These days, the issue of international marketing has grown its importance, especially in the world of manufacturing facilities and even education overseas or across the globe. While others believe that this would mean invasion and intrusion into the country’s traditional ways.
In the contemporary globalised world, marketing initiatives have transcended political and geographical boundaries. While some consider this development to be quite favorable, others fear that this might cause dilution of native ways of life. I feel the concerns expressed are lacking in substance; this trend is creating opportunities for many.
Those skeptical of this trend allege that it is going to interfere with local lifestyles, causing a clash between the age-old customs followed by a society and modern aspirations that are more global in nature, and persuading people, especially the youth, to abandon their beliefs. As per them, such activities tend to promote practices, attitudes, festivals and way of celebrations, among others, of cultures from where such establishments hail. For example, many working or studying in such institutions complain about their festivals and holidays being ignored, and being persuaded to celebrate international events.
However, the former view is not well-founded because whenever any institution markets itself, it always assimilates with local populace to enhance their appeal and create a niche for themselves. Moreover, these endeavors are bolstering trade and employment because when an enterprise expands its outreach in the world, it creates more business and jobs for both: the hosts and the home country. Similarly, this is helping disseminate globally-accepted skills to students across the world, helping create a parity among inhabitants of various countries, which translates into greater opportunities for well-compensated jobs. Many credit their professional achievements to this system: it has exposed them to globally-acknowledged academic resources.
In hindsight, although complications such as cultures being impacted detrimentally by being side-lined, have been observed, international marketing has been overwhelmingly favorable by virtue of engendering economic opportunities for entrepreneurs and professionals, and aspiring students, but Striking a balance between both could help harness benefits.