Think Global, Act Local
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Transcript of Think Global, Act Local
REMEMBER
I am only One,
But I am One.
I cannot do everything,
But I can do something.
And I will not let what I cannot do,
Interfere with what I can do!
‘THINK GLOBAL, ACT LOCAL’ World as integrated whole
Improvement depends on aggregate of small individual actions
GLOCAL
Concept with high importance
Corporations, government officials, education system, and local communities
GLOCAL
Consider health of entire planet
Take action in own communities and cities
“Grass-root” efforts
GLOCAL
Embrace technology
Expand into new markets
Online e-commerce
Reach outside traditional market
Opportunity in marketplace
GLOCAL
Conducting social responsible business
Sustainable, long-term growth
Cause marketing
Social audits
Sustainable development
Think 'big' AND acting responsibly
GLOCAL
Adding new products or services
Embracing new ideas and new applications
World become 'smaller' - where you sell; where you source ideas
GLOCAL
Think outside of local market
Satisfying wants and needs of bigger market
Satisfy customers while providing maximum opportunity for profit
“Juggling”
Business grow and develop
EDUCATION
Response to rapidly evolving global environment
Incorporating glocal perspective
“Meaningful integration of local and global forces”
GLOCALIZATION OF EDUCATION Educational leaders performing duties within global society
Taking advantage of instructional resources
Increasingly interconnected world
Compete and work on international scale
MEDIA
Making connections on international scale
Impact on local stage
Internet use
Encouraging local social cohesion and community engagement
SOCIAL WELFARE
Protection against more negative effects of globalization
Enhance welfare of citizens
Create new social actors and structures - “local in spirit but global in character”
Common set of solutions to increasing global pressures
BUSINESSES
Adopt organizational approach
Clear global strategic direction
Flexibility to adapt to local opportunities and requirements
BUSINESSES
Put yourself in customer’s shoes
Close understanding of customers
Respect local cultures
Develop relevant promotional strategy
GLOCALIZATION
Globalization + Localization
Adaptation of product or service to each locality or culture
THINK GLOBAL, ACT LOCAL Approach used by nearly every successful international brand
Every area of sales and marketing - product features, packaging, pricing, message, sales channels, etc.
Marketing of brands internationally while remaining relevant to local market
GLOCALIZATION McDonald's restaurants worldwide
Menu changes to appeal to local tastes
‘Kimchi’ burger in Korea
‘Maharaja’ Mac in India
‘McSushi’ burger in Japan
FRANCHISE
RED BULL
Global energy drink brand
Chinese market - Red symbol of good luck and Gold symbol for wealth and happiness
THINK GLOBAL, ACT LOCAL Marketing principle
Selling nationally (global strategy) while adapting tactical approach to local market (local approach)
BUSINESSES
Big and small
Scale and resources of powerhouse
Speed, creativity and agility of fresh startup
Four dimensions
1. BUILDING SHARED VISION Clear and consistent long-term mission
Guides individuals
Employees understand and accept company’s stated goals and objectives
1. BUILDING SHARED VISION Johnson & Johnson’s - “Customer focus”
Coca-Cola’s – “Refresh the world”
Nestlé’s – “Reference for nutrition, health and wellness”
Samsung’s - “Create superior products and services, thereby contributing to a better global society”
2. BROADENING PERSPECTIVES Development of cooperative mindset
Effective implementation of strategies
Direct responsibility for implementation
Reward for cooperation
2. BROADENING PERSPECTIVES Management participate fully in process of change
Education and information
Management meetings
2.BROADENING PERSPECTIVES Avoid problems of duplication of effort, inefficiency and resistance to ideas
Latitude, encouragement and tools to pursue local development
2. BROADENING PERSPECTIVES Local unit
Source of ideas, skills, capabilities and knowledge for benefit of entire organization
Contribution and partnership in development and execution of strategies
Centers of excellence
3. CAPABLE MANAGERS
Diverse skills
Government relations
Managing entrepreneurial teamwork
Wear many hats
3. CAPABLE MANAGERS
Human factor critical
Understand corporate culture
Meet long-term objectives and optimal for local market
4. INTERNAL COOPERATION
Intellectual capital within organization
Transmit ideas and information
Free flow of information across organizational boundaries
Updates about changes in competitive environment
4. INTERNAL COOPERATION
Recruitment and teaching of future leaders
Mentors and coaches for younger managers
Joint value identification for firm and employees
ENTREPRENEURS & SMALL BUSINESSES Lifeblood of today’s economy
Make impact
Nimble without red tape and bureaucracy
ENTREPRENEURS & SMALL BUSINESSES Creating innovative products & services
Influencing society
“… benefit society and shareholders.”
Promote change
Function in socially responsible way without sacrificing revenue and innovation
Four steps to promote social change
1. ESTABLISH SOCIAL MISSION More than balance sheet to guide them
Truer compass
Built into mission statement
1. ESTABLISH SOCIAL MISSION Social responsibility
Create just and celebrated world for next generation
Weave social responsibility throughout our company
2.KEEP MISSION ALIGNED
Turn profit without turning back on mission
Balancing books and mission greatest challenge
Greatest achievement
3. BUILD COMMUNITY
Around goods and services
Partnerships achieve more
Customers greatest evangelists
4. DON’T FORGET TEAM
Living & breathing
Choose wisely
Companies - groups of people
Company culture matters
Strong commitment
LOCAL VS. PERSONAL
Response to change, challenge, and status quo
Addressing individual concerns and aspirations of stakeholders
Deliver “happiness” with each experience
Address specific human needs