Creating Business Leaders
Cultural Challenges of International Marketing and Leadership
BUSINESS BY M. AYUB SHAH
Global market place is becoming increasingly complex and competitive. The sheer diversity of people, their practices, beliefs, consumption patterns, spending capabilities etc have made this global market an extremely complicated place to do business in. Today’s business leaders must possess international business skills in order to compete and survive in the chaotic world of international business. Business leaders must view the world as an integrated market where competition and collaboration evolve from almost everywhere and develop sound marketing skills with cross-cultural dynamics to succeed. Managers must understand and appreciate the wide array of differences that exist in cultures and social institutions. Academic institutions have an important role in expanding the horizons of knowledge in this area and to enhance cross-cultural understanding, which is an integral part of the internationalization process. These institutions have not only to understand and adapt to the challenges of the international business but to evolve strategies and skills to excel in this complex and challenging environment.
It was in this background that the two Days workshop on “Cultural Challenges of International Marketing and Leadership” was organized by the Business School, University of Kashmir from august 23, 2011. The primary aim of this workshop was to understand the role of cross cultural differences in international marketing, identifying the key economic, political, social factors influencing the rapidly changing product and service markets around the world. Professor Shabir A. Bhat, Director Business School in his welcome address laid importance of understanding the dynamics of international business, leadership qualities necessary to succeed in this volatile global economy and discerning its implications on developing and making strategic choices which form the mainstays of successful decision making in this increasingly complex global environment.
The Chief Guest on this occasion, Prof A R Yosuf, Dean Academics, University of Kashmir emphasized the need to make education more relevant, contemporary and productive for the society. Registrar University of Kashmir, Prof Syed Fayaz Ahmad highlighted the role of culture in today’s global environment and its relevance in business. Prof Ajai Manarai, University of Delaware, USA, in his key note address highlighted the major trends shaping the field of international marketing in today’s world. Prof Musadiq A Sahaf, Dean, Faculty of Commerce and Management Studies, University of Kashmir highlighted the key issues in the area of international marketing and its cultural dimensions.
The Workshop consisted of five technical sessions conducted by eminent professors. The theme of the first session was “Contemporary Topics in Cross-Cultural and Cross-National Consumer Research in the Twenty-First Century”.
The speakers discussed various aspects related to the emergence of globalization as a phenomenon and the factors that led to its development in the backdrop of Energy Crisis of 1970’s, Push and Pull effect, Standardization V/s. Adaptation etc, leading to the development of framework of Cross-Cultural & Cross National Research. The speakers also talked about culture and its impact on the global business environment.
The second technical session was devoted to the topic, ‘‘Cultural typology of Humane development’-A tool for comparison” by Thom Wolf, (D.Lit., Ph.D.), International President and Professor of Global Studies of University Institute, New Delhi. Prof. Thom Wolf made a wonderful presentation on “ Progress prone and progress resistant cultures”. Drawing on eight dimensions of Mariano Grodona’s Cultural Typology of economic development, he also discussed how economies are affected by cultural values and how values shape human progress and finally how concepts in other cultures offer an improvement.
The second day of the workshop commenced with the third technical session on "Environmental Challenges of International Marketing: Cola Wars in India" by Prof. Lalita and Ajai Manarai, University of Delaware, USA. Both the speakers highlighted the marketing strategies adopted by two main soft drink competitors - Pepsi and Coca cola in Indian market. The learned professors stressed the need to “Think Local and Act Local” in order to be competitive in the international markets.
The theme of the fourth session was “Leadership through Energized Relationships” by Dr. Larry Little, Ph.D (Psychology), Director of the Enrichment Center, Decatur, Alabama, USA. Dr Little emphasized that leaders need to invest in people and develop lasting relationships.
The fifth technical session was devoted to supply chain management, entitled “International Supply Chain-Developing Infrastructures” by Prof. Agha Iqbal Ali, Chairman, Deptt. Of Finance and Operations Management, Isenberg School of Management, University of Massachusetts, USA. Prof Iqbal talked about the emerging trends in the field of supply chain management. He also drew attention to the deficiencies in the infrastructure and offered solutions from marketing perspective vis-à-vis its supply chain.
The valedictory function was attended by Hon’ble vice chancellor, University of Kashmir, Prof. Talat Ahmad, as the chief guest. He expressed the hope that the work shop will go a long way to help our scholars to establish a cognitive framework to analyze and appreciate the impact of culture on leadership behavior and help the university to develop collaborations with national and international institutes of excellence.
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Lastupdate on : Fri, 9 Sep 2011 21:30:00 Makkah time
Lastupdate on : Fri, 9 Sep 2011 18:30:00 GMT
Lastupdate on : Sat, 10 Sep 2011 00:00:00 IST
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