Kashani addresses some of the problems that he believes to be characteristic of the global marketing environment. Five propositions, including the issue of expansion into a wider market, the transfer of promotion activities from local to global levels, the need to adopt a different branding technique, the use of standardization, and the concept of flexibility are rendered in the paper. The author explains in detail that the flaws of the communication channel and the narrow vision of an organization may lead to its ultimate failure in the global market (Kashani 93-94).
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According to the author, launching a brand in the context of the global environment is impossible without a reality test (Kashani 94). The author carries the identified statement into his other studies, including his overview of the concept of sales promotion (Kashani and Quelch 38). While the specified remark seems legitimate, one must also keep in mind that any pilot tests are bound by their inability to embrace all types of target customers. On the other hand, testing a product before it is launched into the designated environment will help reduce risks (Kashani 94; Rosenbloom et al. 52). Therefore, Kahsani’s contentions have the right to exist, yet they need to be combined with a more detailed analysis of the market (Kashani 94).
Global Marketing Pitfalls
While Kashani provides a rather insightful list of key global marketing pitfalls, there are other issues that one may need to handle. For instance, the necessity to take culture-specific issues into account when introducing a product to a new market deserves to be mentioned (Kashani 95). Thus, multiple cross-cultural issues can be avoided. In addition, the significance of deploying modern media tools as a part of the global marketing process can be listed among the essential tasks that a company has to accomplish (Mehta et al. 651; Robbins and Judge 118).
Kashani, Kamran. “Beware the Pitfalls of Global Marketing.” Harvard Business Review, 1989 (September-October), pp. 91-98.
Kashani, Kamran, and John A. Quelch. “Can Sales Promotion Go Global?” Business Horizons, vol. 33, no. 3, 1990, pp. 37-43.
Mehta, Rajiv, et al. “Leadership and Cooperation in Marketing Channels: A Comparative Empirical Analysis of the U.S., Finland, and Poland.” International Marketing Review, vol. 18, no. 6, 2001, pp. 633-666.
Robbins, Stephen P., and Timothy A. Judge. Organizational Behavior. 16th ed. Pearson Higher Education AU, 2014. VitalSource Bookshelf E-book, Web.
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Rosenbloom, Bert, et al. “Global Marketing Channels and the Standardization Controversy.” Journal of Global Marketing, vol. 11, no. 1, 1997, pp. 49-64.