Globalization refers to international integration as a result of interchanging ideas, products, as well as various aspects of culture. Globalization around the world has been promoted by advancement in technology, transport infrastructure, internet, and telecommunication system at large. Globalization has also led to increased interdependence of economic, social, political, and cultural activities. The main aspects of globalization include investment, trade, dissemination of knowledge, and movement of people. The 21st Century has seen the rise in multinational corporations. This is as a result of favourable business environment due to reduced tariffs, economic liberalization, reduced trade barriers, and enhanced economic reforms. Moreover, with an aim of gaining competitive advantage, most firms have resorted to seeking highly qualified personnel. This is because for any firm to enhance productivity, it has to obtain highly qualified and skilled personnel who will work hard towards achieving the organization`s goals and objectives. As such, human resource practises such as business process outsourcing has importation of employees from one country to the other. The process of movement from one country to another has both positive and negative implications on culture. This is because globalization enables people with different cultural backgrounds to meet and interact mainly through business transactions. In addition, demand of goods and services is significantly affected by cultural beliefs and practises of the local community. Therefore, any firm seeking to expand its` activities to other markets should be aware of the local customs and cultures. It is with this background that this paper seeks to find out the implications of placing marketing specialists in a market without training on local cultures and customs. Further, this paper describes what messages may be implied if a business imports many employees to a foreign country.
Marketing refer to the process of producing and creating awareness of valuable products and services to customers and the society at large. On the other hand, marketing specialists are the people who carry out the marketing process. Due to increased competition, marketing has become an inevitable activity. This is because many firms deal in the production of similar goods and services. Therefore, it is extremely significant for any firm to acquire competitive advantage. This can be realized through determining the tastes and desire of the locals who form the market. It is also essential to appreciate the fact that taste and demand is significantly influenced by customs, cultural beliefs and practises. An organization will also be in a position to gain competitive advantage if and only if it is able to meet customers` needs efficiently and effectively. This is because a firm will be able to sell increased volumes of goods and services as compared to its competitors. Further, marketing, especially in the service sector involves a lot of interaction with customers. Most individuals` decisions on whether to purchase goods or services highly depend on the treatment accorded to them by marketing specialists. As such, marketing specialists should learn the customs and cultures of the locals. Otherwise, lack of knowledge on the local culture and customs will hinder an organization from achieving its marketing goals. This is because the marketing specialist will not be able to determine the tastes and preferences of the locals. In addition, the marketing specialists may not treat customers well.
Globalization has led to increased labour mobility. Labour mobility refers to the movement of employees from one place to another. The emergence of globalization has led to movement of employees from one firm to another. Multinational corporations are also shipping employees from one country to another. There are various reasons why firms import employees from one country to another. Firstly, employees from one country could be better skilled and knowledgeable than employees in another country. As such, businesses have no option but to import employees who are more equipped in order to enhance productivity. Lastly, labour from one country could be cheaper than labour from another country. All business firms seek to maximize profits by reducing costs. Therefore, employees who offer cheap labour can be imported from one country to another.
In conclusion, in case market specialists are not well versed with the local customs and cultures, they will not be able to verify the tastes and preferences of customers. A business may also import employees from one country to another. This is because the imported employees could be better skilled and cheaper as compared to local employees.
Hopper, P. (2007). Understanding Cultural Globalization (Reprint ed.). London: Polity.
King, A. D. (2004). Culture, Globalization and the World System: Contemporary Conditions for the Representation of Identity (2, reprint, revised ed.). Minneapolis: U of Minnesota Press.