GLOBAL RELATIONSHIP MARKETING Lecture 9: GLOBAL MARKETING NETWORKS 1 WEEK OF LECTURE SEMINAR 14.01.13 The origins and development of relationship marketing Outline of module the module handbook and the assessment Customer relationship management Networks and relationships: Dingle Bay Woodworking 28.01.13 Customers, communities and on line relationships CRM and banking in a global market 04.02.13 Customer retention, customer loyalty and relationships Product development: co-creation is here 11.02.13 Customer experience management and relationships Loyalty marketing Internal relationships Five experiential marketing campaigns and relationships Supplier relationships Internal marketing in the hotel industry Other external relationships The Keiretsu and business supply networks in Japan Global marketing networks BBC Worldwide and its global relationships 18.03.13 Market entry, relationships and the role of the focal net Assignment workshops\surgery 29.04.13 Hand in assignment Hand in assignment 21.01.13 18.02.13 25.02.13 04.03.13 11.03.13 PLEASE NOTE: THE LECTURE WILL STILL TAKE PLACE DURING THE WEEK OF 18\03\13 I recommend you work individually on the task for next week on networking 2 AGENDA • Understand the importance of relationships and networks to the delivery of an effective global marketing strategy • Examine the nature of a firms relationships in terms of cultural, technological , political and social forces • Consider the role of strategy in building global networks and relationships 3 BAA Airports: reviewing the six markets • owns & runs airports in a way that seeks to meet the needs of passengers and airlines while at the same time providing an appropriate return on investment • BAA's two London airports, Heathrow and Stansted, have helped to make London one of the world's best connected cities • Southampton airport is also run by BAA • In Scotland BAA runs Edinburgh, and Glasgow. 4 • Identifying key groups in each market domain is the first step in applying the six market model to an organisation Once the company has identified the groups for each market domain it can then assess what level & type of marketing emphasis it gives to each segment 5 Building contractors, Consultants, Partner firms i.e. shops hotels etc Airlines Passenger & Cargo handlers 6 BAA SBUs Existing satisfied customers Surveyors Staff Employment agencies Graduates Head-hunters 7 Shareholders Business press Government 8 BAA ALSO HAS TO MANAGE THESE SIX MARKETS AS A NETWORK A NETWORK is the set of directly and indirectly connected relationships that form the network context The Network context is dynamic and unique to each firm 9 PLANNING FOR AND RUNNING NETWORKS New hotel partner Internal restructuring & employee concerns Existing airline wants to change number of flights Business press critical of airports services Shareholders want more dividend payments In discussions with new suppliers of consumables for offices Looking for building firms to submit new specifications Analysing new overseas market operations 10 What flows along the links in the network? • • • • Power Information Money Services • (Thoreli) The competitive environment of firms is undergoing a fundamental change. Traditional markets are being rapidly replaced by networks. (Möller and Halinen) 11 A network needs to win • a traditional perspective says international marketing strategy is a global chess game • firms compete to win global market share at each others expense • a network perspective says strategy is about building positions in global networks 12 MANAGING INTERNATIONAL NETWORKS • BUILDING POSITIONS • Firms must invest in developing its position in the network Positioning of the firm in the network becomes a matter of as great strategic importance as positioning its product in the market place (Thoreli) 13 BUILDING POSITIONS IN NETWORKS • Levels of power & influence • • • • • The firms economic base Its Technology Its level of expertise Level of trust What advantages exist in each area that can be used? 14 A set of relationships and networks De - inking work sub contracted Other customers The Big Recycling Co Contact with Environmental authorities to assess regulations Locate and assess customer requirements e.g. paper for photocopiers Establish local collecting companies Suppliers Suppliers need informing of requirements Adapted from Hakansson & Waluszewski 15 A BIGGER PICTURE….. • COUNTRY SPECIFIC NETWORKS can exist and impact on global relationship marketing development s 16 PSYCHIC DIFFERENCE & networks • Level of economic development • • • • Legal and administrative systems Language differences Business language Industry structure Competitive environment • Cultural distance • These can impact on the network success 17 Pre -departure cultural training • • • • • • • • for staff Field experiences Assignments to micro-cultures Meetings with experienced international staff On-the-job training Role play Programmed instruction Behaviour modification methods Expositive instruction US managers in Mexico Celelaya & Swift 18 But Is cultural difference on the wane? • • • • • LEVITT Travel and technology erodes it Homogenisation USUNIER Consumers construct the identity of global brands on a local basis 19 GUANXI NETWORKS IN CHINA GUNANXI INVOLVES USING PERSONAL RELATIONSHIPS WITH FAMILY AND FRIENDS TO DO BUSINESS RELATIONSHIP BUILDING – THE FIRST STAGE MUTUAL EXPECTATION INFORMATION EXCHANGES TRUST EXCHANGE DEPENDEPENCE BUILD NETWORK POSITIONS 20 JAPAN - KEIRETSU NETWORKS 21 FROM SOVIET HIERARCHY TO RUSSIAN NETWORK 22 SOUTH KOREA: CHAEBOL • Literally means business group • Several family run large Korean centralised corporate groups • Samsung Hyundi • Developed initially to overcome corruption • They cannot control private banks 23 EVERT GUMMESSON THE 30RS FRAMEWORK • MEGA RELATIONSHIPS • RELATIONSHIPS THAT EXIST ABOVE THE MARKET • MEGA ALLIANCES EG NAFTA • SOCIAL RELATIONSHIPS • BETWEEN PEOPLE IN FIRMS • POLITICAL POWER AND INFLUENCE 24 SUPRANATIONAL BODIES BRITISH GOVERNMENT FIRM A OTHER NETWORK ASSOCIATIONS MALAYSIAN GOVERNMENT FIRM B FIRM C FIRM D 25 WORLD TRADING ORGANISATION • TRADE LIBERALISATION • USE WTO RULES TO ACHEIVE NATIONAL GOALS • PROMOTE FREE TRADE WORLD BANK IS ANOTHER EXAMPLE AND REGIONAL TRADING BLOCS are very important 26 27 The importance of a personal business NETWORK in global markets Company B Company A Company C Executives from global companies Obtain 2/3rds of Information they receive from personal sources (Keegan) 28 GLOBAL Relationship marketing management is about… • Having no master view of reality • Flexibility and context, all networks and relationships situations are unique • 4 Ps are too simple: • marketing is about networks and relationships • The firm and its network of relationships need to become learning organisations 29