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Essay / Research Paper Abstract
This 5-page paper discusses the need for organizations expanding globally to examine the situation through the eyes of their customers. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: AS43_MTorgexpn.doc
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Unformatted sample text from the term paper:
the entry, methods of distribution and, of course, the customer. At least, organizations expanding internationally should consider the customer - but many dont. Or rather, organizations consider the customer, but
they dont necessarily consider the customer to the point that theyre willing to make the necessary changes to the organization itself, to meet the customers needs.
Tom Peters, business guru and author of books such as "In Search of Excellence" points out the basic truth that customers are the ones that drive business
(not profit, as many organizational leaders would like to believe). As such, any organization interested in expanding into another culture needs to not just "target" the audience to which it
will promote, but also walk in that audiences shoes. Peters philosophy is pretty basic and obvious, yet its surprising how many businesses dont get it, and blithely continue entering international
markets and being surprised when they dont succeed all that well. Business researchers and academicians such as Laith Alrubaiee and Nahla Al-Nazer (2010)
point out that the way to global success is through encouraging customer loyalty - cultivating loyal customers, no matter what part of the world, is considered to be "the single
most important driver of organizations long-term financial performance" (p. 155). The case of Wal-Mart Stores Inc. entering Germany is a sound point -
though the Wal-Mart case more involves employees than it does customers. In late 1997, Wal-Mart entered the German market, and as part of its global ethics strategy, established its "Statement
of Ethics" in its German subsidiary, telling the German employees they needed to obey the codes (Talaulicar, 2009). Wal-Mart apparently didnt do its homework - the German employees and their
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