By students, for students.

Global Marketing Management: One world, one voice? (part 1)

In Management, Marketing on March 24, 2013 at 3:52 pm



Today, individuals, corporations and nation-states are able to reach around the world further, faster, deeper and more cheaply than ever before (Friedman, 1999).  Globalising processes have accelerated since the turn of the millennium, increasing trade, capital and investment movements, migration and knowledge exchange across geographic borders (IMF, 2000). These trends have led some to predict that the world is on the cusp of becoming a ‘global village’, a single cultural and economic community.

Certainly, the integration of national economies and advanced communication technologies have propelled us towards a single marketplace and given multinational enterprises (MNEs) an influence comparable to that of nation-states.[1] Advertising has evolved as businesses expanded their offer to domestic, export, international, multinational and global markets.

Practitioners and theorists disagree over whether advertising should be extended across markets or adapted to local conditions. This series of articles will investigate the advisability of standardising advertising across cultures. We will examine the advantages of this strategy, before investigating the conditions which preclude successful communication.


  • Brand: A name, design, symbol, phrase or combination that identifies and differentiates
  • Global advertising: Advertising which meets global objectives by marketing on a worldwide scale
  • Global brand: A brand with appeal which transcends regional differences. Widespread availability and consistency across local and foreign markets
  • Globalisation: The integration of national economies and cultures
  • Global village: An expression of the idea that globalisation will integrate the world’s population to such a degree that interactions will be freed from geographic constraint

[1] In 1990, there were 60 countries with Gross National Product below US $10bn, while there were more than 235 MNEs with revenues in excess of this amount


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