Globalization International Environment And Communication Case Study

Globalization, international environment and communication - challenges, opportunities and threats

By Mohamed Bouagina

Introduction
On entering the third millennium the human race stands up to many strong global changes and challenges of which the premises and conditions have been prepared in past years. The changes had its impacts on in all areas, from economics, politics, education, culture, science, and technology to human environment and social institutions. These changes have brought the world closer through the concept “globalization” by which the world became interconnected through different means such as information and communication technologies (ICT) and powerful economic and social structures. The term ‘globalization’ itself captures
The onset of international trade fostered by globalization has given rise to intense competition in the markets. A particular product may fetch hundreds of options with different prices. The product quality has been enhanced so as to retain the customers the customers may compromise with the price range but not with the quality of the product. Low or poor quality can adversely affect consumer satisfaction. Since there are varied products to select from, the producer can sustain only when the product is competitively priced. There is every possibility that a customer may switch over to another producer if the product is priced exorbitantly. This fierce competition among different companies finds place at an international level. It becomes important for the companies to focus on quality goods and services, in order to have a strong foothold in the market. The consumer is benefited in the process, and gets quality products at cheaper rates. He/she also gets the opportunity to select his goods from a large variety available in the market.. This increase in variety, even in basic goods, allows someone in Spain to drink Italian wine and eat French cheese while typing on a Chinese keyboard(“Benefits of Globalization”,n.d). Global exchange allowed the best of all worlds through specialization and maximizing various comparative advantages
In response to this cultural invasion some countries have reacted in different ways and in certain case, the reactions were strong. For instance, despite eBay’s very successful international expansion history it actually failed in overtaking the Chinese market since it did not manage to adapt its globalised strategy to the Chinese customer mindset and did not succeed in making influence its customer consumption experience (Wang, 2013).When eBay decide to enter China in 2004 it signed exclusive advertising rights with major portals Sina, Sohu, and Netease with the intention of blocking advertisements from the Alibaba’s new website “Taobao” which was launched free of charge for individuals buying and selling virtually any consumer goods in and first introduced to the Chinese market in 2003. eBay tried to build its China operation, by spreading its ads on buses, subway platforms, and everywhere else. Whereas, knowing that most small business people in China would rather watch TV than log on to the internet or use social media like most of American people, Taobao secured advertisements on major TV channels. Since its name means “digging for treasure” in Chinese, Taobao drove the