{"id":26198,"date":"2022-09-20T06:15:00","date_gmt":"2022-09-20T06:15:00","guid":{"rendered":"https:\/\/phrase.com\/?p=26198"},"modified":"2023-06-13T16:30:00","modified_gmt":"2023-06-13T14:30:00","slug":"globalization","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/globalization\/","title":{"rendered":"A Comprehensive Guide to Globalization in Business"},"content":{"rendered":"\n<div id=\"acf\/text-block_116d1530196d83706839da1d8989510b\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<p><span style=\"font-weight: 400;\">Globalization in business is the growth in movement across national borders\u2014as people, ideas, products, services, and capital become interconnected. Through globalization, social, cultural, and economic exchange becomes more profound and influential.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although globalization can create increased conflict and controversy in societies, globalization also creates added business opportunity and economic growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">International expansion gives your organization an opportunity to reach new markets and find more customers, suppliers, and partnerships. Still, how can businesses best take advantage of globalization?\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can define globalization in your own business context using research and data to create a custom global strategy. By understanding the pros and cons of globalization, your company can make informed decisions. Keep reading to discover what globalization means for business and how you can benefit from international markets.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#what-are-the-benefits-of-globalization\" title=\"What are the benefits of globalization?\">What are the benefits of globalization?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#the-pros-of-globalization\" title=\"The pros of globalization\">The pros of globalization<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#what-are-some-disadvantages-of-globalization\" title=\"What are some disadvantages of globalization?\">What are some disadvantages of globalization?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#the-cons-of-globalization\" title=\"The cons of globalization\">The cons of globalization<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#what-are-the-effects-of-globalization\" title=\"What are the effects of globalization?\u00a0\">What are the effects of globalization?\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#the-challenges-of-globalization\" title=\"The challenges of globalization\">The challenges of globalization<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#what-are-some-good-globalization-examples\" title=\"What are some good globalization examples?\u00a0\">What are some good globalization examples?\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#mcdonalds\" title=\"McDonald\u2019s\">McDonald\u2019s<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#costco\" title=\"Costco\">Costco<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#the-coca-cola-company\" title=\"The Coca-Cola Company\">The Coca-Cola Company<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#starbucks\" title=\"Starbucks\">Starbucks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#zara\" title=\"ZARA\">ZARA<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#how-can-businesses-best-take-advantage-of-globalization\" title=\"How can businesses best take advantage of globalization?\">How can businesses best take advantage of globalization?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#what-is-a-globalization-strategy\" title=\"What is a globalization strategy?\">What is a globalization strategy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#how-to-create-a-globalization-strategy\" title=\"How to create a globalization strategy?\">How to create a globalization strategy?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#evaluate-your-company-and-target-markets\" title=\"Evaluate your company and target markets\">Evaluate your company and target markets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#think-about-what-type-of-globalization-strategy-fits-best\" title=\"Think about what type of globalization strategy fits best\u00a0\">Think about what type of globalization strategy fits best\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#use-your-strategy-to-shape-your-business-decisions\" title=\"Use your strategy to shape your business decisions\">Use your strategy to shape your business decisions<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/phrase.com\/blog\/posts\/globalization\/#position-your-business-with-a-global-strategy\" title=\"Position your business with a global strategy\">Position your business with a global strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-are-the-benefits-of-globalization\"><\/span><span style=\"font-weight: 400;\">What are the benefits of globalization?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To many business leaders, the answer to the question &#8220;what is globalization in business?&#8221; starts with a list of benefits. <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/key-steps-to-entering-global-markets\/\"><span style=\"font-weight: 400;\">Entering international markets<\/span><\/a><span style=\"font-weight: 400;\"> helps companies expand their reach beyond domestic borders.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Staying in a domestic market typically limits an organization\u2019s growth and influence, so many companies decide to pursue international expansion and find other countries or regions to operate in.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The benefits of <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/global-expansion\/\"><span style=\"font-weight: 400;\">global expansion<\/span><\/a><span style=\"font-weight: 400;\"> can outweigh the challenges and potential risks for many businesses.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-pros-of-globalization\"><\/span><span style=\"font-weight: 400;\">The pros of globalization<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Globalization offers many advantages to businesses. These benefits may differ depending on industry, market location, company size, and other factors. As you explore other markets, consider how these areas could apply to your product or service.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Expansion into other markets<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">By reaching a new market, companies can grow their revenue and find more customers. Different countries or regions offer different opportunities for businesses, including different groups of customers to target and legal frameworks to operate in. The economic conditions or industry regulations may be more favorable for your company in another market, meaning that your business could benefit significantly from doing business across domestic borders.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">More available talent and greater workforce diversity<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">You can access new talent in other markets, potentially making recruitment easier for hard-to-fill roles. Expanding your team with employees in another country can help you take advantage of different skill sets, benefit from local educational programs, or operate in markets with reduced overhead.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Lower manufacturing costs\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Manufacturing may be cheaper in other countries, allowing your business to save on materials, personnel costs, and supply chain investment. Different regulatory standards may make it easier to save money on manufacturing, too. If your business is in a country where personnel costs are typically high, offshoring manufacturing processes may provide an opportunity to hire in a more accessible market.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Access to new technologies<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Technology access isn\u2019t always the same across the globe, so entering a new market may increase your options. Some technologies are limited to particular countries via trade restrictions, high tariffs, supplier availability, patents, or other restrictions, making it more practical for many businesses to consider new markets.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, some countries have strong patent and copyright laws. American companies generally have a high degree of protection for technology they develop. The same technology that is illegal to manufacture in the United States (US) may be legal to make in China. Patent and trademark issues are important areas for businesses to research and seek professional legal advice on before making decisions. Nevertheless, different laws in another market could be to your advantage.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Opportunity to reach other cultures<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Opportunities outside of your home culture could be beneficial for your business. Other customs, religious, or cultural practices can create demand for your products or services that might be different from or not exist at all in your domestic market. New marketing and advertising strategies that wouldn\u2019t be a good fit for your domestic market could be helpful for doing business abroad.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your business wants to sell burkini swimwear appealing to Muslim women but your domestic market is limited, then expanding beyond your domestic market could bring you more customers and create more demand for your brand.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-are-some-disadvantages-of-globalization\"><\/span><span style=\"font-weight: 400;\">What are some disadvantages of globalization?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In addition to the benefits of globalization, there are also disadvantages for businesses. Globalization can add significant complexity to business operations and can present business leaders with important decisions about risk management, types of globalization to pursue, and other issues.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-cons-of-globalization\"><\/span><span style=\"font-weight: 400;\">The cons of globalization<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Careful management of globalization\u2019s drawbacks should be an important part of businesses\u2019 planning around international expansion. This way, you can prepare to mitigate any negative effects of globalization.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Tariff and export charges\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">When your business crosses borders, your company could be subject to tariffs and added export costs from other countries or your own government. Many governments are worried about how to counteract the negative effects of globalization, so they levy tariffs and other charges to influence economic behavior and raise funds for domestic investment. Your company should have a tariff management strategy or account for these expenses in your pricing.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Maintaining compliance in other markets<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Aside from complying with your domestic laws and regulations, entering another country\u2019s market means you\u2019re required to maintain compliance there as well. Other countries may have significantly different laws and regulatory groups, adding expense and complexity.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Reduced brand and cultural distinctiveness<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Business globalization could reduce your company\u2019s unique cultural identity as your organization adapts to the conditions and expectations of other markets. You may decide to downplay aspects of your company culture to appeal to new customers, ultimately losing part of what makes your brand unique.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Nationalism and negative perceptions of immigration<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">In many countries, locals have negative perceptions of immigration or even of globalization itself. As a foreign brand, your business may be viewed as a threat to homegrown companies and to the career prospects of workers who live in the region. Your company may have very little control over how the market perceives you and your products or services.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even after you are established in a new country, nationalism could still pose a threat to your work. Societies are constantly changing. The most successful international companies know how to watch local culture closely and plan their marketing and operations accordingly.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-are-the-effects-of-globalization\"><\/span><span style=\"font-weight: 400;\">What are the effects of globalization?\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Globalization changed what it means to do business today, expanding the competitive and opportunity landscape for businesses of all sizes and industries. While globalization brings markets closer together, some of the positive and negative effects of globalization become increasingly unavoidable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the internet allowing companies to provide services overseas easily, even small businesses can be subject to international pressures such as price competition. The advantages of globalization are increasingly interwoven into markets, too, as workers, ideas, and capital are freed from national boundaries to follow opportunities wherever they may be.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a business leader, you\u2019re in a dynamic position\u2014globalization is all around you, and your company can take advantage of it by understanding how globalization works and the impact it can have on your organization. <\/span><span style=\"font-weight: 400;\">Global\u00a0<\/span><span style=\"font-weight: 400;\"> requires research, strategic thinking, and systematic action.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-challenges-of-globalization\"><\/span><span style=\"font-weight: 400;\">The challenges of globalization<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Globalization also presents significant challenges for organizations. Before your company can successfully compete in another market, you need to plan for globalization\u2019s potential challenges. There are many challenges to be aware of\u2014but here are a few common ones:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Adapting to cultural differences: <\/b><span style=\"font-weight: 400;\">New markets in other countries often mean your business will be working within different cultures. These cultural differences could be significant enough to impact your business.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Communicating across your organization: <\/b><span style=\"font-weight: 400;\">Large companies and businesses with staff in different locations may find it difficult to communicate effectively through a global transition. When your business is undergoing significant change, it is important to make sure your communication remains strong.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Providing customer service in other countries: <\/b><span style=\"font-weight: 400;\">Even if your company provides highly effective customer service in your domestic market, other markets could prove to be more challenging. Your organization will need to provide <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/multilingual-customer-support\/\"><span style=\"font-weight: 400;\">multilingual customer support<\/span><\/a><span style=\"font-weight: 400;\"> that is appropriate to the needs of each market.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"what-are-some-good-globalization-examples\"><\/span><span style=\"font-weight: 400;\">What are some good globalization examples?\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Companies looking for inspiration on how to benefit from globalization have a variety of examples worth studying closely. McDonald\u2019s, Costco, The Coca-Cola Company, Starbucks, and ZARA are 5 companies that successfully expand beyond their domestic markets. Today, these examples of globalization are some of the world\u2019s most valuable brands.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"mcdonalds\"><\/span><span style=\"font-weight: 400;\">McDonald\u2019s<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Founded in 1940 in the US, McDonald\u2019s is known worldwide as an all-American fast food restaurant with favorites such as french fries and burgers. McDonald\u2019s initially focused its expansion efforts domestically, adding new restaurants outside of the State of California where the company was born.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, though, McDonald\u2019s is an international phenomenon thanks in part to careful <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/market-positioning\/\"><span style=\"font-weight: 400;\">market positioning<\/span><\/a><span style=\"font-weight: 400;\">. McDonald\u2019s has more than 37K restaurants and operates in more than 100 countries. Because of their decision to enter global markets, McDonald\u2019s now has one of the world\u2019s highest corporate brand valuations\u2014the golden arches are one of the best-known brand symbols globally.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each country with McDonald\u2019s restaurants experiences a customized version of the fast food brand. In Saudi Arabia, McDonald\u2019s creates special campaigns for Muslim customers observing Ramadan, including locally-popular menu items and special promotions. In 2020, customers could use a special virtual hourglass app to track their fasting and countdown to when it\u2019s ok to eat again (and presumably, visit a McDonald\u2019s restaurant).\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"costco\"><\/span><span style=\"font-weight: 400;\">Costco<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A global big-box retailer founded in 1983, Costco\u2019s success in opening warehouses outside the domestic US market is well-known and inspiring. Costco is now in Japan, Canada, Korea, Australia, Iceland, the United Kingdom, Spain, China, and other countries after opening more than 500 stores in the US.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Much of Costco\u2019s international success comes from a willingness to carefully study markets and adapt business practices to fit local preferences. For example, Costco decided not to use coupons in Australia after discovering that Australian customers weren\u2019t as interested in using coupons for discounts as American shoppers are. Stores in different countries have their own food court menus, also\u2014the famous Costco hotdog is made of pork in Japan, instead of the all-beef version popular in the US.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-coca-cola-company\"><\/span><span style=\"font-weight: 400;\">The Coca-Cola Company<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The Coca-Cola Company, a global beverage company founded in 1892 in the US, turned a sugary, carbonated drink into a global phenomenon. Using simple marketing, Coca-Cola\u2019s flagship product transcends cultural differences and appeals to nearly-universal interests\u2014selling happiness and refreshment instead of just another beverage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A smart <a href=\"https:\/\/phrase.com\/blog\/posts\/international-strategy\/\">international strategy<\/a> and popular products have helped grow Coca-Cola to be one of the world\u2019s most successful companies. Today, the Coca-Cola Company is publicly traded on The New York Stock Exchange (NYSE).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wherever you are in the world, Coca-Cola drinks are usually cheap and use simple, recognizable marketing with the same branding, symbols, and short slogans such as \u201cEnjoy.\u201d Coca-Cola\u2019s marketing and cultural adaptation are simple and easily transferable into new markets and cultures.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"starbucks\"><\/span><span style=\"font-weight: 400;\">Starbucks<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A worldwide chain with over 33K shops in 80 different countries, Starbucks grew from a single coffee shop in Seattle in 1971 to a company that redefined coffee culture for millions of fans. Today, across national borders, Starbucks shops are often the \u201cthird place\u201d for customers\u2014a community-gathering place outside home and the workplace. By serving as places that are welcoming, public, familiar, and open for people to gather and socialize, Starbucks is now part of the culture.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Exporting the Starbucks experience to other countries proved to be a smart investment. Today, a majority of Starbucks stores are outside the US. One of Starbucks\u2019 greatest successes is expanding to China\u2014Starbucks appealed to Chinese customers using similar strategies as in other countries, but with some unique customization to local culture. For example, understanding how important honoring parents is to many Chinese, Starbucks introduced a program providing health insurance for employees\u2019 parents.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"zara\"><\/span><span style=\"font-weight: 400;\">ZARA<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Started in 1975, Spanish clothing manufacturer and retailer ZARA expanded internationally with a potent combination of smart logistics, flexible manufacturing, and custom information systems that turn real-time customer feedback and local inventory data into new designs and product forecasting. ZARA has more than 2K stores in North America, Europe, Asia, and elsewhere around the world.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because ZARA is able to bring new fashion from the design process to the sales floor in just weeks\u2014instead of the typical months-long process it takes traditional clothing retailers\u2014ZARA can be more highly responsive to changes in consumer demand and to local preferences. Fast fashion clothing can be manufactured in smaller production runs, allowing local stores to follow trends more closely. This has helped ZARA succeed across markets.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-can-businesses-best-take-advantage-of-globalization\"><\/span><span style=\"font-weight: 400;\">How can businesses best take advantage of globalization?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Businesses can take advantage of globalization with a clear strategy. For international success, companies need a keen understanding of the markets they operate in, how to <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/market-positioning\/\"><span style=\"font-weight: 400;\">market a product<\/span><\/a><span style=\"font-weight: 400;\"> effectively overseas, and how to transition into new markets. These strategies are different for every globalization company\u2014there are several different ways to become a global business.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-is-a-globalization-strategy\"><\/span><span style=\"font-weight: 400;\">What is a globalization strategy?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Globalization strategies are long-term plans guiding business development and expansion outside domestic markets and into other countries. In many instances, your globalization strategy will lean more towards one or the other, with greater localization or a greater degree of similarity from market to market. A successful <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/global-product-launch\/#Understand_Your_Target_Market\"><span style=\"font-weight: 400;\">global product launch<\/span><\/a><span style=\"font-weight: 400;\"> requires a strategy that fits your competitive environment and leverages your company\u2019s strengths.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Global markets can change dramatically, causing even well-established international brands to pivot in a different strategic direction. By 1999, most of The Coca-Cola Company\u2019s profits were from outside North America, yet Coca-Cola saw declines in value driven by falling markets in Asia that caused fewer customers to buy Coca-Cola products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a partial departure from Coca-Cola\u2019s previous global strategy, the company localized its approach. Smaller, cheaper soda bottles were sold in Thailand, coupons were added to products in Russia, and German customers could enter sweepstakes. Coca-Cola recognized the need to respond to each market with a unique globalization strategy.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-to-create-a-globalization-strategy\"><\/span><span style=\"font-weight: 400;\">How to create a globalization strategy?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Effective globalization calls for creating a clear strategy that departs from the domestic market. A top-down approach that translates your existing marketing strategies may backfire, failing to resonate with customers because it wasn\u2019t developed with local insight.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on your organization, your globalization strategy could be fairly simple or quite complex. Globalization takes many different forms\u2013costs, levels of involvement, business models, products and services, and other factors vary from one company to another.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For a small business, a globalization strategy may take on a different meaning than it would for a large multinational corporation. For example, a solopreneur startup with one employee may simply need to begin marketing to international customers online without making significant investments or planning.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, a large company offshoring manufacturing operations will need to account for the effort involved in acquiring facilities and materials, organizing logistics, and incorporating new teams into a global workforce. For these reasons, research and planning should form the basis of your globalization strategy. Here is a process that can help you create an effective globalization strategy.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"evaluate-your-company-and-target-markets\"><\/span><span style=\"font-weight: 400;\">Evaluate your company and target markets<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Before you can develop an effective globalization strategy, you should carefully consider the status quo of your organization. Whenever possible, your conclusions should tie back to specific data and facts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many different tools that can help you understand the business environment better. For example:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A PESTEL analysis explores factors impacting your company (political, economic, social, technological, environmental, and legal).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A SWOT analysis compares your business strengths and weaknesses against opportunities and threats in the business environment.<\/span><\/li>\n<li aria-level=\"1\">Using a <a href=\"https:\/\/www.hubspot.com\/make-my-persona\">persona tool<\/a> to develop distinct customer targets for other regions.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/phrase.com\/blog\/posts\/market-research\/\">Market research<\/a> doesn\u2019t just protect you from costly mistakes\u2014it also gives your business the best chances of success in a new and different context internationally. Whenever possible, gather input from key stakeholders in your organization throughout this process\u2014before the decision-making and through the policy-making process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The goal of this part of the process is to gather information that can be used to build and refine your strategy. Questions that you need to answer to prepare for global expansion may include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What global opportunities should your business pursue?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What are your overall goals?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What resources will you need to achieve your goals?\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What obstacles and challenges is your organization potentially facing?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is your organization prepared for global expansion, i.e. to work effectively within other cultural, linguistic, political, or legal environments?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do your expectations and needs align with the business environment in a target market? Why or why not?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If you don\u2019t have the resources in-house for global expansion, how can you get the resources you need?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What\u2019s the worst that could happen if you start expanding globally, and how can you manage the risks?\u00a0<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"think-about-what-type-of-globalization-strategy-fits-best\"><\/span><span style=\"font-weight: 400;\">Think about what type of globalization strategy fits best\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There are different types of <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/global-expansion\/\"><span style=\"font-weight: 400;\">global expansion strategies<\/span><\/a><span style=\"font-weight: 400;\">. When you develop a globalization strategy, you\u2019ll most likely choose one of the 4 strategies outlined below or create a holistic strategy that combines elements of several strategies:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>International strategy: <\/b><span style=\"font-weight: 400;\">International companies enter new markets without significantly changing product features or pricing strategies. All key operations, including production, are located in the home country, while the company exports the same standardized products and services to foreign markets without taking local tastes into account.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Global strategy:<\/b><span style=\"font-weight: 400;\"> Global companies coordinate their operations in foreign markets to make the most of the advantages offered by each country while centralizing all decisions at the headquarters. Take Apple as an example: They offer the same phones and laptops in all markets under one strong brand, while their products are made in multiple countries.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Multidomestic strategy:<\/b><span style=\"font-weight: 400;\"> Multidomestic companies seek to adapt their products and services to local markets thanks to foreign subsidiaries with a high degree of independence from the headquarters. Their products match local tastes, which can give them a competitive advantage over international companies in a foreign market. This strategy is common in large companies in the food industry, such as Procter &amp; Gamble.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Transnational strategy:<\/b><span style=\"font-weight: 400;\"> This type of strategy can be seen as a combination of global and multidomestic strategies. Decisions are made together by the headquarters and the interconnected foreign subsidiaries, while the products and services are tailored to local markets. An example of a transnational strategy is the cosmetic giant L\u2019Or\u00e9al: They offer strong brands both from the US, like Maybelline, and from France, like Lanc\u00f4me.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Knowing how you\u2019ll compete\u2013on price, on fit for the market, or both\u2013is important because it helps you anticipate challenges and opportunities your business is likely to encounter. For example, a company applying a transnational strategy must focus relentlessly on applying economies of scale and reducing costs as much as possible in order to become the most affordable option for global customers.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"use-your-strategy-to-shape-your-business-decisions\"><\/span><span style=\"font-weight: 400;\">Use your strategy to shape your business decisions<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Consider how different areas of the company are potentially impacted by the strategy work you\u2019ve just completed. Based on your globalization strategy, you can start planning action items and strategies for different functional areas, departments, and operations within your organization. Your decision to enter markets in the Middle East, for example, could have significant implications across the company for marketing, product development, manufacturing, logistics, human resources, or finance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you create your strategy and begin the earliest stages of your global expansion, it\u2019s important to keep these best practices in mind:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Get buy-in and ownership: <\/b><span style=\"font-weight: 400;\">Your entire organization needs a globalization-savvy mindset. Everyone from the executive team to rank-and-file employees should be prepared and dedicated to the success of your global strategy. If possible, you should consider designating a globalization champion\u2014this could be an individual, a team, or an entire department, but someone should have ownership and everyone should embrace responsibility for your globalization strategy.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Prioritize localization: <\/b><span style=\"font-weight: 400;\">Localization should be a priority within your organization and localization efforts should start early. New companies can also use a localization strategy effectively\u2014there\u2019s no need to wait as long as globalization fits with your goals and available resources. Your <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/how-important-is-localization-for-your-business\/#Why_is_localization_essential_for_global_business\"><span style=\"font-weight: 400;\">localization strategy<\/span><\/a><span style=\"font-weight: 400;\"> can also start much earlier in the product life cycle, as part of initial product development, rather than being pushed towards the end of it.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Team up with local partners:<\/b><span style=\"font-weight: 400;\"> Locals are an invaluable resource. Your local employees, consultants, and customers should have opportunities to provide feedback and input shaping your strategy.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Create a working plan: <\/b><span style=\"font-weight: 400;\">Keeping your globalization strategy open and flexible helps you adapt to new information and market changes. With a strategy draft, you can start and adjust as the market and your research inform your localization strategy.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"position-your-business-with-a-global-strategy\"><\/span><span style=\"font-weight: 400;\">Position your business with a global strategy<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Continuous improvement should be central to your organization\u2019s globalization and <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/entering-foreign-markets\/\"><span style=\"font-weight: 400;\">market entry strategy<\/span><\/a><span style=\"font-weight: 400;\">. Your company may not have a perfect approach initially, but your globalization investment can add significant value to your organization and can serve your business goals as long as your company is <\/span><span style=\"font-weight: 400;\">committed to your global business for the long haul.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>By understanding the pros and cons of globalization, your company can make informed decisions. Discover what globalization means for business and how you can benefit from international markets.<\/p>\n","protected":false},"author":60,"featured_media":2597,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":true,"_modified_date":"","_searchwp_excluded":"","footnotes":""},"categories":[37],"class_list":["post-26198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-global-business"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/26198"}],"collection":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/users\/60"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/comments?post=26198"}],"version-history":[{"count":18,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/26198\/revisions"}],"predecessor-version":[{"id":90455,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/26198\/revisions\/90455"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media\/2597"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media?parent=26198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/categories?post=26198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}