Beruflich Dokumente
Kultur Dokumente
Introduction
No matter how attractive the economic prospects of a particular country or region are, doing business there might prove to be financially disastrous if the host government inflicts heavy financial penalties on a company or if unanticipated events in the political arena lead to the loss of income-generating assets. The political and legal environment in which the firm operates (or plan to operate) will have a significant impact on a company's international marketing activities. The greater the level of involvement in a foreign markets, the greater the need to monitor the political climate and legal system of the countries business is conducted. hanges in government often result in changes in policy and attitudes towards foreign business. !earing in mind that a foreign company operates in a host country at the discretion of the government concerned, the government can either encourage foreign activities by offering attractive opportunities for investment and trade, or discourage its activities by imposing restrictions such as import "uotas, etc. #n e$porter that is continuously aware of shifts in government attitude will be able to adapt e$port marketing strategies accordingly. Nearly all governments today play active roles in their countries' economies. #lthough evident to a greater or lesser e$tent in most countries, government ownership of economic activities is still prevalent in the former centrally planned economies, as well as in certain developing countries which lack a sufficiently well developed private sector to support a free market system. The implications of government ownership to a company marketing abroad might be that certain sectors of the foreign market are the e$clusive preserve of government enterprise or that the company is obliged to sell directly to a state trading organi%ation. &n either case, the company's influence on the market is greatly reduced. 'f primary concern to an e$porter should be the stability of the target country's political environment. # loss of confidence in this respect could lead to a company having to reduce its operations in the market or to withdraw from the market altogether. 'ne of the surest indicators of political instability is a fre"uent change in regime. #lthough a change
in government need not be accompanied by violence, it often heralds a change in policy towards business, particularly international business. )uch a development could impact harshly on a firm*s long-term international marketing program.
<
>
0ssential products that command considerable public interest, such as pharmaceuticals, food, gasoline, and cars, are often sub-ected to price controls. 3harmaceuticals +ood 9asoline )uch controls applied during inflationary periods can be used to control the cost of living. They also may be used to force foreign companies to sell e"uity to local interests. # side effect on the local economy can be to slow or even stop capital investment. +abor Problems &n many countries, labor unions have strong government support that they use effectively in obtaining special concessions from business. 8ayoffs may be forbidden, profits may have to be shared, and an e$traordinary number of services may have to be provided.
of the most effective and best-known 3)# actions was against Nestle and the sale of baby formula in Third /orld markets. The worldwide boycott of Nestle products resulted in substantial changes in the company*s marketing.
1iolence and Terrorism Terrorism has many different goals. 4ultinationals are targeted to embarrass a government and its relationship with firms, to generate funds by kidnapping e$ecutives to finance terrorist goals, to use as pawns in political or social disputes not specifically directed at them, and to inflict terror within a country as did )eptember ((. yberterrorism yberterrorism is new on the hori%on. #lthough in its infancy, the &nternet is a vehicle for terrorist attacks by foreign and domestic antagonists wishing to inflict damage to a company with little chance of being caught. 'ne problem is tracing a cyberterrorist is that it is hard to determine if a cyberattack launched by a terrorist, or by a hacker as prank. The .& love you* worm which caused estimated 2<billion dollars in damage, was probably -ust an out of control prank.
law.
1nited )tates.
ode +a* ode law is based on an all-inclusive system of written rules of law. 1nder code law the legal system is generally divided into three separate codes6 ommercial law ivil 8aw riminal 8aw
Theocratic la* Theocratic law is based upon religious precepts, ultimate legal authority is conferred upon religious leaders who govern society. The best e$ample is &slamic law, or )hari*a, which is based on the Coran, the )unnah, the writings of &slamic scholars, and the consensus of 4uslim countries* legal communities. (The key for business success is to adhere to the constraints of &slamic laws while maintaining sufficient fle$ibility to operate in a modern global economy.) 3i&ed +egal System # mi$ed legal system emerges when two or more legal systems are used within a single country. #lthough the ma-ority of such countries are found in #frica and #sia, the 1nited )tates* legal system combines both common and civil law.
politically sensitive. +or products -udged non essential the risk would be greater, but for those thought to be making an important contribution, encouragement and special considerations could be available. @ealth is often the sub-ect of public debate, and products that affect or are affected by health issues can be sensitive to political concern. The 0uropean 1nion has banned hormone treated beef for more than a decade. Forecasting Political #is$ 3olitical risk assessment is an attempt to forecast political instability to help management identify and evaluate political events and their potential influence on current and future international business decisions. The greater the risk to international marketers is the threat of the government actually failing, causing chaos in the streets and markets. 5isk assessment is used to estimate the level of a risk a company is assuming when making an investment and to help determine the amount of risk it is prepared to accept.
4ake ta$ contributions 3olitical parties seeking publicity or scapegoats for their failure often serve their own interests by focusing public opinion on the negative aspects of 4N s whether true or false. G..( .#P.#0TE ITI6ENS7IP # company can reduce its political vulnerability by being a corporate citi%en and remembering6 (. &t is a guest in the country and should act accordingly
(=
2. The profits are not it's solely, the local employees and the economy of the nation should also benefit. 7. &t is not wise to try and win over new customers by totally #mericani%ing them. :. # fluency in the local language helps making sales and cementing good public relationships. <. &t should train its e$ecutives to act appropriately in the foreign environment.
((
&s the most effective long-range solution in cases in which the host country is demanding local participation. /hile this is not the preferred business practice, the alternative of government-initiated domestication can be as disastrous as confiscation. Political bargaining !y multinational companies through lobbying may be used to avoid potential political risks.
Political 'ayoffs 3olitical payoffs are one approach to dealing with political vulnerability. This is not an approach we recommend in any way. @owever, your competitors may use such a tactic, so beware. 3olitical payoffs, or bribery, have been used to lessen the negative effects of a variety of problems.
11. onclusion
The marketers aim to do business in foreign market should study the political and 8egal environment of the country in which they operated and in which they targeted to operate. &f they don*t study it well there is a high chance for failure. There are many e$amples of such cases where many big multinational companies failed in some country without having proper knowledge of the political environment. )o, to be successful marketer every marketer should have proper knowledge about it.
(2
#eferences
(. ateora 5.3, 9illy .4, and 9raham.8.F (2==;)6 &nternational 4arketing (: th ompanies, 3.'. !o$ (D2>=:,
(7