Essay Undergraduate 13,012 words

Global marketing strategies and the impact of technological adaptation

Last reviewed: August 8, 2020 ~66 min read

Essay 13,012 words

.0. Introduction

1.1. Background and Academic Context

Prehistorically, Globalisation is defined as an emerging network that belongs to economical and social systems (Online etimologi dictionary, non paginated) . Roland Robertson (1992) was the first person to define globalisation as \\\\\\\"the understanding of the world and the increased perception of the world as a whole\\\\\\\". However later definitions have varied as there were many more complexities associated to the word globalisation (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation as a process that condenses the world\\\\\\\'s size to promote mutual wellness. Although Kenichi Ohmae (1992), Robert Cox (1994), Anthony McGrew (1999), Thomas Friedman (1998) and David Henderson (2004) suggests that globalisation is about taking down borders and breaking barriers around the world, Herman E. Daly (1999), Anthony Giddens (1998), Teitel (2005) and Majid Tehranian (1998) contradicts this by stating that this may not always have a positive impact on the economy of developing countries. These researches suggests that it is insecure for a nation as an individual to liberalise their migration laws and border security control for several safety, national security reasons. Globalisation at large aims to promote trade and break these barriers, however in doing so a country can get subject to unwanted threats. Therefore in a wider perspective, Jan Aart Scholte (2002) claims and modern researches a such as Dr. Nayef R.F. (2006), Larry Ray (2007), Jim Sheffield et al (2013) and Usman Riaz Mir et al. (2014) agree that the nature of the word globalisation is relative and has no definite definition but it definitions is contextual to the situation that the word is applied at.

1.2. Rationale for the Research

Globalization has facilitated the evolution of marketing and it impacts the strategies used by corporations. Imperatively, marketing strategies are started domestically in the central offices of a firm and thereafter shift international by extension. Subsequent to going international, the companies are forced to alter their marketing mix and adapt to multinational strategies. In addition, the global markets can be opportunistic but at the same time largely unpredictable. This necessitates well- thought out strategies. This is for the reason that when marketing globally, the company increases the number of players into the mix. In this regard, the inference of global marketing is that these strategies must provide for susceptible international markets and also be at par with acquisition and logical prospects that impact the marketing mix (Hosmer, 2018).

1.3. Significance of Topic

As it can be seen above, the application of globalization in marketing is influenced by various factors not limited to digital technology, culture, international platform and trade. Hence, since globalisation evolves by it nature with time, it is significant to understand its method of change. Thus, this study lays a specific emphasis on the events of the 20th century as its objectives is to understand the nature of how globalisation evolves and to understand how globalisation drives changes in marketing for Red bull in order to understand the nature of evolution of globalisation and thus adaptation of marketing as a response to the evolution of globalisation.

1.4. Aim of Study

This research is aimed at exploring the extent to which globalisation has impacted the core marketing principles of Red Bull with regards to the change of time, technology, socio – cultural interconnectedness leading to an overall evolution of globalisation across time from the 20th century to the 21st century and as a result, which could lead to a change in the effectiveness of the product and promotional strategies as a response to customer expectation adopted by Red Bull with future prospect.

1.5. Research Objectives

1. To Critically analyse knowledge on different marketing strategies in response to globalization by reviewing relevant academic literature.

2. To critically explore the extent to which globalisation has changed since the 20th century with regards to Red Bull.

3. To critically evaluate the benefits and drawbacks of globalisation on Red Bull\\\\\\\'s core marketing principles.

4. To understand the link between the evolution of globalisation between fundamental principles of marketing adopted by Red Bull.

5. To discover optimum ways in which Red Bull can adapt to global scenarios via modification of existing marketing strategies with an emphasis on customer expectations.

1.6. Research Questions

1. How does evolution of globalisation since the 20th century impact and evolve the efficiency of core marketing principles of Red Bull?

2. How does understanding the past trends and the nature of evolution of globalisation since the 20th century predict relevant future prospects with regards to promotional strategies for Red Bull?

3. How has globalisation driven a change in customer expectation in the soft drink industry?

4. What trends since the 20th century caused due to globalisation has negatively impacted the product and brand Red Bull?

5. How has Red Bull overcome any obstacles caused via globalisation with regards to customer expectations since the 20th century?

1.7. Research Outline

To do this the reports starts with a research proposal that outlines a detailed plan. This plan induces aims, objectives, reasons for choosing the research project, literature sources searched, Gantt chart to show activities and timescales, philosophical standpoint of the researcher with a pragmatic approach, methodologies of conducting primary research and research ethics approval form. The research then demonstrates a Critical Literature Review that entails the introduction of literature in terms of history of globalisation then it moves on to assess the evolution of globalisation. Lastly to address the research question more clearly, the literature review discusses the impact of globalisation on marketing and marketing strategies. Next the research proceeds to collect primary data using a questionnaire. Using the data collected from the questionnaire, a semi structured interview format was constructed to interview a marketing professional. After this the research adopts a timeline from a secondary source as an extension of Critical Literature Review and critically analyses the marketing strategies of Red Bull since the 20th century using quantitative data collected from questionnaire and qualitative data collected from interview. In doing so the research was able to provide an answer to the aforementioned research question, simultaneously providing recommendations for Red Bull. Lastly this report conducts a reflection in order to account for any biases and researcher reflexivity so that this report becomes more reliable.

2.0. Literature Review

2.1. Introduction of literature

Globalization has caused remarkable changes to business practices all over the world. Globalization considers the practice of increasing social and cultural interconnectedness, political autonomy, in addition to economic, financial and market assimilations that are steered by progressions in communication and transportation know-hows and trade liberalization (Orozco, 2002). In turn, globalization has led to major changes in business conduct and marketing activities in companies across the globe. Moreover, these changes have given rise to impacts in marketing activities and marketing strategies of firms across the globe (Mann and Gotz, 2006). Although the literature cited above have been written by not more than two authors which suggests that there could have been possible errors when accounting for researcher reflexivity, the book was edited and published by a reliable source called \\\\\\\"Greenwood publishing group\\\\\\\". While the contents within this book may be historic as it was written before the past decade, it is essential to understand the prehistoric setting in order to apply the concept of globalisation in the contemporary setting with modern definitions as follows. In the present-day setting, the notion of globalization has come to be one of the most significant ones impact the operations of numerous organizations across the world. The transformations taking place in the society, encompassing the alterations in terms of technology and communication have given rise to the modification of business and marketing practices and strategies, with the objective of dealing with such changes (Pride and Ferrell, 2016). The 7th edition of this book was used which suggests this source is fairly relevant and strives to stay up to date. Many concepts within this literature seems to be an improvement of the prehistoric literature. Since no independent researches with in the book was cited, and owing to the reason that the book takes a comprehensive approach as the book cites over 500 sources of literature, the inferences made from this book could be generalised in the contemporary setting. Furthermore, this literature could be argued as a very relevant source in academia because it was published by Cengage Learning who has operates in 20 different countries providing educational content. Bearing this in mind, multinational companies incessantly develop and enhance their marketing programs and initiatives to meet the standards of consumers and provide them with satisfactory products and servers across national boundaries (Dibb et al., 2005). Since this literature is written by 4 authors, it considers a balanced approach as it accounts for possible biases, reflexivity via peer review. This improves the credibility of this source. Although this is a relatively old piece of work, this literature is known to have been cited in over 1000 articles (googlescholar.com, 2019, non-paginated) which suggests that this source is reliable as well. Page number 850 from this literature considers to take a global approach as it cites multiple researches, improving the generalisability. Furthermore, there are several editions of the same literature that were released after this book, however for the purpose of this assignment, the 5th edition had the most access comparatively.

2.2. Evolution of globalisation

Globalization considers the increasingly associations of culture, persons, and economic activity. As a whole, it encompasses the international distribution of the production of goods and services by means of reducing or eradicating barriers to international trade such as import quotas, tariffs as well as import quotas (Fischer, 2003). This review amalgamates is an amalgamation of a personal longitudinal study and review of multiple researches. The literature often uses words such as \\\\\\\"I\\\\\\\" and \\\\\\\"me\\\\\\\" that portrays a biased approach to assessing globalisation. Furthermore, this work was not peer reviewed nor edited which suggests that this source lacks credibility. However, the reviewer uses both quantitative and qualitative data to draw out meaningful conclusion. Therefore, this researcher has a pragmatic approach which improves the reliability of the review. Since most of the personal claims made by the researcher is backed up with an empirical research that travels across the timelines of the 19th century, this review condenses the evolution of globalisation in a compact manner and hence was used for the purpose of this report, ignoring the fact that it was written in 2003. The evolution of globalization is linked to the modern era that is deemed to be its foundation. In this epoch, extensive development took place in the field of infrastructure and connectivity. This has resulted to progressively more interaction between countries and sharing of notions and ideas and culture (Gander, 2017, Pg: 168). This is a modern source which makes the conclusions up to date with the contemporary setting as the literature considers the scenario in an ever so changing environment. However, the chapter used had only cited a single source from the institute for development and international relations. While the cited source can be as a reliable source, the conclusions are made from a single point of view which could decrease the credibility of the work however the publisher, \\\\\\\"Taylor and Francis Group\\\\\\\" is known for publishing \\\\\\\"quality peer – reviewed journals\\\\\\\" (taylorandfrancis.com, 2019, non – paginated) which justifies the credibility of the literature. The industrial revolution during the 19th century was a key epoch in the evolution of globalization. Imperatively, owing to the industrial revolution, there was a major rise in the quality and quantity of the products. This resulted in greater exports and enhanced trade and business associations (Ferreira, Pessoa and Dos Santos, 2013). This research is fairly modern and can be applied to the contemporary setting. The research methodology uses qualitative data. The researchers hence use a positivist approach. Although, it is very difficult for a positivist to explain social phenomena such as globalisation as it is notoriously hard to mould the concept of globalisation into numbers. However, in this case the researchers were able to successfully establish solid \\\\\\\"t\\\\\\\" values and devise certain formula thereon that directly proves the claim that the researchers made as a positivist approach establishes a cause and effect relationship. In this case the cause was globalisation and the effect were trade. This research could be replicated under the same conditions and therefore is generalisable. The research is reliable as it cites over 30 relevant sources. The source is credible because it uses a positivist approach. The period of pre-globalization perchance came to a culmination subsequent to the First World War. In a modern perspective, globalization came into manifestation after the Second World War. A key aspect that brought this about is the objective of leaders of the world to break down the different borders for cultivating trade associations between countries. Furthermore, it was at this particular point in time that numerous other nations attained their independence and begun having their own economic systems and instituted trade relations with the rest of the globe (Horowitz, 2004). Although this literature is an old source and could be deemed out of date, this research only comments about world war one which was a prehistoric event and therefore relevant in this context. The journal uses constructivism as it uses qualitative data. However, while this interpretivist approach does not establish a cause and effect relationship, it critically examines the WW1 in much greater detail and in context to globalisation. Furthermore, this journal cites over 60 credible sources that backs up all the claims which improves the credibility of the research. This research is published by sage publication which is a reliable publication, however, the contents within this research can never be replicated as WW1 was an event that will never repeat and therefore no comments can be made regarding the generalisability of this research.

Globalization in the 21st century has facilitated a contemporary form of globalization helped by the speed and scope of global assimilation emanating from unparalleled advancements and reduction in the cost of technology, communications, science, industry and transportation. In the present day, markets have grown to be more intertwined and the process has been made more efficacious by the ability to create products whose constituents are manufactured in various locations across the globe (McLellan, 2005). Furthermore, the capability to move information and products in a simple manner and cost-effectively from one nation to another and locate the manufacturing process where labour and work practices are less costly has transformed the production pattern and consumption as well. Globalization in the 21st century is embodied by enhanced technology in transportation and telecommunications, the grown of multinational corporations and the movement of people and capital (Nederveen Pieterse, 2012). This source is a peer reviewed journal which suggests that the researcher has accounted for all their biases and taken that into consideration before making any recommendations which makes this paper reliable. This literature was published by Wiley Publication which has been established about 200 years ago hence making this literature credible. Lastly the researchers use a pragmatic approach as it amalgamates positivism to establish cause and effect relationship and interpretivism to justify meaningful conclusions drawn from quantitative data and other literatures accordingly. This, to a certain extent, improves the generalisability of this research as the quantitative part of this research can be replicated.

2.3. Impact of globalisation on Marketing and Marketing Strategies.

Globalization has increased radically in the 21st century. One of the major impacts of globalization is that companies have been able to expand their business operations beyond local borders in the endeavour for new consumers, greater revenues and new sources of capital. Globalization in the business realm significantly impacts a company\\\\\\\'s marketing especially its advertising strategies and the manner in which messages are conveyed or delivered to consumers (Kotabe and Helsen, 2014). Globalization largely affects marketing in terms of the investment necessitated. To begin with, companies have to incur additional costs in the production of advertisements in numerous nations. Secondly, the acquisition of both advertising times and spaces for ads for products and services in numerous nations has become costly. Furthermore, international advertising is progressively more difficult, necessitates more time and determination in marketing strategy, which is costly (Lee and Carter, 2011). The books cited above are fairly recent and relevant to the contemporary marketing practises. Moreover, both the literature have been edited and published by trustworthy publishers which suggests that the literature is credible. The contents within this literature amalgamates a mixed method as the authors quote a multitude of independent studies that are both: quantitative and qualitative to justify points that they make. Additionally, both the books have 2 authors which suggests that the literature is not from a single point of view which advocates that this literature is reliable. Overall within this literature, the authors have explored globalisation and marketing in several diverse demographics such as Hongkong, Singapore, USA, India, China, UK, Spain, etc which makes the recommendations generalisable.

Globalization has a significant impact on international marketing activities, owing to the reason that it enforces firms to make their marketing activities considerably more culturally diverse and efficacious. Basically, globalization is impelling firms to market their products and services to international consumers in a wide range of various languages in addition to contexts that respect the cultural beliefs of the consumers. Several instances of information faux pas has come about when messages in advertisements end up getting lost in translation (Kokemuller, 2018). This is the reason as to why corporations more often than not utilize local people in every market who speak and understand the language. Imperatively, to sway consumers with advertising, it is imperative to be knowledgeable of the culture and values inherent in a specific market. Therefore, as globalization has made it possible for companies to expand their businesses, it has also forced them to ensure their marketing activities and strategies are respectful of the cultures and properly understood by the consumers (Kokemuller, 2018). This source is a very modern source and can be widely applied to the contemporary business setting. Although it is published in a website which could potentially damage the reliability of the information, the author of this source is Neil Kokemuller who is known to have published a book and who is a well-respected content media developer which improves the credibility of the information. However, the source fails to cite literature to back up the claims made. Furthermore, the source is from a single point of view and has not undergone any sort of edit or peer review. This downgrades the validity of the source and shown a certain unaccounted bias. However, the source was used as it fits well with the point that is being made and it connects certain gaps.

Numerous organizations and benefits have benefited from globalization due to the fact that they are able to take part in and lay emphasis on international marketing. This is in line with the aspiration for greater sales, revenues, profits and acknowledgment from consumers. In addition, international marketing facilitates business prospects for these organizations for further development and enhancement, in terms of their strategies, products and services (Lamb, Hair and McDaniel, 2011). Through globalization, firms gain accessibility to international markets that offer massive business prospects for companies with a product or service that is largely in demand. Therefore, through marketing, companies are forced to gain information and become proficient in cultural adaptation, newness and being suitable and apply the right marketing strategies. The literature cited above is in between moderately new and old. However, its contents are still applicable to the contemporary business setting. Although the source mentions several key classic studies such as Maslow\\\\\\\'s Pyramid and consumer behaviour model, it does not cite sufficient sources to justify all the claims made which suggests that the source is fairly reliable. However, there are 3 authors which recommends that the work is not from a single point of view. Furthermore this book has been published by Cengage Learning (as discussed above) which improves the credibility of the source. In addition to this, since the authors to classical studies that could be generalised as a foundation to the claims made, it could be stated that this literature is overall generalisable.

Globalization has significantly impacted marketing strategies employed by companies across the globe. The development and implementation of a marketing strategy is a huge undertaking for global corporations. A key strategic predicament is whether to utilize an international, universal communication approach or to personalize o tailor market advertising to every individual market. Progressively more companies utilize a multi-domestic or global approach since a small number of products have actually universal use and message context. Globalization also impacts marketing practices in terms of branding. This is the utilization of promotions to portray a picture for the firm and the products. Globalization impels corporations to make a decision as to whether it is sensible to create a consistent international brand, or to develop various brand images for every nation (Agarwal and Wu, 2018). The book cited above is very recent which makes it highly applicable to the contemporary marketing practises. Moreover, the literature has been edited and published by springer publishers which makes the contents within the book credible. In addition to this, the author cite work across a mixed method owing to the reason that, within this literature there are vast amounts of independent studies that are both: quantitative and qualitative to justify all conclusion made. Furthermore, the book has 2 authors which suggests that the literature is not from a single point of view which advocates that this literature is reliable. Overall within this literature, the authors have explored globalisation and marketing in several diverse demographics which makes the findings generalisable.

Globalization has facilitated the evolution of marketing and impacts the strategies used by corporations. Imperatively, marketing strategies are started domestically in the central offices of a firm and thereafter shift international by extension, more often the not for the reason that the company decides to export the products or services rendered. Subsequent to going international, the companies are forced to alter their marketing mixes and adapt to multinational strategies. In addition, the global markets can be opportunistic but at the same time largely unpredictable. This necessitates well- thought out strategies. This is for the reason that when marketing globally, the company increases the number of players into the mix. In this regard, the inference of global marketing is that these strategies must provide for susceptible international markets and also be at par with acquisition and logical prospects that impact the marketing mix (Hosmer, 2018). This source is a very modern source and can be applied to the current business environment at every stage. However, this information was obtained from a website which means that the work has no academic standards. Additionally the work does not go through a review process. These 2 factors combined damages the credibility of the source. Furthermore the website does not cite any published authors as evidence to back up any of the claims made which damages the reliability of the information. In addition to this, this literature cannot be generalised as it does not employ any research methodology for the statements made. However, the statements made by his sources aligns well with modern day business practises and is similar to reliable sources. Lastly, since it fits well within the context of this report, the source was used.

Globalization has also facilitated the diffusion and adoption of technology across borders. This has impacted marketing strategies as it has forced companies to incorporate technological aspects such as social media channels and onmi-channels into their marketing strategies. Cook (2014) outlines that the present-day consumers have accessibility to a more extensive range of technologies compared to generations in the past, with numerous consumer segments having being brought up with or largely swayed by technology. Altering lifestyles imply that consumers in the contemporary wish to conduct the purchasing process at a period and time that is suitable to their individual needs, utilizing technology that they actually have. What is more, this is an effective strategy for the reason that research also demonstrates that, in the event that these consumer segments are completely engaged by means of online and social media channels, they can end up being very loyal consumers. Cook (2014) delineates that behaviourally, these consumer segments insist on having a suitable and gratifying setting in which to conduct product research at a place and time that is suitable to them. This source is fairly recent and is still applicable to the contemporary business setting. The journal employs a mixed method approach by using quantitative data to establish cause and effect relationship and then following up by using qualitative data to apply the findings to marketing and globalisation. This pragmatic approach is supplemented by the fact that this is a peer reviewed journal which advocates that the author has accounted for their biases. All of this combined makes this source very reliable. Furthermore this journal was published by Icono 14 which makes the work very credible. Lastly, the journal follows a through methodology, and if replicated under the same circumstances would lead the researcher to find similar results, making this literature generalisable.

3.0. Research Methodology

3.1. Philosophical Standpoint

Saunders, Lewis, and Thornhill (2009) define research philosophy as knowledge development and the nature of the knowledge. Research philosophy is a representation of the researcher\\\\\\\'s implicit or explicit philosophical assumptions about the nature of the world, which Burrell and Morgan (1979) note that the assumptions guide the objectivity of research. The objectivity of research. The philosophical assumption about research includes ontological assumptions, epistemological perspective, and methodological perspective (Burrell and Morgan 1979).

3.1.1. Ontology

According to Saunders, Lewis, and Thornhill (2009), ontology is the study of reality and enables differentiation of perception and reality. Ontological assumptions shape the researcher\\\\\\\'s view of the research objects and entail two contrasting views, objectivism and subjectivism of reality. The objectivism view incorporates the assumptions of natural science and holds that the social world as a natural and concrete world existing independent of physical world human appreciation of cognition. Ontologically, objectivism adopts realism implying that social entities are similar to the physical entities of the natural world. An objectivist approach detaches research from the researcher\\\\\\\'s values and holds that values contribute to bias in findings. Objectivist seeks to uncover the discover universal laws and facts governing social behavior. Incorporating the assumption of humanities and arts, the subjectivism view asserts that social reality is the product of social phenomenon orchestrated by social actors. Ontologically, Subjectivism adopts nominalism, implying that social reality is constructed through social interaction, and social phenomena are in a constant state of change. Subjectivists seek to understand the divergent narratives and opinions of a social phenomenon, implying that the researcher cannot detach research from individual values while analyzing data (Burrell and Morgan (1979).

The ontological standpoint of this research is outlined by the rationale section. The ontological standpoint is crucial to this research because identifying it will assist the researcher to distinguish the researches reality from the social and subjective reality (Sanders. M et al 2009).

3.1.2. Epistemology

Epistemology is the philosophical perspective assumptions about human knowledge (Saunders, Lewis and Thornhill, 2009) Epistemology concerns what constitutes, valid legitimate and knowledge acceptable, and the approaches of communicating the knowledge. Unlike the ontology perspective that seeks to uncover the knowledge, the epistemology perspective refers to the how of acquiring the knowledge. There are two contrasting epistemology perspective; positivism and interpretivism. A positivism approach holds the view that social phenomena can be studied as facts by establishing relationships and regularities. A positivist approach entails gaining new insights and knowledge by developing prediction tools and testing hypotheses that would then evolve into a theory and generalization of results. A central tenet of positivism is that researchers undertake an objective analysis and scientific perspective when observing social behavior. Interpretivist/constructivist perspective, on the other hand, perceives the world as a wider social system that is constructed, interpreted, and experienced by the social actors. Unlike the positivist perspective that seeks to generalize a phenomenon to the population, the interpretive perspective seeks to understand a particular phenomenon. Hence it\\\\\\\'s unobtrusive, non-manipulative, or non-controlling real-world situations (Burrell and Morgan 1979).

It is the researches view regarding what constitutes and fits in as acceptable knowledge (IBID). The epistemological standpoint of this research acknowledges that there has been a drastic evolution of globalisation since the 20th century because the Globalization considers the increasingly associations of culture, persons, and economic activity. As a whole, it encompasses the international distribution of the production of goods and services by means of reducing or eradicating barriers to international trade such as import quotas, tariffs as well as import quotas (Fischer, 2003). Globalization in the 21st century is embodied by enhanced technology in transportation and telecommunications, thegrown of multinational corporations and the movement of people and capital (Nederveen Pieterse, 2012).

Identifying the epistemology allows the researcher to the true from the false and hence accounts for possible biases, conducting reflexivity and improve the reliability of the report.

3.1.3. Research Paradigm

The research paradigm enables clarity in the inquiry structure and the methodology choice. The various paradigms discussed in the context of business literature are Realist and Pragmatism, positivism, interpretivism/constructivism A positivism paradigm asserts that there exists a single truth about a social phenomenon and that social reality is objective and external. Positivists adopt quantitative research methods, and by using ample sample size, they generalize their outcome to the population. The underlying approach of positivism is establishing causal relationships in research and adopting the fundamental laws. A positivist perspective calls for objective as opposed to subjective research methods (Saunders, Lewis and Thornhill, 2009).

An interpretivism/constructivist perspective asserts reality is socially constructed, and the researcher, research objects, or methods are interlinked. The interpretivism approach implies that the process of research is value-laden and reflects the background, skills, values, beliefs, and interests of the researcher. Interpretivist adopts qualitative research methods and aims at developing theories as opposed to resulting generalization. The interpretive posit that social phenomena are in constant revision, hence establishing a causal-effect relationship is pointless and its value-adding to understand a social phenomenon in their contextual settings. Given that it\\\\\\\'s impossible to disaggregate the researcher\\\\\\\'s values and beliefs from the research, removing bias and scientific objectivity is impossible.

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The principle underlying the realism perspective is that there is no perfection in scientific methods implying the need for an open mind, adoption of new different methods while undertaking research (Saunders, Lewis and Thornhill, 2009). According to realists, there exists no fixed causal impact of social events due to their fragility in nature, calling for contextual settings of observed social phenomenon. The realist researcher holds the position that there exist no moderating factors that influence the relationships of social events. Realism focuses on understanding and explaining social phenomenon as opposed to prediction. The realist approach, therefore, results in multiple interpretations for several unpredictable contexts.

A pragmatism paradigm holds the view that positivism and interpretivism are both valid philosophical assumptions. Hence a researcher can adopt one or both approaches while exploring a social phenomenon. Pragmatism argues that real decisions are made in the context of practical uncertainty. A pragmatist position explores theories, ideas, concepts, hypothesis, and research findings as instruments of actions or thoughts in specific A pragmatism perspective advocates for the use of a method or methods that allow for reliable, credible and relevant data to be collected to inform research (Kelemen and Rumens 2008).

Pragmatism is an approach that amalgamates interpretivism and positivism in order to best answer the research question (Sanders. M et al 2009). For this reason, this research uses a pragmatic approach since it collects both quantitative and qualitative data across primary and secondary researches as outlined below.

3.2. Research Method: Mixed

This research used a mixed method approach. The methodology included collecting, analyzing and integrating quantitative and qualitative data across research. Hence this research used a pragmatic approach as it amalgamates interpretivism and positivism in order to best answer the research question (Sanders. M et al 2009) \\\\\\\"To what extent does globalization impact marketing strategies of Red bull since the 20th Century?\\\\\\\". The pragmatism is explicitly seen through the mixed methodology outlined below as it incorporates both quantitative and qualitative data across primary researches delineated below and secondary research via the critical literature review. The pragmatic approach was used instead of a positivist or an interpretivist approach because it well in hand with the mixed method. Furthermore, the philosophical standpoints including the ontology and the epistemology remains the same as mentioned in the research proposal because most of the procedure was in the same lines of what was earlier discussed in the proposal.

The reason for using a pragmatic approach and a mixed method is that, the evaluation can be viewed from multiple angles. Since the weakness of qualitative data are the strengths of quantitative data and vice versa, the researcher is allowed to present a more comprehensive and balanced argument relative to using a single method alone (Eaton. D, Ihuah. P, 2013). However a pragmatic approach is more time consuming, expensive, complex Jiboye (2004). Although a pragmatic approach could use much more resources, A positivist approach alone would only deal with numbers and hence becomes inflexible in nature(Eaton. D, Ihuah. P, 2013). Whereas a interpretivist approach alone tends to involve a lot of emotion, bias, personal involvement, hence the reliability can be undermined (IBID). Therefore a pragmatic approach combines the accuracy of quantitative data and the ecological validity of qualitative data, allowing the research to present a balances argument, improving its overall reliability which will ultimately assist the researcher to meet the aims and objectives.

The primary research commenced with distributing questionnaires (Appendix 1) and then a semi structured interview (Appendix 2) was conducted with a marketing professional that has already done dissertation on Red Bull and marketing. It was done in this order because the researcher collected perspectives of the general population which was not in the epistemology or the ontology of the researcher. The researcher believed that Red Bull (R.B.) had a thorough corporate social responsibility (CSR) however, Respondent 11 (Attached as appendix 3) of the questionnaire pointed out that R.B. has had an issue in the past with their slogan \\\\\\\"Red Bull gives you wings\\\\\\\" and then using this new information obtained, the research moved to collecting and collating secondary data about \\\\\\\"the slogan issue\\\\\\\" (Quoted by respondent 11 on page 5) as outlined on Appendix 4. This secondary data (Appendix 4) was shown to the interviewee during the semi structured interview as outlined on question \\\\\\\"What are your comments on this ?\\\\\\\". The word \\\\\\\"this\\\\\\\" referred to Appendix 4. Moreover, the questionnaire had one-word answers and multiple-choice questions on sections \\\\\\\"Globalisation\\\\\\\" and \\\\\\\"Red Bull\\\\\\\" this was an effective way to receive the majoritarian views on these subjects, however these question were repeated in detail during the semi structured interview to get an in-depth analysis and to verify if there was a difference of opinion. Therefore, the sequence of conducting a the questionnaire at the begging and then moving on to the interview could be justified, since a questionnaire in this case gave a broad perspective of matters regarding globalisation in a quantitative form and the validity of this information was scrutinised by conducting a qualitative data collection method via the semi structured interview as it repeats question from the questionnaire by adding \\\\\\\"To what extent\\\\\\\" in order to collect rich data for the purpose of this research.

The primary research methods are as follows;

3.3. Data Collection Methods

The international marketing research process framework entails setting the research objective, developing the research design, data collection, and data analysis (Omalaja, Eruola, and College, 2011). A systematic analysis of literature on marketing strategies by (Omalaja, Eruola, and College, 2011) identified surveys as the popular model of data collection methods in marketing literate. Other methods of data collection identified through the meta-analysis include secondary data analysis, case studies, content analysis, experiment and modeling, and interviews.

3.3.1. Questionnaire

The primary data collection tool adopted for this study was a questionnaire. Using a questionnaire, the researcher saved time and the data was easy to process (Le.ac.uk, 2018, non paginated). However, owing to the reason that a questionnaire is not flexible in nature, a comprehensive understanding could not be made (IBID). This is shown in this questionnaire as most of the answers are in a multiple choice format. Although the answers are quantifiable, every sample had a unique background, and a questionnaire does not account for the impact of bias to the answer (IBID). This was explicitly seen as the participants ranged were from 6 different nationalities. There could have been a lot of cultural and social implications that impacted the reliability of the answer as well (Bandura, 2018 and Bartlett 1932). Owing to this, although a questionnaire can sometimes lack validity as there is no accurate way to measure its reliability, a questionnaire can be replicated by anyone, with limited affect to its reliability (Le.ac.uk, 2018, non paginated). Although, the sample size was only 20 which is a relatively small sample size for a research project, the respondents were from different nationalities which directly relates to globalisation as it would give the responses from the questionnaire a more comprehensive global approach, which is in direct line with answering the research question. However there was possible risk of participants misunderstanding the question and answering it out of context (IBID). One such example was that the participants were confused with the question \\\\\\\"Rank in order of preference. (1 - 5, 5 being the highest preference rating, and 1 being the least)\\\\\\\" attached in Appendix 5. This was confusing for the participants because normally ranking 1st is perceived the best and 5 is the least. Also, in addition to this the participants got even more confused when they were not allowed to select 2 brands in the same rank. This part was not made clear to the participants. However a questionnaire can be analysed more scientifically and objectively than other forms of research such as focus groups and observation(Le.ac.uk, 2018, non paginated).

However this questionnaire had a minute error for the first 13 respondents because for the section \\\\\\\"At an average, for the past 5 years, how many cans of Red Bulls did you buy/ consume ?\\\\\\\" The options that was initially put in google forms was only for the years 2015, 2016 and 2019 as attached in Appendix 6. The researcher missed out to put in the years 2017 and 2018. Although ,the researcher then made the edit and added these 2 years only after 13 responses, it would not crucially impact the findings because only the relative percentages would be taken for analysis and discussion (for further analysis refer to Appendix 9). It is therefore relatively easier for the researcher to correct a mistake in a questionnaire as opposed to other methods of data collection hence it could be justifies that questionnaire was an appropriate means of data collection for this project. At a push, since the drawbacks of questionnaire includes the inability of the researcher to gather rich data (Le.ac.uk, 2018, non paginated), this research was complemented with a semi structured interview.

3.3.2. Semi – Structured Interview

Interview a professional that has already done a dissertation on R.B. and marketing. The interview was semi structured. Doing a semi structured interview allowed the interviewer to be prepared and appear competent during the interview while allowing the interviewee the freedom to express their views in their own terms (Stefanie Keller and Katharina Conradin, 2018, non paginated). Since the participant was an expert on this topic, there are high chances that the interviewee is more knowledgable than the researcher in this area. Therefore, the interviewee needs to be given the freedom of expression whilst the researcher should just guide and moderate the discussion. However, in order to make general conclusion, many number of people have to be interviewed. This can be time consuming and resource intensive (IBID). This was precisely the reason why a questionnaire was done. Since the interview and questionnaire compliment each other, and at some points have various differences this research encompasses a mixed method approach with a justified rationale. One of those notable difference was a flaw in the prep of the interview questions. The preparation must be carefully planned to not make the questions prescriptive or leading (IBID). This requires a certain amount of skill. Appendix 7 shows the researchers notes during the interview.

Although in some parts the questions were perceived to be leading, it can be justified due to the fact that the in-depth discussion went out of context at certain points of time. Furthermore, the prescriptive format of this semi structured interview was deemed to be ineffective towards the end of the interview because the interviewee states that the dissertation \\\\\\\"does not cover CSR\\\\\\\" and that \\\\\\\"I would like to research more about that\\\\\\\" so the entire aspect on CSR discussion outlined on the interview questions was just based on personal opinion and not professional knowledge. Although the semi structured interview more or less stuck to the broad guidelines of the lines and stayed within the scope of this topic, the participant stated that \\\\\\\"This is way more formal than I expected it to\\\\\\\" which shows that the participant could have been made more comfortable at the start. This also suggests that the participant could have been hesitant because the participant saw the audio recording and the researcher with a pen and a paper. However the participant was guaranteed his safety via the informed consent (Appendix 8). Although after the first minute the participant seemed fine as the interviewee was given the platform to take the discussion in the direction the interviewee wanted, which is again one of the benefits of using a semi structured interview as it more or less stuck to the broad guidelines and stayed within the scope of this topic.

Although the interviewer has a potential of over or under analyzing the data (Stefanie Keller and Katharina Conradin, 2018, non paginated), semi structured interviews can provide reliable and comparable qualitative data (IBID). Additionally, a semi structured interview owing to the fact that it confirms what is already known but also provides the opportunity for learning. Often the information obtained from semi-structured interviews will provide not just answers, but the reasons for the answers (IBID). This is the reason why many questions from the questionnaire was repeated in the interview by stating \\\\\\\"to what extent\\\\\\\" to extrapolate rich and comprehensive data. Lastly, the research uses a semi structured interviews as opposed to a focus group discussion because, there is constraint of time and resources to do both these methods and since semi structured interviews can be directed to a certain extent, it is a better fit for this research.

4.0. Data Presentation and Findings

The results obtained from the secondary data has been processed and condensed into timelines, tables, graphs and charts.

4.1. Timeline

For the purpose of comparing and contrasting, this research adopts a timeline to show the achievements of Red Bull since the 20th Century. This is an explicit link to marketing due to the fact that majority of Red Bull achievement revolve around marketing. This is an extension to the critical literature review, wherein this research in encompassing results gathered across secondary data collection (energydrink-uk.redbull.com , n.d. , 2019, non paginated). Furthermore, this research incorporates a timeline in order to coherently and logically communicate the outcomes of the secondary research to the intended audience, demonstrating to meet the following set objectives;

1. \\\\\\\"To combine and contrast the acquired knowledge with practical examples from Red Bull.\\\\\\\" As aforementioned.

2. \\\\\\\"To classify and develop information gathering skills.\\\\\\\" The classification occurs by constructing a timeline using the information gathered from secondary sources.

3. \\\\\\\"To demonstrate the ability of extrapolating and collating specific data in relation to the research question.\\\\\\\" The specific data that is collected is form the internet and the collation to the research question occurs via this timeline because it directly address the question of R.B. and marketing \\\\\\\"since the 20th century\\\\\\\".

The timeline is taken from a secondary source (energydrink-uk.redbull.com , n.d. , 2019, non paginated).

4.2. Critical Analysis of Timeline using Primary Data

From the timeline the following can be stated;

1. Introduced in the Australian market in 1987 by the Red Bull GmbH under the leadership of Austrian entrepreneur Dietrich Mateschitz, Red Bull is an energy drink with a worldwide presence. As of July 2020, Red Bull had a Brand Value of $11.1B emerging #69 on the Forbes List of World\\\\\\\'s Most Valuable Brand 2020 and #2015 in America\\\\\\\'s Best Midsize Employers 20\\\\\\\'9. It\\\\\\\'s the leading share of the global energy drink market with a global reach in 171 countries and an average of 7.5 billion calls sold in 2019, increasing by 10.4 percent compared to 2018. Red bull demand and market share have grown over the years since inception reporting $4.8billion net sales in 2008 and recording a 7.9 percent growth of net sales compared with 2007. Whereas in the U.S. Red Bull enjoys 47 percent of the market share of energy drinks, it commands up to 90 percent in over 100 countries worldwide. The product has over direct 100 competitors in the market such as Rock Star Energy, 5-hour energy drink, among others. The red bull target market includes young people of the age bracket 18-35 who have active lifestyles, lead a social nightlife, or enjoy extreme sports. Worldwide, Red Bull is a popular energy drink among top athletes, university students, busy professionals, and travelers on long trips. There are four red bull products in the market; Red Bull Energy Drink, Red Bull Zero Calories, Red Bull Sugarfree, and Flavoured Red Bull Editions, with each having a distinguishing motto. Red bull is distributed mainly ion convenience stores, grocery stores, gas stations, supercenter stores in the U.S. (Red Bull, 2020).

2. In 1987 Red Bull was not just created as a product but also as a \\\\\\\"unique marketing concept\\\\\\\" (energydrink-uk.redbull.com , n.d. , 2019, non paginated). This is reinforced due to the evidence gathered from collecting primary data via conducting the interview (Appendix 2). The interviewee did a dissertation on marketing and R.B. which aimed at finding the \\\\\\\"bandwagon effect\\\\\\\" on R.B. (Appendix 2). What this means is that whether people buy R.B. because of the \\\\\\\"taste\\\\\\\" and the \\\\\\\"product\\\\\\\" or whether \\\\\\\"customers buy R.B.\\\\\\\" because of \\\\\\\"trends or behaviours\\\\\\\" (IBID). This was exactly the concept of the creation of R.B. as explained by the timeline, it shouldn\\\\\\\'t be considered just as an energy drink but as a phenomenon or a lifestyle. Understanding the vision of the founder is very important for an organisation as large as R.B. is because, with this it can be stated that unique marketing to reach a global audience is one of the first ever business objectives designed R.B. This is extremely important for R.B. in the future because;

Only 20% of the sample is not interested in working for R.B. in the future. 25% of the sample is definite that they want to work for R.B. and, the majority of the sample is not sure whether they want to work for R.B. One of the reasons to want to work for R.B. is \\\\\\\"Am a marketing professional and would like to work with them\\\\\\\". Hence it is recommended to R.B. that they give constant appraisals, and learning and development to their current employees. These sessions should focus on creative marketing as marketing is the core of this company. Since this will enable personal development as the employees receive an improved set of skills at marketing and therefore push professional development of the organisation as these employees will apply these set of skills to boost the productivity of R.B. This way R.B. will be more widely known for its marketing than it already is. Once R.B. does this they will attract more talent into their organisation and chances are people from \\\\\\\"Maybe\\\\\\\" would change their option to a certain \\\\\\\"Yes\\\\\\\" which can assist R.B. in becoming an employer of choice.

3. In the year 1988, R.B. created a unique marketing strategy never done before in the history of marketing.They introduced \\\\\\\"Dolomitenmann\\\\\\\" (energydrink-uk.redbull.com , n.d. , 2019, non paginated) which is a marketing campaign which combined mountain running, paragliding, kayaking and mountain biking at an event. In this event, fans, consumers or audiences of R.B. would come to participate to showcase their sportsmanship. This directly links to the motto of the company which states that \\\\\\\"Red Bull gives you wings\\\\\\\" because these events are scary events that gives a people a huge rush of adrenaline. However the interviewee disputes this by stating that the motto of R.B., while being relevant is not a huge drive of its marketing campaigns. Furthermore the interviewee says \\\\\\\"I think what R.B. does very well is creating those experiences\\\\\\\" which means that the experience gained from an event such as \\\\\\\"Dolomitenmann\\\\\\\" as a whole is the \\\\\\\"creation of lifestyle\\\\\\\".

4. Like this, R.B. has managed to create unique marketing events regarding athletics, free sports and adventure during the years 1992, 1995, 1997, 1999, 2001, 2003, 2004, 2005, 2007, 2010, 2011, 2012, 2013, 2014, 2015, 2016 and 2017. These campaigns have contributed to building a global audience which R.B. has today. The campaigns could be critically analysed the pie chart shown below;

75% of the respondents reported that they were aware of R.B. marketing campaigns. Although the small size was quite small in number, it ranged across 6 different nationalities. Therefore, it could be suggested that R.B. has a reach of a global audience via campaigns as mentioned above. Although the respondents seemed to like the idea of these campaigns, the majority would not like to be a part of these campaigns.

68% of the participants did not want to be a part of the campaign, despite being aware of it. This is the point of R.B., their motto states that \\\\\\\"Red Bull gives you wings\\\\\\\" which suggests that a consumer must drink R.B. for them to obtain a sense of freedom (described as \\\\\\\"wings\\\\\\\" of a bird) to try things one would never have dared to. Hence, despite the results from the pie chart above, it is recommended that R.B. continues to aggressively promote their brand via campaigning with adventures ports and creating events with unique experiences that gives viewers a certain adrenaline rush.

5. Although a vast majority of the respondents agree that Globalisation has led to exploitation of workforce only a minority of 10% states that they are aware of such incidents with R.B.

Respondent No. 11 (Appendix 4), who is a part of the minority that thinks R.B. has committed man practice with CSR and marketing states that R.B. has had \\\\\\\"the slogan issue\\\\\\\". The details of this lawsuit is attached on Appendix 4. However, the interviewee strongly objects to view this as malpractice or a lack of CSR. The way R.B. means \\\\\\\"by giving you wings is that it gives you energy. It should not be taken literally\\\\\\\". \\\\\\\"There are so many companies using lots of words in their slogan, if you really need to each and every company slogan, the world will find so many more examples like this. And that this should not be taken seriously\\\\\\\". These are 2 different quotations from the interview, wherein the marketing professional interviewee felt that the general population sometimes misunderstands the meaning of phrases at a global scale. Hence, it is recommended that R.B. lay an important focus on adapting a more socially responsible \\\\\\\"ethical\\\\\\\" approach to marketing. R.B. can do this by educating consumers how to dispose their cans in a more recyclable manner in the campaigns that they host.

6. In the year 2000, R.B. was able to launch in the middle east. The way that they were able to do this was because the Aladdin spot resonates with the famous Arabic fairy tale and proved to be the perfect copy for the Red Bull launch. The success of R.B. in the middle east could be validated, taking into consideration the answer of Respondent No. 17 (attached on Appendix 11) who is from Yemen. This respondent rates the \\\\\\\"marketing strategies of R.B.\\\\\\\" 10/10, \\\\\\\"The influence of globalisation of marketing strategies\\\\\\\" on RB 10/10 and How much does \\\\\\\"R.B. adapt to culture\\\\\\\" 8/10. This suggests that audiences are very satisfied with the cultural adaptability of R.B. Moreover companies that tend to be global must be well equipped and culturally aware to enter the market of conservative countries in the middle east.The fact that this respondent stated 10/10 for \\\\\\\"How easy/convenient is it for you to buy a Red Bull ?\\\\\\\" Shows that R.B. has become accessible in the middle east at a large scale as well.

7. The year 1989 R.B. pushed their product range to a global audience via endorsements. Gerhard Berger was a Formula 1 driver. This is explicitly supported by the response of Respondent No. 4 (Appendix 14). The participant was asked the question \\\\\\\"What is it about Red Bull you like the most ?\\\\\\\" And the participant has responded stating \\\\\\\"Formula 1\\\\\\\". This is a testimony to the fact that consumers sometimes consume R.B. not because of the product but due to these global events that they are a part of. Using this marketing strategy R.B. was able to obtain a global audience as explained below.

8. Like this, R.B. has managed to obtain several endorsements from celebrities ranging from athletes to movie stars that puts them on top of the global platform during the years - 1994, 1995, 1998, 2007, 2009, 2010, 2011, 2012, 2013, 2014, 2015, 2016 and 2017. This is an excellent marketing strategy because because Bandura (2018) explains that individual peers can serve as a major source of social influence leading one to adopt conforming habits or behaviors. The reason for this is that humans are social creatures and they look to others to help develop their own patterns of thought, reinforce stereotypes or develop behaviors that are accepted and allow them to get along well with others. Individuals create relationships with one another but in order for those relationships to be successful there are codes and norms of behavior that are expected in order for two people to share a common space. Disruption of those codes or not meeting expectations results in a destabilization of the space—a kind of cognitive dissonance within the relationship that has to be addressed or else the two individuals will repel one another. Therefore, people naturally look to influencers to make decisions regarding purchasing a product. The product is R.B. in this case. This could be backed up with the answer of Respondent No. 9 attached on (Appendix 13). When asked \\\\\\\"How did you first hear about Red Bull?\\\\\\\", the participant responded by stating that \\\\\\\"Saw a friend drinking Red Bull\\\\\\\'s energy drink\\\\\\\". This clearly shows the influence that society or the environment around us influences consumers at global level to purchase R.B. as explained by Bandura (2018). Hence it is recommended that R.B. continue to advertise with celebrities. It could be further recommended that R.B. taps into the idea of receiving endorsements from the football industry as it has a large number of following and has had an enormous growth in the 21st century. It could also be recommended that R.B. obtains endorsements from pop culture artists to promote their brand to the younger demographic in order to increase brand awareness and in turn boost sales.

9. Another important strategy that R.B. has strived to maintain was brand awareness to a global audiences. In the year 2005, R.B. is known to have co branded their brand with other famous brands such as Jaguar and BMX, Mercedes in 2006. One of the most unique marketing strategies that R.B. has employed due to globalisation was in 2006. HIGHER, FASTER, FURTHER. Red Bull Paper Wings is a unique event where a sheet of paper, lots of ideas and some upper arm strength can help you go down in sporting history. The 2005/6 season saw over 10,000 competitors from 50 countries take part in 260 qualification rounds across the world with the aim of soaring into the main event. Winners were crowned in the categories Longest Airtime and Longest Distance and Aerobatics. It is due to these strategies that R.B. benefits from such overwhelming brand awareness across a global platform. It was measured in the questionnaire.

100% of the respondents has stated that they are aware of the brand R.B. which means that globalisation has positive impact of R.B. in terms of Brand Awareness. All things considered, the marketing strategies seem to have played a pivotal role in spearheading R.B. achieving growth, however the results from the questionnaire seems to show a decline in the consumption of R.B.

10. With the recent years, there has been a change in the global attitude towards consumption of soft drinks as a whole. Graph 1 below shows the consumption of R.B. for the past 5 years. The mathematical analysis and procedure of the graph has been done on Appendix 9.

Since the past few years, there has been a global trend in a leading a healthier lifestyle. The interviewee states that \\\\\\\"I used to drink a lot of Red Bull but now I stop\\\\\\\" and when asked, the reason to this is that, there is a global phenomena of leading a healthier lifestyle which condemns 90% of the soft drink industry. These statements are in alignment with the results because, it can be seen that there is a decline in the consumption of R.B. since 2015. Hence it is recommended that R.B. diversify its product range into healthier soft drinks, with reduced sugar and caffeine contents.

To answer the research question more clearly, although there is empirical evidence that globalisation has indefinitely assisted R.B. in reaching a global audience via unique marketing strategies, invariably globalisation has also negatively impacted the sales of R.B. due to increasing awareness in consumption of sugar and caffeinated drinks such as R.B. All in all, to a great extent, globalisation positively impacts the marketing strategies of R.B. since the 20th century however it has also negatively impacted it.

4.3. Globalization and Red Bull Marketing Strategies and

Theme 1: Literature Review of Marketing Strategies in Response to Globalization

Regarding the firm\\\\\\\'s research question in analyzing the different marketing strategies in response to globalization, there\\\\\\\'re varied potential streams of literature on marketing strategies research. Metanalytic literature analysis by (Omalaja, Eruola, and College, 2011) identifies that the literature on marketing strategies focuses on trends on firm characteristics, international market selection, globalization, global branding, global competition, liberalization policies, competitive positioning, international direct marketing, customer and supplier relationship, and international marketing behavior.

Susan & Craig (2010) define a marketing strategy as a strategy that seeks to develop customer value creation through the identification of the target customer interest and needs while integrating the firm\\\\\\\'s distinctive capabilities and skills. Susan & Craig (2010) assert that a firm\\\\\\\'s marketing strategy is based on upstream and downstream elements of the product value chain, such as logistics, design, production, and sourcing. A global marketing strategy (GMS), on the other hand, entails a strategy that integrates different regions and countries across the globe with the objective of implementing a coordinated marketing strategy in diverse markets (Johansson, 2010). Developing a global marketing strategy entails a continuous dynamic process that is constantly evolving as the firm ventures in new markets segments and countries. Susan & Craig (2010) highlight that the success of a GMS is dependent on the firm\\\\\\\'s ability to evolve, adapt, and respond to the changing dynamics of the global market place.

Zou & Cavusgil (2002) point out that global marketing strategy is considered as an avenue of capitalization on the comparative advantage as well as synergies that exist between countries, necessitating the need for spreading a firm\\\\\\\'s value chain to other countries to meet the needs of global customers. Zou & Cavusgil (2002) observes that the integrated and interdependent nature of markets across different countries shape how competitive marketing strategies are planned and executed globally.

In the context of globalization, there exist different approaches adopted in the global marketing strategies evolution that differ in conceptual underpinnings or theoretical underpinnings (Susan & Craig, 2010; Zou & Cavusgil, 2002). According to Susan & Craig (2010), the approaches have evolved from the include transaction cost perspective, standardization perspective, global configuration perspective, global integration perspective to the evolutionary perspective. A transaction cost perspective accounts for the earliest strategy of global marketing. It is premised in the viewpoint that there exists a trade-off amid resource commitment and control that then shape the returns. The standardized perspective holds that marketing standardized products word wide as opposed to adopting localized strategies would stimulate the success of multinationals as they can exploit economies of scale in management, marketing, distribution, and production (Levitt, 1997). Standardization of the product or service entails uniformity in design and styling of products or services and helps in quality improvement, cost reduction, and enhanced customer preference

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