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Corporate Social Responsibility (CSR) and Sustainability

International marketing - A tool for bridging global tensions?

Globalization and international marketing are two parallel trends in the contemporary world. However, whereas the first seem to be causing tensions between nations and cultures the latter seem to offer ways of overcoming and mitigating this tension. The following quote gives an interesting new perspective:

"One major challenge for international marketing is the differentiation among people, firms and nations who primarily grow, make, create, or coordinate things. These differences in activities may well lead to major conflicts.International marketing needs to develop a Schumpeterian capability to achieve creative collaboration which is born out of conflict.... international marketing forges new linkages in thinking and makes additional progress in shaping a greater global commonality of values. It may well be that international marketing’s ability to align global values, making it easier for countries, companies and individuals to build bridges between them and think of mutuality of interest rather than that which divides them, may eventually become the field’s greatest gift to the world."

How can we view the role of international marketing as a force for greater good and what possibilities does the practise offer that still remains largely outside the influence of more formal institutions like governements and NGOs?

Views: 93

Comment by Erle Frayne Argonza on September 12, 2008 at 6:46am
Provocative ideas. I like this one. The re-echoing of Schumpeterian theses strikes a cord in me. Keep it up.
Comment by manilaman on March 1, 2009 at 5:05pm
"How can we view the role of international marketing as a force for greater good"? To me, the answer to this question is simple honesty. The moment each One acknowledges the need for the Other, thereafter, the concept of every Country's "Comparative Advantage" in International Marketing could then become a tool for Complementation - and not Competition.

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