netrashetty
Netra Shetty
American Express Company (NYSE: AXP), sometimes known as AmEx, is a diversified global financial services company headquartered in New York City. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best known for its credit card, charge card, and traveler's cheque businesses. Amex cards account for approximately 24% of the total dollar volume of credit card transactions in the US, the highest of any card issuer.[3][4]
BusinessWeek and Interbrand ranked American Express as the 22nd most valuable brand in the world, estimating the brand to be worth US$14.97 billion.[5] Fortune listed Amex as one of the top 30 Most Admired Companies in the World.[6]
The company's mascot, adopted in 1958, is a Roman gladiator[7] whose image appears on the company's travelers' cheques and charge cards.
Third impact of global integration is the establishment of government dealings. In the globalized era, the choice of foreign marketplace to go in and the style of entrance will largely depend on the dialogue with the foreign governments concerned (Agnihotri & Santhanam, 2003). This is because the international business must be able to make negotiations and agreements with the government concerned, in order to comply with necessary requirements and encourage harmonious relationships. In addition, the ‘muscle power’ of a multinational firm can be very important in choosing the shift of power equilibrium, such that it must control its association with the foreign government to its improvement (Agnihotri & Santhanam, 2003). Establishing a good and manageable relationship with the government concerned ensures a lasting relationship with the firm, thus, extending its operations in the foreign country. Last major impact of globalization is the increase in competition among other firms in the same industry. A firm may be in a improved position to contend with its global competitor, as it can enhance its possessions globally (Agnihotri & Santhanam, 2003). Being able to participate in its foreign target market makes the global firm more advanced and more developed compared to its rivals in the same industry, for it is able to meet the standards and demands of its foreign customers. From this perception, major suppliers and stakeholders would prefer the global firm to other firms.
For this research paper, the focus on the integrated global industry environment from the subsidiary perspective of Mobile Phone Service Company is presented as research context for two reasons. First, the importance and relevance of this environment as the operational context of multinationals have greatly increased in recent years. Many global industries have recently become integrated in nature as the environmental pressures of both geographic dispersion and global integration mentioned above have intensified over the years (Makhija et al., 1997). Second, the incorporated global industry environment gives a suitable research framework for this study, which examines the feat repercussions of global integration of business tasks that are disseminated geographically. Thus, this paper will respond to the next queries:
With reference to business management, do business performance appraisal and management development of Mobile Phone Service Company significantly affect its progress?
What are the variables that significantly affect the perception of the respondents regarding global integration of Mobile Phone Service Company?
Does global integration significantly affect the progress of Mobile Phone Service Company?
What are the recommended solutions to the problems of Mobile Phone Service Company in accordance to global integration?
Hypothesis
With respect to the research questions, this project works out on the following hypotheses:
Ø Global integration has no significant effect to the marketing process of Mobile Phone Service Company.
Marketing involves activities related to notifying current and potential customers of the product and services and inducing them to purchase it. Such activities include promotion, advertising, branding, market research, pricing, and channel selection.
With the pressure of integration, Jain (1989) justified that the activities of marketing need to be connected across borders through information flows and communications to enhance global marketing innovation and learning. Basically, information systems can satisfy this need (Carpano & Rahman, 1998). Information technology can efficiently transport information on market trends, pricing, competitor behaviour, sales trends, and changes of regulations and local laws, and can be a significant means of impersonal communications. Nevertheless, without mutual understanding and trust, managers are less willing to accept and/or less able to attach meaning to the information transferred from other units. Hence, as in R&D and manufacturing, shared strategic objectives, shared values and norms, and trust-building among members through socialization are desirable for effective integration of marketing worldwide.
For businesses like Mobile Phone Service Company operating in integrated global industries, unifying important decision issues in marketing such as brand names, product positioning, packaging, and pricing is effective (Laroche et al., 2001). The business head office, with a broader picture of worldwide processes, can make more organized marketing decisions. For instance, central coordination of service allocation and positioning permits for the transfer of a service that has been tested in other markets. Ultimately, the method of performing promotion seems to be comparatively amorphous because it engages subjective judgment, trial and error, and various contingencies. This recommends that it tends to be complex to codify its procedure into well-specified measures, policies and manuals. Therefore formalization is likely to be moderately less efficient in integrating marketing actions globally.
BusinessWeek and Interbrand ranked American Express as the 22nd most valuable brand in the world, estimating the brand to be worth US$14.97 billion.[5] Fortune listed Amex as one of the top 30 Most Admired Companies in the World.[6]
The company's mascot, adopted in 1958, is a Roman gladiator[7] whose image appears on the company's travelers' cheques and charge cards.
Third impact of global integration is the establishment of government dealings. In the globalized era, the choice of foreign marketplace to go in and the style of entrance will largely depend on the dialogue with the foreign governments concerned (Agnihotri & Santhanam, 2003). This is because the international business must be able to make negotiations and agreements with the government concerned, in order to comply with necessary requirements and encourage harmonious relationships. In addition, the ‘muscle power’ of a multinational firm can be very important in choosing the shift of power equilibrium, such that it must control its association with the foreign government to its improvement (Agnihotri & Santhanam, 2003). Establishing a good and manageable relationship with the government concerned ensures a lasting relationship with the firm, thus, extending its operations in the foreign country. Last major impact of globalization is the increase in competition among other firms in the same industry. A firm may be in a improved position to contend with its global competitor, as it can enhance its possessions globally (Agnihotri & Santhanam, 2003). Being able to participate in its foreign target market makes the global firm more advanced and more developed compared to its rivals in the same industry, for it is able to meet the standards and demands of its foreign customers. From this perception, major suppliers and stakeholders would prefer the global firm to other firms.
For this research paper, the focus on the integrated global industry environment from the subsidiary perspective of Mobile Phone Service Company is presented as research context for two reasons. First, the importance and relevance of this environment as the operational context of multinationals have greatly increased in recent years. Many global industries have recently become integrated in nature as the environmental pressures of both geographic dispersion and global integration mentioned above have intensified over the years (Makhija et al., 1997). Second, the incorporated global industry environment gives a suitable research framework for this study, which examines the feat repercussions of global integration of business tasks that are disseminated geographically. Thus, this paper will respond to the next queries:
With reference to business management, do business performance appraisal and management development of Mobile Phone Service Company significantly affect its progress?
What are the variables that significantly affect the perception of the respondents regarding global integration of Mobile Phone Service Company?
Does global integration significantly affect the progress of Mobile Phone Service Company?
What are the recommended solutions to the problems of Mobile Phone Service Company in accordance to global integration?
Hypothesis
With respect to the research questions, this project works out on the following hypotheses:
Ø Global integration has no significant effect to the marketing process of Mobile Phone Service Company.
Marketing involves activities related to notifying current and potential customers of the product and services and inducing them to purchase it. Such activities include promotion, advertising, branding, market research, pricing, and channel selection.
With the pressure of integration, Jain (1989) justified that the activities of marketing need to be connected across borders through information flows and communications to enhance global marketing innovation and learning. Basically, information systems can satisfy this need (Carpano & Rahman, 1998). Information technology can efficiently transport information on market trends, pricing, competitor behaviour, sales trends, and changes of regulations and local laws, and can be a significant means of impersonal communications. Nevertheless, without mutual understanding and trust, managers are less willing to accept and/or less able to attach meaning to the information transferred from other units. Hence, as in R&D and manufacturing, shared strategic objectives, shared values and norms, and trust-building among members through socialization are desirable for effective integration of marketing worldwide.
For businesses like Mobile Phone Service Company operating in integrated global industries, unifying important decision issues in marketing such as brand names, product positioning, packaging, and pricing is effective (Laroche et al., 2001). The business head office, with a broader picture of worldwide processes, can make more organized marketing decisions. For instance, central coordination of service allocation and positioning permits for the transfer of a service that has been tested in other markets. Ultimately, the method of performing promotion seems to be comparatively amorphous because it engages subjective judgment, trial and error, and various contingencies. This recommends that it tends to be complex to codify its procedure into well-specified measures, policies and manuals. Therefore formalization is likely to be moderately less efficient in integrating marketing actions globally.
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