Liberal Media Social Political Democracy

Liberal Media – The role of Social Media in Fostering Social/Political Participation to Help Enhance Democracy

Liberal media democracy is a strong pillar for a free society. Democracy exists when citizens have the ability to practice their fundamental rights such as freedom of expression. The rise of social media has made it possible for people to express themselves more freely. Platforms such as Facebook, Skype, Twitter and Instagram have given their users the power to express themselves in a way that is cheap and easy to access. It has been immensely possible for people to convey their sentiments through these means which has greatly improved public opinion on governance. Social media unlike Liberal media allows for a two way communication means between the receiver and the sender.

Social media has influenced the political arena through opinion polls where citizens have an opportunity to present their views on politicians in a cheap easy way. Citizens also have the ability to express satisfaction or distaste towards their political leaders. This essay, therefore investigates the power of social media as a tool in supporting democracy especially through the idea of democratic deliberation, liberty and organization events.

Social Media Overview

The rapid growth of the social media in the 21^st century has created a new trend on communication and information sharing which is significantly different from the traditional media known as the new media (Omede & Alebiosu, 2015. Pg. 272). Unlike the liberal media which requires expensive radio and television broadcasting systems, social media uses a different form of technology, the internet. Internet technology is relatively cheap and also subjected to less stringent regulation, and has no monopolistic ownership or control as it’s the case of the convection media (Coronel, 2003 pg. 1).Therefore, social media gives its users the liberty on the information that they can develop and share with each other. Also, it is widely accessible globally as more users are getting connected to the fast and reliable internet, hence making it a more efficient and effective approach in bringing people from different backgrounds and cultures together, when compared to liberal media. Currently, over two billion people worldwide have access to the internet (European Commission, 2011, pg. 5). Large social media sites with millions of users such as Facebook, YouTube, Twitter and Instagram among several blogs have also emerged which give users platforms which they interact and share information with each other through images, video and text formats.

These sites have also created an opportunity for users to participate in discussions and forums to express their views and ideas on matters related to democratic governance. In addition, people have also taken advantage of the new social media platforms to organize and facilitate political actions and events, all of which have a significant impact on democratic policies across different societies worldwide. Some social media sites such as Twitter and Facebook have advanced functions that allow users to follow and interact with politicians and other prominent figures in the society and participate in their discussions in an interactive way. This has given social media a significant advantage over the liberal media, making it ideal to foster social/ political participation which is essential in enhancing democracy.

Thesis statement: Therefore, social media has arguably a huge contribution in promoting democratic values and policies in any society. However, scholars have expressed concern that the lack of control and regulation of the social media may pose a threat to democracy. This essay, therefore, provides supporting evidence that indeed social media is a powerful tool in supporting democracy especially through the idea of democratic deliberation, liberty and organization events.

Role of Social Media in Democratic Deliberation

Deliberation plays a critical role in decision making for a deliberative democracy. Social media offers the right tools that provide advanced tools and functions for millions of users to experience the principles of democratic deliberation which include equality, active participation, and self-determination (Miswardi, 2014, pg.3). Social media has introduced new communication tools such as images, video, and text which users use to communicate and engage with each other in contentious political actions, through cheap, fast and reliable internet technology. Social media platforms have the Capability to support two-way interactive communication for a large number of people, therefore providing a limitless pool of ideas which can be adopted to promote and influence democratic governance (Omede & Alebiosu, 2015. Pg. 272).

In addition, Social media has no middlemen like the case of the liberal media who may control, influence or change the content. Hence, the millions of users in the social media have an equal opportunity to share their contributions and views on the appropriate democratic policies which aren’t skewed for the authoritarian non-democratic regimes (Kaul, 2012. Pg. 2). Also, unlike the liberal media which is controlled by a few political elites who manipulate the media to their favor, social media offers millions of users from diverse backgrounds, both rich and poor an equal opportunity to participate and deliberate on extensive and wide political issues.

Liberal Media Social Political Democracy

The liberal media only provides a one-way communication channel where the end user only receives information but has no opportunity to provide their views or feedback. Social media has revolutionized this communication channel to create a two-way interactive communication channel where the people have an opportunity to participate in deliberating appropriate democratic policies in their favor actively.Due to the emergence of large free social media sites such as Facebook, YouTube, Instagram among several others, social media is relatively cheap for users to pass their feedback or contribution on current political issues when compared to passing the same information through the liberal media.

Using social media, the user does not require to undergo any form of professional journalism training is a reporter. The social media platforms provide their users with perfect tools for individual reporters which can still enable them to pass their information to other people or concerned authorities. There are several instances where people have used the social media to organize and coordinate successful revolutions to remove authoritarian regimes out of power such as during the Arab Spring in the Middle East (Unwin, 2014. Pg. 1). Therefore, in such cases, social media facilitates the communication between the citizens and respective representatives coordinating these revolutions. In addition to political revolutions, social media has also been used to put pressure and force the government authorities to act or respond to several instances affecting their citizens, bringing the power of millions of social media users to influence democratic policies.

Social media promotes self-determination to contribute to democratic governance among citizens participate in various democratic processes. Since the evolution of the social media, citizens have used social media to express their support for certain political parties or ideologies. Also, the number of people who participate in thedemocratic process has risen as more people learn the importance of participating in such processes through the social media (Unwin, 2014. Pg. 2).Also, people are more determined than before to share information promoting democratic leadership when compared to the past when they left this critical democratic role in the hands of a few elites who influence the liberal media. Therefore, such determination may not exist if only the liberal media exists in the society. The social media has also been used for survey purposes by Analysts, non-governmental organizations, social activists and other bodies to promote a democratic society (Kaul, 2012. Pg. 2). The social media is a useful tool to collect statistics on millions of users using the platform to form or influence policies that advance democratic agendas.

The Role of Social Media in Promoting Liberty

Liberty refers to the state of freedom that a citizen enjoys from the oppressing restrictions in one’s behaviors, lifestyle and political opinions. It is, therefore, one of the key components of a democratic society where citizens have the right to freedom of expression, assembly and association. As a new genre of media that allows people to socially network, share personal information and access the shared information, social media promotes liberty through some ways. First, it allows users to develop and exchange user-generated content, therefore promoting freedom of expression on matters relating to democratic governance (Omede & Alebiosu, 2015.pg. 273 & 274). The social media enables citizens to hold enhanced dialogues and share that information across some users on the social media platform.

The social media, therefore, eliminates the barriers such as regulation or restriction of content for ordinary citizens by the liberal media (Omede & Alebiosu, 2015.pg. 275).Also, it promotes free and open discussion among citizens which is one of the significant facilitators of democracy. Activists have also taken advantage of the social to utilize their freedom of expression, to rally ordinary citizens in demanding to effective democratic governance. Social media is a powerful tool for users to share not only information but also ideas and influence each other in the best form of democratic policies. In addition, its wide accessibility globally has given people the liberty to share and access information not only on the national and regional borders but also globally. This time and space liberty give people and advantage to learn what is going on in the world as far as the democracy is concerned and can use this information to influence better democratic governance policies in their individual countries. All this has been made possible because of the existence of an unbiased, cost-effective and unrestricted social media.

The Role of Social Media in the Election Process

In the 21^st century, the influence of social media in elections has significantly increased. First, the social media gives the electorate the power to share their voice on their preferred leaders. With social media, each voter has an opportunity to share her opinion on the election process, which was possible with the liberal media as only a few elite controlled and influenced the election process using the power of the media. In addition, using social media, the collective views of the electorate can influence certain issues in an election process to promote a free and fair election, which is a center pillar of democracy.

The mainstream media has been labeled as based and used by the few to mislead the American public during the elections in the United States. According to Hatter, (2004, pg1), the liberal media has been widely biased towards the Democrats, which is labeled a threat to the free democracy. The United States media has always supported the Democratic candidates and influences the American electorate for the Democrats. According to Hatter, the liberal media has been interweaved into the Democratic Party, and with the power and influence of the media on the society, the people are denied the opportunity to make a free judgment on the candidates participating in an election. However, the social media has the power to correct the effects of a dishonest liberal media. As more people turn to social media, the electorate has access to unbiased information. In the last general election, the republican widely used social media to counter the effect of the biased liberal media against their presidential candidate.

However, despite its huge advantage over the biased liberal media in promoting democracy through a fair election process, the social media may create potential risk from the uprisings that result from supporters of different political action groups. For instance, the social media can be held highly responsible for the increasing rift between the democrats and republicans in the United States.

Conclusion

The social media is a powerful tool to improve the perception of the general population on matters relating to democracy. This is because content generated and shared through the social media is not regulated as the information passing through the liberal media, therefore eliminating the possibility of biases. Social media also has a great chance to educate the general population on the appropriate democratic policies as well as the election process, which will significantly promote a democratic society. One of the advantages of the social media is the low cost and wide accessibility especially as the number of people who are getting connected to a reliable and fast internet continues to increase. People, therefore, have the liberty to generate and share information using various trending social media platform. Therefore, social media has a significant contribution in promoting democracy.

Works cited

Coronel, Sheila. “The role of the media in deepening democracy.” NGO Media Outreach: Using the (2003).

Hatter, J. “The Media Threat to Democracy.” 2013, p. 1. Accessed 4 May 2017.

Kaul, V. (2012). Are new media democratic? Global Media Journal, 5(1), 1-20.

Miswardi, Gideon. “Digital-Media-A-Double-Edged-Sword-for-Representative-Democracy.” International IDEA’s 20th century anniversary essay competition, 2014.

Omede, A.J, and Emmanuel A. Alebiosu. “SOCIAL MEDIA: A TREND OR THREAT TO DEMOCRACY?” Trans campus journal, ISSN 1596-8303, 2015.

Unwin, Tim. “Social media and democracy: Critical reflections.” background paper for Commonwealth Parliamentary Conference (Colombo), Vol. 20. 2014.

Decision Making Leadership Development

Decision Making, Leadership Development and Business Ethics at Boeing

Title: Decision Making Leadership Development. The Boeing Company is an American organisation which has been manufacturing aircraft, rockets and satellite for a considerable period of time. In the early 21^st century, it had faced several problems regarding its ethical policy. With reference to the case i.e. Boeing: How Low Can They Flow? It has been ascertained that at the end of 2003, the board of directors sacked its chief financial officer Michel Sears and Vice President Darleen Druyun for their unethical approaches towards the organization. Accordingly, the study intends to comprehensively explore the case in terms of certain crucial parameters including effect of the issues faced by Boeing on its stakeholders along with offering optimal solution to address the situation among others.

With regard to discrepancies ascertained, the department of justice accused Michel Sears and Darleen Druyun on the basis of unauthorized discussion with a supplier during the contract review process about employment opportunity. Specifically, it had happened during the contract between Boeing and United States’ Air Force during the deal of 767 airborne refueling tankers. As per the investigation, it has been revealed that Druyun had lobbied with the political parties for competing Airbus’s bid for a military tanker contract.

After exposing the scandal, Druyun admitted that she had considered this high priced tanker deal as a gift before she started working with them. Apart from this, it was also exposed that Sears and Druyun had interconnections in between their family. The entire set of information had been exposed through the memo which had been written by the Air force e general counsel. After exposing the evidence in front of Boeing’s management, Sears and Druyun had tried to cover-up their unethical activities’ clue. On the other hand, Boeing had started reinvestigation about them thoroughly. After conspiracy both of them had been penalized financially and also sent to prison for rehabilitation. Moreover, the chairman of Boeing Philip Condit had mentioned that the responsibility of the organization was to prevent the unethical operations.

At the same time, a former executive of Boeing Larry Satchell had also been charged earlier during 1999s due to the conspiracy to violate United State (US) procurement laws. It also happened during the Condit’s period. During his tenure, several issues that occurred had enforced Boeing to become highlighted in front of media. Difference between the male and the female employees’ salaries had been one of the key incidents among them. As a result, The Office of Federal Contract Compliance Program (OFCCP) under the U.S. Labour Department had charged Boeing and Condit had paid to settle that issue. In addition, in terms of airplanes cost recovering purpose, it had also come into focus. Even in case of personnel issues such as marriage and relationship, Condit had created conflict in Boeing. During the end of 2003, he had resigned from the post of chairman of Boeing. During his era, several personalities had complimented Boeing organization inversely.

After him, Harry Stonecipher had taken the responsibility of Boeing. During his period, Boeing had come up with couple of ethical programs to ensure the organizational discipline. The new chairman Lewis Platt had declared the zero tolerance policy for unethical behaviour. During that period in 2004, Stonecipher had taken extra responsibility for his employees at Boeing. Subsequently, in the year 2005, he had resigned from the post of Chief Executive Officer (CEO). Platt, the chairman of Boeing, stated that Stonecipher was having an extramarital affair with a Boeing female employee. Besides, he had also criticized about Stonecipher. In the middle of 2005, James McNerney had been appointed as the CEO of Boeing. After his joining, firstly McNerney had settled the Lockheed Martin’s stolen paper issue, due to which U.S. Air Force had suspended Boeing. McNerney through this settlement wanted to ensure the protection of unethical behaviour at Boeing. After a long time, in 2008, Boeing had attempted to enter into a large deal with Air Force to build refuelling tanker, but it was not successful. At that stage, U.S. Air Force had made an alliance with Northrop Grumman. Finally, it was observed that in the year 2011, U.S. Air Force confirmed the deal with Boeing, as it was lucrative one than that of Airbus.

Discussion of the Stakeholders Affected

According to the analysis of Boeing’s ethical conduct of its employees, it has been found that there were certain complexities that emerged for the stakeholders. The decisions of the stakeholders can affect an organization in both ways. Consequently, it can be also asserted that good practice in case of decision making in an organization can influence the work environment in a positive manner. In accordance with French Philosopher-mathematician Blaise Pascal (1623-62), the ethical decision making is related with the six steps. Those are mentioned below:

Perception
Analysis
Synthesis
Choice
Action
Learning

These are the factors that can be deemed as best practices through which the stakeholders can protect the ethical conduct of an organization. In this case, aircraft manufacturing company Boeing’s stakeholders’ such as employees, suppliers and consumers among others had been affected in several ways. In order to find those reasons, first of all, it was observed that there was an unauthorized discussion about employment opportunity. Besides, it has been also observed that during 1999s when Boeing had differentiated the salary of its male and female employees’, they were also noticeably affected. Moreover, the unethical approaches of the former CEOs Condit and Stonecipher with the internal organizational employees’ of Boeing can be termed as a key factor affecting the vital stakeholders of the company i.e. employees at large. Furthermore, due to the Lockheed Martin’s stolen paper issue, key stakeholders had been also affected in a bigger way and in order to settle that issue the organization had paid a substantial amount.

How the Company or Individual Should Prioritize Stakeholders

For maintaining the goodwill of the organization and good crisis management, prioritizing the key stakeholders is needed mostly. In order to find the stakeholders prioritizing process, it has been observed that it can be ethically maintained through BSR five steps approaches. This approach is emphasised below:

Engagement Strategy. In order to prioritize key stakeholders such as employees, suppliers and consumers among others first of all Boeing needs to set its vision. In addition, it needs to define the criteria for engagement mechanism and it must have to keep focus on short and long term goals. Moreover, it should also ensure the equality of stakeholders. Furthermore, identifying the opportunity to achieve the goals and planning for the future engagement ought to be key facets.

Stakeholder Mapping. It is a collaborative process, through research, debate and discussion, it helps to determine the key list of stakeholders. It can be segmented into four divisions. These include identifying, analyzing, mapping and prioritizing.

Preparation. It brings knowledge to fulfillment of a plan or project. It helps to ensure the engagement with stakeholders which in turn facilitates to conduct the entire process successfully.

Engagement. After the preparation in case of Boeing for its stakeholders, it needs to thoroughly work through the planning stages. This is the moment when facilitation truly counts.

Action Plan. In case of engagement failure, it will help to avoid the pitfall. This step helps to develop a plan whose aim is to find the engagement with the stakeholders through communication.

This is the process through which Boeing can ensure the priority of stakeholders (Morris and Baddache, “Back to Basics: How to Make Stakeholder Engagement Meaningful for Your Company”).

What Is The Optimal Solution?

According to the analysis, it has been observed that there were multiple difficulties faced by Boeing. Even it has been also seen that within 18 months Boeing had appointed the third CEO for its unethical activities inside the organization. In order to prevent the ethical indiscipline, organisational decision-makers need to prioritize all challenging values and standards of organization behaviour. A common set of ethical standards can be developed to guide decisions when conﬂicting obligations, cost-beneﬁt trade-offs, and challenging value choices are to be seen. These aspects are illustrated below:

Problem Awerness
Problem Definition
Decision Making
Action Plan Implementation
Follow Through

These are the optimum solutions which can prevent Boeing from unethical conduct and ensure leadership development in case of decision making (McGraw-Hill, “Ethical Problem-solving and Decision Making”).

Figure 1: The Rational Problem Solving Process/ Optimal Solution

Source: (Mcgraw-Hill, “Ethical Problem-Solving And Decision Making”).

An Optimal Solution?

This optimal solution can help Boeing to resolve the lingering multifaceted problems and eliminate the discrepancy between actual and desired outcomes. The prime responsibility of the decision making authority is to identify the actual problems and in order to do that gathering problem awareness is required. Through communication and monitoring process, it can be done. It will be useful because after identifying the issue trust needs to be established for assuring that the causes of disputes can be resolved. Clarifying the objective can also help to understand the problem otherwise it will be difficult to identify the core issues. Evaluating the current turbulent situation is also helpful for Boeing to identify the problem, because comparing the predetermined performance and earlier performance will enable to directly define the difference. Moreover, it can be asserted that identifying the problem can facilitate to understand the entire viewpoint.

On the other hand, through problem definition, problems can be analysed and it will also help to determine whether Boeing has agreed to solve the problem or not. However, decision making is also a very crucial task. It can help to establish a decision depending upon the situation. Besides, it can also aid Boeing to decide a way from various alternatives by evaluating those alternatives. Finally, it can facilitate to choose a better alternative plan.

Even action plan implementation is very essential for a firm as in initial phase it helps to assign the tasks and responsibilities in keeping with short-term objectives. During this process, it will also facilitate to schedule those tasks in an organized manner. This approach related to Boeing can directly and indirectly enable to fortify the organizational situation along with ensuring the level of commitment of key organisational stakeholders. Furthermore, it can also help to active the plan of resurrection of Boeing from the faced difficulties perfectly.

Consequently, the conclusive part in this solution approach is follow-through. It can help Boeing to evaluate its own decision making system. Through determining the actual performance and measuring the results, Boeing can take desired actions. It is almost like a feedback process through which Boeing can review its own leadership policies and ethical conducts for future period.

How Are the Various Stakeholders Effected and Why?

From the analysis of The Boeing Company’s case, it has been apparently observed that, various stakeholders are affected due to a number of key reasons. In order to discuss those unethical issues, first of all, it has been found that Boeing had suffered because its former CEO Sears and Vice President (VP) Druyun had been engaged in an unauthorized discussion about employment opportunity and during that time Druyun had lobbied with the political parties for competing Airbus’s bid for a military tanker contract.

Moreover, during Condit’s leadership, conflict had been raised in terms of male and female salaries discrepancy. Consequently, U.S. Labour Department had charged Boeing. In addition, he had also involved with an unethical issue for engaging in a relationship with the female employee of Boeing. As an effect, both of them i.e. Condit and the female employee involved had been fired from the organization.

Even after Condit’s period, the unethical approaches had continued in Boeing. Stonecipher had joined with several promises but he was unsuccessful to accomplish them. Within a short span, it had been exposed that Stonecipher was having an extramarital affair with a Boeing’s female employee. This kind of undesirable conduct by an organisation head affected different stakeholders of Boeing including its other employees as the image of the company got tarnished by a considerable extent. Moreover, Lockheed Martin’s stolen paper issue had been also happened at the same time; due to which U.S. Air Force had suspended Boeing from any short of business deals. This factor was a major setback for the company and its key stakeholders such as suppliers as they were deprived of placing their prominence in a competitive market.

Proactive Steps The Company Could Take To Avoid Similar Issues In The Future

With regard to avoiding these kinds of unethical conducts in the future, Boeing should take few precautions. Firstly, it should choose the right person as a leader who always intends to uphold strong ethical conduct as his/her main priority. Prior leadership experience should be provided greater emphasis to lead the organisation through complex and uncertain business environment. Besides, Boeing has to be stricter about its ethical conducts in terms of business dealings. In case of business deals with the suppliers or clients, Boeing should not only rely on one person instead it should give the responsibility to the top management council, where the decision will be taken by the discussion of the council members. Consequently, in case of employee selection, Boeing should follow the approaches laid down by best practices. Additionally, in case of women related scandals, it should react strictly to settle the issues and set examples for future ensuring zero tolerance. These are the key precautions Boeing should consider for future conducts to avoid the unethical scenarios in case of leadership development.

Works Cited

“Ethical Problem-Solving and Decision Making.” McGraw-Hill. n.d. Web. 22 Apr. 2014.

Morris, Jonathan, and Farid Baddache. Back to Basics: How to Make Stakeholder Engagement Meaningful for Your Company. 2012. Web. 22 Apr. 2014.

Standardization versus Adaptation International Marketing

Standardization versus Adaptation Debate in International Marketing

In the international business market field, standardization versus adaptation debate is not new, where thus far researchers have not agreed on which strategy is effective to be adopted in international market. Taking a business into international market and successfully selling its products and services can attract a range of challenges. For many years, many multinational corporations make costly mistakes when trying to sell to the global consumers or audience. Such mistakes are mainly described by a lack of awareness of the role and contributions of adaptation and standardization in international markets. This paper seeks to analyse the issues of adaptation (customization) and standardization (global strategy) within international marketing strategies and proposes specific approaches that can help companies compete efficiently and effectively within these global setting.

Available Evidence

Since the start of the 1980s, globalization issue has developed significantly and critical to modern businesses. Globalization has helped in reducing the differences between countries. Both international of businesses and an increasing level of globalization have had a significant impact on how businesses plan and view their global marketing strategy (Wang & Yang, 2011). As a result, various research studies have been done on whether companies need to standardize or adapt certain behaviours in international market. As these multinational businesses start to market their products and services in foreign markets, one important strategic decision is whether to change the marketing strategies and mix to match the unique aspects of each local market or whether to adopt a standardized marketing mix (people, promotion, place, price, product, process management, and physical evidence) and a single marketing strategy in all international markets (Vrontis & Thrassou, 2007)

One consideration shows that markets are becoming more integrated, increasingly more global and similar and consider that the main element to business survival is its capability to standardize. In contrast, the other consideration identifies the challenges in adopting a standardized strategy, and thus, supports market adaptation or customization. Nevertheless, evidence proposes that following adaptation or standardization strategies depends on the positioning and dimensions present in respective international market.

Standardization versus Adaptation

Based on some studies, followers of standardization consider that there is an integration of cultures with the same customer demand and environmental demands across the world. They also state that trade barriers are being reduced and advancements in technology, where multinational companies reveal global integration in their strategies. Under standardization, providing a single strategy for the international market, along with standardizing the marketing mix components, can enable constancy with customers and also reduce costs. Brei, et al (2011) state that businesses managed effectively have shifted away from customizing their products to serving internationally standardized items that are low priced, reliable, functional, and advanced. Brei, et al (2011) further state that businesses can attain long-term success through focusing on what customers need instead of being afraid of the particulars of what customers think they might need.

In contrast, followers of international adaptation strategy focus on the significance of customization. The key base of the adaptation strategy is that when a business enters an international market, it needs to reflect on all environmental aspects, constraints, and factors, such as societies, cultures, different laws, taste, education, occupations, race, climate, and language (Akgün, et al., 2014). Nonetheless, studies have reported significant source of constraints that may be challenging to measure, for example, customs, manners, attitudes, values, religion, aesthetics, education, and cultural variations originated in history, along with variations in legal systems, economics, wants, and needs. Vrontis and Thrassou (2007) stated that multinational corporations need to realize how they should alter their whole marketing strategy and include how they order, distribute, and sell to match the new international or local market demands. It is also very vital to adjust the marketing strategy and mix to fit local preferences and tastes, customer non-equivalent requirements, and special market needs.

Advantages and Disadvantages of Standardization

Global uniformity and standardization have various benefits. First, customers can anticipate similar quality level of any particular brand in all outlets across the globe. Moreover, Hise and Choi (2013) posit that standardization facilitates positive consumer perceptions towards certain product. If companies that have a strong reputation and brand identity decide to follow the standardized approach, they will certainly gain success. In a global setting, positive word-of-mouth can imply an improvement in sales. Another benefit embraces cost reduction that provides the economies of scale (Hise & Choi, 2013). Selling huge amounts of non-adapted, same product and purchasing certain constituents in bulk may help in reducing the cost-per-unit.

Other benefits linked to economies of scale consist of reduced investment costs, marketing operational costs, and enhanced research and development. Additionally, standardization is a rational strategy in an era in which trade barriers are diminishing. Adopting a standardized approach assists multinational businesses to direct their emphasis on a uniformed marketing mix particularly concentrating on one single product or service, enabling adequate space for quality improvement. By focusing on one single uniformed product, employees will be trained to improve the product quality, which enables manufacturers to make equipment and technological investment that can protect the quality of the standardized product being served.

Nevertheless, standardization poses a range of shortcomings. Aforementioned, different international markets mean different consumer’s preferences. As a result, selling or offering one unified item poses lack of uniqueness. This enables competition to acquire bigger market share through adjusting their products to fit the need of a certain segment or market. Given that different markets have varied tastes and needs, by adopting the standardized strategy, businesses can become more at risk. One company example is Walmart’s failure when it entered international markets (Kim, 2008). Walmart encountered various challenges when it entered foreign markets such as Japan, South Korea, Brazil, and Germany as it realized that its recipe for success in the US (a huge set of merchandise, inventory control, and low prices) did not actually activate the same level of success in foreign markets with shoppers with varied habits and own discount chains. The key problem for the retail giant was that the company tried to inflict its values globally. Particularly, Walmart’s incident is Germany, where the company lost large sum of dollar as of 1998, has become an example or reference point for how not to expand internationally.

Another disadvantage is that it relies mainly on economies of scale. In nature, companies that are global often engage in manufacturing in various countries. This may also pose a great problem because some countries adopt trade barriers such as the EU and the US (Dimitrova & Rosenbloom, 2010). For such a case, adaptation is predetermined. However, even though the standardization strategy is more used, its adoption is not absolute. Standardization approach raises the performance of a firm. Nevertheless, this is only true for businesses where competition occurs in a global range, such as perfumes, luxury goods, fashion, electronics, consumer durables, among others. In such cases, similar product may be sold across all markets. In contrast, there are other sectors where this same action does not apply and thus, this needs to be considered.

standardization versus adaptation of international advertising strategies

Moreover, consumer non-durables, such as food products, are highly responsive to variations in national habits and tastes, making the companies to consider some adjustments to fit different markets. For instance, Unilever realized a greater opportunity among Indian low-income consumers who intended to purchase personal care products and high-end detergents, but might not afford them. To respond to this, Unilever produced a low-cost packaging product and various other alternatives that enabled it to provide radically cheaper alternatives. According to Theodosiou and Leonidou (2003), such a flexibility not only increase a new market for the business, but enabled also it to produce brand loyalty that customers benefit from it when their income increased and might afford higher-end products from similar manufacturer.

There are some questions which most businesses in the international market expansion need to answer: what products do we aim to standardize? And do we standardize distribution channels, pricing, marketing communications, product support and customer service? The answer to such questions need to either all adapted or all standardized.

Advantages and Disadvantages of Adaptation

Customization is also commonly considered an adaptation. Moreover, product adaptation is more applicable in the case in which: (1) there is an intense competition, compelling differentiation of products; (2) there is a considerable variations in consumer wants and needs; and (3) to meet essential host country requirements, including legal, technical, and packaging issues. These are also essential reasons for product adaptation and modification; literacy, customer lifestyle, and consumer’s income level.

The key arguments towards implementing adaptation approach is that it entails the individual approach as it enables the company to be aware of the preferences, wants, and needs of each market or consumer. Followers of adaptation strategy credibly support the idea that there is a considerable variation in consumer’s lifestyle, political system, regulations and rules, economic condition, culture, and consumer belief and values across the globe. Such elements need to be reflected on for the success of the company (Hussain & Khan, 2013). The application of adaptation marketing strategy supports the companies to gain an increased competitive advantage. In addition, the ultimate aim of a business needs not to be the cost reduction using standardization, but the actual long-term corporate profitability through improved sales attributable to the enhanced use of the differing consumer needs globally.

Poturak & Duman( 2014) assert that the followers of standardization does not possess the conventional knowledge of contemporary marketing. Irrespective of various arguments of improved consumer homogeneity, various studies have reported that consumers are becoming progressively more complex or diverse and do not essentially intend to substitute quality over price. Moreover, product modification or adaptation approach will results in a boost in sales volume of the company in international market; by highly meeting the wants and needs of the consumers, but reflecting on the competing companies; and by also retention of the current customers through frequently updating the product.

There are also certain drawbacks of product adaptation or modification of different marketing strategy, including duplication of the practices across the company and additional cost needed for the promotional practices. In this strategy, the company will need extra resources for research and development. The increased costs are attributable to defender fights and developments, which are also more risky. Moreover, companies may lack knowledge and experience regarding the technical elements of the different products and understanding on how to market a product (Hossain & Yazdanifard, 2015). This strategy also promotes decentralization of management.

Most Appropriate Strategy

These two strategies emerge to be coherent, logical, and rational, outlining the benefits that a company intending to expand internationally can acquire through implementing either strategy. When an international company puts forth all its efforts of the extreme side of either strategy, it normally becomes incoherent and unfeasible. The point is that marketing for international companies is not based on either of the two opposite strategies, since both strategies are probably to coexist, even in similar multinational company, brand, and product line (Rocha & Silva, 2011).

Vrontis and Thrassou (2007) stated that standardizing some components of the marketing mix, while adapting other components to differing market conditions is required. Adaptation and standardization should not be considered an ‘all or nothing’ proposal; rather it should be considered a matter of degree. For instance, diversity across various countries and markets does not enable whole standardization. Nevertheless, Schilke, et al. (2009) opines that higher cost associated to adaptation can limit the application of adaptation strategy. Wei and Yazdanifard (2014) focus on three factors to analyse adaptation and standardization practices: transferability of competitive advantage; homogeneity of various consumers’ reponse towards the marketing mix; and similarities in the level of economic freedom.

Schilke, et al. (2009) point out that even in markets or countries with the same cultures, such as across the EU, there are variations in customer wants and needs. In addition, they state that standardization will be effective when the customer response homogeneity and the level of sameness in economic freedom are higher, with easily transferable competitive advantages. Components of both strategies need to be integrated so that it can enable international companies to achieve desirable success. Acquiring the benefits of both strategies needs various firms to not only standardize different components of marketing strategies and marketing mix, but to implement also adaptation when needed with the aim of meeting the evident market needs (Batraga & Pūķe, 2015).

McDonald’s Case Study

An example of a major corporation that has been able to demonstrate the benefits of both adaptation and standardization strategy is McDonald’s. With around 35,000 restaurants in around 120 countries globally, McDonald’s competently manages its franchise system, providing an outstandingly reliable branding and customer experience, while also enabling for locally appropriate service and menu differentiations in segments or markets globally. Moreover, all advertisements are provided in twelve different languages, characterizing the tailored products organized to each region or market (Vignali, 2001). McDonald’s launched the McArabia (a flatbread sandwich product) in 2003, to its outlets in the Middle East. In addition, in India, it launched the McVeggie, while introducing EBI-Fillet-O shrimp in Japanese markets.

The company also selects convenient locations for its franchises, which include local neighbourhoods, airports, and malls. Such marketing strategies have proven to be efficient, showed by the company’s 8% increase in profit margins within the last five years. Nonetheless, McDonald’s has placed various efforts to improve them using the latest marketing practices in regards to the 7Ps. The company has started to modernize its eateries, shifting from a plastic-appearance to a more wood and brick design with the aim of sustaining a modern image (Yeu, et al., 2012). McDonald’s has also chosen to “re-image” its business operations in their advertisements through integrating a hip-hop theme with young generation icons such as Lee Hom and Justin Timberlake in China as a way of attracting young people. Moreover, this company has started to serve healthier foods (e.g. oatmeal), provided consumers are highly health conscious.

Conclusion on Standardization versus Adaptation

The regular topic in international marketing is whether multinational firms need to plan for adapted or standardized marketing strategy is immensely debated in scholarly setting and is a major issue to all multinational firms and marketing individuals. Followers of standardized strategy state that the international market has become homogenized and thus, these firms can market their commodities similarly across the globe. Using similar approaches will lead to higher margins and reduced costs. On the contrast, followers of the adaptation strategy focus on the evident differences between the markets of various countries and markets, particularly those for consumer goods, and favour adopting global differentiated marketing initiatives

This paper listed some advantages and disadvantages of every strategy, suggesting that the solution to an effective market strategy lies between these two extreme strategies. Firms can promote a strong international marketing strategy with the relevant structure, attitude, and operating behaviours that attain an effective and efficient balance between standardization versus adaptation approaches. Companies intending to expand internationally need not to treat the world as one singular market. Rather, they should initiate market research and establish their customers, and their wants and needs.

References

Akgün, A. E., Keskin, H., & Ayar, H. 2014. Standardization versus Adaptation of International Marketing Mix Activities: A Case Study. Procedia – Social and Behavioral Sciences, 150(15), pp.609–618.

Batraga, A., & Pūķe, I. 2015. Integrating Standardization versus Adaptation in International Marketing Strategies: Companies in Latvia. Proceedings of the 2015 International Conference, pp.27-36.

Brei, V., D’Avila, L., Camargo, L., & Engels, J. 2011. The Influence of Adaptation and Standardization of the Marketing Mix on Performance: a Meta-Analysis. BAR, Curitiba, 8(3), pp.266-287.

Dimitrova, B., & Rosenbloom, B. 2010. Standardization Versus Adaptation in Global Markets: Is Channel Strategy Different? Journal of Marketing Channels, 17(2), pp. 157-176.

Hise, R., & Choi, Y.-T. 2013. Are US companies employing standardization versus adaptation strategies in their international markets? Journal of International Business and Cultural Studies, 1-29.

Hossain, A., & Yazdanifard, R. 2015. Which One of Standardization or Customization Works the Best When It Comes to Online Marketing? American Journal of Industrial and Business Management, 5, pp.45-52.

Hussain, A., & Khan, S. 2013. International Marketing Strategy: Standardization versus Adaptation. Management and Administrative Sciences Review, 2(4), pp.353-359.

Kim, R. 2008. Wal-Mart Korea: Challenges of Entering a Foreign Market. Journal of Asia-Pacific Business, 9(4), pp.344-357.

Poturak, M., & Duman, T. 2014. The Role of Marketing Standardization versus Adaptation Strategies on Managers’ Satisfaction with Export Performance: Proposal of a Conceptual Framework. European Journal of Economic Studies, 10(4), pp. 252-262.

Rocha, T. V., & Silva, S. C. 2011. The Standardization versus Adaptation Dilemma: The Case of an American Company in Brazil. Internext – Revista Eletrônica de Negócios Internacionais da ESPM, 6(1), pp.63-83.

Schilke, O., Reimann, M., & Thomas, J. 2009. When Does International Marketing Standardization Matter to Firm Performance? Journal of International Marketing, 17(4), pp. 24–46.

Theodosiou, M., & Leonidou, L. 2003. Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research. International Business Review, 12, pp.141–171.

Vignali, C. 2001. McDonald’s: “think global, act local” – the marketing mix. British Food Journal, 103(2), pp.97 -111.

Vrontis, D., & Thrassou, A. 2007. Adaptation versus standardization in international marketing – the country-of-origin effect. Innovative Marketing, 2(3), pp.7-20.

Wang, X., & Yang, Z. 2011. Standardization or Adaptation in International Advertising Strategies: The Roles of Brand Personality and Country-Of-Origin Image. Asian Journal of Business Research, 1(2), pp.25-36.

Wei, S., & Yazdanifard, R. 2014. Comparison on the Impact of Standardization and Adaptation on International Marketing. Journal of Research in Marketing, 3(1), pp. 250-259.

Yeu, C., Leong, K., & Tong, L. 2012. A Comparative Study on International Marketing Mix in China and India: The Case of McDonald’s. Procedia – Social and Behavioral Sciences, 65, pp.1054–1059.

Problem Solving Decision Making Supply Demand

Problem Solving and Decision Making – Establishing a price for a new product using the law of supply and demand

Scientific methods are very important and help in problem solving and decision making process. Having good problem solving skills is essential and takes an organization to another level. Scientific methods assist in decision making process and are widely used in many businesses to increase productivity. The success of any business depends on effective decision-making and problem solving techniques. Businesses are faced with several problems and challenges including reduction in supply and demand. It is crucial for organizations to make appropriate decision without compromising the terms and condition of the business. The law of supply and demands plays a significant role in micro-economics and businesses. The law of supply states that quantity of a product supplied increases with decrease in prices (Gale, 2015). The cost of a products falls with an increase in supply or high demand. Contrary, the law of demand argues that the quantity of a product decreases as the prices increases. Businesses are limited by the law of supply and demand making forcing them to establish equilibrium. Market-clearing price helps firms to find a long-lasting equilibrium that balances both supply and demand. Proper problem solving and decision-making process using scientific evidence has a significant impact on businesses when establishing new prices utilizing the law of supply and demand.

Problem solving and decision making using the scientific method

It is fundamental for companies and businesses to have good decision-making skills and problem solving techniques. Businesses are required to make the appropriate decision when faced with complex issues. It is also important to establish a good approach that can solve a problem (Doctor, 2011). For instance, the law of supply and demand affects most businesses. The determination of prices should be done using scientific models. Appropriate problem solving and decision-making techniques need the application of critical thinking (“Systematic problem solving and decision-making”, 2016). Whenever a business is faced with numerous issues such as reduction in sales, it is crucial to make an appropriate decision. The law of supply and demand may cause the decline in sales. Solving a problem requires some pragmatics and logical reasoning. Problem –solving has been defined as a cognitive and behavioral process that individuals and organizations use to identify, discover and invent effective means of coping with the problem faced.

There are four main steps used to identify a problem namely: problem definition, generating alternatives, evaluation, and selection of alternatives and implementation of the solutions. Defining a problem is the first step in problem solving (Gale, 2015). The business should start by identifying the issue causing the sales to reduce. It is important to diagnose the actual situation facing the company by analyzing and defining the causes. Generation of alternatives to solve the problem is the next stage. It is necessary to propose several alternatives that will increase the sales. Brainstorming the alternative helps to evaluate the alternatives (Doctor, 2011). Multiple alternatives enhance the value of the final decision. It is advised to generate the alternatives before making a final decision including evaluation and selection of the best alternative. Selection of best alternative is critical in the decision-making process. The best alternative should have minimal impacts compared to the rest. The last step in problem solving is the implementation of the best alternative.

Stabling the price of a new product depends on many factors including the law of supply and demand. The cost of production and demand should be used to determine the prices. The company should decide on the prices based on the demand curve and production cost. The cost of production should be minimal to ensure high returns (Doctor, 2011). It is essential to establish a suitable price that is affordable to customers. The product should meet the needs of the customers. If the demand is higher than production, the cost of the product should be elevated to sustain the supply chain. The company should make a decision using the best model.

Making appropriate decision on the prices of a new product is done systematically. The first step is identifying the problem facing the company. The process involve gathering of information, evaluating alternatives and implementing the final decision. Identification of a decision is the first step in the process. It is important to clearly define the decision and state it down. Gathering relevant information is vital and should be done before identifying alternatives (“Systematic problem solving and decision-making”, 2016). The information can be gathered through research and development. The company should involve customers by asking them what they think in relation to the new product prices. Both internal and external information is needed to improve the sales. Identification of alternatives is necessary. There is need to have many costs and choose one with minimal impacts. Weighing the evidences is also crucial. The alternatives should be considered using scientific evidence and methods. The profit margin and production cost is determined using scientific evidence. Choosing the best alternative is important and is done after weighing the evidence (Doctor, 2011). Taking action and making the best decision is the last stage. The prices of the new product should be determined by taking into consideration the law of supply and demand. Reviewing the decision and identifying its impacts on the sales is necessary.

Conclusion

The law of supply and demand is important to all businesses. It limits the companies from exploiting customers. The decision on prices of a new product must be made using the scientific method. The company should identify the problem and use best techniques to solve. The demand for the product directly affects the prices. Prices increase with an increase in demand thereby affecting the supply chain. It is vital for the businesses to establish the best prices after reviewing all the alternatives. The decision should have minimal impact on the business with equilibrium consideration between customer satisfaction and profit margin.

References

Doctor, R. (2011). Problem Solving and the Decision-Making Process. Physical Therapy, 51(7), 816-818.

Gale, D. (2015). The law of supply and demand. Mathematica Scandinavica, 3, 155

Systematic problem solving and decision-making. (2016). Long Range Planning, 23(6), 129

Emerging Markets FDI China Dissertation

Competitive Dynamics in Emerging Markets: Case of China’s FDI Inflows

Emerging Markets: Foreign direct investment (FDI) constitutes one of the main modes of market entry which has been used by a growing number of multinational enterprises (MNEs) to achieve growth. Through FDI firms engage in a special form of capital flows which involves the relocation of capitals, as well as intangible assets such as management skills and production know-how.

As underscored in extant literature on international trade, the benefits of FDI are experienced by both the foreign firm and host country. Put differently, FDI results into a mutually beneficial relationship in which case the foreign firm benefits from a larger market for its products and access to important inputs while the host nation benefits from increased trade and a multiplier effect. While licensing and export provide less risky paths to foreign market entry, research based on the market failure theory attributes the growing preference for FDI to the need by firms to make full gains from their capital.

Traditionally, FDI flows have been from developed countries to other developed countries. Countries such as the United States, United Kingdom and Japan have in particular been major players in inward and outward FDI. In year 2000, US received 22% of the world’s FDI while countries in the EU cumulatively received an estimated 49% of the FDI. This trend marked by the flow of FDI from developed to developed countries is however changing. The last decade has in particular been marked by a trend in which FDI flows are from developed countries to emerging countries such as the BRIC (Brazil, Russia, India and China).

In terms of competitiveness in FDI and international trade in general, emerging countries have for long been considered as uncompetitive. Developed nations have traditionally crowded out developing countries in international trade due to several barriers. As an example, it is until recently that developing countries have become more open to international trade and their exports have mainly comprised of primary products. They also face a host of barriers revolving around national policy, credit constraints and technological limitations among others.

Despite these barriers emerging countries have in the last decade emerged as equally competitive players at the international front. Academics have even pointed out that emerging markets are in the current times more competitive than developed markets. The researchers justify this assertion by pointing out that an analysis of corporate profitability in both economies shows significantly different results. In the developing world, the dynamics of competition are such that both the short-term and long-term persistence in profitability of organisations is lower than that of the developed world. To a large extent, this is a clear indicator that competition in the developing world is more intense. While focusing on inward FDI, the present research determines why China has become one of the most competitive emerging markets in this form of international trade.

Dissertation Objectives

To determine the level of competitiveness in attracting FDI among emerging markets
To investigate the specific factors influencing China’s competitiveness in attracting FDI
To examine the extent to which factors influencing China’s competitiveness in attracting FDI can be maintained in the long term
To highlight the various ways through which competitiveness of China’s FDI can be measured

Dissertation Contents

1 – Introduction
Study background
Research problem
Research question
Research objectives
Significance of the study
Overview of research methodology
Structure of the study

2 – Literature Review
Factors influencing competitiveness in inward FDI among emerging economies
Theoretical perspectives on determinants of FDI
Specific factors in emerging countries that increase a country’s competitiveness in attracting FDI inflows
Challenges in effectively competing for FDI in emerging markets

3 – Research Methodology
Data source and Research design
Research approach
Research strategy
Data collection techniques and process
Data analysis techniques
Quality of the study findings
Ethical considerations and limitations

4 – Results, Findings and Discussions
Factors influencing China’s competitiveness in attracting FDI
Sustainability of China’s FDI attractiveness
Discussion of study findings

5 – Conclusions and Recommendations
Competitiveness of emerging markets in attracting FDI
Factors influencing China’s competitiveness in attracting FDI
The sustainability of factors influencing China’s competitiveness in attracting FDI
Study recommendations

References

View This Dissertation Here: FDI China Dissertation

Emerging Markets Other Relevant Blog Posts

Economics Dissertation FDI India

International Trade Government Involvement

Finance Dissertation Titles

Did you find any useful knowledge relating to the competitive dynamics in emerging markets in this post? What are the key facts that grabbed your attention? Let us know in the comments. Thank you.