channels, resulting in transferable marketing, whereas the cost drivers are comprised of the economies of scale, further, the government boosts the globalization by favourable policies and regulations, whilst the competitive drivers are fostered by the interdependence between the markets. Another main argument on why the globalization has become so essential is the rising universality of the customers´ needs (Sheth, 1986). The factors behind this emerging trend could be defined as access to foreign markets and international standardization of products and services (Sheth, 1986). As Parnell (2006, p22) puts it, globalization can also be viewed as the of “intensification consciousness where mass communication has the potential to break down national borders to better satisfy the needs of consumers, markets, and organizations”. In this sense, globalization is a process, during which the technological advent entails in political and economic liberalization by bringing the world closer together, indicating that this process fits into the paradigm of social constructivism, which has also a changing nature. Furthermore, this notion has certain implications for the communication as a discipline, meaning that it needs to be able to serve constantly homogenizing stakeholder groups across various markets (Parnell, 2006). Moreover, it is essential to clarify the division between the concepts of action and thought. global” “Thinking includes a global mindset indicating that the leaders of the company are instantly looking forward to engage in new opportunities even outside the borders of the host country. However, refers to the notion of how managers approach and handle these opportunities . “acting” There can be several reasons why companies shift their viewpoints from the domestic issues to a rather global orientation. Operating globally might lead to reducing the per-unit production costs due to the rising volume, whereas it also decreases the risk of competition by reaching economies of scope including more efficient distribution and marketing operations. Even though the global consumer culture is still a highly debated topic, trends point to the direction of disappearing localized preferences replaced by cheaper standardized consumer goods at higher quality. This development has facilitated the sales of the same products across different national markets. On top of that, production is not only outsourced to low-wage countries, such as the
channels, resulting in transferable marketing, whereas the cost drivers are comprised of the economies of scale, further, the government boosts the globalization by favourable policies and regulations, whilst the competitive drivers are fostered by the interdependence between the markets. Another main argument on why the globalization has become so essential is the rising universality of the customers´ needs (Sheth, 1986). The factors behind this emerging trend could be defined as access to foreign markets and international standardization of products and services (Sheth, 1986). As Parnell (2006, p22) puts it, globalization can also be viewed as the “intensification of consciousness where mass communication has the potential to break down national borders to better satisfy the needs of consumers, markets, and organizations”. In this sense, globalization is a process, during which the technological advent entails in political and economic liberalization by bringing the world closer together, indicating that this process fits into the paradigm of social constructivism, which has also a changing nature. Furthermore, this notion has certain implications for the communication as a discipline, meaning that it needs to be able to serve constantly homogenizing stakeholder groups across various markets (Parnell, 2006). Moreover, it is essential to clarify the division between the concepts of action and thought. “Thinking global” includes a global mindset indicating that the leaders of the company are instantly looking forward to engage in new opportunities even outside the borders of the host country. However, “acting” refers to the notion of how managers approach and handle these opportunities . There can be several reasons why companies shift their viewpoints from the domestic issues to a rather global orientation. Operating globally might lead to reducing the per-unit production costs due to the rising volume, whereas it also decreases the risk of competition by reaching economies of scope including more efficient distribution and marketing operations. Even though the global consumer culture is still a highly debated topic, trends point to the direction of disappearing localized preferences replaced by cheaper standardized consumer goods at higher quality. This development has facilitated the sales of the same products across different national markets. On top of that, production is not only outsourced to low-wage countries, such as the
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