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Management Assignment
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1. Discussion of Section 15-1
In section 15-1, the author proposes the underlying reasoning of the growing
globalization of businesses and how businesses are adjusting to a world where markets and
operations are becoming more integrated. It opens by stating that the emergence of new
technologies in advanced communications and the emergence of the global economy have
transformed the manner in which organizations operate. The section indicates that companies are
no longer confined to being based in a single country, but rather distribute their supply chain
operations across countries. This is evident in the example of the iPhone, where the design, parts,
and assembly are done in other countries, which demonstrates how the production process is
focused in areas where there is the most commercial and strategic advantage. Another case of the
necessity of standardized processes, global coordination, and systems integration to make
multinational companies efficient and competitive is Eli Lilly.
Having defined these examples, the section justifies why a firm should have a robust
international information systems architecture. Section 15-1 explains the benefits of creating this
foundation as it can assist in connecting the global strategy of a firm with the structure, business
processes, and technology. When companies explore global business forces like customer needs,
cultural subtleties, and technological advances, they place themselves in a strategic position to
achieve success. The section shows the ways in which successful international firms adapt their
operations to coordinate well as they fiercely uphold companywide standards despite the location
of their teams.
This is followed by a discussion of the larger global setting in which new global markets
are created as a result of instant communication, low transportation costs, and common
knowledge. The example of Maersk, Frito-Lay, and Toyota demonstrates that the companies
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structure production, marketing, and logistics on an international level. However, the section is
also a way of identifying the risks involved in such international interdependence. The
consequences of the coronavirus pandemic have demonstrated the dangers of overdependence on
a single supplier, which can make a significant difference in the global supply chain. Finally,
Section 15-1 attracts attention to the fact that globalization is explainable by the development of
better technology, the increased demand of the global consumer, and strategic benefits of
business conduct on a far greater basis.
2. Discussion of Section 10-3
In this part, the author writes about how e-commerce ought to influence marketing by
providing companies with new avenues of identifying, reaching, and interacting with customers.
It begins by pointing out that the internet provides very diverse, cheap marketing methods such
as search engine marketing, data mining, targeted emailing, and recommender systems. Under
these new methods, marketers can now access significantly more individuals than traditional
media could ever reach. The other important concept in this section is long-tail marketing. Since
firms are now able to generate profits by selling niche commodities to small, distant markets
rather than merely being financially dependent on the success of commodities in the mass
market, the case of independent artists can, in fact, show that the artists that previously had
limited reach can now access their fan bases through online sources.
To expand on this, the article outlines the application of personalization technologies,
which allow firms to personalize the content of their websites and advertisements. These tools
provide some of the advantages of personal selling, such as the fact that they make it possible to
communicate personally convenient recommendations and messages of magnitude hundreds of
times greater. This section also defines real-time bidding with targeted, automated advertising,
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whereby companies can now bid in real time on the contents of advertisements displayed to the
user with some demographic or behavioral attributes. This is supplemented by behavioral
targeting, which is controlled by ad networks and exchanges of advertisers that track the users
through the sites, rendering the adverts to be based on their browsing.
There are also examples of how companies are using these digital capabilities as the
discussion continues. The gender-oriented advertisements of General Motors, the lifestyle-
oriented Instagram policy of Nike, or the real-time communication of NBC Sports on the social
network are all examples of how a company can use digital resources to build relations with the
audience. This is evidenced by the presence of AI listening technologies that are employed by
NBC Sports, where organizations constantly modify their messages based on customer response.
This section also indicates that consumers are beginning to place an excellent amount of value on
privacy, which can impact the way advertisers design their strategies.