Multilingualism as International Marketing Strategy

Market globalization has made multilingual marketing communications a sine qua none for most transnational businesses. Exploring new foreign markets has thus meant translating and localizing marketing communications, so as to enable foreign consumers to have the kind of experience that may spur them into being favorable to the products or services on promotion. Conscious of this imperative, many Nigerian companies have embarked on multilingual packaging as a key component of their international marketing strategies. Although such a language-based tactic has enormous potential, Nigerian companies' use of multilingual packaging is confronted to a multitude of problems. This chapter explores four of such problems, including mis-translations (of packages), partial translation, typographic and design errors, and companies' adherence to the myth stating that English is the language of business. To address these challenges, the chapter recommends non or reduced reliance on automatic translation and resorting to the services of a professional translator, “transcreators,” and experienced marketers.

Advertising Adaptation

In a globalizing world, global brands seek to reach consumers around the world through global marketing strategies. In order to achieve this, global advertising strategies set in global marketing strategies are very important. Advertising adaptation, which is one of the aspects of global advertising strategies, means adapting a global brand's ad for different countries. One of the main reasons why brands utilize advertising adaptation is the cultural and language differences among countries. Advertising adaptation is much more than translation of advertisements. In addition, advertising adaptation is a cultural phenomenon. In this context, advertising adaptation concept will thoroughly be analyzed in this section, and comparison of advertising adaptation with standardization, relation between advertising adaptation and translation and relation between advertising adaptation and culture will be addressed. Later on, it will attempt to explain how advertising is adapted, stages of advertising adaptation process, and types of advertising adaptation through examples.

Influencing Customers Globally Through Unique Branding and Positioning Strategy

Uber has brought innovative changes in the transportation sector and popularized the online booking habits worldwide among customers. They introduced the use of internet and social media marketing to develop and position their brand. Within a decade, the customer's support has taken them into a secured place in global market. The customer's internet friendly behavior has supported the business, but simultaneously their unique marketing strategies also helped them in getting worldwide recognition. They provided customized products and services according to countries and customers' requirements. They offered drivers a partnership of the organisation which was a unique strategy and referrals and social media marketing strategies brought a new height to the business. The study covers the marketing, branding and positioning strategies of Uber and suggests a framework for better implementation of strategies.

Unravelling Hurdles to Organizational Sustainability by Virtue of Sharing and Creating Knowledge

The main aim of this chapter is to demonstrate the importance of innovation and creativity in nurturing organizational sustainability. Through knowledge and its sharing, the leadership process is oxygenated with human and holistic values in contemporary organizations. This chapter seeks to emphasize distinct characteristics in the leader and values in the leadership process needed in the present knowledge-based economy which is merciless towards cognitive and human stasis. Creating and sharing knowledge are considered the fundamental drivers of organizational performance. Furthermore, knowledge is also viewed as one of the most important resources for the survival of organizations and their prosperity. The aim of this chapter highlights why organizations require to encourage innovation and creativity. This chapter will seek to highlight its main objectives i.e., debating the role that humanizing leadership fulfils in organizations that are desperately in need to revitalize human characteristics, values, and behaviors amidst all the technology.

Leveraging Curiosity Branding and Content to Remodel Viewing Habits

A growing demand for engaging content, coupled with the availability of cheap data, an increasing footprint of 4g services and facilities like mobile payment motivated several over the top (OTT) service providers like YouTube, Hotstar, Amazon Prime and Netflix among several others to venture into the Indian streaming space. Netflix saw this as an opportunity to virtually tap into the Indian Television market and leverage the shift in the content consumption pattern among young consumers, by empowering them to watch content of their choice at their time and on their preferred connected device. The easy access of Internet technology helped Netflix overcome the censorship issues, break stereotypes by allowing creators and marketers to dive deep into untapped cultural and social sensitivities, hit pain points thereby creating room for unique content. This chapter aims at exploring how Netflix is creating a differentiating factor with its new content marketing strategy in India and remodeling the viewing habits thus molding the Indian stereotypes.

The Interactions Between Cultural Intelligence, Job Burnout, and Task Performance of Expatriates

In this chapter, cultural intelligence, one of the most crucial capabilities of employees for overcoming the cultural obstacles of different countries, is figured out in depth. This is attained by checking out the relationships between cultural intelligence, job burnout and task performance of expatriates who are employees sent by their company to a host country for a period. Since expatriates are the employees who face actual barriers in adapting and living in different cultures, a quantitative research was conducted among 156 expatriates working at the marketing department of different multinational companies, operating in Turkey. According to the results, expatriates with high cultural intelligence face burnout less at the workplace. Moreover, task performance of these employees tends to increase because of their cultural intelligence. Consequently, with the help of this chapter, a paramount empirical study on cultural intelligence and its correlates is added to the literature.

Global Marketing Strategy in Digital Era

The basic marketing strategies have been widely applied for a longtime, whereby people had to rely on the traditional way of exercising it, until the digital era come in to revolutionize marketing practices all over the world. The current innovation and use of digital technology have initiated global marketing strategies and practices and assured a global online presence for efficient users. Nowadays, the use of digital technology has made each and every marketing process easy, costless and efficient by making the digital tools widely available and affordable for many people, but also by providing the most essential piece of incredible technology, “the internet.” With the use of internet and digital tools, it has become so easy to globally communicate, market, purchase, and transact in a matter of fractions of seconds. Internet is being widely used in marketing to reach the global potential customers, and for this to happen, all marketing principles had to be adjusted and applied for greater results in this modern digital environment.

Avatar-Based Management Techniques for Breaking Down Language and Cultural Barriers in Modern Russian Corporations

This chapter is about study results of use of avatar-based management techniques for breaking down language and cultural barriers in modern Russian corporations. In the chapter, specially developed avatar-based management technique mixed with RTI—respond to intervention—is used in USA for education process correction. The authors of the chapter developed the innovation tools and based the results analysis of the deliberations of citizens in social networks on topics related to online services. Intelligent visualization techniques for big data analytic was used with avatar-based management techniques introduced by Professor Mkrttchian in 2017 in his book Sliding Mode in Intellectual Control and Communication: Emerging Research and Opportunitie”, published by IGI Global and Indexed by SCOPUS.

Demystifying the Indian Way of Doing Business

The culture of India is ancient, close to 5000 years old, and is very unique, diverse and different from the western cultures – India's languages, food, clothing, customs vary from place to place within the country reflecting the cultures of all religions and communities living in India. The diverse food habits, consumer tastes and preferences, consumer lifestyles, communication styles, language barriers, perception and attitudes of Indians, all have a major impact on the strategies and marketing mix (4Ps), elements of products and services marketed in India. An effort should be made to understand the culture when doing business in India. Major MNCs like Amazon, IKEA, Starbucks, Uber, Pizza Hut, McDonalds, have expanded their businesses to India after customizing their products to the Indian sub-continent. This proposed chapter aims to provide insights into the diverse Indian culture and language system. The study will examine the differences between the eastern and western cultures and their business implications.

An Entrepreneurship-Based Four-Helix Model to Overcome Language and Cultural Barriers

Cultural and language barriers are being primarily conceived to protect firms and regions for external competitors. But this protection is novice for the business in the long term, as organizations lose competitivity and efficiency in internationalized markets. The purpose of this chapter is to propose a theoretical four-helix model focused on CSR with the final goal of reducing poverty and economic imbalances to transform societies and give their populations a greater quality of life. Transformation process accelerated with the use of ICTs in a global market.