Stratégies Globales et Économie de l'Expérience

Marketing International des Services

• Orlane Boillat is the author of the document.
• The document is on international marketing of services.
• A product is tangible, can be marketed, acquired, used or consumed. It satisfies needs.
• A service is intangible, perishable, variable, and inseparable from its provider/consumer. It's unique.
• Services and goods have variable mixes of material and service components.
• Services with less material components include general practitioner, hairstyling, real estate, etc.
• Services with more material components include car rentals, airlines, restaurants, etc.
• The "7 Ps" of services marketing are: Products, Price, Place, Promotion, People, Physical evidence, and Process.
• The 7Ps help companies to differentiate their products/services but need to be considered in the context of the overall environment of the market (e.g. competition, consumer preferences, legislation)
• Employees and clients play a crucial role in service delivery, with regard to the expected quality and repeatability and predictability of the services.
• Processes ensure consistent and predictable service delivery, while minimizing variability from differing personnel.
• Companies must consider the balancing act between standardization and customization of products and services to maintain personalization, while achieving operational efficiency.
• Companies can improve performance by providing standard services but also taking into account customer preferences.
• Services can be considered experiences, that go beyond simply providing a product or service.
• Companies should consider the factors and difficulties in marketing internationally, especially in relation to cultural differences (language, legal systems, social preferences).
• Companies need to understand local market differences and adapt accordingly when acting in different markets, in order to maintain competitiveness.

Blueprint

• Services represent more than 60% of Global GDP.
• Service sector jobs are prominently increasing in developed economies.
• Most new jobs created relate to services.

Les quatres domaines d'expérience

• The experience economy offers four domains of experiential value: Entertainment, Educational, Aesthetic and Escapist.
• Commodities (coffee beans, for example) can be transformed into experiences (coffee at a restaurant)

The Globalization of Markets

• Levitt argues that technology has homogenized consumer needs and desires globally, creating a one-world market.
• Companies should standardize products globally rather than localize them for individual markets.
• Global companies will have a more sustainable future than multinational ones, due to economies of scale and better-suited products.

Global Teams That Work

• The article lays out a framework (SPLIT) to manage global teams effectively. SPLIT stands for structure, process, language, identity, and technology.
• Importance of understanding variations in communication styles and social perception (differences in power structures, etc) when working in global teams. Key for effective collaborations.

McDonald's: Think Global, Act Local

• McDonald's strategy successfully combines global standardization with local adaptation, providing a strong global brand while still satisfying local preferences.
• Important for companies to adopt a "glocal" approach (global/local) to remain competitive.

Économie de l'expérience

• The shift from the selling of goods and services to the selling of experiences.
• Companies must create memorable experiences to stand out.

Questions légales (Facteurs éliminatoires)

• Legal issues that companies need to consider when expanding internationally.
• Legal considerations include jurisdiction, arbitration, intellectual property rights, antitrust, and ethical standards.
• Important to be aware of local implications (for ex., for intellectual property, or legal conflicts).

Taille de marché et facteurs démographiques

• Market size, growth rates, population, education levels, and other demographic factors are critical components of successful internationalization.
• Understanding the local culture's role and consumer behavior are vital.
• Companies should consider local variations in culture and adapt the products/services accordingly.

Modèle d'internationalisation (Uppsala)

• Companies gradually expand internationally, starting with nearby markets and gradually moving further afield as they gain experience and expertise.
• Companies should start in markets that are easier to explore ( culturally and logistically).

Born Global

• Companies that pursue a global strategy from their formation.
• This approach is particularly suitable for knowledge-intensive firms or start-ups that have a clear global product-market fit from the start, and may not have time to experiment with different markets step-by-step.

Stratégies Marketing Internationales

• Companies can choose from different orientations when approaching international markets : to expand from the domestic market (e.g. Kägi), to approach multiple markets in different cultures (e.g., Unilever), or to pursue a global approach (e.g. Ikea).
• Each approach has benefits and drawbacks regarding resources, time, and the degree of local adaptation.

RSE

• Companies should consider the social responsibility of businesses, and the way their actions in different markets affect others (e.g. local workers, consumers, the environment).

Ce quiz évalue votre compréhension des stratégies internationales et des concepts d'économie de l'expérience selon Pine et Gilmore. Explorez comment des arguments clés de Levitt et des défis posés par Tsedal Neeley influencent les entreprises globales. Testez vos connaissances sur la gestion de marque, la propriété intellectuelle et les erreurs communes en marketing.