• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18

THE CASE OF BARBIE

Extracts from this document...

Introduction

THE CASE OF BARBIE Taking a global perspective, what socio-cultural influences are emerging in the current decade that the manufacturers will need to able to forecast, and how do you suggest they might respond to these changes? EXECUTIVE SUMMARY Globalization is popularly described as the absence of border and barriers to trade between nations (ohmae, 1995), but also has been viewed as shifts in traditional patterns of international production, investment, and trade (Dicken, 1992), and as interconnection between overlapping interest of business and society (Brown 1992; Renesch, 1992). The differences of opinion about any aspect of globalization are a matter of perspective. Globalization sources can be technological, economical, political, cultural and environmental. PEST examining Political, Economical, Socio-cultural and Technological categories into which external influences on the organization can be placed. These are the levels at which the influences occur alongside the PEST categories. The levels are Local, National and Global (Long). The third level describes as global affecting all part of the world in similar and simultaneous ways. The global issues also affect the local and national level of an organization. Culture plays important part in growing at international level of the external environment. Following are the obvious illustration of cross culture issues: Language, Behavior & Culture Shock. The most important illustration of culture is language. When operating in another culture, language plays an important part. Barbie has often been used to promote different names in different times for e.g. twist & turn Barbie, Talking Barbie, Crystal Barbie, Sweet sixteen Barbie, Crystal Barbie etc. can be a good names in one culture but can carry a different meaning & image of Barbie. ...read more.

Middle

Likewise Vauxhall Nova, General Motors' 1980 mini hatchback, was branded Opel Corsa in the rest of Europe as 'Nova' which was meant to have connotations of new actually translates as 'does not go' in many European languages.2 Barbie has often been used to promote different names in different times for e.g. twist & turn Barbie, Talking Barbie, Crystal Barbie, Sweet sixteen Barbie, Crystal Barbie etc. can be a good names in one culture but can carry a different meaning & image of Barbie. As the transition or choice of words meaning other things in different languages is not the only skill required overseas. The important thing is saying the right word in the target language or the word should represent a right word in other languages. II. BEHAVIOR Second important illustration of culture is behavior. For example, consumption of alcohol in Muslim states and of beef in India, where the cow is sacred to Hindus. There are some cultures in which physical contact between the different sexes or people of the same sex is an issue. For example, in many Middle East and far eastern cultures, any touching between the sexes is unacceptable and in some countries a girl having a boy friend is also not considered good. As from the beginning, Barbie had her critics, from feminists and others, has been that she reinforces sexism, representing a young woman with questionable intelligence and a near-impossible physique. Barbie is sold around the world in the original blonde-haired, blue-eyed version along with international Barbie such as Kenyan Barbie, Polynesian Barbie, spring time in Tokyo Barbie (has black hair), etc. ...read more.

Conclusion

The Long PEST analysis study of Political, Economic, Socio-cultural and Technological on local, national and global level provides a useful starting point to the analysis of environment surrounding an organization. Manufacturer of Barbie doll should think about the culture and country before launching of new model of Barbie in any country. This is due to the name, image associated with Barbie as a glamorous girl. The culture of different countries does not accept Barbie doll with the same glamorous girl as she has been throughout her life. Therefore manufacturer have to change the image of Barbie in launching globally to different part of the world. As in some part of the world people see her as villainous destroyer of young girl's self images and she is often said to be promoting Americanization cultures. Although Barbie represent different images and manufacturer are working hard with different images of Barbie. Following factors are important in understanding the emerging global socio-cultural affect: * Manufacturers of Barbie need to think about different names of the Barbie which can carry a good meaning according to the culture of that country. * Manufacturers of Barbie also need to consider different culture values in different countries and need to think about the dress, clothes she wears. * Finally manufacturers of Barbie also need to change the physique which is not realistic. 5. REFERECES Books: * Parker,B. (1998) Globalization and business Practice, SAGE publication limited * Capon,C.(2000) Understanding Organisational Context, Prentice Hall Europe Electronic Sources: * Barbie, life in plastic, http://www.economist.com (accessed on, 30th November, 2005) * Barbie pushed aside in Mideast cultural shift, http://www.iht.com (accessed on, 30th November, 2005) * Barbie around the world, http://www.ru.org/barbie.htm (accessed on, 30th November, 2005) TOTAL WORD COUNT: 2,058 words 6. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Anthropology section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Anthropology essays

  1. Consumer culture case study

    Yet, it is also felt to be universal because everyone must be a consumer and this particular freedom is compulsory. If there is no principle restricting who can consume what, there is no principled constraint on what can be consumed: all social relations, activities and objects can in principle be exchanged as commodities.

  2. 'Organization culture is a variable that can be controlled and manipulated like any other ...

    The behaviours that are appraised, and the factors that are recognised and rewarded provide a good indication to employees in what actions they should take, and what changes they should make in line with the new culture. To encourage employees' favourable disposition towards a desired change in organisational culture, reward

  1. HOW ETHNOCENTRISM, RACISM, DISCRIMINATION, STEREOTYPING AND THE ACCULTURATION PROCESS ARE REPRESENTED IN MOVIES THAT ...

    sheriff if we can see Jefferson in a dayroom not in that cell no more. That cell ain't no good. No. Miss Edna: What's wrong with the cell? Miss Emma: We ain't go no place to sit down. Miss Edna: [Flabbergasted] Do you need to?

  2. Emotional Intelligence: A Closer Look.

    Examining the history of standardized testing as a means of diagnosing intelligence allows the plight of EIQ to surface all the more readily. The first intelligence tests were devised by Sir Francis Galton in 1895, who sought to show that intelligence was inherited.

  1. Field report - excavation

    The remainder of the path shows little sign of usage. Fig. 5: Picture showing access route from higher path used regularly by staff at the offices in the background during breaks. This path is located to the north of search site 'A'.

  2. Mulitple Ways of Knowing thePast

    Spector developed a feminist-driven approach to studying the ancestors of Indians at Little Rapids. In order to subdue western ideologies of women and gender arrangements, Spencer developed the task differentiation framework, in which one examines gender specific activity patterns. Unfortunately, her framework failed to provide an objective perspective on gender roles.

  1. How has the West represented the non-West, and what are the political implications of ...

    Therefore, the industries involved benefit; so Western governments continue this relationship. (ibid, p. 254) This results in the developing countries being portrayed as incapable of running their own economy, when in fact the West subjects them to exploitation. The picture from the outside may be that of generous foreign investors

  2. Need for multi-national companies to identify and evaluate the risks associated with national culture ...

    .] even when change does occur this can only be understood in relation to the specific social context in which it occurs" (Gooderham and Brewster, 2003: 8). Culture Differences and Organizational Changes Organizational change inevitably generates resistance (Deetz, Tracy, and Simpson 2000; Poole et al.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work