The 20th Century Redbull Marketing Essay

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.0. Introduction1.1. Background and Academic ContextPrehistorically, Globalisation is defined as an emerging network that belongs to economical and social systems (Online etimologi dictionary, non paginated) . Roland Robertson (1992) was the first person to define globalisation as \"the understanding of the world and the increased perception of the world as a whole\". However later definitions have varied as there were many more complexities associated to the word globalisation (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation as a process that condenses the world\'s size to promote mutual wellness. Although Kenichi Ohmae (1992), Robert Cox (1994), Anthony McGrew (1999), Thomas Friedman (1998) and David Henderson (2004) suggests  that globalisation is about taking down borders and breaking barriers around the world, Herman E. Daly (1999), Anthony Giddens (1998), Teitel (2005) and Majid Tehranian (1998) contradicts this by stating that this may not always have a positive impact on the economy of developing countries. These researches suggests that it is insecure for a nation as an individual to liberalise their  migration laws and border security control for several safety, national security reasons. Globalisation at large aims to promote trade and break these barriers, however in doing so a country can get subject to unwanted threats. Therefore in a wider perspective, Jan Aart Scholte (2002) claims and modern researches a such as  Dr. Nayef R.F. (2006), Larry Ray (2007), Jim Sheffield et al (2013) and Usman Riaz Mir et al. (2014) agree that the nature of the word globalisation is relative and has no definite definition but it definitions is contextual to the situation that the word is applied at. 1.2. Rationale for the ResearchGlobalization has facilitated the evolution of marketing and it impacts the strategies used by corporations. Imperatively, marketing strategies are started domestically in the central offices of a firm and thereafter shift international by extension. Subsequent to going international, the companies are forced to alter their marketing mix and adapt to multinational strategies. In addition, the global markets can be opportunistic but at the same time largely unpredictable. This necessitates well- thought out strategies. This is for the reason that when marketing globally, the company increases the number of players into the mix. In this regard, the inference of global marketing is that these strategies must provide for susceptible international markets and also be at par with acquisition and logical prospects that impact the marketing mix (Hosmer, 2018).Globalization has also facilitated the diffusion and adoption of technology across borders. This has impacted marketing strategies as it has forced companies to incorporate technological aspects such as social media channels and \"omni-channels \"into their marketing strategies. Cook (2014) outlines that the present-day consumers have accessibility to a more extensive range of technologies compared to generations in the past, with numerous consumer segments having being brought up with or largely swayed by technology. Changing lifestyles imply that \"consumers in the contemporary \"wish to conduct the purchasing process at a period and time that is suitable to their individual needs, utilizing technology that they actually have. Furthermore, this is an effective strategy for the reason that research also demonstrates that, in an event that these consumer segments are completely engaged by means of online and social media channels, they can end up being very loyal consumers. Cook (2014) delineates that behaviourally, these consumer segments insist on having a suitable and gratifying setting in which to conduct product research at a place and time that is suitable to them.1.3. Significance of TopicAs it can be seen above, the application of globalization in marketing is influenced by various factors not limited to digital technology, culture, international…

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….0.Introduction1.1.BackgroundandAcademicContextPrehistorically,Globalisationisdefinedasanemergingnetworkthatbelongstoeconomicalandsocialsystems(Onlineetimologidictionary,nonpaginated).RolandRobertson(1992)wasthefirstpersontodefineglobalisationas\"theunderstandingoftheworldandtheincreasedperceptionoftheworldasawhole\".Howeverlaterdefinitionshavevariedasthereweremanymorecomplexitiesassociatedtothewordglobalisation(Dr.NayefR.F.2006).ThompsonLarsson(2001)statesthatglobalisationasaprocessthatcondensestheworld\'ssizetopromotemutualwellness.AlthoughKenichiOhmae(1992),RobertCox(1994),AnthonyMcGrew(1999),ThomasFriedman(1998)andDavidHenderson(2004)suggests thatglobalisationisabouttakingdownbordersandbreakingbarriersaroundtheworld,HermanE.Daly(1999),AnthonyGiddens(1998),Teitel(2005)andMajidTehranian(1998)contradictsthisbystatingthatthismaynotalwayshaveapositiveimpactontheeconomyofdevelopingcountries.Theseresearchessuggeststhatitisinsecureforanationasanindividualtoliberalisetheir migrationlawsandbordersecuritycontrolforseveralsafety,nationalsecurityreasons.Globalisationatlargeaimstopromotetradeandbreakthesebarriers,howeverindoingsoacountrycangetsubjecttounwantedthreats.Thereforeinawiderperspective,JanAartScholte(2002)claimsandmodernresearchesasuchas Dr.NayefR.F.(2006),LarryRay(2007),JimSheffieldetal(2013)andUsmanRiazMiretal.(2014)agreethatthenatureofthewordglobalisationisrelativeandhasnodefinitedefinitionbutitdefinitionsiscontextualtothesituationthatthewordisappliedat. 1.2.RationalefortheResearchGlobalizationhasfacilitatedtheevolutionofmarketinganditimpactsthestrategiesusedbycorporations.Imperatively,marketingstrategiesarestarteddomesticallyinthecentralofficesofafirmandthereaftershiftinternationalbyextension.Subsequenttogoinginternational,thecompaniesareforcedtoaltertheirmarketingmixandadapttomultinationalstrategies.Inaddition,theglobalmarketscanbeopportunisticbutatthesametimelargelyunpredictable.Thisnecessitateswell-thoughtoutstrategies.Thisisforthereasonthatwhenmarketingglobally,thecompanyincreasesthenumberofplayersintothemix.Inthisregard,theinferenceofglobalmarketingisthatthesestrategiesmustprovideforsusceptibleinternationalmarketsandalsobeatparwithacquisitionandlogicalprospectsthatimpactthemarketingmix(Hosmer,2018).Globalizationhasalsofacilitatedthediffusionandadoptionoftechnologyacrossborders.Thishasimpactedmarketingstrategiesasithasforcedcompaniestoincorporatetechnologicalaspectssuchassocialmediachannelsand\"omni-channels\"intotheirmarketingstrategies.Cook(2014)outlinesthatthepresent-dayconsumershaveaccessibilitytoamoreextensiverangeoftechnologiescomparedtogenerationsinthepast,withnumerousconsumersegmentshavingbeingbroughtupwithorlargelyswayedbytechnology.Changinglifestylesimplythat\"consumersinthecontemporary\"wishtoconductthepurchasingprocessataperiodandtimethatissuitabletotheirindividualneeds,utilizingtechnologythattheyactuallyhave.Furthermore,thisisaneffectivestrategyforthereasonthatresearchalsodemonstratesthat,inaneventthattheseconsumersegmentsarecompletelyengagedbymeansofonlineandsocialmediachannels,theycanendupbeingveryloyalconsumers.Cook(2014)delineatesthatbehaviourally,theseconsumersegmentsinsistonhavingasuitableandgratifyingsettinginwhichtoconductproductresearchataplaceandtimethatissuitabletothem.1.3.SignificanceofTopicAsitcanbeseenabove,theapplicationofglobalizationinmarketingisinfluencedbyvariousfactorsnotlimitedtodigitaltechnology,culture,internationalplatformandtrade.Hence,sinceglobalisationevolvesbyitnaturewithtime,itissignificanttounderstanditsmethodofchange.Thus,thisstudylaysaspecificemphasisontheeventsofthe20thcenturyasitsobjectivesistounderstandthenatureofhowglobalisationevolvesandtounderstandhowglobalisationdriveschangesinmarketingforRedbullinordertounderstandthenatureofevolutionofglobalisationandthusadaptationofmarketingasaresponsetotheevolutionofglobalisation.1.4.AimofStudyThisresearchisaimedatexploringtheextenttowhichglobalisationhasimpactedthecoremarketingprinciplesofRedBullwithregardstothechangeoftime,technology,socio–culturalinterconnectednessleadingtoanoverallevolutionofglobalisationacrosstimefromthe20thcenturytothe21stcenturyandasaresult,whichcouldleadtoachangeintheeffectivenessoftheproductandpromotionalstrategiesasaresponsetocustomerexpectationadoptedbyRedBullwithfutureprospect.1.5.ResearchObjectives1.ToCriticallyanalyseknowledgeondifferentmarketingstrategiesinresponsetoglobalizationbyreviewingrelevantacademicliterature.2.Tocriticallyexploretheextenttowhichglobalisationhaschangedsincethe20thcenturywithregardstoRedBull.3.TocriticallyevaluatethebenefitsanddrawbacksofglobalisationonRedBull\'scoremarketingprinciples.4.TounderstandthelinkbetweentheevolutionofglobalisationbetweenfundamentalprinciplesofmarketingadoptedbyRedBull.5.TodiscoveroptimumwaysinwhichRedBullcanadapttoglobalscenariosviamodificationofexistingmarketingstrategieswithanemphasisoncustomerexpectations.1.6.ResearchQuestions1.Howdoesevolutionofglobalisationsincethe20thcenturyimpactandevolvetheefficiencyofcoremarketingprinciplesofRedBull?2.Howdoesunderstandingthepasttrendsandthenatureofevolutionofglobalisationsincethe20thcenturypredictrelevantfutureprospectswithregardstopromotionalstrategiesforRedBull?3.Howhasglobalisationdrivenachangeincustomerexpectationinthesoftdrinkindustry?4.Whattrendssincethe20thcenturycausedduetoglobalisationhasnegativelyimpactedtheproductandbrandRedBull?5.HowhasRedBullovercomeanyobstaclescausedviaglobalisationwithregardstocustomerexpectationssincethe20thcentury?1.7.ResearchOutlineThisresearchisaimedatexploringtheextenttowhichglobalisationhasimpactedthecoremarketingprinciplesofRedBullwithregardstothechangeoftime,technology,socio–culturalinterconnectednessleadingtoanoverallevolutionofglobalisationacrosstimefromthe20thcenturytothe21stcenturyandasaresult,whichcouldleadtoachangeintheeffectivenessoftheproductandpromotionalstrategiesasaresponsetocustomerexpectationadoptedbyRedBullwithfutureprospect.Todothisthereportsstartswitharesearchproposalthatoutlinesadetailedplan.Thisplaninducesaims,objectives,reasonsforchoosingtheresearchproject,literaturesourcessearched,Ganttcharttoshowactivitiesandtimescales,philosophicalstandpointoftheresearcherwithapragmaticapproach,methodologiesofconductingprimaryresearchandresearchethicsapprovalform.TheresearchthendemonstratesaCriticalLiteratureReviewthatentailstheintroductionofliteratureintermsofhistoryofglobalisationthenitmovesontoassesstheevolutionofglobalisation.Lastlytoaddresstheresearchquestionmoreclearly,theliteraturereviewdiscussestheimpactofglobalisationonmarketingandmarketingstrategies.Nexttheresearchproceedstocollectprimarydatausingaquestionnaire.Usingthedatacollectedfromthequestionnaire,asemistructuredinterviewformatwasconstructedtointerviewamarketingprofessional.AfterthistheresearchadoptsatimelinefromasecondarysourceasanextensionofCriticalLiteratureReviewandcriticallyanalysesthemarketingstrategiesofRedBullsincethe20thcenturyusingquantitativedatacollectedfromquestionnaireandqualitativedatacollectedfrominterview.Indoingsotheresearchwasabletoprovideananswertotheaforementionedresearchquestion,simultaneouslyprovidingrecommendationsforRedBull.Lastlythisreportconductsareflectioninordertoaccountforanybiasesandresearcherreflexivitysothatthisreportbecomesmorereliable.2.0.LiteratureReview2.1.IntroductionofliteratureGlobalizationhascausedremarkablechangestobusinesspracticesallovertheworld.Globalizationconsidersthepracticeofincreasingsocialandculturalinterconnectedness,politicalautonomy,inadditiontoeconomic,financialandmarketassimilationsthataresteeredbyprogressionsincommunicationandtransportationknow-howsandtradeliberalization(Orozco,2002).Inturn,globalizationhasledtomajorchangesinbusinessconductandmarketingactivitiesincompaniesacrosstheglobe.Moreover,thesechangeshavegivenrisetoimpactsinmarketingactivitiesandmarketingstrategiesoffirmsacrosstheglobe(MannandGotz,2006).Althoughtheliteraturecitedabovehavebeenwrittenbynotmorethantwoauthorswhichsuggeststhattherecouldhavebeenpossibleerrorswhenaccountingforresearcherreflexivity,thebookwaseditedandpublishedbyareliablesourcecalled\"Greenwoodpublishinggroup\".Whilethecontentswithinthisbookmaybehistoricasitwaswrittenbeforethepastdecade,itisessentialtounderstandtheprehistoricsettinginordertoapplytheconceptofglobalisationinthecontemporarysettingwithmoderndefinitionsasfollows.Inthepresent-daysetting,thenotionofglobalizationhascometobeoneofthemostsignificantonesimpacttheoperationsofnumerousorganizationsacrosstheworld.Thetransformationstakingplaceinthesociety,encompassingthealterationsintermsoftechnologyandcommunicationhavegivenrisetothemodificationofbusinessandmarketingpracticesandstrategies,withtheobjectiveofdealingwithsuchchanges(PrideandFerrell,2016).The7theditionofthisbookwasusedwhichsuggeststhissourceisfairlyrelevantandstrivestostayuptodate.Manyconceptswithinthisliteratureseemstobeanimprovementoftheprehistoricliterature.Sincenoindependentresearcheswithinthebookwascited,andowingtothereasonthatthebooktakesacomprehensiveapproachasthebookcitesover500sourcesofliterature,theinferencesmadefromthisbookcouldbegeneralisedinthecontemporarysetting.Furthermore,thisliteraturecouldbearguedasaveryrelevantsourceinacademiabecauseitwaspublishedbyCengageLearningwhohasoperatesin20differentcountriesprovidingeducationalcontent.Bearingthisinmind,multinationalcompaniesincessantlydevelopandenhancetheirmarketingprogramsandinitiativestomeetthestandardsofconsumersandprovidethemwithsatisfactoryproductsandserversacrossnationalboundaries(Dibbetal.,2005).Sincethisliteratureiswrittenby4authors,itconsidersabalancedapproachasitaccountsforpossiblebiases,reflexivityviapeerreview.Thisimprovesthecredibilityofthissource.Althoughthisisarelativelyoldpieceofwork,thisliteratureisknowntohavebeencitedinover1000articles(googlescholar.com,2019,non-paginated)whichsuggeststhatthissourceisreliableaswell.Pagenumber850fromthisliteratureconsiderstotakeaglobalapproachasitcitesmultipleresearches,improvingthegeneralisability.Furthermore,thereareseveraleditionsofthesameliteraturethatwerereleasedafterthisbook,howeverforthepurposeofthisassignment,the5theditionhadthemostaccesscomparatively.2.2.EvolutionofglobalisationGlobalizationconsiderstheincreasinglyassociationsofculture,persons,andeconomicactivity.Asawhole,itencompassestheinternationaldistributionoftheproductionofgoodsandservicesbymeansofreducingoreradicatingbarrierstointernationaltradesuchasimportquotas,tariffsaswellasimportquotas(Fischer,2003).Thisreviewamalgamatesisanamalgamationofapersonallongitudinalstudyandreviewofmultipleresearches.Theliteratureoftenuseswordssuchas\"I\"and\"me\"thatportraysabiasedapproachtoassessingglobalisation.Furthermore,thisworkwasnotpeerreviewednoreditedwhichsuggeststhatthissourcelackscredibility.However,thereviewerusesbothquantitativeandqualitativedatatodrawoutmeaningfulconclusion.Therefore,thisresearcherhasapragmaticapproachwhichimprovesthereliabilityofthereview.Sincemostofthepersonalclaimsmadebytheresearcherisbackedupwithanempiricalresearchthattravelsacrossthetimelinesofthe19thcentury,thisreviewcondensestheevolutionofglobalisationinacompactmannerandhencewasusedforthepurposeofthisreport,ignoringthefactthatitwaswrittenin2003.Theevolutionofglobalizationislinkedtothemodernerathatisdeemedtobeitsfoundation.Inthisepoch,extensivedevelopmenttookplaceinthefieldofinfrastructureandconnectivity.Thishasresultedtoprogressivelymoreinteractionbetweencountriesandsharingofnotionsandideasandculture(Gander,2017,Pg:168).Thisisamodernsourcewhichmakestheconclusionsuptodatewiththecontemporarysettingastheliteratureconsidersthescenarioinaneversochangingenvironment.However,thechapterusedhadonlycitedasinglesourcefromtheinstitutefordevelopmentandinternationalrelations.Whilethecitedsourcecanbeasareliablesource,theconclusionsaremadefromasinglepointofviewwhichcoulddecreasethecredibilityoftheworkhoweverthepublisher,\"TaylorandFrancisGroup\"isknownforpublishing\"qualitypeer–reviewedjournals\"(taylorandfrancis.com,2019,non–paginated)whichjustifiesthecredibilityoftheliterature.Theindustrialrevolutionduringthe19thcenturywasakeyepochintheevolutionofglobalization.Imperatively,owingtotheindustrialrevolution,therewasamajorriseinthequalityandquantityoftheproducts.Thisresultedingreaterexportsandenhancedtradeandbusinessassociations(Ferreira,PessoaandDosSantos,2013).Thisresearchisfairlymodernandcanbeappliedtothecontemporarysetting.Theresearchmethodologyusesqualitativedata.Theresearchershenceuseapositivistapproach.Although,itisverydifficultforapositivisttoexplainsocialphenomenasuchasglobalisationasitisnotoriouslyhardtomouldtheconceptofglobalisationintonumbers.However,inthiscasetheresearcherswereabletosuccessfullyestablishsolid\"t\"valuesanddevisecertainformulathereonthatdirectlyprovestheclaimthattheresearchersmadeasapositivistapproachestablishesacauseandeffectrelationship.Inthiscasethecausewasglobalisationandtheeffectweretrade.Thisresearchcouldbereplicatedunderthesameconditionsandthereforeisgeneralisable.Theresearchisreliableasitcitesover30relevantsources.Thesourceiscrediblebecauseitusesapositivistapproach.Theperiodofpre-globalizationperchancecametoaculminationsubsequenttotheFirstWorldWar.Inamodernperspective,globalizationcameintomanifestationaftertheSecondWorldWar.Akeyaspectthatbroughtthisaboutistheobjectiveofleadersoftheworldtobreakdownthedifferentbordersforcultivatingtradeassociationsbetweencountries.Furthermore,itwasatthisparticularpointintimethatnumerousothernationsattainedtheirindependenceandbegunhavingtheirowneconomicsystemsandinstitutedtraderelationswiththerestoftheglobe(Horowitz,2004).Althoughthisliteratureisanoldsourceandcouldbedeemedoutofdate,thisresearchonlycommentsaboutworldwaronewhichwasaprehistoriceventandthereforerelevantinthiscontext.Thejournalusesconstructivismasitusesqualitativedata.However,whilethisinterpretivistapproachdoesnotestablishacauseandeffectrelationship,itcriticallyexaminestheWW1inmuchgreaterdetailandincontexttoglobalisation.Furthermore,thisjournalcitesover60crediblesourcesthatbacksupalltheclaimswhichimprovesthecredibilityoftheresearch.Thisresearchispublishedbysagepublicationwhichisareliablepublication,however,thecontentswithinthisresearchcanneverbereplicatedasWW1wasaneventthatwillneverrepeatandthereforenocommentscanbemaderegardingthegeneralisabilityofthisresearch.Globalizationinthe21stcenturyhasfacilitatedacontemporaryformofglobalizationhelpedbythespeedandscopeofglobalassimilationemanatingfromunparalleledadvancementsandreductioninthecostoftechnology,communications,science,industryandtransportation.Inthepresentday,marketshavegrowntobemoreintertwinedandtheprocesshasbeenmademoreefficaciousbytheabilitytocreateproductswhoseconstituentsaremanufacturedinvariouslocationsacrosstheglobe(McLellan,2005).Furthermore,thecapabilitytomoveinformationandproductsinasimplemannerandcost-effectivelyfromonenationtoanotherandlocatethemanufacturingprocesswherelabourandworkpracticesarelesscostlyhastransformedtheproductionpatternandconsumptionaswell.Globalizationinthe21stcenturyisembodiedbyenhancedtechnologyintransportationandtelecommunications,thegrownofmultinationalcorporationsandthemovementofpeopleandcapital(NederveenPieterse,2012).Thissourceisapeerreviewedjournalwhichsuggeststhattheresearcherhasaccountedforalltheirbiasesandtakenthatintoconsiderationbeforemakinganyrecommendationswhichmakesthispaperreliable.ThisliteraturewaspublishedbyWileyPublicationwhichhasbeenestablishedabout200yearsagohencemakingthisliteraturecredible.Lastlytheresearchersuseapragmaticapproachasitamalgamatespositivismtoestablishcauseandeffectrelationshipandinterpretivismtojustifymeaningfulconclusionsdrawnfromquantitativedataandotherliteraturesaccordingly.This,toacertainextent,improvesthegeneralisabilityofthisresearchasthequantitativepartofthisresearchcanbereplicated.2.3.ImpactofglobalisationonMarketingandMarketingStrategies.Globalizationhasincreasedradicallyinthe21stcentury.Oneofthemajorimpactsofglobalizationisthatcompanieshavebeenabletoexpandtheirbusinessoperationsbeyondlocalbordersintheendeavourfornewconsumers,greaterrevenuesandnewsourcesofcapital.Globalizationinthebusinessrealmsignificantlyimpactsacompany\'smarketingespeciallyitsadvertisingstrategiesandthemannerinwhichmessagesareconveyedordeliveredtoconsumers(KotabeandHelsen,2014).Globalizationlargelyaffectsmarketingintermsoftheinvestmentnecessitated.Tobeginwith,companieshavetoincuradditionalcostsintheproductionofadvertisementsinnumerousnations.Secondly,theacquisitionofbothadvertisingtimesandspacesforadsforproductsandservicesinnumerousnationshasbecomecostly.Furthermore,internationaladvertisingisprogressivelymoredifficult,necessitatesmoretimeanddeterminationinmarketingstrategy,whichiscostly(LeeandCarter,2011).Thebookscitedabovearefairlyrecentandrelevanttothecontemporarymarketingpractises.Moreover,boththeliteraturehavebeeneditedandpublishedbytrustworthypublisherswhichsuggeststhattheliteratureiscredible.Thecontentswithinthisliteratureamalgamatesamixedmethodastheauthorsquoteamultitudeofindependentstudiesthatareboth:quantitativeandqualitativetojustifypointsthattheymake.Additionally,boththebookshave2authorswhichsuggeststhattheliteratureisnotfromasinglepointofviewwhichadvocatesthatthisliteratureisreliable.Overallwithinthisliterature,theauthorshaveexploredglobalisationandmarketinginseveraldiversedemographicssuchasHongkong,Singapore,USA,India,China,UK,Spain,etcwhichmakestherecommendationsgeneralisable.Globalizationhasasignificantimpactoninternationalmarketingactivities,owingtothereasonthatitenforcesfirmstomaketheirmarketingactivitiesconsiderablymoreculturallydiverseandefficacious.Basically,globalizationisimpellingfirmstomarkettheirproductsandservicestointernationalconsumersinawiderangeofvariouslanguagesinadditiontocontextsthatrespecttheculturalbeliefsoftheconsumers.Severalinstancesofinformationfauxpashascomeaboutwhenmessagesinadvertisementsendupgettinglostintranslation(Kokemuller,2018).Thisisthereasonastowhycorporationsmoreoftenthannotutilizelocalpeopleineverymarketwhospeakandunderstandthelanguage.Imperatively,toswayconsumerswithadvertising,itisimperativetobeknowledgeableofthecultureandvaluesinherentinaspecificmarket.Therefore,asglobalizationhasmadeitpossibleforcompaniestoexpandtheirbusinesses,ithasalsoforcedthemtoensuretheirmarketingactivitiesandstrategiesarerespectfuloftheculturesandproperlyunderstoodbytheconsumers(Kokemuller,2018).Thissourceisaverymodernsourceandcanbewidelyappliedtothecontemporarybusinesssetting.Althoughitispublishedinawebsitewhichcouldpotentiallydamagethereliabilityoftheinformation,theauthorofthissourceisNeilKokemullerwhoisknowntohavepublishedabookandwhoisawell-respectedcontentmediadeveloperwhichimprovesthecredibilityoftheinformation.However,thesourcefailstociteliteraturetobackuptheclaimsmade.Furthermore,thesourceisfromasinglepointofviewandhasnotundergoneanysortofeditorpeerreview.Thisdowngradesthevalidityofthesourceandshownacertainunaccountedbias.However,thesourcewasusedasitfitswellwiththepointthatisbeingmadeanditconnectscertaingaps.Numerousorganizationsandbenefitshavebenefitedfromglobalizationduetothefactthattheyareabletotakepartinandlayemphasisoninternationalmarketing.Thisisinlinewiththeaspirationforgreatersales,revenues,profitsandacknowledgmentfromconsumers.Inaddition,internationalmarketingfacilitatesbusinessprospectsfortheseorganizationsforfurtherdevelopmentandenhancement,intermsoftheirstrategies,productsandservices(Lamb,HairandMcDaniel,2011).Throughglobalization,firmsgainaccessibilitytointernationalmarketsthatoffermassivebusinessprospectsforcompanieswithaproductorservicethatislargelyindemand.Therefore,throughmarketing,companiesareforcedtogaininformationandbecomeproficientinculturaladaptation,newnessandbeingsuitableandapplytherightmarketingstrategies.Theliteraturecitedaboveisinbetweenmoderatelynewandold.However,itscontentsarestillapplicabletothecontemporarybusinesssetting.AlthoughthesourcementionsseveralkeyclassicstudiessuchasMaslow\'sPyramidandconsumerbehaviourmodel,itdoesnotcitesufficientsourcestojustifyalltheclaimsmadewhichsuggeststhatthesourceisfairlyreliable.However,thereare3authorswhichrecommendsthattheworkisnotfromasinglepointofview.FurthermorethisbookhasbeenpublishedbyCengageLearning(asdiscussedabove)whichimprovesthecredibilityofthesource.Inadditiontothis,sincetheauthorstoclassicalstudiesthatcouldbegeneralisedasafoundationtotheclaimsmade,itcouldbestatedthatthisliteratureisoverallgeneralisable.Globalizationhassignificantlyimpactedmarketingstrategiesemployedbycompaniesacrosstheglobe.Thedevelopmentandimplementationofamarketingstrategyisahugeundertakingforglobalcorporations.Akeystrategicpredicamentiswhethertoutilizeaninternational,universalcommunicationapproachortopersonalizeotailormarketadvertisingtoeveryindividualmarket.Progressivelymorecompaniesutilizeamulti-domesticorglobalapproachsinceasmallnumberofproductshaveactuallyuniversaluseandmessagecontext.Globalizationalsoimpactsmarketingpracticesintermsofbranding.Thisistheutilizationofpromotionstoportrayapictureforthefirmandtheproducts.Globalizationimpelscorporationstomakeadecisionastowhetheritissensibletocreateaconsistentinternationalbrand,ortodevelopvariousbrandimagesforeverynation(AgarwalandWu,2018).Thebookcitedaboveisveryrecentwhichmakesithighlyapplicabletothecontemporarymarketingpractises.Moreover,theliteraturehasbeeneditedandpublishedbyspringerpublisherswhichmakesthecontentswithinthebookcredible.Inadditiontothis,theauthorciteworkacrossamixedmethodowingtothereasonthat,withinthisliteraturetherearevastamountsofindependentstudiesthatareboth:quantitativeandqualitativetojustifyallconclusionmade.Furthermore,thebookhas2authorswhichsuggeststhattheliteratureisnotfromasinglepointofviewwhichadvocatesthatthisliteratureisreliable.Overallwithinthisliterature,theauthorshaveexploredglobalisationandmarketinginseveraldiversedemographicswhichmakesthefindingsgeneralisable.Globalizationhasfacilitatedtheevolutionofmarketingandimpactsthestrategiesusedbycorporations.Imperatively,marketingstrategiesarestarteddomesticallyinthecentralofficesofafirmandthereaftershiftinternationalbyextension,moreoftenthenotforthereasonthatthecompanydecidestoexporttheproductsorservicesrendered.Subsequenttogoinginternational,thecompaniesareforcedtoaltertheirmarketingmixesandadapttomultinationalstrategies.Inaddition,theglobalmarketscanbeopportunisticbutatthesametimelargelyunpredictable.Thisnecessitateswell-thoughtoutstrategies.Thisisforthereasonthatwhenmarketingglobally,thecompanyincreasesthenumberofplayersintothemix.Inthisregard,theinferenceofglobalmarketingisthatthesestrategiesmustprovideforsusceptibleinternationalmarketsandalsobeatparwithacquisitionandlogicalprospectsthatimpactthemarketingmix(Hosmer,2018).Thissourceisaverymodernsourceandcanbeappliedtothecurrentbusinessenvironmentateverystage.However,thisinformationwasobtainedfromawebsitewhichmeansthattheworkhasnoacademicstandards.Additionallytheworkdoesnotgothroughareviewprocess.These2factorscombineddamagesthecredibilityofthesource.Furthermorethewebsitedoesnotciteanypublishedauthorsasevidencetobackupanyoftheclaimsmadewhichdamagesthereliabilityoftheinformation.Inadditiontothis,thisliteraturecannotbegeneralisedasitdoesnotemployanyresearchmethodologyforthestatementsmade.However,thestatementsmadebyhissourcesalignswellwithmoderndaybusinesspractisesandissimilartoreliablesources.Lastly,sinceitfitswellwithinthecontextofthisreport,thesourcewasused.Globalizationhasalsofacilitatedthediffusionandadoptionoftechnologyacrossborders.Thishasimpactedmarketingstrategiesasithasforcedcompaniestoincorporatetechnologicalaspectssuchassocialmediachannelsandonmi-channelsintotheirmarketingstrategies.Cook(2014)outlinesthatthepresent-dayconsumershaveaccessibilitytoamoreextensiverangeoftechnologiescomparedtogenerationsinthepast,withnumerousconsumersegmentshavingbeingbroughtupwithorlargelyswayedbytechnology.Alteringlifestylesimplythatconsumersinthecontemporarywishtoconductthepurchasingprocessataperiodandtimethatissuitabletotheirindividualneeds,utilizingtechnologythattheyactuallyhave.Whatismore,thisisaneffectivestrategyforthereasonthatresearchalsodemonstratesthat,intheeventthattheseconsumersegmentsarecompletelyengagedbymeansofonlineandsocialmediachannels,theycanendupbeingveryloyalconsumers.Cook(2014)delineatesthatbehaviourally,theseconsumersegmentsinsistonhavingasuitableandgratifyingsettinginwhichtoconductproductresearchataplaceandtimethatissuitabletothem.Thissourceisfairlyrecentandisstillapplicabletothecontemporarybusinesssetting.Thejournalemploysamixedmethodapproachbyusingquantitativedatatoestablishcauseandeffectrelationshipandthenfollowingupbyusingqualitativedatatoapplythefindingstomarketingandglobalisation.Thispragmaticapproachissupplementedbythefactthatthisisapeerreviewedjournalwhichadvocatesthattheauthorhasaccountedfortheirbiases.Allofthiscombinedmakesthissourceveryreliable.FurthermorethisjournalwaspublishedbyIcono14whichmakestheworkverycredible.Lastly,thejournalfollowsathroughmethodology,andifreplicatedunderthesamecircumstanceswouldleadtheresearchertofindsimilarresults,makingthisliteraturegeneralisable.3.0.ResearchMethodology3.1.PhilosophicalStandpointSaunders,Lewis,andThornhill(2009)defineresearchphilosophyasknowledgedevelopmentandthenatureoftheknowledge.Researchphilosophyisarepresentationoftheresearcher\'simplicitorexplicitphilosophicalassumptionsaboutthenatureoftheworld,whichBurrellandMorgan(1979)notethattheassumptionsguidetheobjectivityofresearch.Theobjectivityofresearch.Thephilosophicalassumptionaboutresearchincludesontologicalassumptions,epistemologicalperspective,andmethodologicalperspective(BurrellandMorgan1979).3.1.1.OntologyAccordingtoSaunders,Lewis,andThornhill(2009),ontologyisthestudyofrealityandenablesdifferentiationofperceptionandreality.Ontologicalassumptionsshapetheresearcher\'sviewoftheresearchobjectsandentailtwocontrastingviews,objectivismandsubjectivismofreality.Theobjectivismviewincorporatestheassumptionsofnaturalscienceandholdsthatthesocialworldasanaturalandconcreteworldexistingindependentofphysicalworldhumanappreciationofcognition.Ontologically,objectivismadoptsrealismimplyingthatsocialentitiesaresimilartothephysicalentitiesofthenaturalworld.Anobjectivistapproachdetachesresearchfromtheresearcher\'svaluesandholdsthatvaluescontributetobiasinfindings.Objectivistseekstouncoverthediscoveruniversallawsandfactsgoverningsocialbehavior.Incorporatingtheassumptionofhumanitiesandarts,thesubjectivismviewassertsthatsocialrealityistheproductofsocialphenomenonorchestratedbysocialactors.Ontologically,Subjectivismadoptsnominalism,implyingthatsocialrealityisconstructedthroughsocialinteraction,andsocialphenomenaareinaconstantstateofchange.Subjectivistsseektounderstandthedivergentnarrativesandopinionsofasocialphenomenon,implyingthattheresearchercannotdetachresearchfromindividualvalueswhileanalyzingdata(BurrellandMorgan(1979).Theontologicalstandpointofthisresearchisoutlinedbytherationalesection.Theontologicalstandpointiscrucialtothisresearchbecauseidentifyingitwillassisttheresearchertodistinguishtheresearchesrealityfromthesocialandsubjectivereality(Sanders.Metal2009).3.1.2.EpistemologyEpistemologyisthephilosophicalperspectiveassumptionsabouthumanknowledge(Saunders,LewisandThornhill,2009)Epistemologyconcernswhatconstitutes,validlegitimateandknowledgeacceptable,andtheapproachesofcommunicatingtheknowledge.Unliketheontologyperspectivethatseekstouncovertheknowledge,theepistemologyperspectivereferstothehowofacquiringtheknowledge.Therearetwocontrastingepistemologyperspective;positivismandinterpretivism.Apositivismapproachholdstheviewthatsocialphenomenacanbestudiedasfactsbyestablishingrelationshipsandregularities.Apositivistapproachentailsgainingnewinsightsandknowledgebydevelopingpredictiontoolsandtestinghypothesesthatwouldthenevolveintoatheoryandgeneralizationofresults.Acentraltenetofpositivismisthatresearchersundertakeanobjectiveanalysisandscientificperspectivewhenobservingsocialbehavior.Interpretivist/constructivistperspective,ontheotherhand,perceivestheworldasawidersocialsystemthatisconstructed,interpreted,andexperiencedbythesocialactors.Unlikethepositivistperspectivethatseekstogeneralizeaphenomenontothepopulation,theinterpretiveperspectiveseekstounderstandaparticularphenomenon.Henceit\'sunobtrusive,non-manipulative,ornon-controllingreal-worldsituations(BurrellandMorgan1979).Itistheresearchesviewregardingwhatconstitutesandfitsinasacceptableknowledge(IBID).Theepistemologicalstandpointofthisresearchacknowledgesthattherehasbeenadrasticevolutionofglobalisationsincethe20thcenturybecausetheGlobalizationconsiderstheincreasinglyassociationsofculture,persons,andeconomicactivity.Asawhole,itencompassestheinternationaldistributionoftheproductionofgoodsandservicesbymeansofreducingoreradicatingbarrierstointernationaltradesuchasimportquotas,tariffsaswellasimportquotas(Fischer,2003).Globalizationinthe21stcenturyisembodiedbyenhancedtechnologyintransportationandtelecommunications,thegrownofmultinationalcorporationsandthemovementofpeopleandcapital(NederveenPieterse,2012).Identifyingtheepistemologyallowstheresearchertothetruefromthefalseandhenceaccountsforpossiblebiases,conductingreflexivityandimprovethereliabilityofthereport.3.1.3.ResearchParadigmTheresearchparadigmenablesclarityintheinquirystructureandthemethodologychoice.ThevariousparadigmsdiscussedinthecontextofbusinessliteratureareRealistandPragmatism,positivism,interpretivism/constructivismApositivismparadigmassertsthatthereexistsasingletruthaboutasocialphenomenonandthatsocialrealityisobjectiveandexternal.Positivistsadoptquantitativeresearchmethods,andbyusingamplesamplesize,theygeneralizetheiroutcometothepopulation.Theunderlyingapproachofpositivismisestablishingcausalrelationshipsinresearchandadoptingthefundamentallaws.Apositivistperspectivecallsforobjectiveasopposedtosubjectiveresearchmethods(Saunders,LewisandThornhill,2009).Aninterpretivism/constructivistperspectiveassertsrealityissociallyconstructed,andtheresearcher,researchobjects,ormethodsareinterlinked.Theinterpretivismapproachimpliesthattheprocessofresearchisvalue-ladenandreflectsthebackground,skills,values,beliefs,andinterestsoftheresearcher.Interpretivistadoptsqualitativeresearchmethodsandaimsatdevelopingtheoriesasopposedtoresultinggeneralization.Theinterpretivepositthatsocialphenomenaareinconstantrevision,henceestablishingacausal-effectrelationshipispointlessanditsvalue-addingtounderstandasocialphenomenonintheircontextualsettings.Giventhatit\'simpossibletodisaggregatetheresearcher\'svaluesandbeliefsfromtheresearch,removingbiasandscientificobjectivityisimpossible.Theprincipleunderlyingtherealismperspectiveisthatthereisnoperfectioninscientificmethodsimplyingtheneedforanopenmind,adoptionofnewdifferentmethodswhileundertakingresearch(Saunders,LewisandThornhill,2009).Accordingtorealists,thereexistsnofixedcausalimpactofsocialeventsduetotheirfragilityinnature,callingforcontextualsettingsofobservedsocialphenomenon.Therealistresearcherholdsthepositionthatthereexistnomoderatingfactorsthatinfluencetherelationshipsofsocialevents.Realismfocusesonunderstandingandexplainingsocialphenomenonasopposedtoprediction.Therealistapproach,therefore,resultsinmultipleinterpretationsforseveralunpredictablecontexts.Apragmatismparadigmholdstheviewthatpositivismandinterpretivismarebothvalidphilosophicalassumptions.Hencearesearchercanadoptoneorbothapproacheswhileexploringasocialphenomenon.Pragmatismarguesthatrealdecisionsaremadeinthecontextofpracticaluncertainty.Apragmatistpositionexplorestheories,ideas,concepts,hypothesis,andresearchfindingsasinstrumentsofactionsorthoughtsinspecificApragmatismperspectiveadvocatesfortheuseofamethodormethodsthatallowforreliable,credibleandrelevantdatatobecollectedtoinformresearch(KelemenandRumens2008).Pragmatismisanapproachthatamalgamatesinterpretivismandpositivisminordertobestanswertheresearchquestion(Sanders.Metal2009).Forthisreason,thisresearchusesapragmaticapproachsinceitcollectsbothquantitativeandqualitativedataacrossprimaryandsecondaryresearchesasoutlinedbelow.3.2.ResearchMethod:MixedThisresearchusedamixedmethodapproach. Themethodologyincludedcollecting,analyzingandintegratingquantitativeandqualitativedataacrossresearch.Hencethisresearchusedapragmaticapproachasit   amalgamatesinterpretivismandpositivisminordertobestanswertheresearchquestion(Sanders.Metal2009)\"TowhatextentdoesglobalizationimpactmarketingstrategiesofRedbullsincethe20th Century?\".  Thepragmatismisexplicitlyseenthroughthemixedmethodologyoutlinedbelowasitincorporatesbothquantitativeandqualitativedataacrossprimaryresearchesdelineatedbelowandsecondaryresearchviathecriticalliteraturereview.Thepragmaticapproachwasusedinsteadofapositivistoraninterpretivistapproachbecauseitwellinhandwiththemixedmethod.Furthermore,thephilosophicalstandpointsincludingtheontologyandtheepistemologyremainsthesameasmentionedintheresearchproposalbecausemostoftheprocedurewasinthesamelinesofwhatwasearlierdiscussedintheproposal. Thereasonforusingapragmaticapproachandamixedmethodisthat,theevaluationcanbeviewedfrommultipleangles.Sincetheweaknessofqualitativedataarethestrengthsofquantitativedataandviceversa,theresearcherisallowedtopresentamorecomprehensiveandbalancedargumentrelativetousingasinglemethodalone(Eaton.D,Ihuah.P,2013).Howeverapragmaticapproachismoretimeconsuming,expensive,complexJiboye(2004).Althoughapragmaticapproachcouldusemuchmoreresources,Apositivistapproachalonewouldonlydealwithnumbersandhencebecomesinflexibleinnature(Eaton.D,Ihuah.P,2013).Whereasainterpretivistapproachalonetendstoinvolvealotofemotion,bias,personalinvolvement,hencethereliabilitycanbeundermined(IBID).Thereforeapragmaticapproachcombinestheaccuracyofquantitativedataandtheecologicalvalidityofqualitativedata,allowingtheresearchtopresentabalancesargument,improvingitsoverallreliabilitywhichwillultimatelyassisttheresearchertomeettheaimsandobjectives. Theprimaryresearchcommencedwithdistributingquestionnaires(Appendix1)andthenasemistructuredinterview(Appendix2)wasconductedwithamarketingprofessionalthathasalreadydonedissertationonRedBullandmarketing.Itwasdoneinthisorderbecausetheresearchercollectedperspectivesofthegeneralpopulationwhichwasnotintheepistemologyortheontologyoftheresearcher.TheresearcherbelievedthatRedBull  (R.B.)hadathoroughcorporatesocialresponsibility(CSR)however,Respondent11(Attachedasappendix3)ofthequestionnairepointedoutthatR.B.hashadanissueinthepastwiththeirslogan\"RedBullgivesyouwings\"andthenusingthisnewinformationobtained,theresearchmovedtocollectingandcollatingsecondarydataabout\"thesloganissue\"(Quotedbyrespondent11onpage5)asoutlinedonAppendix4.Thissecondarydata(Appendix4)wasshowntotheintervieweeduringthesemistructuredinterviewasoutlinedonquestion\"Whatareyourcommentsonthis?\".Theword\"this\"referredtoAppendix4.Moreover,thequestionnairehadone-wordanswersandmultiple-choicequestionsonsections\"Globalisation\"and\"RedBull\"thiswasaneffectivewaytoreceivethemajoritarianviewsonthesesubjects,howeverthesequestionwererepeatedindetailduringthesemistructuredinterviewtogetanin-depthanalysisandtoverifyiftherewasadifferenceofopinion.Therefore,thesequenceofconductingathequestionnaireatthebeggingandthenmovingontotheinterviewcouldbejustified,sinceaquestionnaireinthiscasegaveabroadperspectiveofmattersregardingglobalisationinaquantitativeformandthevalidityofthisinformationwasscrutinisedbyconductingaqualitativedatacollectionmethodviathesemistructuredinterviewasitrepeatsquestionfromthequestionnairebyadding\"Towhatextent\"inordertocollectrichdataforthepurposeofthisresearch.Theprimaryresearchmethodsareasfollows; 3.3.DataCollectionMethodsTheinternationalmarketingresearchprocessframeworkentailssettingtheresearchobjective,developingtheresearchdesign,datacollection,anddataanalysis(Omalaja,Eruola,andCollege,2011).Asystematicanalysisofliteratureonmarketingstrategiesby(Omalaja,Eruola,andCollege,2011)identifiedsurveysasthepopularmodelofdatacollectionmethodsinmarketingliterate.Othermethodsofdatacollectionidentifiedthroughthemeta-analysisincludesecondarydataanalysis,casestudies,contentanalysis,experimentandmodeling,andinterviews.3.3.1.QuestionnaireTheprimarydatacollectiontooladoptedforthisstudywasaquestionnaire.Usingaquestionnaire,theresearchersavedtimeandthedatawaseasytoprocess(Le.ac.uk,2018,nonpaginated).However,owingtothereasonthataquestionnaireisnotflexibleinnature,acomprehensiveunderstandingcouldnotbemade(IBID).Thisisshowninthisquestionnaireasmostoftheanswersareinamultiplechoiceformat.Althoughtheanswersarequantifiable,everysamplehadauniquebackground,andaquestionnairedoesnotaccountfortheimpactofbiastotheanswer(IBID).Thiswasexplicitlyseenastheparticipantsrangedwerefrom6differentnationalities.Therecouldhavebeenalotofculturalandsocialimplicationsthatimpactedthereliabilityoftheansweraswell(Bandura,2018andBartlett1932).Owingtothis,althoughaquestionnairecansometimeslackvalidityasthereisnoaccuratewaytomeasureitsreliability,aquestionnairecanbereplicatedbyanyone,withlimitedaffecttoitsreliability(Le.ac.uk,2018,nonpaginated).Although,thesamplesizewasonly20whichisarelativelysmallsamplesizeforaresearchproject,therespondentswerefromdifferentnationalitieswhichdirectlyrelatestoglobalisationasitwouldgivetheresponsesfromthequestionnaireamorecomprehensiveglobalapproach,whichisindirectlinewithansweringtheresearchquestion.Howevertherewaspossibleriskofparticipantsmisunderstandingthequestionandansweringitoutofcontext(IBID).Onesuchexamplewasthattheparticipantswereconfusedwiththequestion\"Rankinorderofpreference.(1-5,5beingthehighestpreferencerating,and1beingtheleast)\"attachedinAppendix5.Thiswasconfusingfortheparticipantsbecausenormallyranking1stisperceivedthebestand5istheleast.Also,inadditiontothistheparticipantsgotevenmoreconfusedwhentheywerenotallowedtoselect2brandsinthesamerank.Thispartwasnotmadecleartotheparticipants.Howeveraquestionnairecanbeanalysedmorescientificallyandobjectivelythanotherformsofresearchsuchasfocusgroupsandobservation(Le.ac.uk,2018,nonpaginated).Howeverthisquestionnairehadaminuteerrorforthefirst13respondentsbecauseforthesection\"Atanaverage,forthepast5years,howmanycansofRedBullsdidyoubuy/consume?\"Theoptionsthatwasinitiallyputingoogleformswasonlyfortheyears2015,2016and2019asattachedinAppendix6.Theresearchermissedouttoputintheyears2017and2018.Although,theresearcherthenmadetheeditandaddedthese2yearsonlyafter13responses,itwouldnotcruciallyimpactthefindingsbecauseonlytherelativepercentageswouldbetakenforanalysisanddiscussion(forfurtheranalysisrefertoAppendix9).Itisthereforerelativelyeasierfortheresearchertocorrectamistakeinaquestionnaireasopposedtoothermethodsofdatacollectionhenceitcouldbejustifiesthatquestionnairewasanappropriatemeansofdatacollectionforthisproject.Atapush,since  thedrawbacksofquestionnaireincludestheinabilityoftheresearchertogatherrichdata(Le.ac.uk,2018,nonpaginated),thisresearchwascomplementedwithasemistructuredinterview.3.3.2.Semi–StructuredInterview InterviewaprofessionalthathasalreadydoneadissertationonR.B.andmarketing.Theinterviewwassemistructured.Doingasemistructuredinterviewallowedtheinterviewertobe preparedandappearcompetentduringtheinterviewwhileallowingtheintervieweethefreedomtoexpresstheirviewsintheirownterms (StefanieKellerandKatharinaConradin,2018,nonpaginated).Sincetheparticipantwasanexpertonthistopic,therearehighchancesthattheintervieweeismoreknowledgablethantheresearcherinthisarea.Therefore,theintervieweeneedstobegiventhefreedomofexpressionwhilsttheresearchershouldjustguideandmoderatethediscussion.However,inordertomakegeneralconclusion,manynumberofpeoplehavetobeinterviewed.Thiscanbetimeconsumingandresourceintensive(IBID).Thiswaspreciselythereasonwhyaquestionnairewasdone.Sincetheinterviewandquestionnairecomplimenteachother,andatsomepointshavevariousdifferencesthisresearchencompassesamixedmethodapproachwithajustifiedrationale.Oneofthosenotabledifferencewasaflawintheprepoftheinterviewquestions.Thepreparationmustbecarefullyplannedtonotmakethequestionsprescriptiveorleading(IBID).Thisrequiresacertainamountofskill.Appendix7showstheresearchersnotesduringtheinterview.Althoughinsomepartsthequestionswereperceivedtobeleading,itcanbejustifiedduetothefactthatthein-depthdiscussionwentoutofcontextatcertainpointsoftime.Furthermore,theprescriptiveformatofthissemistructuredinterviewwasdeemedtobeineffectivetowardstheendoftheinterviewbecausetheintervieweestatesthatthedissertation\"doesnotcoverCSR\"andthat\"Iwouldliketoresearchmoreaboutthat\"sotheentireaspectonCSRdiscussionoutlinedontheinterviewquestionswasjustbasedonpersonalopinionandnotprofessionalknowledge.Althoughthesemistructuredinterviewmoreorlessstucktothebroadguidelinesofthelinesandstayedwithinthescopeofthistopic,the  participantstatedthat\"ThisiswaymoreformalthanIexpecteditto\"whichshowsthattheparticipantcouldhavebeenmademorecomfortableatthestart.Thisalsosuggeststhattheparticipantcouldhavebeenhesitantbecausetheparticipantsawtheaudiorecordingandtheresearcherwithapenandapaper.Howevertheparticipantwasguaranteedhissafetyviatheinformedconsent(Appendix8).Althoughafterthefirstminutetheparticipantseemedfineastheintervieweewasgiventheplatformtotakethediscussioninthedirectiontheintervieweewanted,whichisagainoneofthebenefitsofusingasemistructuredinterviewasitmoreorlessstucktothebroadguidelinesandstayedwithinthescopeofthistopic.Althoughtheinterviewerhasapotentialofoverorunderanalyzingthedata(StefanieKellerandKatharinaConradin,2018,nonpaginated),semistructuredinterviewscanprovidereliableandcomparablequalitativedata(IBID).Additionally,asemistructuredinterviewowingtothefactthatitconfirmswhatisalreadyknown butalsoprovidestheopportunityforlearning.Oftentheinformationobtainedfromsemi-structuredinterviewswillprovidenotjustanswers,butthereasonsfortheanswers(IBID).Thisisthereasonwhymanyquestionsfromthequestionnairewasrepeatedintheinterviewbystating\"towhatextent\"toextrapolaterichandcomprehensivedata.Lastly,theresearchusesasemistructuredinterviewsasopposedtoafocusgroupdiscussionbecause,thereisconstraintoftimeandresourcestodoboththesemethodsandsincesemistructuredinterviewscanbedirectedtoacertainextent,itisabetterfitforthisresearch. 4.0.DataPresentationandFindingsTheresultsobtainedfromthesecondarydatahasbeenprocessedandcondensedintotimelines,tables,graphsandcharts.4.1.TimelineForthepurposeofcomparingandcontrasting,thisresearchadoptsatimelinetoshowtheachievementsofRedBullsincethe20thCentury.ThisisanexplicitlinktomarketingduetothefactthatmajorityofRedBullachievementrevolvearoundmarketing.Thisisanextensiontothecriticalliteraturereview,whereinthisresearchinencompassingresultsgatheredacrosssecondarydatacollection(energydrink-uk.redbull.com,n.d.,2019,nonpaginated).Furthermore,thisresearchincorporatesatimelineinordertocoherentlyandlogicallycommunicatetheoutcomesofthesecondaryresearchtotheintendedaudience,demonstratingtomeetthefollowingsetobjectives;1.\"TocombineandcontrasttheacquiredknowledgewithpracticalexamplesfromRedBull.\"Asaforementioned.2.\"Toclassifyanddevelopinformationgatheringskills.\"Theclassificationoccursbyconstructingatimelineusingtheinformationgatheredfromsecondarysources.3.\"Todemonstratetheabilityofextrapolatingandcollatingspecificdatainrelationtotheresearchquestion.\"ThespecificdatathatiscollectedisformtheinternetandthecollationtotheresearchquestionoccursviathistimelinebecauseitdirectlyaddressthequestionofR.B.andmarketing\"sincethe20thcentury\".Thetimelineistakenfromasecondarysource(energydrink-uk.redbull.com,n.d.,2019,nonpaginated).4.2.CriticalAnalysisofTimelineusingPrimaryDataFromthetimelinethefollowingcanbestated;1.IntroducedintheAustralianmarketin1987bytheRedBullGmbHundertheleadershipofAustrianentrepreneur DietrichMateschitz,RedBullisanenergydrinkwithaworldwidepresence.AsofJuly2020,RedBullhadaBrandValueof$11.1Bemerging#69ontheForbesListofWorld\'sMostValuableBrand2020and#2015inAmerica\'sBestMidsizeEmployers20\'9.It\'stheleadingshareoftheglobalenergydrinkmarketwithaglobalreachin171countriesandanaverageof7.5billioncallssoldin2019,increasingby10.4percentcomparedto2018.Redbulldemandandmarketsharehavegrownovertheyearssinceinceptionreporting$4.8billionnetsalesin2008andrecordinga7.9percentgrowthofnetsalescomparedwith2007.WhereasintheU.S.RedBullenjoys47percentofthemarketshareofenergydrinks,itcommandsupto90percentinover100countriesworldwide.Theproducthasoverdirect100competitorsinthemarketsuchasRockStarEnergy,5-hourenergydrink,amongothers.Theredbulltargetmarketincludesyoungpeopleoftheagebracket18-35whohaveactivelifestyles,leadasocialnightlife,orenjoyextremesports.Worldwide,RedBullisapopularenergydrinkamongtopathletes,universitystudents,busyprofessionals,andtravelersonlongtrips.Therearefourredbullproductsinthemarket;RedBullEnergyDrink,RedBullZeroCalories,RedBullSugarfree,andFlavouredRedBullEditions,witheachhavingadistinguishingmotto.Redbullisdistributedmainlyionconveniencestores,grocerystores,gasstations,supercenterstoresintheU.S.(RedBull,2020).2.In1987RedBullwasnotjustcreatedasaproductbutalsoasa\"uniquemarketingconcept\"(energydrink-uk.redbull.com,n.d.,2019,nonpaginated).Thisisreinforcedduetotheevidencegatheredfromcollectingprimarydataviaconductingtheinterview(Appendix2).TheintervieweedidadissertationonmarketingandR.B.whichaimedatfindingthe\"bandwagoneffect\"onR.B.(Appendix2).WhatthismeansisthatwhetherpeoplebuyR.B.becauseofthe\"taste\"andthe\"product\"orwhether\"customersbuyR.B.\"becauseof\"trendsorbehaviours\"(IBID).ThiswasexactlytheconceptofthecreationofR.B.asexplainedbythetimeline,itshouldn\'tbeconsideredjustasanenergydrinkbutasaphenomenonoralifestyle.UnderstandingthevisionofthefounderisveryimportantforanorganisationaslargeasR.B.isbecause,withthisitcanbestatedthatuniquemarketingtoreachaglobalaudienceisoneofthefirsteverbusinessobjectivesdesignedR.B.ThisisextremelyimportantforR.B.inthefuturebecause;Only20%ofthesampleisnotinterestedinworkingforR.B.inthefuture.25%ofthesampleisdefinitethattheywanttoworkforR.B.and,themajorityofthesampleisnotsurewhethertheywanttoworkforR.B.OneofthereasonstowanttoworkforR.B.is\"Amamarketingprofessionalandwouldliketoworkwiththem\".HenceitisrecommendedtoR.B.thattheygiveconstantappraisals,andlearninganddevelopmenttotheircurrentemployees.Thesesessionsshouldfocusoncreativemarketingasmarketingisthecoreofthiscompany.SincethiswillenablepersonaldevelopmentastheemployeesreceiveanimprovedsetofskillsatmarketingandthereforepushprofessionaldevelopmentoftheorganisationastheseemployeeswillapplythesesetofskillstoboosttheproductivityofR.B.ThiswayR.B.willbemorewidelyknownforitsmarketingthanitalreadyis.OnceR.B.doesthistheywillattractmoretalentintotheirorganisationandchancesarepeoplefrom\"Maybe\"wouldchangetheiroptiontoacertain\"Yes\"whichcanassistR.B.inbecominganemployerofchoice.3.Intheyear1988,R.B.createdauniquemarketingstrategyneverdonebeforeinthehistoryofmarketing.Theyintroduced\"Dolomitenmann\"(energydrink-uk.redbull.com,n.d.,2019,nonpaginated)whichisamarketingcampaignwhichcombinedmountainrunning,paragliding,kayakingandmountainbikingatanevent.Inthisevent,fans,consumersoraudiencesofR.B.wouldcometoparticipatetoshowcasetheirsportsmanship.Thisdirectlylinkstothemottoofthecompanywhichstatesthat\"RedBullgivesyouwings\"becausetheseeventsarescaryeventsthatgivesapeopleahugerushofadrenaline.HowevertheintervieweedisputesthisbystatingthatthemottoofR.B.,whilebeingrelevantisnotahugedriveofitsmarketingcampaigns.Furthermoretheintervieweesays\"IthinkwhatR.B.doesverywelliscreatingthoseexperiences\"whichmeansthattheexperiencegainedfromaneventsuchas\"Dolomitenmann\"asawholeisthe\"creationoflifestyle\".4.Likethis,R.B.hasmanagedtocreateuniquemarketingeventsregardingathletics,freesportsandadventureduringtheyears1992,1995,1997,1999,2001,2003,2004,2005,2007,2010,2011,2012,2013,2014,2015,2016and2017.ThesecampaignshavecontributedtobuildingaglobalaudiencewhichR.B.hastoday.Thecampaignscouldbecriticallyanalysedthepiechartshownbelow;75%oftherespondentsreportedthattheywereawareofR.B.marketingcampaigns.Althoughthesmallsizewasquitesmallinnumber,itrangedacross6differentnationalities.Therefore,itcouldbesuggestedthatR.B.hasareachofaglobalaudienceviacampaignsasmentionedabove.Althoughtherespondentsseemedtoliketheideaofthesecampaigns,themajoritywouldnotliketobeapartofthesecampaigns.68%oftheparticipantsdidnotwanttobeapartofthecampaign,despitebeingawareofit.ThisisthepointofR.B.,theirmottostatesthat\"RedBullgivesyouwings\"whichsuggeststhataconsumermustdrinkR.B.forthemtoobtainasenseoffreedom(describedas\"wings\"ofabird)totrythingsonewouldneverhavedaredto.Hence,despitetheresultsfromthepiechartabove,itisrecommendedthatR.B.continuestoaggressivelypromotetheirbrandviacampaigningwithadventuresportsandcreatingeventswithuniqueexperiencesthatgivesviewersacertainadrenalinerush.5.AlthoughavastmajorityoftherespondentsagreethatGlobalisationhasledtoexploitationofworkforceonlyaminorityof10%statesthattheyareawareofsuchincidentswithR.B.RespondentNo.11(Appendix4),whoisapartoftheminoritythatthinksR.B.hascommittedmanpracticewithCSRandmarketingstatesthatR.B.hashad\"thesloganissue\".ThedetailsofthislawsuitisattachedonAppendix4.However,theintervieweestronglyobjectstoviewthisasmalpracticeoralackofCSR.ThewayR.B.means\"bygivingyouwingsisthatitgivesyouenergy.Itshouldnotbetakenliterally\".\"Therearesomanycompaniesusinglotsofwordsintheirslogan,ifyoureallyneedtoeachandeverycompanyslogan,theworldwillfindsomanymoreexampleslikethis.Andthatthisshouldnotbetakenseriously\".Theseare2differentquotationsfromtheinterview,whereinthemarketingprofessionalintervieweefeltthatthegeneralpopulationsometimesmisunderstandsthemeaningofphrasesataglobalscale.Hence,itisrecommendedthatR.B.layanimportantfocusonadaptingamoresociallyresponsible\"ethical\"approachtomarketing.R.B.candothisbyeducatingconsumershowtodisposetheircansinamorerecyclablemannerinthecampaignsthattheyhost.6.Intheyear2000,R.B.wasabletolaunchinthemiddleeast.ThewaythattheywereabletodothiswasbecausetheAladdinspotresonateswiththefamousArabicfairytaleandprovedtobetheperfectcopyfortheRedBulllaunch.ThesuccessofR.B.inthemiddleeastcouldbevalidated,takingintoconsiderationtheanswerofRespondentNo.17(attachedonAppendix11)whoisfromYemen.Thisrespondentratesthe\"marketingstrategiesofR.B.\"10/10,\"Theinfluenceofglobalisationofmarketingstrategies\"onRB10/10andHowmuchdoes\"R.B.adapttoculture\"8/10.ThissuggeststhataudiencesareverysatisfiedwiththeculturaladaptabilityofR.B.Moreovercompaniesthattendtobeglobalmustbewellequippedandculturallyawaretoenterthemarketofconservativecountriesinthemiddleeast.Thefactthatthisrespondentstated10/10for\"Howeasy/convenientisitforyoutobuyaRedBull?\"ShowsthatR.B.hasbecomeaccessibleinthemiddleeastatalargescaleaswell.7.Theyear1989R.B.pushedtheirproductrangetoaglobalaudienceviaendorsements.GerhardBergerwasaFormula1driver.ThisisexplicitlysupportedbytheresponseofRespondentNo.4(Appendix14).Theparticipantwasaskedthequestion\"WhatisitaboutRedBullyoulikethemost?\"Andtheparticipanthasrespondedstating\"Formula1\".ThisisatestimonytothefactthatconsumerssometimesconsumeR.B.notbecauseoftheproductbutduetotheseglobaleventsthattheyareapartof.UsingthismarketingstrategyR.B.wasabletoobtainaglobalaudienceasexplainedbelow.8.Likethis,R.B.hasmanagedtoobtainseveralendorsementsfromcelebritiesrangingfromathletestomoviestarsthatputsthemontopoftheglobalplatformduringtheyears-1994,1995,1998,2007,2009,2010,2011,2012,2013,2014,2015,2016and2017.ThisisanexcellentmarketingstrategybecausebecauseBandura(2018)explainsthatindividualpeerscanserveasamajorsourceofsocialinfluenceleadingonetoadoptconforminghabitsorbehaviors.Thereasonforthisisthathumansaresocialcreaturesandtheylooktootherstohelpdeveloptheirownpatternsofthought,reinforcestereotypesordevelopbehaviorsthatareacceptedandallowthemtogetalongwellwithothers.Individualscreaterelationshipswithoneanotherbutinorderforthoserelationshipstobesuccessfultherearecodesandnormsofbehaviorthatareexpectedinorderfortwopeopletoshareacommonspace.Disruptionofthosecodesornotmeetingexpectationsresultsinadestabilizationofthespace—akindofcognitivedissonancewithintherelationshipthathastobeaddressedorelsethetwoindividualswillrepeloneanother.Therefore,peoplenaturallylooktoinfluencerstomakedecisionsregardingpurchasingaproduct.TheproductisR.B.inthiscase.ThiscouldbebackedupwiththeanswerofRespondentNo.9attachedon(Appendix13).Whenasked\"HowdidyoufirsthearaboutRedBull?\",theparticipantrespondedbystatingthat\"SawafrienddrinkingRedBull\'senergydrink\".ThisclearlyshowstheinfluencethatsocietyortheenvironmentaroundusinfluencesconsumersatgloballeveltopurchaseR.B.asexplainedbyBandura(2018).HenceitisrecommendedthatR.B.continuetoadvertisewithcelebrities.ItcouldbefurtherrecommendedthatR.B.tapsintotheideaofreceivingendorsementsfromthefootballindustryasithasalargenumberoffollowingandhashadanenormousgrowthinthe21stcentury.ItcouldalsoberecommendedthatR.B.obtainsendorsementsfrompopcultureartiststopromotetheirbrandtotheyoungerdemographicinordertoincreasebrandawarenessandinturnboostsales.9.AnotherimportantstrategythatR.B.hasstrivedtomaintainwasbrandawarenesstoaglobalaudiences.Intheyear2005,R.B.isknowntohavecobrandedtheirbrandwithotherfamousbrandssuchasJaguarandBMX,Mercedesin2006.OneofthemostuniquemarketingstrategiesthatR.B.hasemployedduetoglobalisationwasin2006.HIGHER,FASTER,FURTHER.RedBullPaperWingsisauniqueeventwhereasheetofpaper,lotsofideasandsomeupperarmstrengthcanhelpyougodowninsportinghistory.The2005/6seasonsawover10,000competitorsfrom50countriestakepartin260qualificationroundsacrosstheworldwiththeaimofsoaringintothemainevent.WinnerswerecrownedinthecategoriesLongestAirtimeandLongestDistanceandAerobatics.ItisduetothesestrategiesthatR.B.benefitsfromsuchoverwhelmingbrandawarenessacrossaglobalplatform.Itwasmeasuredinthequestionnaire.100%oftherespondentshasstatedthattheyareawareofthebrandR.B.whichmeansthatglobalisationhaspositiveimpactofR.B.intermsofBrandAwareness.Allthingsconsidered,themarketingstrategiesseemtohaveplayedapivotalroleinspearheadingR.B.achievinggrowth,howevertheresultsfromthequestionnaireseemstoshowadeclineintheconsumptionofR.B.10.Withtherecentyears,therehasbeenachangeintheglobalattitudetowardsconsumptionofsoftdrinksasawhole.Graph1belowshowstheconsumptionofR.B.forthepast5years.ThemathematicalanalysisandprocedureofthegraphhasbeendoneonAppendix9.Sincethepastfewyears,therehasbeenaglobaltrendinaleadingahealthierlifestyle.Theintervieweestatesthat\"IusedtodrinkalotofRedBullbutnowIstop\"andwhenasked,thereasontothisisthat,thereisaglobalphenomenaofleadingahealthierlifestylewhichcondemns90%ofthesoftdrinkindustry.Thesestatementsareinalignmentwiththeresultsbecause,itcanbeseenthatthereisadeclineintheconsumptionofR.B.since2015.HenceitisrecommendedthatR.B.diversifyitsproductrangeintohealthiersoftdrinks,withreducedsugarandcaffeinecontents.Toanswertheresearchquestionmoreclearly,althoughthereisempiricalevidencethatglobalisationhasindefinitelyassistedR.B.inreachingaglobalaudienceviauniquemarketingstrategies,invariablyglobalisationhasalsonegativelyimpactedthesalesofR.B.duetoincreasingawarenessinconsumptionofsugarandcaffeinateddrinkssuchasR.B.Allinall,toagreatextent,globalisationpositivelyimpactsthemarketingstrategiesofR.B.sincethe20thcenturyhoweverithasalsonegativelyimpactedit.4.3.GlobalizationandRedBullMarketingStrategiesandTheme1:LiteratureReviewofMarketingStrategiesinResponsetoGlobalizationRegardingthefirm\'sresearchquestioninanalyzingthedifferentmarketingstrategiesinresponsetoglobalization,there\'revariedpotentialstreamsofliteratureonmarketingstrategiesresearch.Metanalyticliteratureanalysisby(Omalaja,Eruola,andCollege,2011)identifiesthattheliteratureonmarketingstrategiesfocusesontrendsonfirmcharacteristics,internationalmarketselection,globalization,globalbranding,globalcompetition,liberalizationpolicies,competitivepositioning,internationaldirectmarketing,customerandsupplierrelationship,andinternationalmarketingbehavior.Susan&Craig(2010)defineamarketingstrategyasastrategythatseekstodevelopcustomervaluecreationthroughtheidentificationofthetargetcustomerinterestandneedswhileintegratingthefirm\'sdistinctivecapabilitiesandskills.Susan&Craig(2010)assertthatafirm\'smarketingstrategyisbasedonupstreamanddownstreamelementsoftheproductvaluechain,suchaslogistics,design,production,andsourcing.Aglobalmarketingstrategy(GMS),ontheotherhand,entailsastrategythatintegratesdifferentregionsandcountriesacrosstheglobewiththeobjectiveofimplementingacoordinatedmarketingstrategyindiversemarkets(Johansson,2010).Developingaglobalmarketingstrategyentailsacontinuousdynamicprocessthatisconstantlyevolvingasthefirmventuresinnewmarketssegmentsandcountries.Susan&Craig(2010)highlightthatthesuccessofaGMSisdependentonthefirm\'sabilitytoevolve,adapt,andrespondtothechangingdynamicsoftheglobalmarketplace.Zou&Cavusgil(2002)pointoutthatglobalmarketingstrategyisconsideredasanavenueofcapitalizationonthecomparativeadvantageaswellassynergiesthatexistbetweencountries,necessitatingtheneedforspreadingafirm\'svaluechaintoothercountriestomeettheneedsofglobalcustomers.Zou&Cavusgil(2002)observesthattheintegratedandinterdependentnatureofmarketsacrossdifferentcountriesshapehowcompetitivemarketingstrategiesareplannedandexecutedglobally.Inthecontextofglobalization,thereexistdifferentapproachesadoptedintheglobalmarketingstrategiesevolutionthatdifferinconceptualunderpinningsortheoreticalunderpinnings(Susan&Craig,2010;Zou&Cavusgil,2002).AccordingtoSusan&Craig(2010),theapproacheshaveevolvedfromtheincludetransactioncostperspective,standardizationperspective,globalconfigurationperspective,globalintegrationperspectivetotheevolutionaryperspective.Atransactioncostperspectiveaccountsfortheearlieststrategyofglobalmarketing.Itispremisedintheviewpointthatthereexistsatrade-offamidresourcecommitmentandcontrolthatthenshapethereturns.Thestandardizedperspectiveholdsthatmarketingstandardizedproductswordwideasopposedtoadoptinglocalizedstrategieswouldstimulatethesuccessofmultinationalsastheycanexploiteconomiesofscaleinmanagement,marketing,distribution,andproduction(Levitt,1997).Standardizationoftheproductorserviceentailsuniformityindesignandstylingofproductsorservicesandhelpsinqualityimprovement,costreduction,andenhancedcustomerpreferenceTheglobalconfigurationperspectivecallsforvaluechainactivities\'coordinationacrossdifferentmarketsandcountriestoenhancecompetitiveadvantage.Theperspectiveadvocatesthatvaluechainactivitiesneedtobeundertakeninmarkets/countieswherethefirmenjoysthecostefficiencyandeffectiveness.Theglobalintegrationperspectivethatperspectivestheworldmarketsasanintegratedwhole.Theperspectivecallsforoperationstobeundertakeninallmajormarketsgloballyandadvocatesforrecoursesshiftingacrossmarketsforeffectivecompetition.Thelastperspectiveistheevolutionaryperspectivethatholdsthatfirmsoughttobeviewedasevolvingasthefirmsventureininternationalmarkets.Theperspectivecallsviewinternationalizationasasequentialdecision?makingprocess.Theevolutionaryperspectiveisthebroadestperspectiveintegratingtheotherapproaches(Susan&Craig,2010;Zou&Cavusgil,2002).AccordingtoSusan&Craig(2010),somefirmsgothroughtheabovemarketingapproachestorealizeglobalinternalizationwhileothersare\"bornglobal\"implyingtheyadopttheglobalperspectivetargetingglobalcustomersatinceptioninthemarket.The\"bornglobal\"firmshavebeenfacilitatedbytheinternationalcommunicationsinfrastructureadvancementandareabletoadoptastargetedmarketentrymarketingstrategies.Theme2:EvolutionofGlobalizationsincethe20thCenturywiththeContextofRedBullIt\'sundeniablethatglobalizationhascreatedaborderlessworld.It\'striggeredadrasticchangeinbusinesspracticeandenvironmentacrosstheglobeandhasevokedinterdependenceeconomically,politically,socially,andculturally(EdenandLenway,2001;Molle,2002).Ithascultivatedtheemergenceofnewopportunitiessuchasincreasingresourceavailability,anincreasingnumberofpotentialmarkets,andincreasinginvestmentpotential(Fawcett,Calantone,andSmith,1997;Molle,2002).GlobalizationhasalsoyieldedthreatssuchasunprecedentedintensificationofcompetitionandincreasedchallengeinpredictingthebusinessenvironmentJones,2002;Molle,2002).Giventhedynamicnatureofthemarketingdomainanditsstronginterconnectionwiththeworld,it\'sdirectlyaffectedbytheglobalizationprocess.Globalizationhasbackedtheemergenceofglobalproductsimplyingthatthemarketingstrategiesarefacedwiththechallengeoffiercecompetitionataglobalscale,necessitatingthesettingupofglobalmarketingstructuresandfrequentrevisionsofmarketingstrategies(Naghi&Para,2013).Externalglobalizationconditionsimpactafirm\'sssglobalmarketingstrategy.OnekeyconditionistheadvancementofICT,whichbycapitalizingontheadvantageoftheICTevolutionPhenomenon,RedBullhasdevelopedaglobalorientationandasolidfoundationforthebrand.Theme3:AnalysisofthebenefitsanddrawbacksofglobalizationonRedBull\'scoremarketingprinciples.Naghi&Para(2013)citeeconomiesofscaleandcostreduction,anopportunityofmarketexpansion,uniqueworldwidebrandname,andbrandidentity,accesstomassmarkets,bettercommunicationmethods,newtalents,accesstoresources,enhancedtransportationopportunities,assomeofthebenefitsaccruingtofirmsasaconsequenceofglobalization.Standardizingoperationalmarketinggenerateseconomiesofscale,whileglobalizedfirmscanimplementsimilarstrategiesworldwidesimultaneously.Havingaglobalbrandenablesthereductionofcommunicationcostsduetotheconsistencyofthebrandingcontentsincethesameconceptisadoptedacrosstheboard.Theevolutionoftechnologyhasbeenamajorglobalizationdriverpromotingconvergenceoftheglobalcommunity.Ithasenabledmarketingstrategieswithatargetedaudiencethatseekstorespondtoincreasingandevolvingcompetitiveconditions.Technology,particularlyleveragingtheinternet,isatthecoreofRedBull\'smarketingstrategy.Therearelessfavorableeffectsofglobalization.Giventhatglobalizationresultsincentralization,thereexiststheriskofsloweddecisionmaking,particularlyinresponsetolocalconsumerneedsorlocalcompetitor\'sstrategies.Developingthemarketstrategiesinthefirm\'sheadquartersrisksinsensitivitytolocalmarketsandlowerresponsivenessduetothefewercontactwiththelocalmarketsbythemarketingmanagers.Theconceptofstandardizationofproductsorservicespausesariskofdevelopmentofproductsorservicesthatarenotinsyncwiththeconsumerneedsaffectingconsumersatisfaction.Moreover,globalizationrisksthelossofnationalcultureandidentityofanation(Naghi&Para,2013).Thereareunprecedentednegativesocialimplicationsofglobalization.Sixtypercentoftherespondentinterviewedagreedthatglobalizationhadpavedthewayfortheexploitationofdomesticforce.However,only10percentoftherespondentsidentifiedthattheywerefamiliarwithlaborexploitationincidentsinRedBull.Arguably,oneofthemostsubstantialchallengesofglobalizationisethicalbusinesspractices.RedBull,unconventionalmarketingstrategies,pausesrisksonthecompanybrand.In2014,forexample,RedBullpaid$13milliontosettleaproposedclass-actionlawsuitintheU.S.underLaw360overallegedfalseadvertisingwherecustomersallegedthebrandlabelingandmarketinghadmisledfunctionalityandsafetyofthedrink(CBSNews,2014).TheuseofastrongsocialmediamarketingapproachexposesRedBulltothechallengesofbrandcontrol,lackofintegratedmarketingcommunications.Theme4:AnalysisofthelinkbetweentheevolutionofglobalizationbetweenfundamentalprinciplesofmarketingadoptedbyRedBull.RedBullaccountsasoneofthe\"bornglobal\"productsandamodelcompanyinthecontextoftheglobalizingbrand.RedBull\'suniqueandaggressivemarketingstrategyhasbeenacoredriverofRedBull\'sexponentialgrowthacrosstheglobe.RedBullmarketingstrategiesexhibitfivefundamentalprinciplesofmarketing:diversity,value,globalpresence,consistency,andcoremaintenance.Toensurediversity,RedBullhasaconstantsocialmediapresencefeaturingvideosandactivitiesthatinitiateengagementwiththeconsumer.Thecontentcirculatedonsocialmediaplatformsisdiverse,targetingdiverseaudiences.Toensureconsistency,RedBullhasretaineditsbrand\'stheme,\"givingyouWings\"withthevideosandimagesdistributed,denotingtheillusionofhavingwings.RedBullensuresthecontentcirculatedhasvalue,non-intrusive,andmaintainsbrandawareness.RedBullsponsorsorpromotessportsandoutdooractivities.Thecompanyallowsforcontentcreationandcirculationonthebrand\'ssocialmediaplatformbyitsconsumers.Thebrandcultivatesaglobalbrandbyproducingcontentuniquetodifferentdemographicandnichegroups.ThefundamentalmarketingstrategybyRedBulliscontentadherence,wherethecompanyoperatesasonemediagroupwitheachemployeetaskedwiththemarketingresponsibility.RedBullMediaHousecoordinatesthecompany\'smarketingstrategies,distributes,andmonitorsthebrand\'sdigitalcontent.ThemediahouseensuresthatthequalityofRedBullmarketingcontentmatchesthequalityofotherpublicationswithsimilaraudiencessuchasVice,BuzzFeedESPN,amongothers.RedBullhasadistinctivemarketingmixwiththestrategybasedaround:distinctiveproducts,premiumpricingstrategy,easyaccessibility.However,theuniquefeatureoftheredbullmarketingstrategyisthepromotionapproachthatadoptsGuerrillatechniques.CreatedbyLevinson(1984),guerrillamarketingisoneofthepopularmarketingstrategiesthatcapitalizeonthetechnologyadvancementandischaracterizedbyminimalmarketinginvestmentwithalastingimpressiononconsumers(Y?ld?z,2016;CetinBigat,2012)).Theessentialfeatureofguerrillamarketingtechniquesiscultivatingcreativityandimaginationthroughtheuseofslogansandactivities.Brands\'adaptabilitycharacterizestheapproachtosocialandtechnologicalchanges.OnepopularGuerrillatechniqueseekingtocreatehypeisthepublicitystunt\"RedBullStratosJump,\"featuringAustrianskydiverFelixBaumgartner.Thestrategynotonlycontributedtoasignificantgrowthofsalesreaching$1.6billionintheU.Swithinsixmonths,butitalsogeneratednewsubscribers,user-generatedcontent,andeightmillionviewsonYouTube.BrandentertainmentisanotherinnovativemarketingstrategyadoptedbyRedBull.Thestrategyincorporatesadvertisingentertainmentcontentthroughwhichthesponsorsandsportsagenciesgenerateattentionandengagementfromtheconsumers(Kunz,Elsässer,andSantomier,2016).TheearlyyearsofRedBullmarketingwerecharacterizedbyaction/extremesportssponsorshipswiththestrategyseekingtocultivateawarenessandpopularityinnichetargetmarkets.RedBull\'ssport-relatedentertainmentportfolioincludesprint,T.V.stations,videoandfilm,games,mobileapps,andinternetservices.Itdemonstratesthevalueofcontentcirculationvialmultiplechannelsandplatformswiththecontentuniquetoeachnichemarket(Kunz,Elsässer,andSantomier,2016).5.0.ConclusionWriteupaconclusion6.0.ReflectionTheabilitytointerpretone\'sownfeelingsandthoughtsisanessentialskilltopossess(Trevithick,2000).HenceitisimportantforthisresearchtoincludeareflectionwhichisbuiltonthebasisoftheProjectLogbook(AttachedinAppendix15).Thisresearchprojectwasamajorlearningexperiencefortheresearcher.Oncriticalreflection,theKolb\'slearningcycle(KolbandFry,1984)couldbeapplied.Thetheorystartswiththeconcreteexperiencestage.Thisstageisbasicallyanewexperienceorsituationisencountered.Thewholeideaofconductingaresearchprojectwasanewidea.Itstartedwiththeconstructionofaresearchproposaltounderstandthenatureofdoingthisprojectinasimplermanner.Theresearcherhasapragmaticlearningstyle(HoneyandMumford,1996)whichmeansthattheresearchdoesnothaveadisciplinedandstraightforwardmethodofworking.Itisduetothisthattheconstructionofaresearchproposalwasanextremelydifficulttaskbecausepeoplethatfallunderthe\"pragmaticlearningstyle\"havepredispositiontonotsticktoplansanddon\'tbelieveintheconceptofcreatinganelaborateplan.Although,Burch(1970)inhistheorythefourstagesofcompetencearguethatwhenanindividualisexposedtosomethingnew,thereisalwaysacertainamountofresistancebecausetheindividualdoesnotunderstandthebenefitoftheprocesshowever,itwaswithinthisstagewhereintheresearcherwasabletorecognisehisownincompetence.Furthermore,withconstantdirectionfromtheassessor,theresearcherwasabletounderstandthevalueofobtainingtheskilltoplanbeforeconductingaresearch.Withintheresearchproposal,theresearcherhadtodeviseaimsandobjectives.Learningthegrammartowordtheaimsandobjectiveswasasteeplearningcurvebecauseithadtoberepeatedmanytimestogetitright.Postthis,theresearcherhadtoprovidethedetailsproposedforprimaryandsecondaryresearchmethodstoseewhethertheprojectisworkable.Trevithick(2000)furtherstatesthatifanindividualplanstheirstepsindetailthentherearehigherchancesthattheindividualwilllikelygetthedesiredresults.ThedetailoftheplanwasevidentthroughtheGanttchart.However,inthiscase,theresearcherwasunabletosticktothetimelinesstatedintheGanttchartduetomultipleexternalfactorsuchasprofessionalcommitmentswhichwasdelayedbyawar,andanelection.Rumelhart(1980)statesthattheschematheoryplaysavitalroleintheselectionofchoicesofanindividual.Aschemameansapre-existingknowledgewhichcaninclude,atrait,aculturalinfluenceorevenalearningstyle.Itwastheschemaofa\"pragmaticlearningstyle\"oftheresearcherthatmadetheresearchparadigmoftheresearcherapragmaticapproach.Thisinitselfisabiasbecausetheresearcherispronetopickapragmaticapproachoveraninterpretivistorapositivistapproachduetopreferenceinpersonalchoiceinfluencedbyaschemawhichisnotaccountedforwithintheresearch.However,withinthemethodologieschosen,thereisascientificjustificationwhyitwaschosenovertheotherswhichishighlightedwithintheResearchProposalindetail.Lastly,Burch(1970)claimsthatthelengthoftimeanindividualspendsinthisstagedependsonthestrengthofthestimulustolearn.Forthisproject,theresearchspentampleoftimeincreatingadetailedresearchproject,whichshowsthewanttoseeknewinformation.Thenextstageoflearningis\"ReflectiveObservationoftheNewExperience\"(KolbandFry,1984).Again,thisissupplementedbyHoneyandMumford(1996)becausepragmatistsarekeentotestthingsoutinpractisewhichisthemethodologystageoftheproject.ThiscouldalsobelinkedtotheConsciousincompetencestage(Burch1970).Thoughtheresearcherdoesnotunderstandorknowhowtodothemethodology,theresearcherisabletorecognizethedeficit,aswellasthevalueofanewskillinaddressingthedeficit.Themakingofmistakescanbeintegraltothelearningprocessatthisstage.Whiletheeffectivenessoftheresearchmethodologyandethicalconsiderationsarediscussedwithinthe\"MethodologySectionofthereport\",thefollowingcouldbestated;1.Thequestionnairewasverylong.Therewerealotofunnecessaryquestionsthatwerenotusedinthemainresultsandfindingssection.Makingaquestionnairelongcouldbeveryboringfortheparticipantsandthereisahighchancethattheparticipantsgotboredbytheendofthequestionnaire.Thiscouldreducethevalidityoftheresultsgathered.Forfutureresearchpurposes,itisrecommendedthatthesectionsofthesurveyaremadeshorter.1.Thereisachancethatthesamplesizeofthequestionnairewasbiasedsincethesampleswerenotchosenusingrandomsampling.Thiswasbecause,ifrandomsamplingweretakenthentheGlobalisationSectionofthequestionnaireneedsberetractedbecauseinordertoanswerthissection,thesamplesizeneedstobeknowledgeableandarandomsamplingmethodwouldnotwork.Therefore,inordertominimizethebias,andtomakethequestionnaireshorteritissuggestedthattheGlobalisationberetractedforfutureresearch.1.Theinterviewquestionswerealsoverylong.However,sincetheinterviewwassemistructured,theintervieweespokeformostofthetime.Therefore,theinterviewdidnotfeellong.Moreover,alotofcontentsfromtheinterviewwasusedduringthediscussionandanalysissectionofthereport.1.Howevertheintervieweefeltthattherewasnotenoughnoticegivenforadequatepreparation.Onretrospectitcouldbestatedthatthemethodology,resultsanddiscussionstageswererushedandcouldhavebeendoneinamorecomposedmanneriftheresearcherstucktothetimelinesoftheGanttchart.Thelearnings,recommendedactiondoneabovealsolinkstoAbstractConceptualisationoftheKolb\'sCycle(KolbandFry,1984).Inthisstagepeopletendtomodifytheirexistingideasafterlearningfromtheirexperiences.Theexperienceinthiscasewasconductingtheprimaryresearchandthelearningisdoneviareflectionandrecommendation.Additionally,thiscouldalsobeappliedtotheConsciouscompetencestage(Burch1970).Thisisbecausebydoingthemethodology,theresearchisabletodotheresearchprocessbydemonstratingtherequiredskillorknowledgeasmentionedinthe\"Methodology\"and\"CriticalLiteratureReview\"section.ThenextstepoftheKolb\'slearningCycleisActiveExperimentationwhereintheresearcherwouldapplythefindingstothedatathatexistsinthesecondaryresearchtoseetheoutcomes.Thiswasdoneinthe\"MainresultsandFindings\"sectionofthereport.Bydoingthissection,theresearcherhasreachedtheUnconsciouscompetencestage(Burch1970)becausetheresearchusedmultiplepiechartsandmanyformsofotherquantitativeandqualitativedatatojustifyresearchmethodology,recommendimprovementsinthissection.Basedonthisreflection,forfutureimprovementthefollowingcouldbestated;1.Theresearchercouldinformtheparticipants,givingaweek\'snoticesothattheydon\'tfeelthattheyarerushedandnotputonthespot.1.Randomsamplingtoamuchlargerpopulationcouldbedoneinordertogeneratemoreaccurateandvalidresults.1.Cutdownthelengthoftheinterviewquestiontomotivaterespondentstohonestlyanswerthequestionswithfocus.

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