Welcome to Unit 4: Global Vision. This week we will learn about why it matters for organizations to think beyond the confines of their local customer base and market their products and services more broadly. We’ll also examine the challenges that arise from global expansion, and how organizations and marketers need to be sensitive to cultural differences across country borders.
We’ll learn about some marketing mistakes that have been made when organizations have failed to understand norms in new countries they expand to, and share examples of marketing campaigns that as a result did more harm than good.
By the end of this unit, you should be able to:
- Explain the concept of globalization and its impact on global business
- Differentiate between comparative and absolute advantage
- Explain the roles of absolute and comparative advantage in global business
In order to successfully complete this unit, you’ll need to do the following:
1. Read these Open Educational Resources (free to access):
- Module 3: Global Environment1
- Section 14.1: Offshoring, Outsourcing²
- Section 14.2: Staffing Internationally²
Please note: you do not need to complete the activities listed in this resource.
2. Watch this video3 (also embedded below) about how cultural differences across country lines may affect an organization’s decision to expand globally.
3. Complete our Unit 4 Assignment. You can find more details here.
As always, if you need more information, you can ask me a question. For information on due dates, check our Course Schedule.
Sources:
1CC LICENSED CONTENT, ORIGINAL Why It Matters: Global Environment. Authored by: Linda Williams and Lumen Learning. License: CC BY: Attribution
2“Human Resource Management” by eLearning Support Initiative, University of Minnesota Libraries Publishing is licensed under CC BY-NC-SA 4.0
3Knovva Academy on YouTube: https://youtu.be/78haKZhEqcg
