International Business Realisms: Globalizing Locally Responsive and Internationally Connected Business Disciplines

In response to the challenges of globalization, many universities have adopted the strategy of “internationalizing the curriculum”for developing leaders that drive global problem solving with all stakeholders, rather than “simply” training skilled professionals for business. This chapter presents a case study about internationalization and introduction of an innovative curriculum in “Global Logistics” at a business school in a Historically Black College and University (HBCU) in the State of Georgia, United States. In order to provide students with a complete global experience for employment in the global economy, the business school introduced a new program with emphasis on Logistics and Supply Chain Management (SCM), and International Business Environment called “Global Logistics and International Business (G-LIB).” In this chapter, we discuss the need of having an international business logistics program at a HBCU and discuss its implications for faculty, students, and businesses.

The 2010 BP oil rig explosion in the Gulf of Mexico resulted in the largest recorded marine oil spill in the world, with concomitant widespread environmental damage. BP’s initial crisis communication and operational responses were further criticized as tardy and inadequate. This communication void was quickly filled by globally based stakeholder groups who were adept at using social networking sites to quickly disseminate viewpoints that were generally antagonistic to the firm. These social networks reduced BP’s ability to influence public opinion, leading to a “public relations nightmare”. This chapter builds on previous research and develops a framework that may assist organizations to better integrate this rapidly expanding communication medium into their crisis management plans. It concludes that organizations should view social media as a potential strategic resource despite its associated challenges.

Neural Networks and Consumer tracking studies have gained wide popularity and acceptance in studying young adults’ marketing and consumption behavior. In this chapter, the authors introduce and propose a revolutionary method to direct advertising campaigns’ sources of influences on young adults’ psychology and moving dynamic interests. The ideas suggested will advance the thinking of the advertising industry to profit from alternative messages to young adults through mass advertising and welfare of society as a whole. The author discusses what goals and directions are for the next generation of research and advertising, how to use mass advertising to address social issues, and how to profit clients through the use of neural networking by way of implementing the SHARP model.

Businesses spend trillions of dollars attempting to encourage consumers to purchase their goods or services globally. Businesses realize that consumers make their purchases on the basis of the power of advertising and branding. Hard-sell advertisements are in your face direct advertisements that suggest using a particular product or service over the competition while soft-sell advertisements are more subtle and incorporate subliminal messages. The research study focuses on why some advertisers prefer to send subtle messages, how these advertising messages unconsciously encourage, and entice the consumer to purchase these products or services and why these methods are so successful. The study focuses on the power of soft-sell advertising and conceptualizes the Advertising Erotica framework while delving into the sexual, sensual, and erotic feelings evoked by the ad leading to positive attitudes towards the ad and brand, and positive purchase intentions.

In the wake of globalization, American businesses are changing their models and strategies in various ways to stay competitive. However, consumers may not always recognize how brand identity can get impacted in this process. This study examines the degree of “Americanization” of Gap, Inc. which is a leading “all-American” retail clothing brand. The study uses primary research to investigate how perception differs among three categories of retail clothing industry agents: consumers, low level employees, and senior management. The results indicate that there is an evolution in market perceptions regarding all-Americanness. Consumer perception of brand is aligned with the dictionary definition while management’s perception transcends the classic definition of “Made in America.” As people become more educated and acquire business knowledge and managerial expertise, style takes precedence over manufacturing location in the definition of what constitutes an all-American brand.

Thornburg Mortgage Company (TMC) was a rising star among mortgage companies in the United States, second only to Countrywide Mortgage. It virtually came out of nowhere in the 1990s to become a publicly traded company whose stock was traded on the NASDAQ. That’s the “good.” The “bad” is what happens next. As the housing market and related mortgage business boomed, it became too good to be true. As the financial stability of Thornburg Mortgage became increasingly volatile, the executive management team became scared. What transpired next was unthinkable. This chapter explores the impact on company’s accounting practices, financial statements, management representations to the public, the corporate image, and the related outcomes when there is a radical decline in the “tone at the top.” The research further analyzes the impact of greed, fear, and fraud in the post-Sarbanes-Oxley business environment.

Socializing on college campuses is one of the most favorite pastimes of many young adults. Along with all this socializing come parties and social events that include the consumption of alcoholic beverages. Underage drinking has also become a major problem among many of America’s universities and colleges. Advertising methods such as happy hours and free giveaways, along with identifiable social symbols and icons not only persuade today’s youth to drink by making it a cool thing to do, but can also have an affect how much they consume. The chapter explores the following questions: Does the amount of television viewing affect young adults’ drinking habits and amount? How do attitudes toward and perceived of advertising influence the amount of alcohol consumed? What socially responsible roles can alcohol advertising play to sensitize today’s youth against the harmful effects of drinking?