February 1, 2014 Chris Schrage, CGBP, Certified CGBP Trainer. Global Marketing Management. Shrinking Globe. Source: David Harvey, The Condition of Postmodernity (Oxford and Cambridge, Mass.: Basil Blackwell, 1989), p. 241, plate 3.1. Speed of globalization of markets.
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Source: David Harvey, The Condition of Postmodernity(Oxford and Cambridge, Mass.: Basil Blackwell, 1989), p. 241, plate 3.1.
Change in transportation technology
Change in communication technology
Access to products not available at home
Raw materials for products
Better quality of life
Break up of Soviet Union
Apartheid over- sanctions ended
Privatization of public companies in Brazil, France and England,
Special Economic Zones in China
Democracy started in Latin America
March 7, 1957
Independence from Great Britain through peaceful negotiations
End of the Korean Conflict and devastation from war
Mature market at home
Leverage competitive advantage
Compete in home market of others.
Global companies understand the balance of standardization and customization required in the world’s marketplace.
Substitute products limits prices
High prices induce buyers to switch to the substitute
Related and Supporting Industries
Activity in any one of the four points of the diamond impacts all the others and vice versa
The advantage that a nation gains by being home to internationally competitive industries in fields that are related to, or in direct support of, other industries
Build a wide portfolio of advantages
Develop portfolios by establishing layers on top of one another
Move along the value chain to strengthen competitive advantage
Use the know-how developed by other companies
Licensing agreements, joint ventures, partnerships, or strategic alliances
Efforts here are impacted by Differences here
Innovative organizations spend neither time nor resources on defending yesterday. Systematic abandonment of yesterday alone can transfer the resources . . . for work on the new.
Brand Development Basics
Miller Time is the “MILLER WAY”
Rooted in the “urban cool” mindset
GNP > $10,666
GNP ≥ $3,256 ≤ $10,065
86% of the world’s population
GNP ≥ $826 ≤ $3,255
GNP < $825
Duties for all products that do not qualify for special tariff treatment.
Duties levels for those countries that fit into special tariff treatment programs- see listing included
Rate of duties for any products imported directly or indirectly from specific countries- currently:
Cuba and North Korea
Sales to other markets
Changing Domestic Conditions
Lower Cost Structures
Exploit Global Presence
Global Money Flows