Cross-Cultural & Global Marketing Case Studies

To successfully enter into and market to a country, one first has to appreciate all that country has gone through in its development.  That’s not to say that you need to spend semesters studying that country’s history, but the savvy marketer will have invested some time in learning key events & understanding how those events shaped the current culture.  There is a fascinating book by author Jared Diamond called Guns, Germs & Steel (later made into documentary) that explores the difference between the “have” and “have-not” countries … the hypothesis being that the “have” (super-power) countries are only this way due to their “luck” geographically and their access to weaponry, medical inventions and technology.  In my humble opinion, the book should be required reading for all international marketers! J  In it, the reader can see how easily the past is tied to the present, and how this informs the future.

History and geography are two components of culture, the rest including politics, technology, and social institutions like family, church and government.  ALL are pervasive in the country, and often occur without conscious thought.  For instance in the US, men usually open doors for women because it’s chivalrous, but they don’t cut a woman’s meat at dinner.  We know there’s “a line” with politeness, but we don’t stop to think about where those lines are drawn and why … but we sure know when that line has been crossed!  Understanding where those lines are, even a minimal understanding, and what the foundations of country’s culture are allows the marketer to see what that country is open and/or resistant to AND how best to approach entry.

For this assignment, please:

• Read Case 4-1 Is Tourism the Savior or the Scourge of Venice which is found in the textbook on pages 130-132, and
• Complete the following revised questions:

1. What critical-thinking issues are raised in the case, i.e. what is/are the primary cultural concern(s)?
2. The case present various points of view on the issue of tourism in Venice. What are those points of view, and arguments presented?  In answering, you might find it helpful to list the positives and negatives of tourism mentioned in the case as not all points of view had a name attached to that viewpoint.  Which do you agree with and why?  Look to be comprehensive in your list!
3. The case discusses various points of view on the issue of advertisements in Venice. What are those points of view and arguments presented?  As with the above, you may find it helpful to list positives and negatives associated with the issue of advertisements – be comprehensive, too.  Which do you agree with and why?
4. In June 2011, city officials in Venice approved a tax on tourists staying in the city to generate revenue and limit the number of tourists. For each of the following stakeholders, what specific effect could this tax have:  tourists, government, citizens of Venice, local businesses?  What are 2-3 other stakeholders that would be affected?  For ALL of the stakeholders discussed in this question, be sure to specifically note whether the affect would be positive or negative.
5. What can the international marketer do to ensure he/she is respecting the culture of a region in which new business will be conducted? List and discuss 2-3 suggestions.

For all questions, please address Venice’s situation based on the information you read in the case at the time it was written.