish ourselves as the supra-organization (a kind of union to those that have gone before).

This illustration may be glib, and it does not have to be. Two things to extrapolate, one is that this is entirely possible, and the other is to point out the “corrupt” manner with which these knowledge bases are evolving. By corrupt I mean exclusive versus public, duplicated and overlapped alongside vast gaps, the danger that once a certain dataset is established it may go without update and other whole areas of neglect.

Identify and Discuss some Dominant Cultural Characteristics

We know from other research that acknowledging demographic attributes by country is shorthand, and specifics may find ourselves crossing country borders, collecting a region, looking at a metropolitan area in particular and at the micro level, even neighborhoods. Nonetheless, we push on, working with what we have.

Time

In the reference book International Marketing Research by Dr. V. Kumar, the entirety of Chapter 18 refers to sensitivities vis-à-vis his marketing (in particular telephone marketing and direct mail)(Kumar, 1999). Unfortunately, as muscular as the text may be for what it is looking to target, a discussion of time and space as regards the fuller menu of cultural characteristics across Europe would likely take up a book of its own. The issue of time is briefly touched. Dr. Kumar is right to acknowledge the rigidity in the perception of time regarding the Germans, less so with the British and the less so still with the French. However, it is humbly submitted that it is the Swiss who are the most rigid with reference to time, and that there is a somewhat organic path radiating nearly vertically, marking an area of Europe that has a particular emphasis on time, and diminishing at the edges. This is not absolute, of course, and the point of the illustration is that it represents something of a pattern. The Germans take time almost as serious as the Swiss; the Scandinavians take time almost as seriously as the Germans. The British and those of the Baltic States are also notable in their seriousness about time, variously as much as the Germans across the spectrum to less than Scandinavians.

How Turks (& being Turkish) affect Marketing to Turkey [3of3]

Ismet Dural Circumciser: Tear off phone-number


(http://adsoftheworld.com/media/outdoor/ismet_dural_circumciser_tear_off_phonenumber). This is an interesting ad from a symbolic perspective. The “tear off” gimmick plays well here for a number of reasons. Firstly, the device has only been around for about five years and has yet to be “used to death”. However, the more important reason is that it gives the illustrator all the softening power needed to communicate to such strong men want is, essentially, the extricating of part of a penis. Being just a line drawing, something of a cartoon, the image is abstract, even cute, light, and funny. It should also be noted the “one among many” of the format, reminding the audience that other strong men have and will blaze this path.

Fortis Bank: plastic surgery loans (http://adsoftheworld.com/media/print/fortis_bank_plastic_surgery_loans). It should be said, perhaps more often, that all the women of the world are beautiful. There are different “flavors”, to be sure, yet from region to region, the human art that is woman is inarguable. That said, the women of the Mediterranean are one such region, or “flavor” of beauty. This ad finds this writer grinning inside knowing that this is nothing more than a before and after makeup job - they did not even bother to Photoshop it (reminding the question of a metric of global sophistication)! The strong nobility, the inherent beauty of this woman's face apparently constitute enough laurels to rest upon (or at least give the impression surgery was done – but where?). Exercised in the tagline power continues, alluding to payment being made after the fact by way of men falling over themselves, wanting to give freely just to be close.



Summery & Recommended culturally appropriate marketing

Among the larger themes of noticing were characteristics, adjectives, abstractions. Chief among these was strength. Others included pride, power, and the flip included a lack of whimsy and vulnerability. There is a use for such distilled observations.

Other noticing included an acknowledgment that there is a market to which one can sell. That strategic alliances or partnerships have been an entrée response for many, and there are domestic agencies (and yet there is room for outsiders). In addition, one should not overlook Turkey's larger position in the world, a possible base for reaching audiences in any direction beyond its borders.

Naturally, depending on the product and/or service (and the natural and necessary research in the wake of considering pairing the same with a Turkish audience), presuming entry makes sense, the next layer of research becomes how best to have voice (and how far is that voice expected to reach). Starting out, it might be useful (if they can be afforded) to engage a US-based ad firm with a presence in Turkey. Otherwise, the survey of the agencies that currently work there likely becomes the next step.











References

Ads of the World. (2011). Ads of the World: Turkey (reference/resource). Retrieved from Ads of the World / WebMediaBrands Inc.: http://adsoftheworld.com/taxonomy/country/turkey

Best Ads on TV. (2010). (by country): Turkey (reference/resource). Retrieved from Best Ads on TV: Turkey: http://www.bestadsontv.com/newsearch.php?q=Turkey&category=&adtype=&client=&agency=&prodco=&country=212&year=&month=&next=1

Cavusgil, S. T., Civi, E., Tutek, H. H., & Dalgic, T. (2003). Turkey (thesis). Retrieved from http://search.proquest.com.libproxy.edmc.edu/docview/202784084

Guardian, the . (2010). G20 credit ratings by country (reference). Retrieved from guardian.co.uk: http://www.guardian.co.uk/business/table/2010/sep/30/ratings-agencies-global-economy/print

Kwintessential. (2010). Turkey - Turkish Language, Culture, Customs and Etiquette (reference). Retrieved from Kwintessential [Turkey]: http://www.kwintessential.co.uk/resources/global-etiquette/turkey-country-profile.html

Organisation for Economic Co-operation and Development. (2010). Turkey (database). Retrieved from OECD Turkey: http://www.oecd.org/country/0,3731,en_33873108_33873854_1_1_1_1_1,00.html

Organisation for Economic Co-operation and Development. (2010, 27 May). Country statistical profile: Turkey (database). Retrieved from OECD Turkey: http://www.oecd-ilibrary.org/economics/country-statistical-profile-turkey_20752288-table-tur

Turkic Student Association at Berkeley (TSAB) . (n/d). So, what is exactly does “Turkic” mean? (reference). Retrieved from TSAB: http://tsab.berkeley.edu/what-is-turkic.html

the Globalist. (2011). Results 1 to 10 of 135 containing “ turkey ” (reference). Retrieved from the Globalist: http://www.theglobalist.com/Search.aspx?txtSearch=turkey

How Turks (& being Turkish) affect Marketing to Turkey [2of3]

Impact of culture on marketing


To market anything effectively one has to provide what is wanted and needed, and also ensure that it can be afforded. A casual survey of certain metrics, (as well as the Cavusgil, Civi, Tutek, & Dalgic article), assures us that there is enough of a consumer base in place; indeed, it is growing stronger by the day (Guardian, the, 2010)(Organisation for Economic Co-operation and Development, 2010).

Given that communication is the ruler by which we measure relationship, and in order to effectively be heard one needs to determine what and where the "open listening” is in order to effectively speak to it, being as thoroughly in sync with a Turkish sensibility becomes our minimum ground of being.

With all this presumed in place, let us now turn to “soak in” as much of that Turkish sensibility as we can.

Best Ads on TV

Best Ads on TV is a media site that affords us a glimpse into examples of commercial television from most any country on the planet. Unfortunately, it asks a subscription fee (and regardless how modest, this writer's principles preclude contributing to anything that might diminish the Internet as free), (Best Ads on TV, 2010). However, before turning away a quick “by country” search yielded five items (so there was not ton of material here anyway). Of the five items, the majority were by domestic agencies (albeit one by the Turkish satellite of McCann Erickson, an American firm). Another couple of commercials were by Asian ad agencies. Not exactly a scientific poll, however a facet to be aware of.

Ads of the World

The Ads of the World website embraces most major forms of media (and is free), (Ads of the World, 2011). We randomly selected five items for review at this site. By comparison again, the creation of three of the ads were creations of Turkish firms. In the balance, one ad agency was Romanian and the other “Asian”. A quick critique of these five ads, amplifying their Turkish qualities, follows.

Romtelecom Dolce Interactiv: Living statue (http://adsoftheworld.com/media/ambient/romtelecom_dolce_interactiv_living_statue). This television commercial leverages the gimmick of mannequins / statues come to life. This "trick" was passé in the West more than a decade ago, which calls into question a metric of global sophistication that has yet to be measured by House, et.al., Trompenaars or Hofstede. Conjectures would easily include the slowness of integration of Eastern Europe, and in part (as well as) for having been in the shadow of the Soviet Union. Nonetheless, it is a fun and light media piece. Culturally notable here would be the idealizing of soccer.

Migros M Milk: Nietzsche (http://adsoftheworld.com/media/print/migros_m_milk_nietzsche). What delightfully engaging print piece this is. It appears done by the Goth spawn of Norman Rockwell, teetering on the edge (of what, for many in the US, would already be over the edge). Proportionally speaking, the young boy appears to be approximately five, and of course, he is reading Nietzsche. That is the shtick - milk makes you smart! (There is a companion ad of the seven-year young girl reading Freud … a nicely played detail is that she is wearing a skirt and her legs are crossed at the thighs). Much like a very different illustration, we will see in a moment, the sense of Turkish strength is on display here, no vulnerability at all.

Levi's Kids: Humpty (http://adsoftheworld.com/media/print/levis_kids_humpty). Jeans have done exceedingly well in Turkey (Cavusgil et al., 2003). It is charming to note the European children's tale has had an audience in Turkey. To be aware of what among children's literature may be mutually familiar would either require research or the kind of strategic alliance that most of the literature (that touches on such things) refers to. The Turkish strength referred to in the preceding ad is on display differently. Not edgy Goth, yet for an image echoing children's illustration one may note a pleasant structure. One could argue an absence of whimsy. Then again, illustrated here is the toughness of Levi's. Would this be an excuse? If that argument wins, then the ensuing argument becomes why use a children's illustration format to communicate the toughness of jeans (because Turkish kids are tough?).

How Turks (& being Turkish) affect Marketing to Turkey [1of3]

Abstract


What impact do national culture and sub-cultures have on multinational marketing in Turkey? This document serves to overview among various key components to arrive at a synthesis; and consequent recommendations vis-à-vis marketing posture, et.al.



Environment; Historic, Geographic, Legacy, Social and Cultural

As Americans, we are so accustomed to being self-referential with the term “melting pot” that a reader in the United States could feel un-centered sharing that appellation. Yet, metaphorically, if the US is the Crystal Cathedral, then Turkey is the Cologne Cathedral.

There have been many empires, and every empire leaves a lasting mark. Perhaps no empire has left as compelling and vibrant a legacy as the Ottoman. On a modest website, from the University of South California, Berkeley, there is a question posed: “So, what is exactly does "Turkic" mean?” As the anonymous web designer goes on to answer their own question we find an influence stretching across all of what we know as the East; the Middle East, the near East, the Far East and everything in between. Such a Turkish background, therefore, is not restricted to Turkey alone, and this influence is not restricted to a basic language root.

Just off what is perhaps the most famous city, Istanbul, between the Sea of Marmara and the Black Sea, is the Bosporus. If one is so inclined, and many people do this every year, swimming the length of the Bosporus affords the swimmer of the bragging rights that they swam from Europe to Asia (or vice versa). Although the country with the greatest landmass, Russia, also spans both Europe and Asia, no other country so aligned maintains such a designation (besides Russia and Turkey). Turkey is exactly that kind of kaleidoscope, Middle Eastern, European and Asian.

Like most cultures throughout the Middle East one would absolutely want to establish a relationship first before moving on to consummating any business. The relationship needs to be authentic and maintained, as well. Yet just as throughout all of Asia, this is more than just breaking bread, it is a matter of “face”, and much more is expected of any friendship in Turkey than would be the case anywhere in North America. Unlike Asia, and perhaps more European, this relationship building more often than not has a beverage of choice: either black tea or Turkish coffee (tea being the most common beverage along the eastern edge of Europe, otherwise they have their own espresso)(Cavusgil, Civi, Tutek, & Dalgic, 2003)(Kwintessential, 2010).

Both their history and geography have left a legacy of a hardy people, and although the strength that seems constantly reflected throughout all that is Turkish is clearly there, don't mistake it for testosterone alone, Turkish women are strong, hearty and proud as well.