Culture Diversity in Global Business Environment - Assignment Example

Culture Diversity Table of Contents Question 3 Question 2 4 Question 3 6 Question 4 8 References 10 Question Global business environment is becoming highly competitive as several leading organizations within this world are trying to capitalize on the potential opportunities in order to gain potential competitive advantages. Different types of communication style have been discussed in the provided case study. It is true that communication style used to differ from and individual to another individual due to cultural differences of individuals. This case study has majorly discussed about the maturialism communication trend. However, this maturialism can be divided into three different trends, such as slowly sneaking spread of open-minded culture, anything goes online culture and ongoing swing of how status has been defined. It has been discussed in the case study that how the emergence of social media helped global consumers to communicate with different brands and companies (Diller, 2010, p.17). Now-a-days, people can post their experience and different comments about products and services through social media networking sites. It helps several organizations to implement change management in the business operation process in order to improve business operation processes and brand images in global market places. Now-a-days, global consumers used to expect ethics and transparency from the organizations. In addition to this, these global consumers are not afraid of raising their voice and providing criticisms on products and services. It is true that communication styles of western people used to differ from the people of other cultural background in this world. However, it is true that the urban people have huge interest in substitute products and services. People of semi-urban areas generally follow traditional structure. But, the people of urban area used to shift from this traditional social structure in order to attain next big social market. These urban consumers are wealthier comparing to the consumers of rural area and other semi-urban areas. Therefore, the people of these semi-urban or rural areas generally expect traditional consumer goods and services. On the other hand, people or consumers from urban areas generally want creative, unconventional and innovative experiences, services and products. It is clear from the case study that the communication styles used to differ from the people of Americans to people of other countries (Parvis, 2013, p.28). For example, Calvin Klein used to post large QR codes on the billboards in order to promote its new collection of Jeans. On the other hand, the ad campaign of Air New Zealand tried something different as the communication style in order to enhance transparency in price and process of the products. Different organizations tried and implemented different communication styles in order to support their target market and positioning strategy. It is true that Ice creams are generally targeted two the kids or children. But, a UK ice cream brand tried to target and promotes its ice cream for the mature and adult customers (Cox, 2004). Therefore, the management of the organization has to change its integrated marketing communication style accordingly in order to create positive brand awareness among the target customers (Tierney, 2013, p.75). These mentioned facts can easily articulate that the communication style obviously differs from and individual to another based on different cultural perspectives and backgrounds. Question 2 Leading organizations in this world are trying to develop and implement unique strategies in the business operation processes in order to increase global market share. This particular case study has revealed that the communication style has been differed from and individual to another individual based on the cultural differences of people. The concept of social media advertising has been introduced after introduction of globalization and technological advancements. On the other hand, demand for online social media communication has been effectively increased among the people around the globe. Day-by-day, the number of social media user has been increased significantly. Consumers can get quick response from the organizations through social media communication process in case of inadequate customer service and poor quality of products (Berger and Huntington, 2002, p.109). This communication process of consumers can be termed as maturialism trend of communication process. The concept of communication style of individuals with the organizations has changed drastically due to the technological advancement, globalization and change in market trend. It is true that the role of individuals have been changed drastically in this world in terms of the communication style. This part of the study can consider the example of ice cream that has been provided in the case article. Ice cream producing and distributing organizations generally targets their ice cream products to young people or kids or children. But, the UK ice cream organization can be considered as the effective example of the change in customer preference and market trend. It is true that the organizations generally offer products and services according to the market demand and needs of the target customers. In previous days, people used to follow traditional and social communication process with organizations. In addition to this, lack of availability of substitute or alternative products forced the consumers to stick to one brand or organization (Hogan, 2012, p.42). But, introduction of globalization and advanced technological processes influenced several entrepreneurs to offer products according to the needs of target customers. Demand for differentiated, high quality and alternative products and services have significantly increased among the global consumers. Therefore, mentality and psychology of consumers have changed drastically from traditional communication process to advanced online social media communication process (Thyer, 2010, p.34). Several organizations tried to enhance effective business performances through bringing transparency in business operation process. Integrated marketing communication process can be considered as an effective business operation tool for the organizations in this modern era of competitive business environment. however, the shift from traditional communication style to maturialism communication style of global consumers have forced several leading multinational or domestic organizations in this world to adopt and implement change management in the communication process in order to enhance this changing role of people of different societies around the globe influenced organizations to adopt and implement unique and effective integrated marketing communication process to enhance effective customer service and satisfaction level of the target customers. Question 3 It has been mentioned earlier that communication style of people as well as organizations used to differ from other individuals as well as organizations in different countries due to cultural differences of people as well as countries. United States of America can be considered as the most developed country in terms of economic growth rate and social growth. It is true that the US based organizations always adopt and implement aggressive promotional strategy comparing to other organizations. Therefore, it can be stated that the US based organizations make more profit comparing to other organizations in several global market places (Naylor, 2001, p.9). For example, Levi’s or Calvin Klein Jeans always try to use advertisement campaigns or promotional strategies based on the demand of target customers in different global market places. It is true that the American culture preferences might clash with other cultures. Several leading US based organizations are eying on potential consumer markets in this world. Asian markets can be considered as the most emerging and potential consumer markets in this world. For an example, several US based organizations are gaining huge business success from the countries like India and China due to growing market demand for high quality and differentiated products offered by the US based organizations. But, most importantly these organizations are failing significantly to adopt the work culture in India, China and other Asia countries. It is important to adopt band implement workplace diversity in business operation process for these organizations in different countries in order to maintain effective workplace environment in different countries. The people of United States try to maintain advanced life-style and high standard in day-to-day living activities (Leininger, 2006, p.22). Therefore, demand for innovative products and services are increasing at a rapid pace among the people of the United States of America. But, people in the eastern part of the world still follow traditional social values and norms. They are least bother about the innovative and creative products, services or experiences in daily life-style comparing to the people of the United States of America. This study can consider the example of the ad campai9gn of Air New Zealand in which the staffs of the organizations used to paint their bodies and did not use the clothes as uniform in order to demonstrate the transparency in the pricing of the airways pricing. However, this particular campaign took the attraction of millions of people in the western countries. But, this concept can be highly criticised in several parts of the world as the western cultural preferences might clash with other cultures in this world. It is true that the mature consumers in the United States of America generally demand innovation, creativity and uniqueness in the communication process with the organizations due to different individualism, personality and passion. On the other hand, people of eastern part of this world always try to expect socially traditional products and services. Most importantly, the organizations as well as people in the eastern part of the globe always try to maintain values and culture in purchasing behaviour and workplace culture (Hallinan and Jackson, 2008, p.91). Therefore, it is clear that the American culture preferences may clash with other cultures due to the above mentioned aspects. Question 4 It is clear from above discussion that the several leading multinational organizations are trying to enter in the emerging economies like Brazil, China and India due to the growing materialism. These markets can be considered as the leading consumer markets in which demand for differentiated and high quality products is significantly increasing among the people. Several external environmental obstacles may be considered in the rise of materialism in several cultures. These are social obstacles, cultural obstacles, political obstacles and economical obstacles. It is true that recent financial crisis and global economic recession affected the economic environment of the world (Eddberg, 2012, p.14). Therefore, several leading organizations are trying to adopt and implement cost leadership business level strategy beside of the implemented differentiation business level strategy in order to back or support the affected purchasing power of people. People are trying to gain high quality products in economic price level in order to support their affected purchasing power. Socio-cultural issues can be considered as other obstacles that may linked with materialism. For example, McDonalds being one of the leading US based fast food retail chains used to develop marketing communication strategies based on the cultural preferences of people in different countries. In addition to this, the organization always tries to promote economic pricing factor of the products in order to maintain social, cultural and economic sustainability in different countries. Cultural differentiation can be considered as major obstacles that can affect the business performance of an organization. In this era of post-materialism, people used to transform individual values from the economic, physical and materialist to the new individual values of self-expression and autonomy. Therefore, culture differentiation of people can be considered as major obstacles in this post-materialism era. Demand for innovative and high quality products, services and experience is significantly increasing among the people of eastern part of the world along with Americans and other western individuals. People around the globe have started to expect clear and transparent communication process from the end of the organizations due to emergence of integrated marketing communication process (D’Almedia, 2007, p.11). Many socialists have argued that the concept of materialism have changed years after years due to the adaptation of different cultural aspects in this world. For example, Apple iPhone or iPad got huge exposure from the Americans or the people of other developed countries. But, it is also true that these types of products and services faced several difficulties in the emerging markets initially to create significantly awareness due to several cultural, social and economic obstacles. Looking into these aspects, several organizations had to change their integrated marketing communication process in order to rectify the issues in business operation processes in global market places (Hugman, 2013, p.54). It is clear from the evaluation that several materialism obstacles may raise in individual culture, but it is the responsibility of both the organizations as well as consumers to avoid or overcome these obstacles. References Berger, P., and Huntington, S., 2002. Many Globalizations. London: Oxford University Press. Cox, T., 2004. Cultural Diversity in Organizations. London: Berrett-Koehler. D’Almedia, C., 2007. The Effects of Cultural Diversity in the Workplace. London: ProQuest. Diller, J., 2010. Cultural Diversity. Stamford: Cengage Learning. Edberg, M., 2012. Essentials of Health, Culture, and Diversity. London: Jones & Bartlett. Hallinan, C., and Jackson, S., 2008. Social and Cultural Diversity in a sporting world. New Jersey: Emerald. Hogan, M., 2012. The Four Skills of Cultural Diversity Competence. Stamford: Cengage Learning. Hugman, R., 2013. Culture, values and Ethics in Social Work. London: Routledge. Leininger, M., 2006. Culture, care, Diversity and Universality. London: Jones & Bartlett. Naylor, L., 2001. Cultural Diversity in United States. London: Greenwood. Parvis, L., 2013. Understanding Cultural Diversity in Today’s Complex World. London: Routledge. Thyer, B., 2010. Cultural Diversity and Social Work Practice. New York: Charles C Thomas. Tierney, S., 2013. Accommodating Cultural Diversity. London: Ashgate. Read More