Globalization and Regionalization Strategy: Building a Strong Brand

International Management
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International Management
Globalization refers to the extended increase in cross-border social, economic, and technological exchange beneath capitalism settings, which too influences different aspects of our lives for instance, culture, trade, business, politics, and environment. Globalization continues to affect nations, institutions, and business entities in diverse ways. In that sense, one can deduce that globalization requires a shift in management and leadership strategies.
In this 21st century, businesses have no option but to go global if they are to survive. Among the most important strategy to execute in a company’s globalization venture is building a strong brand that is consistent throughout the world.
Traditionally, it was not common to find a devolved system of marketing when it came to marketing and branding of a company (Deresky, 1999). This was primarily because companies viewed various regions differently depending on how they performed in terms of the sales of the company. It usually meant that better performing regions were taken seriously, and many investments were put there to maintain and attract more consumers while poor performing regions were disregarded (Mucchielli, 1998).
However, with the coming of social media, things cannot remain the same since a bad report in a “poorly-performing” region can cause a ripple effect and affect “better-performing” market. Thus, as a strategy, building a strong and consistent brand is effective always, and a perfect example is the internet giant company Google. This is because, it does not matter where one is in the world so long as they have access to the internet, the Google website will always be the same.
While the search results may be based on search history of that region, the user is always guaranteed get more or less similar results. The next strategy is opting for borderless marketing as opposed to having the same being done based on regions. With new tech...