6- International Business Flashcards
what’s morgan’s theory?
popular TV shows succeed worldwide when they match local languages and cultures. Producers modify these shows to fit different cultures, making them popular and profitable across regions.
what’s morgan’s guide to remaking programme adaptation in other territories? (6)
1) cultural understanding
2) targeted adaptation
3) resource management
4) legal compliance
5) audience engagement
6) commercial vaibility
cultural understanding (morgan)
understand the local culture, norms, and language deeply
grasp how cultural factors shape preferences
targeted adaptation (morgan)
modify specific elements of the original content to align with the culture
balance retaining the core essence of the original while mkaing it culturally relevant.
resource management (morgan)
employ local writers, directors etc.
use advanced tech to maintain high production standards in the adapted version
legal compliance (morgan)
regulatory awareness- understand broadcasting standards, and copywriting laws
mitigate legal risks by following regulations
audience engagement (morgan)
continously incorporate audience feedback to enhance adapted content.
create an emotional link
commercial viability (morgan)
conduct market research to assess commercial potential
explore opportunities for revenue generation through partnerships or syndication deals (changing channels)
elements of a tv format package
- complex body of material resources (script, studio plans, data, schedules, promotion, press releases)
- knowledge and skills: consultative production is important!
how was the tv formats from 1930 to 50s (morgan)
circulation of predefined radio programs
how was the tv formats from 1950-1980s (morgan)
sporadic circulation of knowhow, asking fees to train for local adaptation
how’s the tv formats from 1980s to now?
there’s a systemic circulation of skills, knowledge, and resources.
reworking of existing formulas for different audiences
what’s pathania-jain’s main theory in global parents, local partners?
when organizations coordinate their internal functions effectively (synergy) and form structured, mutually beneficial partnerships (collaborative alliances), they can great results.
what characterizes transnational corporations (TNCs)
1) International Orientation: TNCs often lack familiarity with local markets due to their global reach.
2) Diverse Product Portfolio: Their products are typically not localized, catering to broad, international audiences.
what characterizes niche partner firms?
1) Local Orientation: Niche players understand the local market intricacies but might find it challenging to expand the market further.
2) Customized Content: They specialize in creating customized content tailored to local preferences, yet face challenges in ensuring a consistent supply of high-quality content.
what do TNC’s gain from collaborations with niche organizations?
- When TNCs collaborate with local niche players, the TNCs gain valuable insights into local markets and access to tailored content.
what do niche players gain from TNC’s?
- Niche players benefit from global exposure and a reliable supply of quality content.
how’s the TNC-Niche collaboration mutually beneficial?
- Collaborating allows TNCs to adapt to local preferences, enhancing their offerings, while niche players can expand their reach.
Alliance Synergy from Global Partners:
1) packaged content or program formats
2) global distribution and marketing to increase exposure
3) cross media synergies/ consistent branding
4) financial clout and cross-subsidization (risk taking!)
Alliance Synergy from Local Partners:
1) adapting to suit the local environment
2) locally relevant content for distribution, which increases diversity
3) can utilize their understanding of preferences in distribution/ marketing
if we think of local partners as humans, they’re…
tour guides
* cultural expertise
* navigating local environment
if we think of TNC’s as humans, they’re…
trophy parents
* status and recognition
* access to resources
does nationality explain differences in audience reception of the lord of the rings?
themes, such as heroism and the battle between good and evil, resonate with audiences globally, transcending cultural differences.
define cultural proximity
tendency of people to be attracted to content reflecting their own cultural background.
what two main audience clusters do kuipers and de kloet define?
1) high involvement -> deeply engaged young adults who closely follow intended meanings
2) high diversity -> viewers who appreciate various aspects of narratives, details, non-main characters with less engagement
define banal cosmopolitanism
universally appealing media content that becomes a shared global experience due to its universal themes, characters, and marketing strategies.
in what ways does globalization encourage cultural and artistic delivery
- exposure to diverse cultures
- market expansion/ financial incentives
- cultura hybridization -> innovation, multicultural works
in what ways does globalization discourage artistic and cultural diversity?
- cultural homogenization- dominance of popular cultures can erode diversity, leading to the loss of unique traditions
- commercialization pressures -> market demands may prioritize profit over artistic integrity
- intellectual property issues and legal challenges can affect artists ability to protect their work
Cultural Homogenization
global cultures becoming similar
Increasing Heterogeneity
diverse cultures coexisting
Cultural Homogenization and Increasing Heterogeneity aren’t mutually exclusive!
Local art forms find new patrons and audiences globally, leading to increased recognition and support.
Exposure to global audiences encourages preservation of traditional elements while also fostering innovative adaptations, ensuring the vibrancy of local cultures.
Threat of Simplified Mass Culture:
the global spread of entertainment that is designed to appeal to the broadest and simplest tastes.
* This type of culture is often criticized for its potential to reduce the overall quality and depth of cultural and artistic content, leading to what is sometimes called a “dumbing down” of culture.
