Global Marketing

Introduction Strategies to promote a world(prenominal), unified corporate culture How does a multinational company create a unified culture that adheres to a high level of production line behavior in completely planetary operations while respecting its local anesthetic workforces and their traditions? Many companies baffle found the answer lies in following an approach that implements global principles base on corporate values, while allowing for local policies based on cultural traditions. The advantages of this approach ar multiple. On wiz hand, global principles reinforce the values the company seeks to promote in its corporate culture to instill universal standards of business conduct. On the other hand, local policies demonstrate respect for cultural differences among its global workforces. Consider the issue of business gifts, for example. The company might test the global principle that employees cannot accept gifts that appear to unduly make up ones mind business relationships, based on corporate values of virtue and honesty.

In some locations, this may translate into a out(a)law on gifts beyond those of de minimus value, but in other locations where business gifts are legal and customary as a home run of respect for customers, such as in Asia, the local insurance policy would allow for gifts within culturally relevant guidelines that still respect the companys values. This distinction between global principles and local policies can be applied to many business practices throughout the companys operations. Two elements are critical to equilibrize global principles and local policies: a corporatewide code of conduct with control principles and the involvement of local offices in developing local policies. Corporatewide enactment of Conduct The clearest way to establish uniform principles is by crafting a sanitary values-based corporate code of conduct. Such a document spells out for all employees the fundamental principles that guide day-to-day interactions and decisions. Values are universally applicable, easy to... If you want to get a just essay, order it on our website: Orderessay

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