Paradoxes Wrap Up and Looking Ahead

 

Summary

De Mooij (2014, p. 21) states, "The global-local paradigm is a paradox: One cannot think globally; every human being thinks according to his or her own culturally defined thinking pattern. One can act globally, and that is what global companies do." Marketers have to start to realize and understand the value paradoxes of the global marketplace, including marketing, branding, and communications, as well as value, technology, and media paradoxes.

Value paradoxes may interfere with understanding other cultures. An understanding of the impact of culture on advertising is critical in the global market.

Check and Double Check

By the end of this lesson, make sure you have completed the readings and activities found in the Lesson 2 Course Schedule.

Looking Ahead

The next lesson will focus on brand concept models, as well as aspects of global branding. Companies increasingly recognize and realize local consumer demand as they focus on global branding and marketing.

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Reference

De Mooij, M. K. (2014). Global marketing and advertising; Understanding cultural paradoxes. Thousand Oaks, CA: Sage Publishing.