Globalization: Opportunities and Threats

Culture, a simple but very complex definition. It can make a whole difference by the time we need to interact or communicate with another group of people that simply are not part of the crowd we represent. Culture and its many factors: language, religion, laws; body language codes, time appreciation, etc must be always taken into consideration.

Globalization and the development of technologies have opened endless outlets to promote, advertise and sell product and services overseas. These plus the factors listed previously are some of the elements marketers must take into account when they are trying to conquer new markets around the globe.

Understanding these factors clear, helps our minds to better understand how other societies have new and interesting ways to sell products and services that will never be available in other countries like the United States. During our trip to Vienna, Austria 2009, I was shocked by the fact that newspapers were primarily sold on the streets alone. Why do I mean by alone? It just means that the publishing companies don’t hire people to sell their products, they have a unique an inexpensive mechanism that consists on a tube attached to the ground with a picture of the newspaper (banner) on the top of the tube and underneath is a little box that has a sticker with the price of the newspaper so you can introduce a € 1,00 or a  € 1,50 depending on the newspaper you like to buy and then you just simple take one copy out of the bag (plastic bag) that holds them attached to the tube.

This type of system would not be possible to use it nor in Latin America or the United States because people will probably steal them. Besides, this type of system will eliminate thousands of jobs in those countries too.

Being able to presence and interact with new and interesting outlets makes me think that everything is possible if we really know and understand how our target audience behaves. Detail analysis on the service and product has to take place so our ideas and concepts are well supported.

 Note: Sorry for the layout of the video.