Globalization Challenges

The topic is cultural challenges faced by companies when they entered or are entering a new country through the lens of consumer behavior considering perception, bias, sex roles, decision-making, culture, income, social class, religion, group mentality, ideal self, pack order and tradition or habit.

Other factors may present a unique problem for the company and should be added as needed. You will then make a suggested approach to overcome the behavior or if the company already entered the market how did they overcome the behavior.

You can select a company that entered a foreign market and failed (Starbucks in Britian initially failed) looking at whether bias, perception, male/female roles etc. were the culprit.  You can select a company that entered a foreign market successfully and explain how they handled the issues of behavior and overcame the challenges (McDonald’s in India), or you can select a company that should/could enter a foreign market (NFL trying to get into Europe) looking at what behaviors they need to overcome and  how they can overcome these issues.  You will need to research the culture understand the topics of perception, bias, decision making, sex roles, income, social class, habits and behaviors and sense of self.  One of these needs to apply the others may not, feel free to consider other behaviors I did not list.

Each paper should have:

• A background paragraph on the company/products.
• A paragraph on the behavior and challenges they will/did/could face.
• A recommendation paragraph.