A Wealth of Supplements Global Perspectives At the beginning of each chapter, Global Perspectives give examples of current company experiences in global marketing. Illustrating chapter concepts, these profiles help students to combine the theory they read about with real-life application. PART ONE Global Perspective GLOBAL COMMERCE CAUSES PEACE Global commerce thrives during peacetime. The economic boom in North America during the late 1990s was in large part due to the end of the Cold War and the opening of the formerly communist countries to the world trading system. However, we should also understand the important role that trade and international marketing play in producing peace. Boeing Company, one of America’s largest exporters, is perhaps the most prominent example. Although many would argue that Boeing’s military sales (aircraft and missiles) do not exactly promote peace, over most of the company’s his-tory, that business has constituted only about 20 –25 percent of the company’s commercial activity. The company still counts customers in more than 150 countries, and its 169,000 employees work in 65 countries.1 The new 787 Dreamliner uses parts from around the world, including Australia, France, India, Italy, Japan, Russia, and Sweden. Its more than 12,000 commercial jets in service worldwide carry about 1 billion travelers per year. Its NASA Services division is the lead con-tractor in the construction and operation of the 16-country International Space Station, first manned by an American and two Russians in the fall of 2000. The Space and Intelligence Systems Division also produces and launches communica-tions satellites affecting people in every country. All the activity associated with the development, produc-tion, and marketing of commercial aircraft and space vehi-cles requires millions of people from around the world to work together. Moreover, no company does more2 to enable people from all countries to meet face-to-face for both rec-reation and commerce. All this interaction yields not just the mutual gain associated with business relationships but also personal relationships and mutual understanding. The latter are the foundation of global peace and prosperity. Another group of companies that promotes global dia-logue and therefore peace is the mobile phone industry. By 2015, the number of mobile phone subscribers exceeded 7.0 billion. Samsung (South Korea), Nokia (Finland), and Apple (United States) are the market leaders. Individuals and small companies also make a differ-ence— perhaps a subtler one than large multinational companies, but one just as important in the aggregate. Our favorite example is Daniel Lubetzky’s company, PeaceWorks. Mr. Lubetzky used a fellowship at Stanford Law School to study how to foster joint ventures bet ween Arabs and Israelis. Then, following his own advice, he cre-ated a company that combined basil pesto from Israel with other raw materials and glass jars supplied by an Arab part-ner to produce the first product in a line he called Moshe & Ali’s Gourmet Foods. The company now sells four dif-ferent product lines in 15,000 stores in the United States and has its headquarters on Park Avenue in New York, as well as business operations in Israel, Egypt, Indone-sia, Turkey, and Sri Lanka. Again, beyond the measurable commercial benefits of cooperation between the involved Arabs, Israelis, and others is the longer-lasting and more fundamental appreciation for one another’s circumstances and character. International marketing is hard work. Making sales calls is no vacation, even in Paris, especially when you’ve been there 10 times before. But international marketing is impor-tant work. It can enrich you, your family, your company, and your country. And ultimately, when international marketing is done well, by large companies or small, the needs and wants of customers in other lands are well understood, and prosperity and peace are promoted along the way.3 Sources: For more details, see http://boeing.com; http://airbus.com; http://peaceworks.com; Heidi Vogt, “Making Change: Mobile Pay in Africa,” The Wall Street Journal, January 2, 2015, p. B6. Cell phone sales data are available at http://www.mobithinking.com. 1Boeing’s 2014 Annual Report (http://www.boeing.com). 2The European commercial aircraft manufacturer Airbus is beginning to catch up, employing 63,000 people around the world (see Airbus’s 2014 Annual Report, http://www.airbus.com). 3In response to criticisms of globalization catalyzed by the riots in Seattle in 1999, a growing literature argues for trade as a fundamental cause of peace. For a variety of such arguments, see Jagdish Bhabwati, In Defense of Globalization (Oxford: Oxford University Press, 2004); Thomas L. Friedman, The World Is Flat (New York: Farrar, Straus, and Giroux, 2005); Clifford J. Schultz III, Timothy J. Burkink, Bruno Grbac, and Natasa Renko, “When Policies and Marketing Systems Explode: An Assessment of Food Marketing in the War-Ravaged Balkans and Implications for Recovery, Sustainable Peace, and Prosperity,” Journal of Public Policy & Marketing 24, no. 1 (2005), pp. 24–37; William Hernandez Requejo and John L. Graham, Global Negotiation: The New Rules (New York: Palgrave Macmillan, 2008), Chapter 13; Steven Pinker, The Better Angels of Our Nature: Why Violence Has Declined (New York: Viking, 2011; Hernando de Soto, “The Capitalist Cure for Terrorism,” Wall Street Journal, October 10, 2014, online.)
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