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.
Monday, December 20, 2010
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.
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.
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).
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. 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.
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.
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.).
Regional Advertising Centers
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.
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. 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.
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.
Wednesday, December 8, 2010
Another business opportunity up for grabs
Rarely is the post on an art other than applied art, and this performance notion is too interesting not to mention.
On September 24 (at 7:17pm), one of my all time best buds from High School (now a Professor of Theater somewhere in Schenectady, NY) posted the following on Facebook: “Said "yes" to directing one more high school musical – suggestions”?
I’m unclear what became of it, the post garnered 67 comments! For my part, however, I offered something that, to the best of my knowledge has not been done … and someone really should do it:
Frank Davis I finally have a suggestion: an anthology of eighties music videos! it could blossom into a series and would eventually have the kind of legs to get updated (by decade, medium, etc.). Acted theatrically, of course ... spare, quickly changed sets ... see this example: http://www.youtube.com/watch?v=V83JR2IoI8k&ob=av3e ... of COURSE i can see you directing and or acting in this. But if you use my idea I'll need a video copy, assuming you can't fly me up for opening night : ) MTV the Play!
September 30 at 8:44pm • LikeUnlike
Frank Davis Oh, and yas Gots to choreograph this (!): http://www.youtube.com/watch?v=vCadcBR95oU&ob=av2e
September 30 at 9:55pm • LikeUnlike
The point of this suggestion is to open up a whole new genre of theatrical performance (much the way ice follies have echoed off previously established works). Blue Ocean Strategy anyone?
On September 24 (at 7:17pm), one of my all time best buds from High School (now a Professor of Theater somewhere in Schenectady, NY) posted the following on Facebook: “Said "yes" to directing one more high school musical – suggestions”?
I’m unclear what became of it, the post garnered 67 comments! For my part, however, I offered something that, to the best of my knowledge has not been done … and someone really should do it:
Frank Davis I finally have a suggestion: an anthology of eighties music videos! it could blossom into a series and would eventually have the kind of legs to get updated (by decade, medium, etc.). Acted theatrically, of course ... spare, quickly changed sets ... see this example: http://www.youtube.com/watch?v=V83JR2IoI8k&ob=av3e ... of COURSE i can see you directing and or acting in this. But if you use my idea I'll need a video copy, assuming you can't fly me up for opening night : ) MTV the Play!
September 30 at 8:44pm • LikeUnlike
Frank Davis Oh, and yas Gots to choreograph this (!): http://www.youtube.com/watch?v=vCadcBR95oU&ob=av2e
September 30 at 9:55pm • LikeUnlike
The point of this suggestion is to open up a whole new genre of theatrical performance (much the way ice follies have echoed off previously established works). Blue Ocean Strategy anyone?
Tuesday, December 7, 2010
Ad Campaign thoughts on AIDS in India
Abstract
This document constitutes a brief consideration of that which might likely be best as an approach to an ad campaign in India regarding AIDS.
Evocative Portrait of India
Ad campaigns necessarily include Creative’s, and right brain people, in attempting to assimilate the larger picture, tend to seek out the sensory. Therefore, we will serve us well to seek out a feel for that which we are looking to embrace.
India is a unique blizzard of sensory experience, unlike anywhere else on the planet. India may be the most colorful of any country. India may be the most spiritual of any country. While clearly a global leader in technology, with enormous, bustling cities, the vast majority of what is still a subcontinent remains a Third World embarrassment. Just for perspective, the country's first four-lane highway (between Mumbai and Poona) completed in 2003. With 43 full-fledged graphic languages, there remain hundreds of dialects. With fisticuffs occurring in Parliament on a regular basis, the recent conclusion of a civil war off its southernmost coast (Sri Lanka) and the ongoing nonsense with Pakistan, this recently turned 50-year-old government is still trying to wrap its hands around its own larger picture.
Without too extensive a tangent, the sheer complexity, coupled with its massive vastness as well as its evolved history finds India with an established parochialism throughout the country; variously flavored from location to location with superstitions and other stains of ignorance (IANS, 2010).
Working with what we have
It turns out India is one of the hardest hit countries when it comes to AIDS. With 33.4 million living with AIDS worldwide (and a global population of 6.7 trillion), contrasting that with India, a population of about 1 billion, and 2.3 million with AIDS, that works out as follows: AIDs occurs as one in every 35,000 for the world and a little more than one in every 500 for India. Clearly a problem, about which sub demographics (women versus men, children, homosexual versus heterosexual, the sex trade and drug use) neither make this any easier to digest, nor would they inform our broad-brush stroke ad campaign (“Avert“, 2010), (Google, 2010).
Why there is any consideration for a broad brush-stroke campaign has several responses. One is to take care of communicating as broadly and widely as possible, effectively the lowest common denominator (which, basically, begs for a simple, graphic response). Another consideration, in line with keeping things simple, includes being culturally sensitive in "the land of a million mirrors". There is also the onerous stigma, so while this campaign may target populations and behaviors that flirt with danger, the communication needs also to be accessible to the general population. One might say this approach finds a vague balance between being direct and indirect, emotional and rational; and even more vaguely still, somewhat both informative and persuasive. Should this be so, while not the most elegant or innovative of ad campaigns, it would prove to be a success beyond hope (UNAIDs, n.d.), (World AIDS Day, 2010).
The entity most naturally poised for partnership with others is NACO (the National AIDS Control Organisation ; an arm of the Ministry of Health & Family Welfare, Govt. of India). The campaign, as is conceived, also has an emphasis on thrift, further extending its reach. As such, any further form, integration or communication may be built upon this; either by NACO itself or taken in various directions by the subsequent receiving agencies. Naturally, the conscious use of such a generic approach would also lend itself to a wide variety of sponsorships, as well (NACO [Ministry of Health & Family Welfare (Govt. of India) ], 2007).
The Proposal
There has already been a survey of a balance between the culture, as disparate as it may be, and that of the key archetypes as they are. The consistent underlying element is graphic simplicity, and this would affect color, type, shape, etc. There is a need for economy on type. Color needs to be highly saturated and bright. Forms would have the greatest connection to a synthesis of the culture; consequently, the most generic of these would be a circle or something circular. Such a shape is represented, alluded to or otherwise present in the visual catalog of all the world’s religions; many of which share a mandala expression.
Henceforth, the following visual material, designed with the intention of papering, plastered, inserted … created to flood the market in any and every appropriate way. The native design is intended to fit “two up” on a single page, so that it may readily go viral at the consumer level where people can print out their own (and receive two images for every print).
Conclusion
That which is being offered, as a base ad campaign, is not being offered up so much as a presumption as it is a synthesis based on the challenge at hand, its inherent request, and the marriage of the best possible response the Creative’s are able to articulate. Consciously made were the shifts in background balance, specific color choices (bearing in mind color theory and therapy), and consciousness of word sizing and stacking. The English on the left is not merely a translated representation, as it would serve as the other pan Indian language, along with the Hindi on the right.
Despite reiteration, this should yield greatest and widest communication at the lowest general expense, with generous latitude for customization agency on agency. May it move the kind reader to further creativity, if only within one’s own imagination.
References
Avert. (2010). In India HIV AIDS Statistics (, pp. -p. ). : . doi: Retrieved from http://www.avert.org/india-hiv-aids-statistics.htm
Google. (2010). (World Population) 6,775,235,741 - 2009. In Source: World Bank, World Development Indicators. Retrieved from www.google.com/publicdata
IANS, (2010, Jul 22). AIDS stigma drives HIV in India: World Bank study. THE TIMES OF INDIA (Bennett, Coleman & Co. Ltd.). Retrieved from http://timesofindia.indiatimes.com/india/AIDS-stigma-drives-HIV-in-India-World-Bank-study/articleshow/6200405.cms
NACO [Ministry of Health & Family Welfare (Govt. of India) ]. (2007). NACO [National AIDS Control Organisation]. Retrieved from http://www.nacoonline.org/NACO:
UNAIDs (Ed.). (n.d.). UNAIDs. Retrieved from http://unaidstoday.org/
Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.
World AIDS Day. (2010, ). 2010 National AIDS Trust [Web log message]. Retrieved from http://www.worldaidsday.org/
This document constitutes a brief consideration of that which might likely be best as an approach to an ad campaign in India regarding AIDS.
Evocative Portrait of India
Ad campaigns necessarily include Creative’s, and right brain people, in attempting to assimilate the larger picture, tend to seek out the sensory. Therefore, we will serve us well to seek out a feel for that which we are looking to embrace.
India is a unique blizzard of sensory experience, unlike anywhere else on the planet. India may be the most colorful of any country. India may be the most spiritual of any country. While clearly a global leader in technology, with enormous, bustling cities, the vast majority of what is still a subcontinent remains a Third World embarrassment. Just for perspective, the country's first four-lane highway (between Mumbai and Poona) completed in 2003. With 43 full-fledged graphic languages, there remain hundreds of dialects. With fisticuffs occurring in Parliament on a regular basis, the recent conclusion of a civil war off its southernmost coast (Sri Lanka) and the ongoing nonsense with Pakistan, this recently turned 50-year-old government is still trying to wrap its hands around its own larger picture.
Without too extensive a tangent, the sheer complexity, coupled with its massive vastness as well as its evolved history finds India with an established parochialism throughout the country; variously flavored from location to location with superstitions and other stains of ignorance (IANS, 2010).
Working with what we have
It turns out India is one of the hardest hit countries when it comes to AIDS. With 33.4 million living with AIDS worldwide (and a global population of 6.7 trillion), contrasting that with India, a population of about 1 billion, and 2.3 million with AIDS, that works out as follows: AIDs occurs as one in every 35,000 for the world and a little more than one in every 500 for India. Clearly a problem, about which sub demographics (women versus men, children, homosexual versus heterosexual, the sex trade and drug use) neither make this any easier to digest, nor would they inform our broad-brush stroke ad campaign (“Avert“, 2010), (Google, 2010).
Why there is any consideration for a broad brush-stroke campaign has several responses. One is to take care of communicating as broadly and widely as possible, effectively the lowest common denominator (which, basically, begs for a simple, graphic response). Another consideration, in line with keeping things simple, includes being culturally sensitive in "the land of a million mirrors". There is also the onerous stigma, so while this campaign may target populations and behaviors that flirt with danger, the communication needs also to be accessible to the general population. One might say this approach finds a vague balance between being direct and indirect, emotional and rational; and even more vaguely still, somewhat both informative and persuasive. Should this be so, while not the most elegant or innovative of ad campaigns, it would prove to be a success beyond hope (UNAIDs, n.d.), (World AIDS Day, 2010).
The entity most naturally poised for partnership with others is NACO (the National AIDS Control Organisation ; an arm of the Ministry of Health & Family Welfare, Govt. of India). The campaign, as is conceived, also has an emphasis on thrift, further extending its reach. As such, any further form, integration or communication may be built upon this; either by NACO itself or taken in various directions by the subsequent receiving agencies. Naturally, the conscious use of such a generic approach would also lend itself to a wide variety of sponsorships, as well (NACO [Ministry of Health & Family Welfare (Govt. of India) ], 2007).
The Proposal
There has already been a survey of a balance between the culture, as disparate as it may be, and that of the key archetypes as they are. The consistent underlying element is graphic simplicity, and this would affect color, type, shape, etc. There is a need for economy on type. Color needs to be highly saturated and bright. Forms would have the greatest connection to a synthesis of the culture; consequently, the most generic of these would be a circle or something circular. Such a shape is represented, alluded to or otherwise present in the visual catalog of all the world’s religions; many of which share a mandala expression.
Henceforth, the following visual material, designed with the intention of papering, plastered, inserted … created to flood the market in any and every appropriate way. The native design is intended to fit “two up” on a single page, so that it may readily go viral at the consumer level where people can print out their own (and receive two images for every print).
Conclusion
That which is being offered, as a base ad campaign, is not being offered up so much as a presumption as it is a synthesis based on the challenge at hand, its inherent request, and the marriage of the best possible response the Creative’s are able to articulate. Consciously made were the shifts in background balance, specific color choices (bearing in mind color theory and therapy), and consciousness of word sizing and stacking. The English on the left is not merely a translated representation, as it would serve as the other pan Indian language, along with the Hindi on the right.
Despite reiteration, this should yield greatest and widest communication at the lowest general expense, with generous latitude for customization agency on agency. May it move the kind reader to further creativity, if only within one’s own imagination.
References
Avert. (2010). In India HIV AIDS Statistics (, pp. -p. ). : . doi: Retrieved from http://www.avert.org/india-hiv-aids-statistics.htm
Google. (2010). (World Population) 6,775,235,741 - 2009. In Source: World Bank, World Development Indicators. Retrieved from www.google.com/publicdata
IANS, (2010, Jul 22). AIDS stigma drives HIV in India: World Bank study. THE TIMES OF INDIA (Bennett, Coleman & Co. Ltd.). Retrieved from http://timesofindia.indiatimes.com/india/AIDS-stigma-drives-HIV-in-India-World-Bank-study/articleshow/6200405.cms
NACO [Ministry of Health & Family Welfare (Govt. of India) ]. (2007). NACO [National AIDS Control Organisation]. Retrieved from http://www.nacoonline.org/NACO:
UNAIDs (Ed.). (n.d.). UNAIDs. Retrieved from http://unaidstoday.org/
Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.
World AIDS Day. (2010, ). 2010 National AIDS Trust [Web log message]. Retrieved from http://www.worldaidsday.org/
Monday, December 6, 2010
copywrite conversation [and going rogue]
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 5:58:01 AM
...thanks John. That issue is always a worthy chew.
Had this been a not for profit school you could have reproduced the passage under current copyright law.
Alas, I would have done so anyway under the heading of civil disobedience : )
Respond
RE: Bribery and Cultural Relativism in the assigned reading. Instructor 12/5/2010 2:53:11 PM
this writer,
please....I hope you are just joking!
Another way could be, if the book is available on any book selling sites you can just include the web link.
There is always a legal and a right way.
Dr.G.P
Respond
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 3:31:02 PM
No, I wasn't joking. Private schools (like Ringling, Eckerd...) and state schools (like USF, Princeton...) can copy passages of copywriten material within academic context for purposes of learning. Schools that are in a position to turn a profit are disallowed the privilege as the reasoning suggests we might leverage that.
An great example is that Ringling can have a movie marathon for its students (with or without academic purpose, though it must forthrightly put it out there as academic), say, a Halloween movie marathon. No problem, just don't charge admission. For Argosy the sense is we already charge admission because of the way entrance to the institution is set up.
The same goes for youtube videos ... some I can show at one school, others I can only offer a link.
Etcetera.
My sense is that learning is sacred and should trump whether someone might make a one hundredth of a penny or not from a youtube video that would have helped make a point in a classroom setting.
Respond
RE: Bribery and Cultural Relativism in the assigned reading. Instructor 12/5/2010 4:23:18 PM
I thought you were joking with the "civil disobedience" part.
Respond
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 7:13:32 PM
: )
nope
sometimes I even sneak a video clip in for my class anyway
I'm hard core for my kids
...thanks John. That issue is always a worthy chew.
Had this been a not for profit school you could have reproduced the passage under current copyright law.
Alas, I would have done so anyway under the heading of civil disobedience : )
Respond
RE: Bribery and Cultural Relativism in the assigned reading. Instructor 12/5/2010 2:53:11 PM
this writer,
please....I hope you are just joking!
Another way could be, if the book is available on any book selling sites you can just include the web link.
There is always a legal and a right way.
Dr.G.P
Respond
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 3:31:02 PM
No, I wasn't joking. Private schools (like Ringling, Eckerd...) and state schools (like USF, Princeton...) can copy passages of copywriten material within academic context for purposes of learning. Schools that are in a position to turn a profit are disallowed the privilege as the reasoning suggests we might leverage that.
An great example is that Ringling can have a movie marathon for its students (with or without academic purpose, though it must forthrightly put it out there as academic), say, a Halloween movie marathon. No problem, just don't charge admission. For Argosy the sense is we already charge admission because of the way entrance to the institution is set up.
The same goes for youtube videos ... some I can show at one school, others I can only offer a link.
Etcetera.
My sense is that learning is sacred and should trump whether someone might make a one hundredth of a penny or not from a youtube video that would have helped make a point in a classroom setting.
Respond
RE: Bribery and Cultural Relativism in the assigned reading. Instructor 12/5/2010 4:23:18 PM
I thought you were joking with the "civil disobedience" part.
Respond
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 7:13:32 PM
: )
nope
sometimes I even sneak a video clip in for my class anyway
I'm hard core for my kids
Friday, December 3, 2010
Guerilla Marketing from an Indonesian Boutique
One of my nieces posted a link this afternoon (well, late afternoon for them; 4:45PM, they are 12 hours ahead) of an entire clothing catalog for the Holiday Season. It just so happens I posted a fashion post yesterday. My wife tells me the girl is not our relative (A handful of them have modeled professionally, TV and otherwise) … fine. I still find aspects interesting, worth sharing and deconstructing.
Firstly, an entire 80 page catalog on Facebook?! Who would have thought? Well, the likes of Daniel Pink and, in particular, Seth Grodin have chronicled such efforts; so it’s not unheard of (one simply still doesn’t see much of it).
Second, whomever the dear little model is, she worked hard for whatever they paid her. It appears that the entire shoot took place in her family’s home, mostly living and her bedroom. With about 200 changes, this must have been an endurance issue (who uses just one model (?), photographers and boutiques on a shoestring that have made a nice arrangement). There are even shots with her barefooted! Likely an oversight, yet to fashion photography, clearly a opportunity to establish “the new”.
The lighting is off (sometimes outright dark), most of the clothing still has the fold creases in it and there appears to be no makeup whatsoever. Gasp, how unprofessional? Well, perhaps; but in the balance of things the girl is attractive enough (she is not an aging 36 trying to look 17 … she probably is 17). Given the constraints of the volume of visual material looking to be generated, and the presumed budget, are the creases that much of an issue? (Yes, but it is what it is). The biggest item I would fault the photographer on would be the lighting.
Nearly lastly, what is up with the graphics? Really? You put that poor model through a several day marathon and the photographer trying to squeeze something from next to nothing and they literally want to frame it like that? That is the worst part.
Well, no; there is on part that is worse: lastly the communication of the piece. What do you mean SMS only? The Indonesian post offices cannot even be trusted, and someone is supposed to wire funds and import based on a text exchange?
Listen, I love the ad campaign; I really do. I feel it has gumption, innate passion and I sense everyone connected with the project (including Macadamia House) is well-meaning, hard working, just doing the best they can and looking for a break. I say all this as lessons learned and support. I also feel that there’s a ton of greatness about it: the pluck and spunk to pull all that off, for one thing (and details like the bare feet and no make up for another) … facebooking the whole catalog, etc.
But really, add some part time commission based translators on Skype, add e-mail. Meanwhile, congratulations. If I had to grade the overall effort: A- (I’m that impressed).
BTW, the IDR (1 Indonesian rupiah) currently equals 0.0001 US dollars. So, these really are all bargains (the truffle cargo at 110,000, the first displayed item, is eleven dollars US).
INFO:
http://www.facebook.com/photo.php?fbid=169600753071130&set=a.169584103072795.36260.100000636202553&ref=nf#!/photo.php?fbid=169600953071110&set=a.169584103072795.36260.100000636202553&pid=409732&id=100000636202553
Macadamia House Full III's Photos - DECEMBER CHRISTMAS CAROL
BOOKED ORDER AND QUESTION ONLY BY SMS
SMS : 081807381011 - GRACIA
FORMAT SMS
NAMA :
NO HP :
ALAMAT LENGKAP :
ORDERAN :
harga. material bahan. dan detail ukuran smua sudah tretulis lengkap di foto. harap diperhatikan sebelum membeli.
harga yang tercantum FIXED PRICE. NO BARGAIN please!
ALL NEW ITEM AND READY STOCK
MORE QUESTION?
JUST DIRECTLY SMS ME .
SERIOUS BUYER PLEASE!
RESELLER WELCOME CONTACT ME!
DON'T COPY THIS PHOTO WITHOUT ANY PERMISSION.
HAPPY SHOPPING =)
Firstly, an entire 80 page catalog on Facebook?! Who would have thought? Well, the likes of Daniel Pink and, in particular, Seth Grodin have chronicled such efforts; so it’s not unheard of (one simply still doesn’t see much of it).
Second, whomever the dear little model is, she worked hard for whatever they paid her. It appears that the entire shoot took place in her family’s home, mostly living and her bedroom. With about 200 changes, this must have been an endurance issue (who uses just one model (?), photographers and boutiques on a shoestring that have made a nice arrangement). There are even shots with her barefooted! Likely an oversight, yet to fashion photography, clearly a opportunity to establish “the new”.
The lighting is off (sometimes outright dark), most of the clothing still has the fold creases in it and there appears to be no makeup whatsoever. Gasp, how unprofessional? Well, perhaps; but in the balance of things the girl is attractive enough (she is not an aging 36 trying to look 17 … she probably is 17). Given the constraints of the volume of visual material looking to be generated, and the presumed budget, are the creases that much of an issue? (Yes, but it is what it is). The biggest item I would fault the photographer on would be the lighting.
Nearly lastly, what is up with the graphics? Really? You put that poor model through a several day marathon and the photographer trying to squeeze something from next to nothing and they literally want to frame it like that? That is the worst part.
Well, no; there is on part that is worse: lastly the communication of the piece. What do you mean SMS only? The Indonesian post offices cannot even be trusted, and someone is supposed to wire funds and import based on a text exchange?
Listen, I love the ad campaign; I really do. I feel it has gumption, innate passion and I sense everyone connected with the project (including Macadamia House) is well-meaning, hard working, just doing the best they can and looking for a break. I say all this as lessons learned and support. I also feel that there’s a ton of greatness about it: the pluck and spunk to pull all that off, for one thing (and details like the bare feet and no make up for another) … facebooking the whole catalog, etc.
But really, add some part time commission based translators on Skype, add e-mail. Meanwhile, congratulations. If I had to grade the overall effort: A- (I’m that impressed).
BTW, the IDR (1 Indonesian rupiah) currently equals 0.0001 US dollars. So, these really are all bargains (the truffle cargo at 110,000, the first displayed item, is eleven dollars US).
INFO:
http://www.facebook.com/photo.php?fbid=169600753071130&set=a.169584103072795.36260.100000636202553&ref=nf#!/photo.php?fbid=169600953071110&set=a.169584103072795.36260.100000636202553&pid=409732&id=100000636202553
Macadamia House Full III's Photos - DECEMBER CHRISTMAS CAROL
BOOKED ORDER AND QUESTION ONLY BY SMS
SMS : 081807381011 - GRACIA
FORMAT SMS
NAMA :
NO HP :
ALAMAT LENGKAP :
ORDERAN :
harga. material bahan. dan detail ukuran smua sudah tretulis lengkap di foto. harap diperhatikan sebelum membeli.
harga yang tercantum FIXED PRICE. NO BARGAIN please!
ALL NEW ITEM AND READY STOCK
MORE QUESTION?
JUST DIRECTLY SMS ME .
SERIOUS BUYER PLEASE!
RESELLER WELCOME CONTACT ME!
DON'T COPY THIS PHOTO WITHOUT ANY PERMISSION.
HAPPY SHOPPING =)
Thursday, December 2, 2010
Honduran Fashion [In search of packaging design in Honduras]
Sometimes life throws a curveball or two, it seems that other times it's an entire series of curveballs. So I'm getting to my blog posts late. I decided I would survey the applied art that had the least postings and seek out what I could for country either in Africa or Central America... basically just whip something up. Well, you already know what I chose.
I recalled that there was a political upheaval around June of last year (about a year and a half ago). I'm not sure how that all worked out, and I really don't have time to look it up. But I mention it because, apparently, it has significant ramifications for the garment industry.
What happened to packaging? I'm not really finding anything (readily) on packaging.What I am finding is a significant, thriving garment industry. Maybe it is an accident of that which is coming to my attention, and it seems that there is an accentuation of screen printing the Honduran garment industry connection.
Of the two LinkedIn pages that readily came up, both individuals (Melissa De La Vega @ http://www.linkedin.com/pub/melissa-de-la-vega/7/53a/950 and David Gren @ http://www.linkedin.com/in/riogarment ) found a solid design education here in the States (Ms. De La Vega at the Savannah College of Art and Design, Mr. Gren at Parsons). Well, that's impressive (to me, anyway; that of the two both went to decent schools in the US).
While I cannot locate Ms. De La Vega's business, Mr. Gren's resides at http://www.customscreensinc.com/main.html?src=%2Findex2.html#1,0 ... and what a client list he has! So, while I hadn't come across packaging design empirically, the applied arts of graphic design, screen printing and fashion seem to be demonstrably expressed in Honduras ... and that, too, is blog-worthy.
(see also: Honduras continues to hurt, By: Leonie Barrie - 29 October 2009 19:14: http://www.just-style.com/the-just-style-blog/honduras-continues-to-hurt_id1726.aspx )
I recalled that there was a political upheaval around June of last year (about a year and a half ago). I'm not sure how that all worked out, and I really don't have time to look it up. But I mention it because, apparently, it has significant ramifications for the garment industry.
What happened to packaging? I'm not really finding anything (readily) on packaging.What I am finding is a significant, thriving garment industry. Maybe it is an accident of that which is coming to my attention, and it seems that there is an accentuation of screen printing the Honduran garment industry connection.
Of the two LinkedIn pages that readily came up, both individuals (Melissa De La Vega @ http://www.linkedin.com/pub/melissa-de-la-vega/7/53a/950 and David Gren @ http://www.linkedin.com/in/riogarment ) found a solid design education here in the States (Ms. De La Vega at the Savannah College of Art and Design, Mr. Gren at Parsons). Well, that's impressive (to me, anyway; that of the two both went to decent schools in the US).
While I cannot locate Ms. De La Vega's business, Mr. Gren's resides at http://www.customscreensinc.com/main.html?src=%2Findex2.html#1,0 ... and what a client list he has! So, while I hadn't come across packaging design empirically, the applied arts of graphic design, screen printing and fashion seem to be demonstrably expressed in Honduras ... and that, too, is blog-worthy.
(see also: Honduras continues to hurt, By: Leonie Barrie - 29 October 2009 19:14: http://www.just-style.com/the-just-style-blog/honduras-continues-to-hurt_id1726.aspx )
Wednesday, December 1, 2010
Standardize, Customize, another Perspective
Abstract
This author erred on several counts in the last paper, among them jumping the gun (a uniquely American colloquialism not found in Indonesia). It is here that an exploration of varying products (mostly products) and services will be compared and considered as to their why’s vis-à-vis standardization and customization (for larger context).
Common Context
the Wal-Mart starting point
Perhaps a useful approach would be to look at a large and disparate collection of goods (given that we have such a liberty) and see how that entity is faring. What is being looked at here is Wal-Mart, and the cornucopia of goods that it represents. From a standardization/customization perspective, Wal-Mart has had issues from every direction (bnet [CBS Business Network, CBS News], 1997).
In 1997, Wal-Mart had already partnered with Lippo (a strategic alliance integrating an indigenous powerhouse), and was well on its way to integrating Matahari (another significant strategic move). By the following year, Wal-Mart had split with Lippo, complicating everything. Meanwhile, Wal-Mart was experiencing its own culture shock, trying to integrate Indonesians into its culture. This likely serve to be the source of the large chunk of its growing pains, over the years as it has discovered Wal-Mart needs to integrate into the Indonesian culture. Issues with supply-chain (Wal-Mart's greatest competitive advantage, being the Michelangelo and da Vinci of supply-chain) and competition complicated the picture further. As recently as last in one month from this writing, over a decade later, they were still looking to put strategic pieces in place, like Matahari (BUSINESS WEEK ONLINE, 1998)(Staff, 2010).
This document starts with a consideration of the evolution of in Indonesia because most American readers have a ready connection to Wal-Mart, as well as how many and diverse the products it represents. If the quintessential retail outlet is faced with such challenge, what can one expect to translate within it? In addition, what we find is that it is all very much on a case-by-case basis, dictated against the fabric of what is Indonesian; from a cultural perspective, from a commerce perspective, etc.
“with 1,000 roasted chickens selling each weekend day - and bakery goods, framed art, home storage, small appliances, prerecorded music, H&BC, toys, intimates and bodywear. Although they come at a premium, some particularly American brand products - Tang is an example - are popular, too, store manager Jerry Ashbrook told DSN.
Less stellar categories to date include cosmetics, children's apparel, greeting cards, automotive accessories and white goods.”(bnet [CBS Business Network, CBS News], 1997)
A quick look at the items that tend to work, are a case-by-case study of that which is relatively affordable for which differing rationales advantage the Indonesians. The chickens are a cost-benefit analysis hit. Baked goods shine because the indigenous cuisine has no historical affinity (and is not especially good at) baked goods. And in a recent research pursued, a question related to “small appliances”, there was no ready or easy translation for the term (Americans cannot find enough space in their kitchens for the dozens upon dozens of gadgets, small appliances tends to literally be absent from the general Indonesian vocabulary) (Davis, 2010).
Similarly, the items that tend not to work so well also have a case-by-case rationale. Often it is a matter that Indonesians either have long ago handled the situation themselves, or have enough outsourcing established (automotive accessories) that there is an easy overflow into the general market.
the Shopping Experience generally
Just to wrap the contextual conversation up, it was still a useful to notice also the standardization/customization of shopping itself. The look and feel of shopping as it had evolved in the United States between the 1950s and 2010 seems to be struggling to replicate itself in Indonesia over the course of the last 20 years; with its own flavor of modifications along the way. For a country that is wider than the continental United States, Indonesia has only about a dozen major city centers; all of which are bursting at the seams with citizens trying to gain a foothold. Here is where the majority of the shopping takes place, as we in the United States know it. Americans tended to have “malls” in the form of individual department stores (echoes of Harrods, London); Gimbals’, John Wannamaker’s, Macy’s, and the like. These were vertical entities. A half-century later, for a variety of reasons, we now have (ostensibly) one level shopping malls, and the expertise is broken up storefront by storefront. In Indonesia, primarily for reasons of real estate, echoes of what are now our one level shopping malls take on a vertical shape. These six and seven story malls usually have no organization from floor to floor, as did our old department stores. Instead, on any given floor, you may still see health and beauty care next to apparel, next to entertainment, etc. - and on the next floor something slightly similar (it is confessed that the food courts tends to be on the ground floor).
You can just imagine Indonesian mall rats, the 14 to 18-year-olds, leaning over the balustrade of the fifth floor talking across the center atrium space to their colleagues on the fourth floor. Such is the entertainment value of shopping in Indonesia. For, in Indonesia, if one were to do “practical” shopping (say, a day or two of groceries), one would still go to an open air bazaar.
A Veritable Product Parade
The preceding passages should serve beyond context, offering some insight as well, as to the texture and tone of the Indonesian populace. It may be a broad brushstroke, and this is a proud, stubborn and strong people, rabidly family-centric, and not easily prone to giving up long-held beliefs.
From this author’s personal experience it can be related that Dunkin Donuts, the Six Sigma movement, Pizza Hut, Winston cigarettes, KFC and McDonalds have varying degrees of standardization/customization in Indonesia; to name a few (Davis, 2010).
Dunkin Donuts and Winston cigarettes are the least customized of this half dozen or so products offered up. As noted earlier, the former, being a baked good, shows up on the scene already a star. Moreover, even in the United States, it's not so much that the product line is altered as it is expanded. So, the doughnuts (for now), remain a standardized fare. When Dunkin Donuts is ready, customization may occur by marrying the natural and ready pairings: the inclusion of nutmeg, clove, palm sugar, and fillings made with rose apple, rambutan, lychee, coconut, jackfruit and mango.
Winston's are simply hard to find, and sell for a premium (usually at locations frequented by Westerners). Not changing is part of its allure, and likely its best strategy for remaining viable in this market. The reason is that tobacco was established centuries earlier by the Dutch, slowly evolving into indigenous expressions; not the least of which are kretek (clove cigarettes).
KFC is also extensively unchanged, in so far as Indonesians have always enjoyed chicken, as well as fried foods; although, they do afford their patrons sambal (as opposed to Tabasco).
Among the other examples, however, significant customization has taken place. Books on Six Sigma have been readily available for over a decade, and it is clear the design of the book jackets were done domestically.
Pizza Hut and McDonalds are the most customized from among this bunch. At Pizza Hut the most popular offering is tuna pizza. A regular pizza can be had, but it is significantly blander (a fraction of the basil, oregano, garlic, etc.). The burger is still present at McDonald's, and it, too, is blander. However, also on the menu is fried chicken, chicken soup and balls of rice.
Concluding thoughts
As we survey, even casually, the possibilities of customization/standardization, we find that the over arching theme is not so much to plug-and-play, hoping against hope that the Indonesians will integrate to our perspective, so much as there is a welcoming opportunity if we integrate to their perspective. Although advertising and branding or alluded to, they echo the same template we see with the product itself; i.e., essentially the same dynamic one would see in the United States, however, was a strong Indonesian slant (mostly television for the sweet spot demographic, all other media channels taking a distant backseat; and everything on a case-by-case basis).
So much of this is on a case-by-case basis, and the driving factors all seem grounded in the Indonesian perspective itself. These tend to include considerations of what they already have, or do well at, versus what they do not have, or do not excel at, what they are already used to and comfortable with, and ramifications of where the shopping populace is regards their growing economic status.
Appendix
Top Indonesian Exports to US
The following products were the top-selling products from Indonesia imported into the United States during the first half of 2010.
Shown within brackets in the list below is the product’s percentage of total value of shipments from Indonesia to America.
1.Natural rubber … US$711.9 million, up 105.1% (9.1% of total)
2.Crude petroleum, 25-degree testing and over … $273.5 million, up 313.4% (3.5%)
3.Cotton pullovers … $250.8 million, up 17.4% (3.2%)
4.Cocoa beans, raw or roasted … $189 million, up 84.2% (2.4%)
5.Crude petroleum, under 25-degree testing … $164.5 million, up 23.7% (2.1%)
6.Shrimps and prawns, frozen … $128.2 million, down 11.1% (1.6%)
7.Digital video cameras, still image … $118.4 million, down 12.6% (1.5%)
8.TV set top boxes … $90.8 million, down 21.1% (1.2%)
9.Insulated ignition wiring sets … $74.6 million, up 88.1% (1%)
10.Aluminum plates … $74 million, up 808.9% (0.95%).
Out of the top 10 Indonesian products exported to the United States, 7 items showed percentage gains. Increases ranged from 17.4% for cotton pullovers (harmonized tariff system code 6110.20.20.79) to 808.9% for aluminum plates (7606.12.30.90).
Top Indonesian Imports from US
The following Indonesian imports from the United States had the highest dollar values during the 6-month period ending June 2010.
1.Civilian aircraft including parts … US$625.3 million, up 67.7% (19.7% of total)
2.Soybeans … $346.7 million, up 12.9% (10.9%)
3.Soybean oilcake and other solid residues … $86.5 million, up 641.2% (2.7%)
4.Milk and cream concentrates, powder and granules … $71.2 million, up 256% (2.2%)
5.Cotton, staple length 1 1/8 inches or more … $70.7 million, up 24.7% (2.2%)
6.Cotton, staple length over 1 but under 1 1/8 inches … $60 million, down 13.4% (1.9%)
7.Corn gluten meal … $51.6 million, up 89.4% (1.6%)
8.Residues of starch manufacturing … $42.9 million, down 25.6% (1.4%)
9.Disodium carbonate … $38.6 million, up 176.8% (1.2%)
10.Wheat … $32.7 million, up 68.6% (1%).
American exporters were able to post percentage gains in 8 of the top 10 product categories shipped to Indonesia. The fastest-growing U.S. exports were soybean oilcake (HTS code 2304.00.00.00), milk and cream concentrates (4021.00.00.00), and disodium carbonate (2836.20.00.00). The latter chemical export is used to make ceramics, detergents, fertilizers and pharmaceuticals.
(suite101.com, 2009)
References
BUSINESS WEEK ONLINE. (1998). OUT OF INDONESIA: WAL-MART SPLITS WITH LIPPO . Retrieved from http://www.businessweek.com/bwdaily/dnflash/feb1998/nf80225b.htm
Bharat Book Bureau. (2009). Foreign Companies in Indonesia. Retrieved December 01, 2010, from http://www.bharatbook.com/bookdetail.asp?bookid=18780&publisher=
Davis, F. (2010). [personal journaling; video, audio, photo, written]. Unpublished manuscript.
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
US Dept. of Commerce. (2010). Doing Business in Indonesia. Retrieved December 01, 2010, from http://www.buyusa.gov/indonesia/en/doingbusinessinindonesia.html
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/
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
This author erred on several counts in the last paper, among them jumping the gun (a uniquely American colloquialism not found in Indonesia). It is here that an exploration of varying products (mostly products) and services will be compared and considered as to their why’s vis-à-vis standardization and customization (for larger context).
Common Context
the Wal-Mart starting point
Perhaps a useful approach would be to look at a large and disparate collection of goods (given that we have such a liberty) and see how that entity is faring. What is being looked at here is Wal-Mart, and the cornucopia of goods that it represents. From a standardization/customization perspective, Wal-Mart has had issues from every direction (bnet [CBS Business Network, CBS News], 1997).
In 1997, Wal-Mart had already partnered with Lippo (a strategic alliance integrating an indigenous powerhouse), and was well on its way to integrating Matahari (another significant strategic move). By the following year, Wal-Mart had split with Lippo, complicating everything. Meanwhile, Wal-Mart was experiencing its own culture shock, trying to integrate Indonesians into its culture. This likely serve to be the source of the large chunk of its growing pains, over the years as it has discovered Wal-Mart needs to integrate into the Indonesian culture. Issues with supply-chain (Wal-Mart's greatest competitive advantage, being the Michelangelo and da Vinci of supply-chain) and competition complicated the picture further. As recently as last in one month from this writing, over a decade later, they were still looking to put strategic pieces in place, like Matahari (BUSINESS WEEK ONLINE, 1998)(Staff, 2010).
This document starts with a consideration of the evolution of in Indonesia because most American readers have a ready connection to Wal-Mart, as well as how many and diverse the products it represents. If the quintessential retail outlet is faced with such challenge, what can one expect to translate within it? In addition, what we find is that it is all very much on a case-by-case basis, dictated against the fabric of what is Indonesian; from a cultural perspective, from a commerce perspective, etc.
“with 1,000 roasted chickens selling each weekend day - and bakery goods, framed art, home storage, small appliances, prerecorded music, H&BC, toys, intimates and bodywear. Although they come at a premium, some particularly American brand products - Tang is an example - are popular, too, store manager Jerry Ashbrook told DSN.
Less stellar categories to date include cosmetics, children's apparel, greeting cards, automotive accessories and white goods.”(bnet [CBS Business Network, CBS News], 1997)
A quick look at the items that tend to work, are a case-by-case study of that which is relatively affordable for which differing rationales advantage the Indonesians. The chickens are a cost-benefit analysis hit. Baked goods shine because the indigenous cuisine has no historical affinity (and is not especially good at) baked goods. And in a recent research pursued, a question related to “small appliances”, there was no ready or easy translation for the term (Americans cannot find enough space in their kitchens for the dozens upon dozens of gadgets, small appliances tends to literally be absent from the general Indonesian vocabulary) (Davis, 2010).
Similarly, the items that tend not to work so well also have a case-by-case rationale. Often it is a matter that Indonesians either have long ago handled the situation themselves, or have enough outsourcing established (automotive accessories) that there is an easy overflow into the general market.
the Shopping Experience generally
Just to wrap the contextual conversation up, it was still a useful to notice also the standardization/customization of shopping itself. The look and feel of shopping as it had evolved in the United States between the 1950s and 2010 seems to be struggling to replicate itself in Indonesia over the course of the last 20 years; with its own flavor of modifications along the way. For a country that is wider than the continental United States, Indonesia has only about a dozen major city centers; all of which are bursting at the seams with citizens trying to gain a foothold. Here is where the majority of the shopping takes place, as we in the United States know it. Americans tended to have “malls” in the form of individual department stores (echoes of Harrods, London); Gimbals’, John Wannamaker’s, Macy’s, and the like. These were vertical entities. A half-century later, for a variety of reasons, we now have (ostensibly) one level shopping malls, and the expertise is broken up storefront by storefront. In Indonesia, primarily for reasons of real estate, echoes of what are now our one level shopping malls take on a vertical shape. These six and seven story malls usually have no organization from floor to floor, as did our old department stores. Instead, on any given floor, you may still see health and beauty care next to apparel, next to entertainment, etc. - and on the next floor something slightly similar (it is confessed that the food courts tends to be on the ground floor).
You can just imagine Indonesian mall rats, the 14 to 18-year-olds, leaning over the balustrade of the fifth floor talking across the center atrium space to their colleagues on the fourth floor. Such is the entertainment value of shopping in Indonesia. For, in Indonesia, if one were to do “practical” shopping (say, a day or two of groceries), one would still go to an open air bazaar.
A Veritable Product Parade
The preceding passages should serve beyond context, offering some insight as well, as to the texture and tone of the Indonesian populace. It may be a broad brushstroke, and this is a proud, stubborn and strong people, rabidly family-centric, and not easily prone to giving up long-held beliefs.
From this author’s personal experience it can be related that Dunkin Donuts, the Six Sigma movement, Pizza Hut, Winston cigarettes, KFC and McDonalds have varying degrees of standardization/customization in Indonesia; to name a few (Davis, 2010).
Dunkin Donuts and Winston cigarettes are the least customized of this half dozen or so products offered up. As noted earlier, the former, being a baked good, shows up on the scene already a star. Moreover, even in the United States, it's not so much that the product line is altered as it is expanded. So, the doughnuts (for now), remain a standardized fare. When Dunkin Donuts is ready, customization may occur by marrying the natural and ready pairings: the inclusion of nutmeg, clove, palm sugar, and fillings made with rose apple, rambutan, lychee, coconut, jackfruit and mango.
Winston's are simply hard to find, and sell for a premium (usually at locations frequented by Westerners). Not changing is part of its allure, and likely its best strategy for remaining viable in this market. The reason is that tobacco was established centuries earlier by the Dutch, slowly evolving into indigenous expressions; not the least of which are kretek (clove cigarettes).
KFC is also extensively unchanged, in so far as Indonesians have always enjoyed chicken, as well as fried foods; although, they do afford their patrons sambal (as opposed to Tabasco).
Among the other examples, however, significant customization has taken place. Books on Six Sigma have been readily available for over a decade, and it is clear the design of the book jackets were done domestically.
Pizza Hut and McDonalds are the most customized from among this bunch. At Pizza Hut the most popular offering is tuna pizza. A regular pizza can be had, but it is significantly blander (a fraction of the basil, oregano, garlic, etc.). The burger is still present at McDonald's, and it, too, is blander. However, also on the menu is fried chicken, chicken soup and balls of rice.
Concluding thoughts
As we survey, even casually, the possibilities of customization/standardization, we find that the over arching theme is not so much to plug-and-play, hoping against hope that the Indonesians will integrate to our perspective, so much as there is a welcoming opportunity if we integrate to their perspective. Although advertising and branding or alluded to, they echo the same template we see with the product itself; i.e., essentially the same dynamic one would see in the United States, however, was a strong Indonesian slant (mostly television for the sweet spot demographic, all other media channels taking a distant backseat; and everything on a case-by-case basis).
So much of this is on a case-by-case basis, and the driving factors all seem grounded in the Indonesian perspective itself. These tend to include considerations of what they already have, or do well at, versus what they do not have, or do not excel at, what they are already used to and comfortable with, and ramifications of where the shopping populace is regards their growing economic status.
Appendix
Top Indonesian Exports to US
The following products were the top-selling products from Indonesia imported into the United States during the first half of 2010.
Shown within brackets in the list below is the product’s percentage of total value of shipments from Indonesia to America.
1.Natural rubber … US$711.9 million, up 105.1% (9.1% of total)
2.Crude petroleum, 25-degree testing and over … $273.5 million, up 313.4% (3.5%)
3.Cotton pullovers … $250.8 million, up 17.4% (3.2%)
4.Cocoa beans, raw or roasted … $189 million, up 84.2% (2.4%)
5.Crude petroleum, under 25-degree testing … $164.5 million, up 23.7% (2.1%)
6.Shrimps and prawns, frozen … $128.2 million, down 11.1% (1.6%)
7.Digital video cameras, still image … $118.4 million, down 12.6% (1.5%)
8.TV set top boxes … $90.8 million, down 21.1% (1.2%)
9.Insulated ignition wiring sets … $74.6 million, up 88.1% (1%)
10.Aluminum plates … $74 million, up 808.9% (0.95%).
Out of the top 10 Indonesian products exported to the United States, 7 items showed percentage gains. Increases ranged from 17.4% for cotton pullovers (harmonized tariff system code 6110.20.20.79) to 808.9% for aluminum plates (7606.12.30.90).
Top Indonesian Imports from US
The following Indonesian imports from the United States had the highest dollar values during the 6-month period ending June 2010.
1.Civilian aircraft including parts … US$625.3 million, up 67.7% (19.7% of total)
2.Soybeans … $346.7 million, up 12.9% (10.9%)
3.Soybean oilcake and other solid residues … $86.5 million, up 641.2% (2.7%)
4.Milk and cream concentrates, powder and granules … $71.2 million, up 256% (2.2%)
5.Cotton, staple length 1 1/8 inches or more … $70.7 million, up 24.7% (2.2%)
6.Cotton, staple length over 1 but under 1 1/8 inches … $60 million, down 13.4% (1.9%)
7.Corn gluten meal … $51.6 million, up 89.4% (1.6%)
8.Residues of starch manufacturing … $42.9 million, down 25.6% (1.4%)
9.Disodium carbonate … $38.6 million, up 176.8% (1.2%)
10.Wheat … $32.7 million, up 68.6% (1%).
American exporters were able to post percentage gains in 8 of the top 10 product categories shipped to Indonesia. The fastest-growing U.S. exports were soybean oilcake (HTS code 2304.00.00.00), milk and cream concentrates (4021.00.00.00), and disodium carbonate (2836.20.00.00). The latter chemical export is used to make ceramics, detergents, fertilizers and pharmaceuticals.
(suite101.com, 2009)
References
BUSINESS WEEK ONLINE. (1998). OUT OF INDONESIA: WAL-MART SPLITS WITH LIPPO . Retrieved from http://www.businessweek.com/bwdaily/dnflash/feb1998/nf80225b.htm
Bharat Book Bureau. (2009). Foreign Companies in Indonesia. Retrieved December 01, 2010, from http://www.bharatbook.com/bookdetail.asp?bookid=18780&publisher=
Davis, F. (2010). [personal journaling; video, audio, photo, written]. Unpublished manuscript.
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
US Dept. of Commerce. (2010). Doing Business in Indonesia. Retrieved December 01, 2010, from http://www.buyusa.gov/indonesia/en/doingbusinessinindonesia.html
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/
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
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