Globalization and Localization

Question 1: “Globalization and Localization.”

• Discuss the influence of globalization and localization when it comes to marketing brands. 
• Would the same success be achieved with a less-visible brand? Explain your rationale from the receiver’s perspective.

Question 2: “Cultural Influences.”  

You are meeting with an international client in the Middle East and want to make sure you have addressed any cultural issues that might impact the success of your meeting.

• Numerous theorists discuss cultural concepts. Using this information as a basis, discuss the concepts you would want to analyze and evaluate in order to prepare you and other company executives for the upcoming meeting.
• Which of the concepts you discussed would be the hardest to analyze? Why?
• Describe a worst case scenario involving the muddling of culture concepts. What steps could you (or your company) take to ensure something similar never happens to you?