The Marketing Evolution Globalization and Redbull Research Paper

Open, View, and/or
Download this Document

Total Length: 16505 words ( 55 double-spaced pages)

Total Sources: 0

Page 1 of 55

A PHP Error was encountered

Severity: Warning

Message: strpos(): Offset not contained in string

Filename: topic/index.php

Line Number: 150

.0. Introduction1.1. Background and Academic ContextPrehistorically, Globalisation is defined as an emerging network that belongs to economical and social systems (Online etimologi etymology dictionary, non non-paginated) . Roland Robertson (1992) was the first person to define globalisation globalization 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 with the word globalisation globalization (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation globalization 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 globalization 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 suggest that it is insecure for a nation as an individual to liberalise liberalize their migration laws and border security control for several safety, national security reasons. Globalisation Globalization 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 globalization is relative and has no definite clear definition but. Still, its definitions is are contextual to the situation that the word is applied at. 1.2. Rationale The 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 after that, shift international by extension. Subsequent toAfter going international, the companies are forced to alter their marketing mix and adapt to multinational strategies. In additionAlso, 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 “omniOmni-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 thatf these consumer segments are completely engaged by means ofthrough 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.Globalization, characteristic by declining trade barriers, economic integration, and new global…

[…… parts of this paper are missing, click here to view the entire document ]

….0.Introduction1.1.BackgroundandAcademicContextPrehistorically,Globalisationisdefinedasanemergingnetworkthatbelongstoeconomicalandsocialsystems(Onlineetimologietymologydictionary,nonnon-paginated).RolandRobertson(1992)wasthefirstpersontodefineglobalisationglobalizationas\"theunderstandingoftheworldandtheincreasedperceptionoftheworldasawhole”..”However,laterdefinitionshavevariedasthereweremanymorecomplexitiesassociatedtowiththewordglobalisationglobalization(Dr.NayefR.F.2006).ThompsonLarsson(2001)statesthatglobalisationglobalizationasaprocessthatcondensestheworld’ssizetopromotemutualwellness.AlthoughKenichiOhmae(1992),RobertCox(1994),AnthonyMcGrew(1999),ThomasFriedman(1998)andDavidHenderson(2004)suggeststhatglobalisationglobalizationisabouttakingdownbordersandbreakingbarriersaroundtheworld,HermanE.Daly(1999),AnthonyGiddens(1998),Teitel(2005)andMajidTehranian(1998)contradictsthisbystatingthatthismaynotalwayshaveapositiveimpactontheeconomyofdevelopingcountries.Theseresearchessuggestthatitisinsecureforanationasanindividualtoliberaliseliberalizetheir migrationlawsandbordersecuritycontrolforseveralsafety,nationalsecurityreasons.GlobalisationGlobalizationatlargeaimstopromotetradeandbreakthesebarriers,howeverindoingso,acountrycangetsubjecttounwantedthreats.Thereforeinawiderperspective,JanAartScholte(2002)claimsandmodernresearchesasuchas Dr.NayefR.F.(2006),LarryRay(2007),JimSheffieldetal.(2013)andUsmanRiazMiretal.(2014)agreethatthenatureofthewordglobalisationglobalizationisrelativeandhasnodefinitecleardefinitionbut.Still,itsdefinitionsisarecontextualtothesituationthatthewordisappliedat. 1.2.RationaleTherationalefortheResearchGlobalizationhasfacilitatedtheevolutionofmarketing,anditimpactsthestrategiesusedbycorporations.Imperatively,marketingstrategiesarestarteddomesticallyinthecentralofficesofafirmand,thereafterafterthat,shiftinternationalbyextension.SubsequenttoAftergoinginternational,thecompaniesareforcedtoaltertheirmarketingmixandadapttomultinationalstrategies.InadditionAlso,theglobalmarketscanbeopportunisticbut,atthesametime,largelyunpredictable.Thisnecessitateswell-thoughtoutstrategies.Thisisforthereasonthatwhenmarketingglobally,thecompanyincreasesthenumberofplayersintothemix.Inthisregard,theinferenceofglobalmarketingisthatthesestrategiesmustprovideforsusceptibleinternationalmarketsandalsobeatparwithacquisitionandlogicalprospectsthatimpactthemarketingmix(Hosmer,2018).Globalizationhasalsofacilitatedthediffusionandadoptionoftechnologyacrossborders.Thishasimpactedmarketingstrategiesasithasforcedcompaniestoincorporatetechnologicalaspectssuchassocialmediachannelsand“omniOmni-channels“intotheirmarketingstrategies.Cook(2014)outlinesthatthepresent-dayconsumershaveaccessibilitytoamoreextensiverangeoftechnologiescomparedtogenerationsinthepast,withnumerousconsumersegmentshavingbeingbroughtupwithorlargelyswayedbytechnology.Changinglifestylesimplythat“consumersinthecontemporary“wishtoconductthepurchasingprocessataperiodandtimethatissuitabletotheirindividualneeds,utilizingtechnologythattheyactuallyhave.Furthermore,thisisaneffectivestrategyforthereasonthatresearchalsodemonstratesthat,inaneventthatftheseconsumersegmentsarecompletelyengagedbymeansofthroughonlineandsocialmediachannels,theycanendupbeingveryloyalconsumers.Cook(2014)delineatesthatbehaviourally,theseconsumersegmentsinsistonhavingasuitableandgratifyingsettinginwhichtoconductproductresearchataplaceandtimethatissuitabletothem.Globalization,characteristicbydecliningtradebarriers,economicintegration,andnewglobalmarkets,hasresultedinsignificantchangesintheglobalmarketinglandscape,presentingbothcontemporaryopportunitiesandthreats(Agarwal&Wu,2018).Asanoutcomeofglobalization,companiesnowcancannowproducegoodsandservicesfordiversifiedinternationalmarkets,whileconsumerscanreachsuppliersworldwide.Withglobalization,theglobalmarketplacehastransformedintoaborderlessvillageduetotheexplosivegrowthoftheinternet.Exponentialgrowthininnovationandtechnologicaladvanceshasfosteredtheproductionofnewproductsandservicesacrossmarketsandcountries.Consequently,electrotoniccommerceisdominatingtheretailmarket,transformingtheapproachtomarketing.Thisevolution,therefore,necessitatesareviewofmarketingstrategiestoincorporatenewmethodologiesthataddressesbrandmanagementandpositioninginaglobalarena.Theliteratureidentifiesthattraditionaladvertising,suchastraditionalprintedadvertisementsthattargetthemassmarketasopposedtothetargetaudience,ismorecostlytoabrand(Arora,Bacouel-Jentjens&Edmonds,2018).AccordingtoKreshetal.,(2018),marketingstrategiestailoredtospecificdemographicaudiencesandtargetingconsumerconnectionismorecostcost-effectiveandefficient.Socialmediaplatformsareoneofthefastestfastest-growingplatformsfordigitalmarketing.Socialmediaplatformsareoneofthefastestfastest-growingplatformsfordigitalmarketing.Agarwal&Wu(2018)notesthatcontemporaryresearchonglobalmarketingresearchfocusesonconventionalmarketingstrategywithminimalfocusonthechangingmarketingstrategylandscapeofthetwenty-firstcentury.1.3.SignificanceofTopicAsitcanbeseenabove,theapplicationofglobalizationinmarketingisinfluencedbyvariousfactors,notlimitedtodigitaltechnology,culture,aninternationalplatform,andtrade.Hence,sinceglobalisationglobalizationevolvesbyitsnaturewithtime,itissignificanttounderstanditsmethodofchange.Thus,thisstudylaysaspecificemphasisontheeventsofthe20thcenturyasitsobjectivesisaretounderstandthenatureofhowglobalisationglobalizationevolvesandtounderstandhowglobalisationglobalizationdriveschangesinmarketingforRedbullinordertounderstandthenatureoftheevolutionofglobalisationglobalizationandthustheadaptationofmarketingasaresponsetotheevolutionofglobalisationglobalization.1.4.AimoftheStudyThisresearchisaimedatexploringtheextenttowhichglobalisationglobalizationhasimpactedthecoremarketingprinciplesofRedBullwithregardstothechangeoftime,technology,socio–-culturalinterconnectednessleadingtoanoverallevolutionofglobalisationglobalizationacrosstimefromthe20thcenturytothe21stcenturyandasaresult,whichcouldleadtoachangeintheeffectivenessoftheproductandpromotionalstrategiesasaresponsetocustomerexpectationadoptedbyRedBullwithafutureprospect.1.5.ResearchObjectives1.ToCriticallyanalyseanalyzeknowledgeondifferentmarketingstrategiesinresponsetoglobalizationbyreviewingrelevantacademicliterature.2.Tocriticallyexploretheextenttowhichglobalisationglobalizationhaschangedsincethe20thcenturywithregardstoRedBull.3.TocriticallyevaluatethebenefitsanddrawbacksofglobalisationglobalizationonRedBull’scoremarketingprinciples.4.TounderstandthelinkbetweentheevolutionofglobalisationglobalizationbetweenfundamentalprinciplesofmarketingadoptedbyRedBull.5.TodiscoveroptimumwaysinwhichRedBullcanadapttoglobalscenariosviamodificationofexistingmarketingstrategieswithanemphasisoncustomerexpectations.1.6.ResearchQuestions1.Howdoestheevolutionofglobalisationglobalizationsincethe20th20th-centuryimpactandevolvetheefficiencyofcoremarketingprinciplesofRedBull?2.Howdoesunderstandingthepasttrendsandthenatureoftheevolutionofglobalisationglobalizationsincethe20thcenturypredictrelevantfutureprospectswithregardstopromotionalstrategiesforRedBull?3.Howhasglobalisationglobalizationdrivenachangeincustomerexpectationsinthesoftdrinkindustry?4.Whattrendssincethe20thcenturycausedduetoglobalisationglobalizationhashavenegativelyimpactedtheproductandbrandRedBull?5.HowhasRedBullovercomeanyobstaclescausedviabyglobalisationglobalizationwithregardstoconcerningcustomerexpectationssincethe20thcentury?1.7.ResearchOutlineThisresearchisaimedatexploringtheextenttowhichglobalisationglobalizationhasimpactedthecoremarketingprinciplesofRedBullwithregardstothechangeoftime,technology,socio–-culturalinterconnectednessleadingtoanoverallevolutionofglobalisationglobalizationacrosstimefromthe20thcenturytothe21stcenturyandasaresult,whichcouldleadtoachangeintheeffectivenessoftheproductandpromotionalstrategiesasaresponsetocustomerexpectationadoptedbyRedBullwiththefutureprospect.Todothis,thereportsstartswitharesearchproposalthatoutlinesadetailedplan.Thisplaninducesaims,objectives,reasonsforchoosingtheresearchproject,l.Literaturesourcessearched,Ganttcharttoshowactivitiesandtimescales,thephilosophicalstandpointoftheresearcherwithapragmaticapproach,methodologiesofconductingprimaryresearch,andresearchethicsapprovalform.TheresearchthendemonstratesaCriticalLiteratureReviewthatentailstheintroductionofliteratureintermsofthehistoryofglobalisationglobalization;thenitmovesontoassesstheevolutionofglobalisationglobalization.Lastly,toaddresstheresearchquestionmoreclearly,theliteraturereviewdiscussestheimpactofglobalisationglobalizationonmarketingandmarketingstrategies.Next,theresearchproceedstocollectprimarydatausingaquestionnaire.Usingthedatacollectedfromthequestionnaire,asemisemi-structuredinterviewformatwasconstructedtointerviewamarketingprofessional.Afterthis,theresearchadoptsatimelinefromasecondarysourceasanextensionofcCriticallLiteraturerReviewandcriticallyanalysesthemarketingstrategiesofRedBullsincethe20thcenturyusingquantitativedatacollectedfromquestionnairesandqualitativedatacollectedfrominterviews.Indoingso,theresearchwasabletoprovideananswertotheaforementionedresearchquestion,simultaneouslyprovidingrecommendationsforRedBull.Lastly,thisreportconductsareflectioninordertoaccountforanybiasesandresearcherreflexivitysothatthisreportbecomesmorereliable.2.0.LiteratureReview2.0.IntroductiontoLiteratureGlobalizationhascausedremarkablechangestobusinesspracticesallovertheworld.Globalizationconsidersthepracticeofincreasingsocialandculturalinterconnectedness,politicalautonomy,inadditiontoeconomic,financial,andmarketassimilationsthataresteeredbyprogressionsincommunicationandtransportationknow-howsandtradeliberalization(Orozco,2002).Inturn,globalizationhasledtomajorchangesinbusinessconductandmarketingactivitiesincompaniesacrosstheglobe.Moreover,thesechangeshavegivenrisetoimpactsinmarketingactivitiesandmarketingstrategiesoffirmsacrosstheglobe(MannandGotz,2006).Althoughtheliteraturecitedabovehavehasbeenwrittenbynotmorethantwoauthorswhichwhosuggeststhattherecouldhavebeenpossibleerrorswhenaccountingforresearcherreflexivity,thebookwaseditedandpublishedbyareliablesourcecalled“Greenwoodpublishinggroup”..”Whilethecontentswithinthisbookmaybehistoricasitwaswrittenbeforethepastdecade,itisessentialtounderstandtheprehistoricsettinginordertoapplytheconceptofglobalisationglobalizationinthecontemporarysettingwithmoderndefinitionsasfollows.Inthepresent-daysetting,thenotionofglobalizationhascometobeoneofthemostsignificantonesimpacttheoperationsofnumerousorganizationsacrosstheworld.Thetransformationstakingplaceinthesociety,encompassingthealterationsintermsoftechnologyandcommunication,havegivenrisetothemodificationofbusinessandmarketingpracticesandstrategies,withtheobjectiveofdealingtodealwithsuchchanges(PrideandFerrell,2016).The7theditionofthisbookwasused,whichsuggeststhissourceisfairlyrelevantandstrivestostayuptodate.Manyconceptswithinthisliteratureseemstobeanimprovementoftheprehistoricliterature.Sincenoindependentresearcheswithinthebookwaswerecited,andowingtothereasonthatthebooktakesacomprehensiveapproachasthebookcitesover500sourcesofliterature,theinferencesmadefromthisbookcouldbegeneralisedgeneralizedinthecontemporarysetting.Furthermore,thisliteraturecouldbearguedasaveryrelevantsourceinacademiabecauseitwaspublishedbyCengageLearning,whohasoperatesoperatedin20differentcountriesprovidingeducationalcontent.Bearingthisinmind,multinationalcompaniesincessantlydevelopandenhancetheirmarketingprogramsandinitiativestomeetthestandardsofconsumersandprovidethemwithsatisfactoryproductsandserversacrossnationalboundaries(Dibbetal.,2005).Sincethisliteratureiswrittenby4authorsfourauthorswritethisliterature,itconsidersabalancedapproachasitaccountsforpossiblebiases,reflexivityviapeerreview.Thisimprovesthecredibilityofthissource.Althoughthisisarelativelyoldpieceofwork,thisliteratureisknowntohavebeencitedinover1000articles(googlescholar.com,2019,non-paginated),whichsuggeststhatthissourceisreliableaswell.Pagenumber850fromthisliteratureconsiderstotaketakingaglobalapproachasitcitesmultipleresearches,improvingthegeneralisability.Furthermore,thereareseveraleditionsofthesameliteraturethatwerereleasedafterthisbook,h.However,forthepurposeofthisassignment,the5theditionhadthemostaccesscomparatively.2.1.TheoreticalFrameworkAcomprehensivereviewofcontemporaryliteratureonmarketingstrategyidentifiestwopertinenttheoreticalunderpinnings;4Pmarketingtheoryandthe4Cmarketingtheory.Ingeneral,thesetwotheoriesemphasizeeitheraproductcanteredstrategyoracustomercustomer-centeredstrategy.2.1.1.4PMarketingTheoryKnownalsoastheMarketingMixTheory,The4PmarketingtheorywasputforwardbyProfessorJeromeMcCarthy(1964)asanapproachtomakingmarketingplansactionable.Theconceptualframeworkofthe4Ptheoryentailsanoptimalcombinationofproduct,price,place,promotion.AccordingtoDang(2015),theproductistheforemostandpivotalmarketingelement.Productisdefinedastheactualproductorserviceonofferforacquisitionbythecustomer.Priceisdefinedclassifiedastheamountchargedforaproductorserviceoraproduct.Thepriceelementsgenerateincome,h.Henceit’sakeycompetitivetool.Inestablishingtheprice,abrandneedstomaximizeprofits,expandthesalesandmarketshare,andstandoutfromthecompetitors.It’salsooneoftheflexiblemarketingmixelementsenablingadaptiontoconstantchanges.Theplace,alsoreferredtoasadistribution,isdefinedastheprocessandmethodsthroughwhichtheproductsorservicesreachcustomers.Thiselemententailsactionsrelatedtotheshippingofgoodsandservicesfromproducertoconsumer.Promotionisanelementofvariableinthemarketingmixthatentailsproductinformationdissemination.Promotionentailsactionsthatseektoestablishasmootherrelationshipbetweenthebrandandtheconsumer.Scholarshaveadaptedadoptedthe4PtheorytoincludeotherPswithBoomsandBitner(1980)incorporatingnew3Ps-Process,participants,physicalevidencetothemarketingmixconceptualframework.InadditiontoBoomsandBitner(1980),Goldsmith(1999)proposedpersonalizationasanadditiontothemarketingmixconceptualframework.KentandBermanBrown,(2006)arguethatsincetheadditionalPsdonotpromoteconvergeintheapplication,the4Psremaintheprimarymarketingmix.The4Ptheoryhasbeencritiqueditsproduction-orienteddefinitionofmarketing,whichenterprisesfromcultivatingalong-termrelationshipwithcustomers(Gummesson,1999;Hyman,2002;Grönroos,2004).Thetheoryemphasisonone-to-morecommunicationsbetweencustomersandenterprisesthatlimitsthemarketingstrategyfromtailoredproductsaddressingthedifferencesincustomers.The4P’stheoryconsiderscustomersaspassiveelementsofmarketing,h.Henceitdoesn’tpromotethepersonificationofmarketingactivities.2.1.2.4CMarketingTheorySchultz,Tannenbaum,andLauterborn,(1993)proposedthecustomercustomer-centric4Csclassificationasaresponsetothechangingparadigmthatshiftsinthemarketingstrategieswiththefocustothecustomerrelationalviewpoint.Theconceptualframeworkofthe4Ctheoryentailsanoptimalcombinationofconsumer,cost,convenience,andcommunicationstrategies.Thetheoryproposesatransformationfromaproductproduct-centric4Psstrategytoacustomercustomer-centric4Csstrategy.Thistransformationisaccomplishedbyconvertingtheproductintocustomersolution,priceintoacosttothecustomer,placeintoconvenience,andpromotionintocommunication,orthe4C’s(ChaffeyandSmith,2017).The4Cframeworkadvocatesforconsumer’sperspectiveinmarketingandproposesanadaptionofthe4Psinto4Csbyconvertingproductstocustomersolutions,placeintoconvenience,priceintoacosttothecustomer,andpromotionintocommunication.Thetheoryadvocatesthatbrandsneedtointegratethesuggestionsofcustomerstomeettheirdemands.Thecustomercustomer-centricapproachholdsthatcustomerdemandsatisfaction,customersatisfactionimprovement,customerpurchasecostsreduction,convenienceintheprocessofpurchaseasthetoppriorityofawinningmarketingstrategy.The4Ctheoryholdsthateffectivemarketingcommunicationasthecenterofmarketingstrategy.Therefore,thestrategyenablesthebrandtounderstanditsaudiencepriortobeforedevelopinganewproduct.2.2.EvolutionofglobalisationGlobalizationconsiderstheincreasinglyassociationsofculture,persons,andeconomicactivity.Asawhole,itencompassestheinternationaldistributionoftheproductionofgoodsandservicesbymeansofusingreducingoreradicatingbarrierstointernationaltradesuchasimportquotas,tariffsaswellasimportquotas(Fischer,2003).Thisreviewamalgamatesisanamalgamationofapersonallongitudinalstudyandareviewofmultipleresearches.Theliteratureoftenuseswordssuchas“I”and“me”thatportraysabiasedapproachtoassessingglobalisationglobalization.Furthermore,thisworkwasnotpeerpeer-reviewednoredited,whichsuggeststhatthissourcelackscredibility.However,thereviewerusesbothquantitativeandqualitativedatatodrawoutameaningfulconclusion.Therefore,thisresearcherhasapragmaticapproachwhichimprovesthereliabilityofthereview.Sincemostofthepersonalclaimsmadebytheresearcherisarebackedupwithanempiricalresearchthattravelsacrossthetimelinesofthe19thcentury,thisreviewcondensestheevolutionofglobalisationinacompactmannermpactlycondensestheevolutionofglobalizationandhencewasusedforthepurposeofthisreport,ignoringthefactthatitwaswrittenin2003.Theevolutionofglobalizationislinkedtothemodernerathatisdeemedtobeitsfoundation.Inthisepoch,extensivedevelopmenttookplaceinthefieldofinfrastructureandconnectivity.Thishasresultedtoinprogressivelymoreinteractionbetweencountriesandthesharingofnotionsandideasandculture(Gander,2017,Pg:168).Thisisamodernsourcewhichthatmakestheconclusionsuptodatewiththecontemporarysettingastheliteratureconsidersthescenarioinaneversochangingenvironment.However,thechapterusedhadonlycitedasinglesourcefromtheinstitutefordevelopmentandinternationalrelations.Whilethecitedsourcecanbeasareliablesource,theconclusionsaremadefromasinglepointofviewwhichcoulddecreasethecredibilityoftheworkhoweverthepublisher,“TaylorandFrancisGroup”isknownforpublishing“qualitypeer–-reviewedjournals”(taylorandfrancis.com,2019,non–paginated)whichjustifiesthecredibilityoftheliterature.Theindustrialrevolutionduringthe19thcenturywasakeyepochintheevolutionofglobalization.Imperatively,owingtotheindustrialrevolution,therewasamajorriseinthequalityandquantityoftheproducts.Thisresultedingreaterexportsandenhancedtradeandbusinessassociations(Ferreira,Pessoa,andDosSantos,2013).Thisresearchisfairlymodernandcanbeappliedtothecontemporarysetting.Theresearchmethodologyusesqualitativedata.Theresearchershenceuseapositivistapproach.Although,itisverydifficultforapositivisttoexplainsocialphenomenasuchasglobalisationglobalizationasitisnotoriouslyhardtomouldtheconceptofglobalisationglobalizationintonumbers.However,inthiscase,theresearcherswereabletosuccessfullyestablishsolid“t”valuesanddevisecertainformulathereonthatdirectlyprovestheclaimthattheresearchersmadeasapositivistapproachestablishesacauseandeffectrelationship.Inthiscase,thecausewasglobalisationglobalization,andtheeffectwerewastrade.Thisresearchcouldbereplicatedunderthesameconditionsandthereforeisgeneralisablegeneralizable.Theresearchisreliableasitcitesover30relevantsources.Thesourceiscrediblebecauseitusesapositivistapproach.Theperiodofpre-globalizationperchancecametoaculminationsubsequenttoaftertheFirstWorldWar.InFromamodernperspective,globalizationcameintomanifestationaftertheSecondWorldWar.Akeyaspectthatbroughtthisaboutistheobjectiveofleadersoftheworldtobreakdownthedifferentbordersforcultivatingtradeassociationsbetweencountries.Furthermore,itwasatthisparticularpointintimethatnumerousothernationsattainedtheirindependenceandbegunhavingtheirowneconomicsystemsandinstitutedtraderelationswiththerestoftheglobe(Horowitz,2004).Althoughthisliteratureisanoldsourceandcouldbedeemedoutofdate,thisresearchonlycommentsaboutworldwaronewhichwasaprehistoriceventand,therefore,relevantinthiscontext.Thejournalusesconstructivismasitusesqualitativedata.However,whilethisinterpretivistinterpretiveapproachdoesnotestablishacauseandeffectrelationship,itcriticallyexaminestheWW1inmuchgreaterdetailandincontexttoglobalisationglobalization..Furthermore,thisjournalcitesover60crediblesourcesthatbacksupalltheclaimswhichimprovesthecredibilityoftheresearch.Thisresearchispublishedbythesagepublication,whichisareliablepublication,h.However,thecontentswithinthisresearchcanneverbereplicatedasWW1wasaneventthatwillneverrepeat.Tandtherefore,nocommentscanbemaderegardingthegeneralisabilityofthisresearch.Globalizationinthe21stcenturyhasfacilitatedacontemporaryformofglobalizationhelpedbythespeedandscopeofglobalassimilationemanatingfromunparalleledadvancementsandreductioninthecostoftechnology,communications,science,industry,andtransportation.Inthepresentday,marketshavegrowntobemoreintertwined,andtheprocesshasbeenmademoreefficaciousbytheabilitytocreateproductswhoseconstituentsaremanufacturedinvariouslocationsacrosstheglobe(McLellan,2005).Furthermore,thecapabilitytomoveinformationandproductsinasimplemannersimplyandcost-effectivelyfromonenationtoanotherandlocatethemanufacturingprocesswherelabourandworkpracticesarelesscostlyhastransformedtheproductionpatternandconsumptionaswell.Globalizationinthe21stcenturyisembodiedbyenhancedtechnologyintransportationandtelecommunications,thegrowngrowthofmultinationalcorporations,andthemovementofpeopleandcapital(NederveenPieterse,2012).Thissourceisapeerpeer-reviewedjournalwhichthatsuggeststhattheresearcherhasaccountedforalltheirbiasesandtakenthatintoconsiderationconsideredthatbeforemakinganyrecommendationswhichthatmakesthispaperreliable.ThisliteraturewaspublishedbyWileyPublication,whichhasbeenestablishedabout200yearsagohencemakingthisliteraturecredible.Lastly,theresearchersuseapragmaticapproachasitamalgamatespositivismtoestablishcauseandeffectrelationshipandinterpretivismtojustifymeaningfulconclusionsdrawnfromquantitativedataandotherliteraturesaccordingly.This,toacertainextent,improvesthegeneralisabilityofthisresearchasthequantitativepartofthisresearchcanbereplicated.2.3.ImpactofglobalisationglobalizationonMarketingandMarketingStrategies.Globalizationhasincreasedradicallyinthe21stcentury.Oneofthemajorimpactsofglobalizationisthatcompanieshavebeenabletoexpandtheirbusinessoperationsbeyondlocalbordersintheendeavourfornewconsumers,greaterrevenues,andnewsourcesofcapital.Globalizationinthebusinessrealmsignificantlyimpactsacompany’smarketing,especiallyitsadvertisingstrategiesandthemannerinwhichhowmessagesareconveyedordeliveredtoconsumers(KotabeandHelsen,2014).Globalizationlargelyaffectsmarketingintermsoftheinvestmentnecessitated.Tobeginwith,companieshavetoincuradditionalcostsintheproductionofadvertisementsinnumerousnations.Secondly,theacquisitionofbothadvertisingtimesandspacesforadsforproductsandservicesinnumerousnationshasbecomecostly.Furthermore,internationaladvertisingisprogressivelymoredifficult,necessitatesmoretimeanddeterminationinmarketingstrategy,whichiscostly(LeeandCarter,2011).Thebookscitedabovearefairlyrecentandrelevanttothecontemporarymarketingpractisespractices..Moreover,boththeliteraturehavehasbeeneditedandpublishedbytrustworthypublishers,whichsuggestssthattheliteratureiscredible.Thecontentswithinthisliteratureamalgamatesamixedmixed-methodastheauthorsquoteamultitudeofindependentstudiesthatareboth:quantitativeandqualitativetojustifythepointsthattheymake.Additionally,boththebookshave2twoauthorswhichwhosuggeststhattheliteratureisnotfromasinglepointofview,whichadvocatesthatthisliteratureisreliable.Overallwithinthisliterature,theauthorshaveexploredglobalisationglobalizationandmarketinginseveraldiversedemographicssuchasHongkong,Singapore,USA,India,China,UK,Spain,etc.,whichmakestherecommendationsgeneralisablegeneralizable.Globalizationhasasignificantimpactoninternationalmarketingactivities,owingtothereasonthatitenforcesfirmstomaketheirmarketingactivitiesconsiderablymoreculturallydiverseandefficaciousproductive.Basically,gGlobalizationisimpellingurgingfirmstomarkettheirproductsandservicestointernationalconsumersinawiderangeofvariouslanguagesinadditiontocontextsthatrespecttheculturalbeliefsoftheconsumers.Severalinstancesofinformationfauxpashashavecomeaboutwhenmessagesinadvertisementsendupgettinglostintranslation(Kokemuller,2018).Thisisthereasonastowhycorporationsmoreoftenthannotutilizelocalpeopleineverymarketwhospeakandunderstandthelanguage.Imperatively,toswayconsumerswithadvertising,itisimperativetobeknowledgeableofthecultureandvaluesinherentinaspecificmarket.Therefore,asglobalizationhasmadeitpossibleforcompaniestoexpandtheirbusinesses,ithasalsoforcedthemtoensuretheirmarketingactivitiesandstrategiesarerespectfuloftheculturesandproperlyunderstoodbytheconsumers(Kokemuller,2018).Thissourceisaverymodernsourceverymodernandcanbewidelyappliedtothecontemporarybusinesssetting.Althoughitispublishedinawebsitewhichthatcouldpotentiallydamagethereliabilityoftheinformation,theauthorofthissourceisNeilKokemuller,whoisknowntohavepublishedabookandwhoisawell-respectedcontentmediadeveloper,whichimprovesthecredibilityoftheinformation.However,thesourcefailstociteliteraturetobackuptheclaimsmade..Furthermore,thesourceisfromasinglepointofviewandhasnotundergoneanysortofeditorpeerreview.Thisdowngradesthevalidityofthesourceandshowsnacertainunaccountedbias.However,thesourcewasusedasitfitswellwiththepointthatisbeingmade,anditconnectscertaingaps.Numerousorganizationsandbenefitshavebenefitedfromglobalizationduetothefactthatsincetheyareabletocantakepartinandlayemphasisoninternationalmarketing.Thisisinlinewiththeaspirationforgreatersales,revenues,profits,andacknowledgmentfromconsumers.InadditionAlso,internationalmarketingfacilitatesbusinessprospectsfortheseorganizationsforfurtherdevelopmentandenhancement,intermsoftheirstrategies,products,andservices(Lamb,HairandMcDaniel,2011).Throughglobalization,firmsgainaccessibilitytointernationalmarketsthatoffermassivebusinessprospectsforcompanieswithaproductorservicethatislargelyindemand.Therefore,throughmarketing,companiesareforcedtogaininformationandbecomeproficientinculturaladaptation,newness,andbeingissuitableandapplytherightmarketingstrategies.Theliteraturecitedaboveisinbetweenmoderatelynewandold.However,itscontentsarestillapplicabletothecontemporarybusinesssetting.AlthoughthesourcementionsseveralkeyclassicstudiessuchasMaslow’sPyramidandconsumerbehaviourmodel,itdoesnotcitesufficientsourcestojustifyalltheclaimsmade,whichsuggestssthatthesourceisfairlyreliable.However,thereare3authorswhichthreeauthorsrecommendsthattheworkisnotfromasinglepointofview.Furthermore,thisbookhasbeenpublishedbyCengageLearning(asdiscussedabove),whichimprovesthecredibilityofthesource.Inadditiontothis,sincetheauthorstoclassicalstudiesthatcouldbegeneralisedgeneralizedasafoundationtotheclaimsmade,itcouldbestatedthatthisliteratureisoverallgeneralisablegeneralizable.Globalizationhassignificantlyimpactedmarketingstrategiesemployedbycompaniesacrosstheglobe.Thedevelopmentandimplementationofamarketingstrategyisahugeundertakingforglobalcorporations.Akeystrategicpredicamentiswhethertoutilizeaninternational,universalcommunicationapproachortopersonalizeotailormarketadvertisingtoeveryindividualmarket.Progressivelymorecompaniesutilizeamulti-domesticorglobalapproachsinceasmallnumberofproductshaveactuallyuniversaluseandmessagecontext.Globalizationalsoimpactsmarketingpracticesintermsofbranding.Thisistheutilizationofpromotionstoportrayapictureforthefirmandtheproducts.Globalizationimpelscorporationstomakeadecisiondecideastowhetheritissensibletocreateaconsistentinternationalbrand,ortodevelopvariousbrandimagesforeverynation(AgarwalandWu,2018).Thebookcitedaboveisveryrecent,whichmakesithighlyapplicabletothecontemporarymarketingpractisespractices..Moreover,theliteraturehasbeeneditedandpublishedbyspringerSpringerpublisherswhichwhomakesthecontentswithinthebookcredible.Inadditiontothis,theauthorcitesworkacrossamixedmixed-methodowingtothereasonthat,withinthisliterature,therearevastamountsofindependentstudiesthatareboth:quantitativeandqualitativetojustifyallconclusionsmade.Furthermore,thebookhas2twoauthorswhichwhosuggeststhattheliteratureisnotfromasinglepointofview,whichadvocatesthatthisliteratureisreliable.Overallwithinthisliterature,theauthorshaveexploredglobalisationglobalizationandmarketinginseveraldiversedemographics,whichmakesthefindingsgeneralisablegeneralizable.Globalizationhasfacilitatedtheevolutionofmarketingandimpactsthestrategiesusedbycorporations.Imperatively,marketingstrategiesarestarteddomesticallyinthecentralofficesofafirmandthereafterafterthatshiftinternationalbyextension,moreoftenthethannot,forthereasonthatthecompanydecidestoexporttheproductsorservicesrendered.SubsequenttoAftergoinginternational,thecompaniesareforcedtoaltertheirmarketingmixesandadapttomultinationalstrategies.InadditionAlso,theglobalmarketscanbeopportunisticbut,atthesametime,largelyunpredictable.Thisnecessitateswell-thoughtoutstrategies.Thisisforthereasonthatwhenmarketingglobally,thecompanyincreasesthenumberofplayersintothemix.Inthisregard,theinferenceofglobalmarketingisthatthesestrategiesmustprovideforsusceptibleinternationalmarketsandalsobeatparwithacquisitionandlogicalprospectsthatimpactthemarketingmix(Hosmer,2018).Thissourceisaverymodernsourceverymodernandcanbeappliedtothecurrentbusinessenvironmentateverystage.However,thisinformationwasobtainedfromawebsite,whichmeansthattheworkhasnoacademicstandards.Additionally,theworkdoesnotgothroughareviewprocess.These2twofactorscombineddamagesthecredibilityofthesource..Furthermore,thewebsitedoesnotciteanypublishedauthorsasevidencetobackupanyoftheclaimsmade,whichdamagesthereliabilityoftheinformation.Inadditiontothis,thisliteraturecannotbegeneralisedgeneralizedasitdoesnotemployanyresearchmethodologyforthestatementsmade.However,thestatementsmadebyhissourcesalignswellwithmodernmodern-daybusinesspractisespracticesandissimilartoreliablesources.Lastly,sinceitfitswellwithinthecontextofthisreport,thesourcewasused.Globalizationhasalsofacilitatedthediffusionandadoptionoftechnologyacrossborders.Thishasimpactedmarketingstrategiesasithasforcedcompaniestoincorporatetechnologicalaspectssuchassocialmediachannelsandonmi-channelsintotheirmarketingstrategies.Cook(2014)outlinesthatthepresent-dayconsumershaveaccessibilitytoamoreextensiverangeoftechnologiescomparedtogenerationsinthepast,withnumerousconsumersegmentshavingbeingbroughtupwithorlargelyswayedbytechnology.Alteringlifestylesimplythatconsumersinthecontemporarywishtoconductthepurchasingprocessataperiodandtimethatissuitabletotheirindividualneeds,utilizingtechnologythattheyactuallyhave.Whatismore,thisisaneffectivestrategyforthereasonthatresearchalsodemonstratesthat,intheeventthatftheseconsumersegmentsarecompletelyengagedbymeansofusingonlineandsocialmediachannels,theycanendupbeingveryloyalconsumers.Cook(2014)delineatesthatbehaviourally,theseconsumersegmentsinsistonhavingasuitableandgratifyingsettinginwhichtoconductproductresearchataplaceandtimethatissuitabletothem.Thissourceisfairlyrecentandisstillapplicabletothecontemporarybusinesssetting.Thejournalemploysamixedmixed-methodapproachbyusingquantitativedatatoestablishcauseandeffectrelationshipsandthenfollowingupbyusingqualitativedatatoapplythefindingstomarketingandglobalisationglobalization.Thispragmaticapproachissupplementedbythefactthatthisisapeerpeer-reviewedjournalwhichthatadvocatesthattheauthorhasaccountedfortheirbiases.Allofthiscombinedmakesthissourceveryreliable.Furthermore,thisjournalwaspublishedbyIcono14,whichmakestheworkverycredible.Lastly,thejournalfollowsathoroughmethodology,andifreplicatedunderthesamecircumstances,wouldleadtheresearchertofindsimilarresults,makingthisliteraturegeneralisablegeneralizable.3.0.ResearchMethodology3.0.PhilosophicalStandpointSaunders,Lewis,andThornhill(2009)defineresearchphilosophyasknowledgedevelopmentandthenatureoftheknowledge.Researchphilosophyisarepresentationoftheresearcher’simplicitorexplicitphilosophicalassumptionsaboutthenatureoftheworld,whichBurrellandMorgan(1979)notethattheassumptionsguidetheobjectivityofresearch.tTheobjectivityofresearch.Thephilosophicalassumptionaboutresearchincludesontologicalassumptions,epistemologicalperspective,andmethodologicalperspective(BurrellandMorgan1979).3.0.1.OntologyAccordingtoSaunders,Lewis,andThornhill,(2009),ontologyisthestudyofrealityandenablesdifferentiationofperceptionandreality.Ontologicalassumptionsshapetheresearcher\'sviewoftheresearchobjectsandentailtwocontrastingviews,objectivismandsubjectivismofreality.Theobjectivismviewincorporatestheassumptionsofnaturalscienceandholdsthatthesocialworldasanaturalandconcreteworldexistingindependentofphysicalworldhumanappreciationofcognition.Ontologically,objectivismadoptsrealismimplyingthatsocialentitiesaresimilartothephysicalentitiesofthenaturalworld.Anobjectivistapproachdetachesresearchfromtheresearcher’svaluesandholdsthatvaluescontributetobiasinfindings.Objectivistseekstouncoverthediscoveruniversallawsandfactsgoverningsocialbehavior.Incorporatingtheassumptionofhumanitiesandarts,thesubjectivismviewassertsthatsocialrealityistheproductofsocialphenomenonorchestratedbysocialactors.Ontologically,Subjectivismadoptsnominalism,implyingthatsocialrealityisconstructedthroughsocialinteraction,andsocialphenomenaareinaconstantstateofchange.Subjectivistsseektounderstandthedivergentnarrativesandopinionsofasocialphenomenon,implyingthattheresearchercannotdetachresearchfromindividualvalueswhileanalyzingdata(BurrellandMorgan(1979).Theontologicalstandpointofthisresearchisoutlinedbyintherationalesection.Theontologicalstandpointiscrucialtothisresearchbecauseidentifyingitwillassisttheresearchertodistinguishindistinguishingtheresearchesrealityfromthesocialandsubjectivereality(Sanders.Metal.2009).3.1.2.EpistemologyEpistemologyisthephilosophicalperspectiveassumptionsabouthumanknowledge(Saunders,LewisandThornhill,2009)Epistemologyconcernswhatconstitutes,validlegitimateandknowledgeacceptable,andtheapproachesofcommunicatingtheknowledge.Unliketheontologyperspectivethatseekstouncovertheknowledge,theepistemologyperspectivereferstothehowofacquiringtheknowledge.Therearetwocontrastingepistemologyperspective;positivismandinterpretivism.Apositivismapproachholdstheviewthatsocialphenomenacanbestudiedasfactsbyestablishingrelationshipsandregularities.Apositivistapproachentailsgainingnewinsightsandknowledgebydevelopingpredictiontoolsandtestinghypothesesthatwouldthenevolveintoatheoryandgeneralizationofresults.Acentraltenetofpositivismisthatresearchersundertakeanobjectiveanalysisandscientificperspectivewhenobservingsocialbehavior.Interpretivist/constructivistperspective,ontheotherhand,perceivestheworldasawidersocialsystemthatisconstructed,interpreted,andexperiencedbythesocialactors.Unlikethepositivistperspectivethatseekstogeneralizeaphenomenontothepopulation,theinterpretivistinterpretiveperspectiveseekstounderstandaparticularphenomenon,h.Henceit’sunobtrusive,non-manipulative,ornon-controllingreal-worldsituations(BurrellandMorgan1979).Itistheresearchesresearcher\'sviewregardingwhatconstitutesandfitsinasacceptableknowledge(IBID).Theepistemologicalstandpointofthisresearchacknowledgesthattherehasbeenadrasticevolutionofglobalisationglobalizationsincethe20thcenturybecausetheGlobalizationconsiderstheincreasinglyassociationsofculture,persons,andeconomicactivity.Asawhole,itencompassestheinternationaldistributionoftheproductionofgoodsandservicesbymeansofthroughreducingoreradicatingbarrierstointernationaltradesuchasimportquotas,tariffsaswellasimportquotas(Fischer,2003).Globalizationinthe21stcenturyisembodiedbyenhancedtechnologyintransportationandtelecommunications,thegrowngrowthofmultinationalcorporations,andthemovementofpeopleandcapital(NederveenPieterse,2012).Identifyingtheepistemologyallowstheresearchertothetruetruthfromthefalseandhenceaccountsforpossiblebiases,conductingreflexivityandimprovethereliabilityofthereport.3.1.3.ResearchParadigmTheresearchparadigmenablesclarityintheinquirystructureandthemethodologychoice.ThevariousparadigmsdiscussedinthecontextofbusinessliteratureareRealistandPragmatism,positivism,interpretivism/constructivismApositivismparadigmassertsthatthereexistsasingletruthaboutasocialphenomenonandthatsocialrealityisobjectiveandexternal.Positivistsadoptquantitativeresearchmethods,andbyusinganamplesamplesize,theygeneralizetheiroutcometothepopulation.Theunderlyingapproachofpositivismisestablishingcausalrelationshipsinresearchandadoptingthefundamentallaws.Apositivistperspectivecallsforobjectiveasopposedtosubjectiveresearchmethods(Saunders,LewisandThornhill,2009).Aninterpretivism/constructivismconstructivistperspectiveassertsrealityissociallyconstructed,andtheresearcher,researchobjects,ormethodsareinterlinked.Theinterpretivismapproachimpliesthattheprocessofresearchisvalue-ladenandreflectsthebackground,skills,values,beliefs,andinterestsoftheresearcher.Interpretivistadoptsqualitativeresearchmethodsandaimsatdevelopingtheoriesasopposedtoresultinggeneralization.Theinterpretivistinterpretivepositthatsocialphenomenaareinconstantrevision,henceestablishingacausal-effectrelationshipispointlessanditsvalue-addingtounderstandasocialphenomenonintheircontextualsettings.G,giventhatit’simpossibletodisaggregatetheresearcher’svaluesandbeliefsfromtheresearch,removingbias,andscientificobjectivityisimpossible.Theprincipleunderlyingtherealismperspectiveisthatthereisnoperfectioninscientificmethodsimplyingtheneedforanopenmind,adoptionofnewdifferentmethodswhileundertakingresearch(Saunders,LewisandThornhill,2009).Accordingtorealists,thereexistsnofixedcausalimpactofsocialeventsduetotheirfragilityinnature,callingforcontextualsettingsofobservedsocialphenomenon.Therealistresearcherholdsthepositionthatthereexistnomoderatingfactorsthatinfluencetherelationshipsofsocialevents.Realismfocusesonunderstandingandexplainingsocialphenomenonasopposedtoprediction.Therealistapproach,therefore,resultsinmultipleinterpretationsforseveralunpredictablecontexts.Apragmatismparadigmholdstheviewthatpositivismandinterpretivismarebothvalidphilosophicalassumptions,h.Hencearesearchercanadoptoneorbothapproacheswhileexploringasocialphenomenon.Pragmatismarguesthatrealdecisionsaremadeinthecontextofpracticaluncertainty.Apragmatistpositionexplorestheories,ideas,concepts,hypothesis,andresearchfindingsasinstrumentsofactionsorthoughtsinspecificApragmatismperspectiveadvocatesfortheuseofamethodormethodsthatallowforreliable,credibleandrelevantdatatobecollectedtoinformresearch(KelemenandRumens2008).Pragmatismisanapproachthatamalgamatesinterpretivismandpositivisminordertobestanswertheresearchquestion(Sanders.Metal.2009).Forthisreason,thisresearchusesapragmaticapproachsinceitcollectsbothquantitativeandqualitativedataacrossprimaryandsecondaryresearches,asoutlinedbelow.3.1.ResearchMethod:MixedThisresearchusedamixedmixed-methodapproach. Themethodologyincludedcollecting,analyzing,andintegratingquantitativeandqualitativedataacrosstheresearch.Hencethisresearchusedapragmaticapproachasit   itamalgamatesinterpretivismandpositivisminordertobestanswertheresearchquestion(Sanders.Metal.2009).“TowhatextentdoesglobalizationimpactmarketingstrategiesofRedbullsincethe20th Century?”.  Thepragmatismisexplicitlyseenthroughthemixedmethodologyoutlinedbelowasitincorporatesbothquantitativeandqualitativedataacrossprimaryresearchesdelineatedbelowandsecondaryresearchviathecriticalliteraturereview.Thepragmaticapproachwasusedinsteadofapositivistoraninterpretivistinterpretiveapproachbecauseitwellinhandwiththemixedmethod.Furthermore,thephilosophicalstandpoints,includingtheontologyandtheepistemology,remainsthesameasmentionedintheresearchproposalbecausemostoftheprocedurewasinthesamelinesofwhatwasearlierdiscussedintheproposal. Thereasonforusingapragmaticapproachandamixedmethodisthat,theevaluationcanbeviewedfrommultipleangles.Sincetheweaknessofqualitativedataarethestrengthsofquantitativedataandviceversa,theresearcherisallowedtopresentamorecomprehensiveandbalancedargumentrelativetousingasinglemethodalone(Eaton.D,Ihuah.P,2013).However,apragmaticapproachismoretimeconsuming,expensive,complexJiboye(2004).Althoughapragmaticapproachcouldusemuchmanymoreresources,Apositivistapproachalonewouldonlydealwithnumbersandhencebecomesinflexibleinnature(Eaton.D,Ihuah.P,2013).Whereasaninterpretivistinterpretiveapproachalonetendstoinvolvealotofemotion,bias,personalinvolvement,hencethereliabilitycanbeundermined(IBID).Thereforeapragmaticapproachcombinestheaccuracyofquantitativedataandtheecologicalvalidityofqualitativedata,allowingtheresearchtopresentabalancesbalancedargument,improvingitsoverallreliability,whichwillultimatelyassisttheresearchertomeetinmeetingtheaimsandobjectives. Theprimaryresearchcommencedwithbydistributingquestionnaires(Appendix1).Tandthenasemisemi-structuredinterview(Appendix2)wasconductedwithamarketingprofessionalthathasalreadydoneadissertationonRedBullandmarketing.Itwasdoneinthisorderbecausetheresearchercollectedperspectivesofthegeneralpopulation,whichwasnotintheepistemologyortheontologyoftheresearcher.TheresearcherbelievedthatRedBull  (RB)hadathoroughcorporatesocialresponsibility(CSR)however,Respondent11(Attachedasappendix3)ofthequestionnairepointedoutthatRBhashadanissueinthepastwiththeirslogan“RedBullgivesyouwings”andthenusingthisnewinformationobtained,theresearchmovedtocollectingandcollatingsecondarydataabout“thesloganissue”(Quotedbyrespondent11onpage5)asoutlinedonAppendix4.Thissecondarydata(Appendix4)wasshowntotheintervieweeduringthesemisemi-structuredinterviewasoutlinedonthequestion,“Whatareyourcommentsonthis?”.Theword“this”referredtoAppendix4..Moreover,thequestionnairehadone-wordanswersandmultiple-choicequestionsonsections“Globalisation”and“RedBull”thiswasaneffectivewaytoreceivethemajoritarianviewsonthesesubjects,h.However,thesequestionswererepeatedindetailduringthesemisemi-structuredinterviewtogetanin-depthanalysisandtoverifyiftherewasadifferenceofopinion.Therefore,thesequenceofconductingaathequestionnaireatthebeggingandthenmovingontotheinterviewcouldbejustified,sinceaquestionnaireinthiscase,inthiscase,gaveabroadperspectiveofmattersregardingglobalisationglobalizationinaquantitativeformandthevalidityofthisinformationwasscrutinisedscrutinizedbyconductingaqualitativedatacollectionmethodviathesemisemi-structuredinterviewasitrepeatsquestionfromthequestionnairebyadding“Towhatextent”inordertocollectrichdataforthepurposeofthisresearch.Theprimaryresearchmethodsareasfollows; 3.2.DataCollectionMethodsTheinternationalmarketingresearchprocessframeworkentailssettingtheresearchobjective,developingtheresearchdesign,datacollection,anddataanalysis(Omalaja,Eruola,andCollege,2011).Asystematicanalysisofliteratureonmarketingstrategiesby(Omalaja,Eruola,andCollege,2011)identifiedsurveysasthepopularmodelofdatacollectionmethodsinmarketingliterate.Othermethodsofdatacollectionidentifiedthroughthemeta-analysisincludesecondarydataanalysis,casestudies,contentanalysis,experimentandmodeling,andinterviews.3.2.1.QuestionnaireTheprimarydatacollectiontooladoptedforthisstudywasaquestionnaire.Usingaquestionnaire,theresearchersavedtime,andthedatawaseasytoprocess(Le.ac.uk,2018,nonnon-paginated).However,owingtothereasonthataquestionnaireisnotflexibleinnature,acomprehensiveunderstandingcouldnotbemade(IBID).Thisisshowninthisquestionnaire,asmostoftheanswersareinamultiplemultiple-choiceformat.Althoughtheanswersarequantifiable,everysamplehadauniquebackground,andaquestionnairedoesnotaccountfortheimpactofbiastoontheanswer(IBID).Thiswasexplicitlyseenastheparticipantsrangedwerefrom6differentnationalities.Therecouldhavebeenalotofculturalandsocialimplicationsthatimpactedthereliabilityoftheansweraswell(Bandura,2018andBartlett1932).Owingtothis,althoughaquestionnairecansometimeslackvalidityasthereisnoaccuratewaytomeasureitsreliability,aquestionnairecanbereplicatedbyanyone,withalimitedaffecteffecttoonitsreliability(Le.ac.uk,2018,nonnon-paginated).Although,thesamplesizewasonly20whichisthearelativelysmallsamplesizeforaresearchproject,therespondentswerefromdifferentnationalities,whichdirectlyrelatestoglobalisationglobalizationasitwouldgivetheresponsesfromthequestionnaireamorecomprehensiveglobalapproach,whichisindirectlinewithansweringtheresearchquestion.However,therewasapossibleriskofparticipantsmisunderstandingthequestionandansweringitoutofcontext(IBID).Onesuchexamplewasthattheparticipantswereconfusedwiththequestion“Rankinorderofpreference.(1-5,5beingthehighestpreferencerating,and1onebeingtheleast)”attachedinAppendix5.Thiswasconfusingfortheparticipantsbecausenormallyranking1stisperceivedthebest,and5fiveistheleast.Also,inadditiontothis,theparticipantsgotevenmoreconfusedwhentheywerenotallowedtoselect2twobrandsinthesamerank.Thispartwasnotmadecleartotheparticipants.However,aquestionnairecanbeanalysedanalyzedmorescientificallyandobjectivelythanotherformsofresearch,suchasfocusgroupsandobservation(Le.ac.uk,2018,nonnon-paginated).However,thisquestionnairehadaminuteerrorforthefirst13respondentsbecause,forthesection“Atanaverage,forthepast5fiveyears,howmanycansofRedBullsdidyoubuy/consume?”Theoptionsthatwaswereinitiallyputingoogleformswaswereonlyfortheyears2015,2016,and2019asattachedinAppendix6.Theresearchermissedouttoputintheyears2017and2018.Although,theresearcherthenmadetheeditandaddedthese2twoyearsonlyafter13responses,itwouldnotcruciallyimpactthefindingsbecauseonlytherelativepercentageswouldbetakenforanalysisanddiscussion(forfurtheranalysisrefertoAppendix9).Itisthereforerelativelyeasierfortheresearchertocorrectamistakeinaquestionnaireasopposedtoothermethodsofdatacollection;henceitcouldbejustifiesjustifiedthatquestionnairewasanappropriatemeansofdatacollectionforthisproject.Atapush,since  sincethedrawbacksofthequestionnaireincludestheinabilityoftheresearchertogatherrichdata(Le.ac.uk,2018,nonnon-paginated),thisresearchwascomplementedwithasemisemi-structuredinterview.3.3.2.Semi–-StructuredInterview InterviewaprofessionalthathasalreadydoneadissertationonRBandmarketing.Theinterviewwassemisemi-structured.Doingasemisemi-structuredinterviewallowedtheinterviewertobe preparedandappearcompetentduringtheinterviewwhileallowingtheintervieweethefreedomtoexpresstheirviewsintheirownterms (StefanieKellerandKatharinaConradin,2018,nonnon-paginated).Sincetheparticipantwasanexpertonthistopic,therearehighchancesthattheintervieweeismoreknowledgablethantheresearcherinthisarea.Therefore,theintervieweeneedstobegiventhefreedomofexpression,whilstwhiletheresearchershouldjustguideandmoderatethediscussion.However,inordertomakeageneralconclusion,manynumberofpeoplehavetobeinterviewed.Thiscanbetimetime-consumingandresourceresource-intensive(IBID).Thiswaspreciselythereasonwhyaquestionnairewasdone.Sincetheinterviewandquestionnairecomplimentcomplementeachother,andatsomepointshavevariousdifferences,thisresearchencompassesamixedmixed-methodapproachwithajustifiedrationale.Oneofthosenotabledifferencewasaflawintheprepoftheinterviewquestions.Thepreparationmustbecarefullyplannedtonotnottomakethequestionsprescriptiveorleading(IBID).Thisrequiresacertainamountofskill.Appendix7showstheresearcher\'snotesduringtheinterview.Althoughinsomeparts,thequestionswereperceivedtobeleading,itcanbejustifiedduetothefactthatsincethein-depthdiscussionwentoutofcontextatcertainpointsoftime.Furthermore,theprescriptivecustomaryformatofthissemisemi-structuredinterviewwasdeemedtobeineffectivetowardstheendoftheinterviewbecausetheintervieweestatesthatthedissertation“doesnotcoverCSR”andthat“Iwouldliketoresearchmoreaboutthat”sotheentireaspectonCSRdiscussionoutlinedontheinterviewquestionswasjustbasedonpersonalopinionandnotprofessionalknowledge.Althoughthesemisemi-structuredinterviewismoreorlessstucktothebroadguidelinesofthelinesandstayedwithinthescopeofthistopic,the  theparticipantstatedthat“ThisiswaymoreformalthanIexpecteditto”whichshowsthattheparticipantcouldhavebeenmademorecomfortableatthestart.Thisalsosuggeststhattheparticipantcouldhavebeenhesitantbecausetheparticipantsawtheaudiorecordingandtheresearcherwithapenandapaper.However,theparticipantwasguaranteedhissafetyviatheinformedconsent(Appendix8).Althoughafterthefirstminutetheparticipantseemedfineastheintervieweewasgiventheplatformtotakethediscussioninthedirectiontheintervieweewanted,whichisagainoneofthebenefitsofusingasemisemi-structuredinterviewasitmoreorlessstucktothebroadguidelinesandstayedwithinthescopeofthistopic.Althoughtheinterviewerhasapotentialofoverorunderanalyzingthedata(StefanieKellerandKatharinaConradin,2018,nonnon-paginated),semisemi-structuredinterviewscanprovidereliableandcomparablequalitativedata(IBID).Additionally,asemisemi-structuredinterviewowingtothefactthatitconfirmswhatisalreadyknown butalsoprovidestheopportunityforlearninglearningopportunity.Oftentheinformationobtainedfromsemi-structuredinterviewswillprovidenotjustanswers,butthereasonsfortheanswers(IBID).Thisisthereasonwhymanyquestionsfromthequestionnairewaswererepeatedintheinterviewbystating,“towhatextent”toextrapolaterichandcomprehensivedata.Lastly,theresearchusesasemi-structuredinterviewsasopposedtoafocusgroupdiscussionbecause,thereisaconstraintoftimeandresourcestodoboththesemethodsands.Sincesemisemi-structuredinterviewscanbedirectedtoacertainextent,itisabetterfitforthisresearch. 3.3.ResearchvalidityandreliabilityReliabilityandvaliditytestsarecriticalinensuringthequalityofanyconductedresearch(Saundersetal.,.2016).Internalvalidityimpliesthattheresearchisdevoidoftheresearcher’sbiasandthatthefindingsareatruerepresentationoftheresearch(PannucciandWilkins,2010).Comprehensivecoverageoftheresearchquestionsinthequestionnaireensuredtheinternalvalidityoftheresearch.PannucciandWilkins,2010)notesthatexternalvalidityimpliesthataresearchfindingisgeneralizabletothepopulation.Toensureexternalvalidity,thecurrentstudyinterviewedtwentyrespondentsindifferentgeographicallocationsworldwide.Toensurethereliabilityofthestudyfindingswasadoptedinthecurrentstudy.Datatriangulationimpliestheuseofmultiplecasestudies,whichisrealizedthroughbyinterviewingmultiplepersons(Yin2014).4.EMPIRICALFINDINGSANDANALYSISTheempiricalfindingsentailasynthesisofprimarydatacollectedthroughaquestionnaireandliteraturereview.Theresultsobtainedfromthesecondarydatahashavebeenprocessedandcondensedintotimelines,tables,graphs,andcharts.4.1.RedBullOverviewIntroducedintheAustralianmarketin1987bytheRedBullGmbHundertheleadershipofAustrianentrepreneur DietrichMateschitz,RedBullisanenergydrinkwithaworldwidepresence.AsofJuly2020,RedBullhadaBrandValueof$11.1Bemerging#69ontheForbesListofWorld’sMostValuableBrand2020and#2015inAmerica’sBestMidsizeEmployers20`9.It’stheleadingshareoftheglobalenergydrinkmarketwithaglobalreachin171countriesandanaverageof7.5billioncallssoldin2019,increasingby10.4percentcomparedto2018.Redbulldemandandmarketsharehavegrownovertheyearssinceinceptionreporting$4.8billionnetsalesin2008andrecordinga7.9percentgrowthofnetsalescomparedwith2007.WhereasintheUS,RedBullenjoys47percentofthemarketshareofenergydrinks,;itcommandsupto90percentinover100countriesworldwide.Theproducthasoverdirect100competitorsinthemarketsuchasRockStarEnergy,5-hourenergydrink,amongothers.Theredbulltargetmarketincludesyoungpeopleoftheagebracket18-35whohaveactivelifestyles,leadasocialnightlife,orenjoyextremesports.Worldwide,RedBullisapopularenergydrinkamongtopathletes,universitystudents,busyprofessionals,andtravelersonlongtrips.Therearefourredbullproductsinthemarket;RedBullEnergyDrink,RedBullZeroCalories,RedBullSugarfree,andFlavouredRedBullEditions,witheachhavingadistinguishingmotto.Redbullisdistributedmainlyionconveniencestores,grocerystores,gasstations,supercenterstoresintheUS(RedBull,2020).4.2.DescriptiveAnalysis20Twentyrespondentsrepliedtothequestionnairearedistrustedfromfivecountries,Indian(70%),Thailand(15%),SouthAfrica(5%),America(5%),andYemen(5%).100OnehundredpercentoftherespondentsreportedhavingheardofRedBull.AsignificantproportionoftherespondentsidentifiedthattheyhadfirstheardaboutRedBullfromadverts.65percentoftherespondentsrepliedthattheywereawareofRedBull’sSlogan4.3.TimelineAtimelineapproachisadoptedinthecurrentstudytodemonstratestheevolutionofRedBullsincethe20thCentury.TheanalysisofthemajorachievementofRedBullidentifiesthemarketingstrategyasakeycontributingfactor.Thisisanextensiontothecriticalliteraturereview,whereinthisresearchinencompassingresultsgatheredacrosssecondarydatacollection(RedBull,2020).Furthermore,thisresearchincorporatesatimelinetocoherentlyandlogicallycommunicatetheoutcomesofthesecondaryresearchtotheintendedaudience,demonstratingtomeetthefollowingsetobjectives;1.“TocombineandcontrasttheacquiredknowledgewithpracticalexamplesfromRedBull.”Asaforementioned.2.“Toclassifyanddevelopinformationgatheringskills.”Theclassificationoccursbyconstructingatimelineusingtheinformationgatheredfromsecondarysources.3.“Todemonstratetheabilityofextrapolatingtoextrapolateandcollatingspecificdatainrelationtoconcerningtheresearchquestion.”Thespecificdatathatiscollectedisfromormtheinternet,andthecollationtotheresearchquestionoccursviathistimelinebecauseitdirectlyaddressesthequestionofRBandmarketing“sincethe20thcentury”.Thetimelineistakenfromasecondarysource(energydrink-uk.redbull.com,n.d.,2019,nonnon-paginated).4.4.CriticalAnalysisofTimelineusingPrimaryData1.In1987RedBullwasnotjustcreatedasaproductbutalsoasa“uniquemarketingconcept”(RedBull,2020).Thisisreinforcedduetotheevidencegatheredfromcollectingprimarydataviabyconductingtheinterview(Appendix2).TheintervieweedidadissertationonmarketingandRB,whichaimedatfindingthe“bandwagoneffect”onRB(Appendix2).WhatthismeansisthatwhetherpeoplebuyRBbecauseofthe“taste”andthe“product”orwhether“customersbuyRB”becauseof“trendsorbehaviours”(IBID).ThiswasexactlytheconceptofthecreationofRB,asexplainedbythetimeline,i.Itshouldn’tbeconsideredjustasanenergydrinkbutasaphenomenonoralifestyle.UnderstandingthevisionofthefounderisveryimportantforanorganisationorganizationaslargeasRBisbecause,,withthis,itcanbestatedthatuniquemarketingtoreachaglobalaudienceisoneofthefirstfirst-everbusinessobjectivesdesignedRB.ThisisextremelyimportantforRBinthefuturebecause;a.2.Only20%ofthesampleisnotinterestedinworkingforRBinthefuture.25%ofthesampleisdefinitethattheywanttoworkforRBand,themajorityofthesampleisnotsurewhethertheywanttoworkforRB.OneofthereasonstowanttoworkforRBis“Amamarketingprofessionalandwouldliketoworkwiththem”..”HenceitisrecommendedtoRBthattheygiveconstantappraisals,andlearninganddevelopmenttotheircurrentemployees.Thesesessionsshouldfocusoncreativemarketingasmarketingisthecoreofthiscompany.SsincethiswillenablepersonaldevelopmentastheemployeesreceiveanimprovedsetofskillsatmarketingandthereforepushprofessionaldevelopmentoftheorganisationorganizationastheseemployeeswillapplythesesetsofskillstoboosttheproductivityofRB.Thisway,RBwillbemorewidelyknownforitsmarketingthanitalreadyis.OnceRBdoesthis,theywillattractmoretalentintotheirorganisationorganization,andchancesarepeoplefrom“Maybe”wouldchangetheiroptiontoacertain“Yes,”whichcanassistRBinbecominganemployerofchoice.3.Intheyear1988,RBcreatedauniquemarketingstrategyneverdonebeforeinthehistoryofmarketing.Theyintroduced“Dolomitenmann”(RedBull,2020),whichisamarketingcampaignwhichthatcombinedmountainrunning,paragliding,kayaking,andmountainbikingatanevent.Inthisevent,fans,consumers,oraudiencesofRBwouldcometoparticipatetoshowcasetheirsportsmanship.Thisdirectlylinkstothemottoofthecompany,whichstatesthat“RedBullgivesyouwings”becausetheseeventsarescaryeventsthatgivesapeopleahugerushofadrenaline.However,theintervieweedisputesthisbystatingthatthemottoofRB,whilebeingrelevantisnotahugedriverofitsmarketingcampaigns.Furthermore,theintervieweesays,“IthinkwhatRBdoesverywelliscreatingthoseexperiences,”whichmeansthattheexperiencegainedfromaneventsuchas“Dolomitenmann”asawholeisthe“creationoflifestyle”..”4.Likethis,RBhasmanagedtocreateuniquemarketingeventsregardingathletics,freesports,andadventureduringtheyears1992,1995,1997,1999,2001,2003,2004,2005,2007,2010,2011,2012,2013,2014,2015,2016and2017.ThesecampaignshavecontributedtobuildingaglobalaudiencewhichthatRBhastoday.Thecampaignscouldbecriticallyanalysedanalyzedthepiechartshownbelow;5.75%oftherespondentsreportedthattheywereawareofRBmarketingcampaigns.Althoughthesmallsizewasquitesmallinnumber,itrangedacross6sixdifferentnationalities.Therefore,itcouldbesuggestedthatRBhasareachofaglobalaudienceviacampaigns,asmentionedabove.Althoughtherespondentsseemedtoliketheideaofthesecampaigns,themajoritywouldnotliketobeapartofthesecampaigns.6.68%oftheparticipantsdidnotwanttobeapartofthecampaign,despitebeingawareofit.ThisisthepointofRB,;theirmottostatesthat“RedBullgivesyouwings,”whichsuggeststhataconsumermustdrinkRBforthemtoobtainasenseoffreedom(describedas“wings”ofabird)totrythingsonewouldneverhavedaredto.Hence,despitetheresultsfromthepiechartabove,itisrecommendedthatRBcontinuestoaggressivelypromotetheiritsbrandviacampaigningwithadventuresportsandcreatingeventswithuniqueexperiencesthatgivesviewersacertainadrenalinerush.7.AvastmajorityoftherespondentsidentifiedanevolutionofRedBullstrateg75percentoftherespondentsidentifiedthatRedBullmarketingstrategieshadevolvedwith10percentrespondingthatthey’renotawareofchangesinRedBullmarketingstrategiessinceinception.8.95Ninety-fivepercentagreedthathealthycompetitionamongthebrandsinthefoodandbeverageindustrytriggeredbyglobalizationhadresultedinincreasedbrandoptionstotheconsumers.While70percentoftherespondentsagreedthatglobalizationhadplayedaroleintheRedBullmarketingstrategies,25percentoftherespondentswereofthecontraryopinion.9.AlthoughavastmajorityoftherespondentsagreethatGlobalizationhasledtoexploitationoftheworkforce,onlyaminorityof10%statesthattheyareawareofsuchincidentswithRB.10.RespondentNo.11(Appendix4),whoisapartoftheminoritythatthinksRBhascommittedmanpracticewithCSRandmarketing,statesthatRBhashad“thesloganissue”..”ThedetailsofthislawsuitisareattachedoninAppendix4.However,theintervieweestronglyobjectstoviewthisasmalpracticeoralackofCSR.ThewayRBmeans“bygivingyouwingsisthatitgivesyouenergy.Itshouldnotbetakenliterally”.“Therearesomanycompaniesusinglotsofwordsintheirslogan,ifyoureallyneedtoeachandeverycompanyslogan,theworldwillfindsomanymoreexampleslikethis.Andthatthisshouldnotbetakenseriously”.Theseare2twodifferentquotationsfromtheinterview,whereinthemarketingprofessionalprofessionalmarketingintervieweefeltthatthegeneralpopulationsometimesmisunderstandsthemeaningofphrasesatonaglobalscale.Hence,itisrecommendedthatRBlayanimportantfocusonadaptingadoptingamoresociallyresponsible“ethical”approachtomarketing.RBcandothisbyeducatingconsumersonhowtodisposeoftheircansinamorerecyclablemannerinthecampaignsthattheyhost.11.Intheyear2000,RBwasabletolaunchinthemiddleeast.ThewaythattheywereabletodothiswasbecausetheAladdinspotresonatesresonatedwiththefamousArabicfairytaleandprovedtobetheperfectcopyfortheRedBulllaunch.ThesuccessofRBinthemiddleeastcouldbevalidated,takingintoconsiderationtheanswerofRespondentNo.17(attachedoninAppendix11),whoisfromYemen.Thisrespondentratesthe“marketingstrategiesofRB”10/10,“Theinfluenceofglobalisationglobalizationofmarketingstrategies”onRB10/10,andHowmuchdoes\"RBadapttoculture”8/10.ThissuggeststhataudiencesareverysatisfiedwiththeculturaladaptabilityofRB..12.Moreover,companiesthattendtobeglobalmustbewellequippedandculturallyawaretoenterofenteringthemarketofconservativecountriesinthemiddleeast.Thefactthatthisrespondentstated10/10for“Howeasy/convenientisitforyoutobuyaRedBull?”ShowsthatRBhasbecomeaccessibleinthemiddleeastatonalargescaleaswell.13.Theyear1989,RBpushedtheirproductrangetoaglobalaudienceviaendorsements.GerhardBergerwasaFormula1driver.ThisisexplicitlysupportedbytheresponseofRespondentNo.4(Appendix14).Theparticipantwasaskedthequestion,“WhatisitaboutRedBullyoulikethemost?”Andtheparticipanthasresponded,stating,“Formula1”.ThisisatestimonytothefactthatconsumerssometimesconsumeRBnotbecauseoftheproductbutduetotheseglobaleventsthattheyareapartof.Usingthismarketingstrategy,RBwasabletoobtainaglobalaudience,asexplainedbelow.14.Likethis,RBhasmanagedtoobtainseveralendorsementsfromcelebritiesrangingfromathletestomoviestarsthatputsthemontopoftheglobalplatformduringtheyears-1994,1995,1998,2007,2009,2010,2011,2012,2013,2014,2015,2016and2017.ThisisanexcellentmarketingstrategybecausebecauseBandura(2018)explainsthatindividualpeerscanserveasamajorsourceofsocialinfluence,leadingonetoadoptconforminghabitsorbehaviors.Thereasonforthisisthathumansaresocialcreatures,andtheylooktootherstohelpdeveloptheirownpatternsofthought,reinforcestereotypesordevelopbehaviorsthatareacceptedandallowthemtogetalongwellwithothers.Individualscreaterelationshipswithoneanother,butinorderforthoserelationshipstobesuccessful,therearecodesandnormsofbehaviorthatareexpectedinorderfortwopeopletoshareacommonspace.Disruptionofthosecodesornotmeetingexpectationsresultsinadestabilizationofthespace—akindofcognitivedissonancewithintherelationshipthathastobeaddressedorelsethetwoindividualswillrepeloneanother.Therefore,peoplenaturallylooktoinfluencerstomakedecisionsregardingpurchasingaproduct.TheproductisRBinthiscase.ThiscouldbebackedupwiththeanswerofRespondentNo.9attachedon(Appendix13).Whenasked,“HowdidyoufirsthearaboutRedBull?”,theparticipantrespondedbystatingthat“SawafrienddrinkingRedBull’senergydrink”..”ThisclearlyshowstheinfluencethatsocietyortheenvironmentaroundusinfluencesconsumersatagloballeveltopurchaseRB,asexplainedbyBandura(2018).HenceitisrecommendedthatRBcontinuetoadvertisewithcelebrities.ItcouldbefurtherrecommendedthatRBtapsintotheideaofreceivingendorsementsfromthefootballindustryasithasalargenumberoffollowingandhashadanenormousgrowthinthe21stcentury.ItcouldalsoberecommendedthatRBobtainsendorsementsfrompopcultureartiststopromotetheirbrandtotheyoungerdemographicinordertoincreasebrandawarenessand,inturn,boostsales.15.AnotherimportantstrategythatRBhasstrivedtomaintainwasbrandawarenesstoaglobalaudiences.Intheyear2005,RBisknowntohavecoco-brandedtheirbrandwithotherfamousbrandssuchasJaguarandBMX,Mercedes,in2006.OneofthemostuniquemarketingstrategiesthatRBhasemployedduetoglobalisationglobalizationwasin2006.HIGHER,FASTER,FURTHER.RedBullPaperWingsisauniqueeventwhereasheetofpaper,lotsofideas,andsomeupperarmstrengthcanhelpyougodowninsportinghistory.The2005/6seasonsawover10,000competitorsfrom50countriestakepartin260qualificationroundsacrosstheworldwiththeaimofsoaringtosoarintothemainevent.WinnerswerecrownedinthecategoriesLongestAirtimeandLongestDistanceandAerobatics.ItisduetothesestrategiesthatRBbenefitsfromsuchoverwhelmingbrandawarenessacrossaglobalplatform.Itwasmeasuredinthequestionnaire.16.100%oftherespondentshashavestatedthattheyareawareofthebrandRB,whichmeansthatglobalisationglobalizationhasapositiveimpactofonRBintermsofBrandAwareness.Allthingsconsidered,tThemarketingstrategiesseemtohaveplayedapivotalroleinspearheadingRBachievinggrowth,however,theresultsfromthequestionnaireseemstoshowadeclineintheconsumptionofRB.30percentoftherespondentsagreedthatthebenefitsofRedBullinyourCountryoutweighthedrawbacks,with40percentrespondingthatthebranddrawbacksoutweighthebenefitsofthebrand\'spresenceintheirrespectivecountries.Oneofthebenefitsidentifiedisthecreationofjobs,with60percentoftherespondentagreeingthatRedBullhadcreatedjobsintheirrespectivecountries.17.While100percentofrespondentsidentifiedthattheywereawareoftheRedBullproduct,only20percentoftherespondentshadeverusedsocialmediatopostcontentaboutRedBull.55Fifty-fivepercentoftherespondentssuggestedtheneedforanewpricepointforRedBull,implyingthatthebrandisconsideredpricey.20TwentypercentoftherespondentsUSD1isthesuggestedpriceoftheRedBullproducts.18.WithIntherecentyears,therehasbeenachangeintheglobalattitudetowardstheconsumptionofsoftdrinksasawhole.Graph1belowshowstheconsumptionofRBforthepast5fiveyears.ThemathematicalanalysisandprocedureofthegraphhashavebeendoneoninAppendix9.19.SinceForthepastfewyears,therehasbeenaglobaltrendinaleadingahealthierlifestyle.Theintervieweestatesthat“IusedtodrinkalotofRedBull,butnowIstop,”andwhenasked,thereasontoforthisisthat,thereisaglobalphenomenaphenomenonofleadingahealthierlifestyle,whichcondemns90%ofthesoftdrinkindustry.Thesestatementsareinalignmentwiththeresultsbecause,itcanbeseenthatthereisadeclineintheconsumptionofRBsince2015.HenceitisrecommendedthatRBdiversifyitsproductrangeintohealthiersoftdrinks,withreducedsugarandcaffeinecontents.Toanswertheresearchquestionmoreclearly,althoughthereisempiricalevidencethatglobalisationglobalizationhasindefinitelyassistedRBinreachingaglobalaudienceviauniquemarketingstrategies,invariably,globalisationglobalizationhasalsonegativelyimpactedthesalesofRBduetoincreasingawarenessinconsumptionofsugarandcaffeinateddrinkssuchasRB.Allinall,toagreatextent,globalisationglobalizationpositivelyimpactsthemarketingstrategiesofRBsincethe20thcentury;however,ithasalsonegativelyimpactedit.4.5.GlobalizationandRedBullMarketingStrategiesEvolutionTheme1: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,entailsastrategythatintegratesdifferentregionsandcountriesacrosstheglobewiththeobjectiveofimplementingintendingtoimplementacoordinatedmarketingstrategyindiversemarkets(Johansson,2010).Developingaglobalmarketingstrategyentailsadynamiccontinuouscontinuousdynamicprocessthatisconstantlyevolvingasthefirmventuresinnewmarketssegmentsandcountries.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.Atransactioncostperspectiveaccountsfortheearlieststrategyofglobalmarketingandispremisedintheviewthatthereexistsatrade-offbetweenresourcecommitmentandcontrolthatthenshapethereturns.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.Levit(1983)highlightedthatglobalizationpromoteda“convergenceoftastes,”presentingtheadvantageoftheeconomicsofsimplicity.Levit(1983)notedthatsucharevolutionimpliedthatthesucceedsofglobalcorporationswassignificantlyinfluencedbytheirapproachconvergenceoftasteasopposedtolocaltastes.Globalizationandinformationtechnologyadvancementhavediminishedtheimportanceoflocation,withtheworldbecomingaunifiedglobalvillage.Inaneraofglobalization,newtechnology,communication,andinfrastructureadvancement,particularlytheinterconnectivitypromotedbytheinternet,theconvergenceofconsumertasteshasrevolutionizedthemarketingstrategiesofglobalbrandssuchasRedBull.Schlegelmilch\'s(2016)andKotabeandHelsen\'s(2010)analysisofmarketingstrategiesidentifyidentifystepwisedevelopmentaltrajectory.Theprecursorsforglobalmarketingincludemarketing,exportmarketing,andinternationalmarketing.Schlegelmilch(2016)notesthatasbrandsundergointernationalization,theyengageinitiallyexclusivelytohomemarkets,followedbymarketingabroadwherethebrandsentailminimaladaptions.Internationalmarketingischaracterizedbythedevelopmentofbusinessinothercountriesbutwithminimalutilizationofcross-countrysynergyopportunities.Globalmarketing,onthecontrary,leverages,experience,assets,andproductsintheglobalmarketswiththeproductshavingadaptiontothelocalmarketneeds(KotabeandHelsen,2010)Kotler(2009)notesthatglobalmarketingstrategiesseektomaximizehomogenization,standardization,andintegrationofmarketingactivitiesacrossmarketsworldwide.However,“bornglobal”brandssuchasRedBulldonotundergothestepwisedevelopmentaltrajectorythatinternationalizesrapidlyfromtheirinception(Schlegelmilch2016).RedBulladoptedahomogeneousmarketingprincipleinitsinternationalizationstrategy.Globally,itsmarketingstrategyismulti-faceted,revolutionary,andnon-conformist.Theme2:EvolutionofGlobalizationsincethe20thCenturywiththeContextofRedBullIt’sundeniablethatglobalizationhascreatedaborderlessworld.It’striggeredadrasticchangeinbusinesspracticeandenvironmentacrosstheglobeandhasevokedinterdependenceeconomically,politically,socially,andculturally(EdenandLenway,2001;Molle,2002).Ithascultivatedtheemergenceofnewopportunitiessuchasincreasingresourceavailability,anincreasingnumberofpotentialmarkets,andincreasinginvestmentpotential(Fawcett,Calantone,andSmith,1997;Molle,2002).Globalizationhasalsoyieldedthreatssuchasunprecedentedintensificationofcompetition,andincreasedchallengeinpredictingthebusinessenvironmentJones,2002;Molle,2002).Giventhedynamicnatureofthemarketingdomainanditsstronginterconnectionwiththeworld,it’sdirectlyaffectedbytheglobalizationprocess.Globalizationhascontributedledtotheemergencedevelopmentofglobalproductsimplyingthatthemarketingstrategiesarefacedwiththechallengeoffiercecompetitionataglobalscale,necessitatingthesettingupofglobalmarketingstructuresandfrequentrevisionsofmarketingstrategies(Naghi&Para,2013).Externalglobalizationconditionsimpactafirm\'sssglobalmarketingstrategy.OnekeyconditionistheadvancementofICT,whichbycapitalizingontheadvantageoftheICTevolutionPhenomenon,RedBullhasdevelopedaglobalorientationandasolidfoundationforthebrand.Whenitcomestoengaging,listening,andrespondingtoclientelethroughsocialconversation,RedBullembracesitexcellently.RedBulladoptsaplatform-agnosticandholisticapproachtocontentdistribution. RedBullmarketingchannelischaracterizedbyaninternet-basedandsocialmediastrategyAninternet-basedandsocialmediastrategycharacterizestheredBullmarketingchannel.Cognizantofthefragmentedandcomplexdigitalmediaecosystem,RedBulllargelyusessocialmediatocirculatecontentthatcommunicatesthebrand\'sethos.Thebrandfocusesonestablishingcustomerrelationshipsandhasadeepheritageofengagingcustomersthroughsocialmedia.Bymakingtheconsumersfeeltheymatterthroughactivesocialmediainteraction,RedBullisabletocancreatebrandloyalty.TheBrandhasemergedasaposterchildforutilizingsocialmediatomarketitsproducts.Byengaginginsocialconversation,RedBulllearnsfromitscustomers,whichcontributestobuildingabuildpositivebrandexperience.Asurveyofthedigitalmarketingidentifiedsocialmediamarketingas5thtop-rateddigitalmarketingtechniquein2017withcontentmarketingemergingfirst(Chaffey,2017).RedBullblurredtheboundariesbetweenentertainmentandmarketingwithitseye-catchingcontentintersectingentertainment,sports,music,culture,andlifestyle.Redbullmarketingstrategyhasastrongcommitmenttobrandingthemselvesthroughsports,andmusicsponsorshipdeals.Thewiderangeofcontentscreatesappealacrossitstargetmarket.RedBulltagline “RedBullgivesyouwings”demonstratesamarketingstrategythatrecognizestheconsumertasteconvergencestriggeredbyglobalization.Thepromotionalcontentisthereforeconceptualizedtoaroundhighenergy.Thetaglineresonateswiththeglobalaudiencesinceeveryoneneedshighenergytofocusontheirroutineactivities.ThebrandhasmultiplesocialbrandaccountsfeaturingsportsteamssuchastheAstonMartinRedBullRacingandmusicaccountssuchasRedBullMusicAcademy.Thesocialmediaaccountsareruninpartnershipwithathletesandseektogivetheathletesfollowersabehind-the-scenesglimpseintoanathlete’slife.TheExclusiveYouTubeseriessuchas‘WhoisJOB?’isonesocialmediaaccountthatridesonthebrandsandtheathlete’spopularitytocreateanauthenticexperiencefortargetsegmentsofthebrand\'sconsumer.Thebrandrecognizesthenascentofmeetingonmeetingaudiencesontheirtermsasaneffectivecontentdeliverystrategy.Asopposedtodictatingcontenttotheiraudience,redBullengagingtheaudienceinco-creatingtheircontent.The‘SpaceJumpeventattracted2.6millionsocialmediamentions onthedayasitwasbeinglivelive-streamedonYouTube.Otherpromotionmarqueesponsoredevents thatuseonlinelive-streamincludetheSoapBoxRace,RedBull’sAirRaceandRampage WiththeWebbeingre-builtforvisualandvideocontentasopposedtopredominantlytextcontent,RedBullheavilyreliesonvideotopromoteitsbrand.RedBullhasover9millionsubscribersonitsmainYouTubechannelandover4millionsubscribersonitssmallerchannelsfeaturingshortdocumentaries,mini-series,live-streamedeventsacrosslonger-formvideocontentofmusic,motorsports,gaming,andsnowsports.Thecontentisevenshorterandcreativeonthebrand\'sInstagram.Asopposedtoincludingcansofsodaorposterspromotingthedrinkstasteandbenefitsonitspromotionalvideo,RedBullusesperspectivevideoinpartnershipwithGo-Protopushitsbrand.TheBrandsputsitsdistinctivebrandcolorsandlogoontheathlete’sequipment,props,andattireaswellasonitsracingvehicles.Inforgingsponsorshipandpartnership,RedBullguidingprincipleisflexibilityandcreativefreedom.Assuch,theRedBullpartnershipsaredevoidoftraditionalnotionsofsponsorshipandmediarightsagreements.Asopposedtopuremonetaryvalue,RedBullseekspartnershipsandsponsorshipsthatseekmutualbenefitsbyestablishingpremiumproducts.Theme3:AnalysisofthebenefitsanddrawbacksofglobalizationonRedBull’scoremarketingprinciples.Naghi&Para(2013)asserteconomiesofscaleandcostreduction,anopportunityofmarketexpansion,uniqueworldwidebrandname,andbrandidentity,accesstomassmarkets,bettercommunicationmethods,newtalents,accesstoresources,enhancedtransportationopportunities,assomeofthebenefitsaccruingtofirmsasaconsequenceofglobalization.Standardizingoperationalmarketinggenerateseconomiesofscale,whileglobalizedfirmscanimplementsimilarstrategiesworldwidesimultaneously.Havingaglobalbrandenablesthereductionofcommunicationcostsduetotheconsistencyofthebrandingcontentsincethesameconceptisadoptedacrosstheboard.Technologyevolutionhasbeenakeydriverofglobalization,promotingconvergenceoftheglobalcommunity.Ithasenabledmarketingstrategieswithatargetedaudiencethatseekstorespondtoincreasingandevolvingcompetitiveconditions.Technology,particularlyleveragingtheinternet,isatthecoreofRedBull\'smarketingstrategy.Therearelessfavorableeffectsofglobalization.Giventhatglobalizationresultsincentralization,thereexiststheriskofsloweddecisionmaking,particularlyinresponsetolocalconsumerneedsorlocalcompetitor’sstrategies.Developingthemarketstrategiesinthefirm’sheadquartersrisksinsensitivitytolocalmarketsandlowerresponsivenessduetothefewercontactwiththelocalmarketsbythemarketingmanagers.Theconceptofstandardizationofproductsorservicespausesariskofdevelopmentofproductsorservicesthatarenotinsyncwiththeconsumerneedsaffectingconsumersatisfaction.Moreover,globalizationrisksthelossofnationalcultureandidentityofanation(Naghi&Para,2013).Thereareunprecedentednegativesocialimplicationsofglobalization.60Sixtypercentoftherespondentinterviewedagreedthatglobalizationhadpavedthewayfortheexploitationofdomesticforce.However,only10percentoftherespondentsidentifiedthattheywerefamiliarwithlaborexploitationincidentsinRedBull.Arguably,oneofthemostsubstantialchallengesofglobalizationisethicalbusinesspractices.RedBullunconventionalmarketingstrategies,unconventionalmarketingstrategies,pausesrisksonthecompanybrand.In2014,forexample,RedBullpaid$13milliontosettleaproposedclass-actionlawsuitintheUSunderLaw360overallegedfalseadvertisingwherecustomersallegedthethatbrandlabelingandmarketinghadmisledfunctionalityandsafetyofthedrink(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,themostuniquefeatureoftheredbullmarketingstrategyisthepromotionapproachthatadoptsGuerrillatechniques.CreatedbyLevinson(1984),guerrillamarketingisoneofthepopularmarketingstrategiesthatcapitalizeonthetechnologyadvancementandischaracterizedbyminimalmarketinginvestmentwithalastingimpressiononconsumers(Y?ld?z,2016;CetinBigat,2012)).Theessentialfeatureofguerrillamarketingtechniquesiscultivatingcreativityandimaginationthroughtheuseofslogansandactivities.Theapproachischaracterizedbybrands’adaptabilityBrands’adaptabilitycharacterizestheapproachtosocialandtechnologicalchanges.OnepopularGuerrillatechniques.techniqueTechniqueseekingtocreatehypeisthepublicitystunt“RedBullStratosJump,”featuringAustrianskydiverFelixBaumgartner.Thestrategynotonlycontributedtoasignificantgrowthofsalesreaching$1.6billionintheU.Swithinsixmonths,butitalsogeneratednewsubscribers,user-generatedcontent,andeightmillionviewsonYouTube.BrandentertainmentisanotherinnovativemarketingstrategyadoptedbyRedBull.Thestrategyincorporatesadvertisingentertainmentcontentthroughwhichthesponsorsandsportsagenciesgenerateattentionandengagementfromtheconsumers(Kunz,Elsässer,andSantomier,2016).TheearlyyearsofRedBullmarketingwerecharacterizedbyaction/extremesportssponsorshipswiththestrategyseekingtocultivateawarenessandpopularityinnichetargetmarkets.RedBull’ssport-relatedentertainmentportfolioincludesprint,TVstations,videoandfilm,games,mobileapps,andinternetservicesand.Itdemonstratesthevalueofcontentcirculationvialmultiplechannelsandplatformswiththecontentuniquetoeachnichemarket(Kunz,Elsässer,andSantomier,2016).Theme5:TodiscoveroptimumwaysinwhichRedBullcanadapttoglobalscenariosviamodificationofexistingmarketingstrategieswithanemphasisoncustomerexpectations.Thereisanincreasingneedformarketingorientationthatpaysattentiontotoday’sinformedcustomerandtheirchangingexpectationsandpreferencestothestrengtheningoftherelationshipbetweenacustomerandthebrand.ThereisaneedforRedBulltoadoptstrategiesthatseektobridgethelargenumbersofnon-usersintotheconsumptionfold.Currently,theRedBullbrandispositionedasaluxurylifestyleproductwithapremiumprice.Thebrandcouldadopttheconceptofdemocratizingtheoffer,whichmeansOfferinglow-costproductsforthemassmarket.Theorganizationwouldimplementbrandsthataddressconsumers\'abilitytopaywithoutcompromisingtheireconomicwellbeing.Suchastrategywouldbeimportantinbridgingthenicheofthenon-users.Otherbrandshaverealizedthedemocratizingconceptbyunbundlingorrepackagingproductsintosmallersizesinmicropackaging.OnenichemarketthatRedBullneedstoexplorethroughitssocialmediaisthesustainabilitydimension,environmentalconservationist,andenvironmentalsustainabilityadvocates.Sustainabilityconceptsseektoreconcileeconomicdemands,socialequity,andenvironmentalconservationwithoutcompromisingthesurvivaloffuturegenerations.Environmentalsustainabilityparticularlyisemergingamajorconcerninthesoftdrinkindustryduetothewastepollutionimplication.Theconcepthaspushedsomeoftheglobalbrandstoadoptmarketingstrategiesthatamplifythebrand\'scommitmenttoaddressingitscontributiontoenvironmentalfootprint.Withmountingstakeholderpressureandparticularlyconsumersincreasinglyholdingglobalbrandsaccountablefortheirenvironmentalfootprintalongsupplychains(Schlegelmilch,2016),RedBullcoulddemonstrateitscommitmenttoless-carboncleanersolutionsinitsbrand.Whilethebrandisalreadyembracingconceptsofsustainability,suchas‘RedBull’sOrganicsdrink’,,’launchedin2018,theconceptoforganicproductshardlyfeaturesinitssocialmediaaccounts.Suchanapproachthenlocksoutthebrand’saudiencethatwouldwanttoengagethebrandonorganicandsustainableconsumption.Despiteitsversatileandsuccessfulstrategy,RedBullcontinuestofaceachallengeinpenetratingconservativemarkets.Giventheedgyimageofredbullasadrinkthatprovidesenergy,femalesconsidertheproductasidealformales.Therefore,thereisaneedforamarketingstrategythatspeakstotheconservativepotentialmarketthatremainsuntapped.WhiletheRebBullbranddoesn’tlargelyintegratethe‘flavoredconcept”initsbrand,itcouldbeanavenuethatleveragestheconservativemarket.5.DiscussionandConclusionMarketingstrategiesintheeraofglobalizationareaphenomenonthat’sincreasinglybeingobservedamongglobalbrands.Yetlimitedstudiesexistthatresearchtheconceptofmarketing.Hence,thecurrentstudyseekstoaddressthisresearchgap.Inthisstudy,weadvanceourknowledgeonoftheglobalizationphenomenonbydefiningandempiricallyanalyzingitsimpactonmarketingstrategies.AsinglecasestudyisappliedisadoptedthatanalyzestheglobalmarketingstrategyofRedBull,whichglobalizedatinceptionandadoptsadoptedacontentdriveninternet-basedmarketstrategy.Thestudysetouttodifferentmarketingstrategiesinresponsetoglobalization,exploretheextenttowhichglobalizationhaschangedanditsbenefitsanddrawbackstotheprinciplesofmarketinginthecontextofRedBullFromtheresearchfindings,it’sevidentthattheRedBullmarketingstrategyislargelyanchoredonthe4Csmarketingmixstrategythatembracesconsumersasactiveactorsofabrand.ArguablyRedBullpresentsastimulatingdiscussiononglobalmarketingstrategies.Inthisstudy,wediscussedhowglobalizationhasinfluencedmarketingstrategiesofglobalbrandsanddemonstratedthatleadingglobalbrandshavehadadoptedanon-conventionalmarketingstrategythatmaximizestheopportunitiespresentedbyglobaltrends.Weidentifythatasopposedtoastepwiseapproachofinternalization,theRedBullBrandleapfroggedtheestablishmentchainandadopteda“bornglobal”approach.Forexample,asopposedtoexportmarketingthroughanagencynetwork,RedBullestablisheditsdistributionnetworkworldwide.WenotethatRedBullintegratesthecultureofitstargetconsumersinitsmarketingstrategymakingtheconsumersfeelthey’repartofthebrand.RedBull\'seffectivemarketingstrategyischaracterizedbyaproductdifferentiatedAproductdifferentiatedmarketingstrategycharacterizesredBull\'seffectivemarketingstrategy.EachRedBullenergydrinkpromotionalcontentdifferentiatedaccordingtoitsperceivedpositiveeffectsregardingitsenhancingphysicalandmentalperformance.TheresultsofthisstudyconfirmedthatinformationandcommunicationtechnologycorefeatureofglobalizationthathasshapedthemarketingprinciplesofRedBull.Throughdatacollectionandanalysis,severaldigitalmarketingthemesemergedfromthisstudy;(a)contentmarketingstrategies(b)onlinemarketingstrategiesand(c)socialmediaplatformsandstrategiesassomeofthemarketingstrategiesresponsetoglobalizationadoptedbyglobalbrandssuchasasRedBull.6.ReflectionTheabilitytointerpretone’sownfeelingsandthoughtsisanessentialskilltopossess(Trevithick,2000).HenceitisimportantforthisresearchthisresearchneedstoincludeareflectionwhichthatisbuiltonthebasisofbasedontheProjectLogbook(AttachedinAppendix15).Thisresearchprojectwasamajorlearningexperiencefortheresearcher.Oncriticalreflection,theKolb’slearningcycle(KolbandFry,1984)couldbeapplied.Thetheorystartswiththeconcreteexperiencestage.Thisstageisbasicallyanewexperienceorsituationisencountered.Thewholeideaofconductingaresearchprojectwasanewideanew.Itstartedwiththeconstructionofaresearchproposaltounderstandthenatureofdoingthisprojectinasimplermannermoresimply.Theresearcherhasapragmaticlearningstyle(HoneyandMumford,1996),whichmeansthattheresearchdoesnothaveadisciplinedandstraightforwardmethodofworking.Itisduetothisthattheconstructionofaresearchproposalwasanextremelydifficulttaskbecausepeoplethatfallunderthe“pragmaticlearningstyle”haveapredispositiontonotsticktoplansandnottodon’tbelieveintheconceptofcreatinganelaborateplan.Although,Burch(1970),inhistheory,thefourstagesofcompetencearguethatwhenanindividualisexposedtosomethingnew,thereisalwaysacertainamountofresistancebecausetheindividualdoesnotunderstandthebenefitoftheprocessh.However,itwaswithinthisstagewhereintheresearcherwasabletorecogniserecognizehisownincompetence.Furthermore,withconstantdirectionfromtheassessor,theresearcherwasabletounderstandthevalueofobtainingtheskilltoplanbeforeconductingaresearch.Withintheresearchproposal,theresearcherhadtodeviseaimsandobjectives.Learningthegrammartowordtheaimsandobjectiveswasasteeplearningcurvebecauseithadtoberepeatedmanytimestogetitright.Postthis,theresearcherhadtoprovidethedetailsproposedforprimaryandsecondaryresearchmethodstoseewhethertheprojectisworkable.Trevithick(2000)furtherstatesthatifanindividualplanstheirstepsindetail,thentherearehigherchancesthattheindividualwilllikelygetthedesiredresults.ThedetailoftheplanwasevidentthroughtheGanttchart.However,inthiscase,theresearcherwasunabletosticktothetimelinesstatedintheGanttchartduetomultipleexternalfactorssuchasprofessionalcommitmentswhichthatwasweredelayedbyawar,andanelection.Rumelhart(1980)statesthattheschematheoryplaysavitalroleintheselectionofchoicesofanindividual.Aschemameansapre-existingknowledgewhichcaninclude,atrait,aculturalinfluence,orevenalearningstyle.Itwastheschemaofa“pragmaticlearningstyle”oftheresearcherthatmadetheresearchparadigmoftheresearcherapragmaticapproach.Thisinitselfisabiasbecausetheresearcherispronetopickapragmaticapproachoveraninterpretivistinterpretiveorapositivistapproachduetopreferenceinpersonalchoiceinfluencedbyaschemawhichthatisnotaccountedforwithintheresearch.However,withinthemethodologieschosen,thereisascientificjustificationwhyitwaschosenovertheothers,whichisishighlightedwithintheResearchProposalindetail.Lastly,Burch(1970)claimsthatthelengthoftimeanindividualspendsinthisstagedependsonthestrengthofthestimulustolearn.Forthisproject,theresearchspentampleoftimeincreatingadetailedresearchproject,whichshowsthewanttoseeknewinformation.Thenextstageoflearningis“ReflectiveObservationoftheNewExperience”(KolbandFry,1984).Again,thisissupplementedbyHoneyandMumford(1996)becausepragmatistsarekeentotestthingsoutinpractisepractice,whichisthemethodologystageoftheproject.ThiscouldalsobelinkedtotheConsciousincompetencestage(Burch,1970).Thoughtheresearcherdoesnotunderstandorknowhowtodothemethodology,theresearcherisabletocanrecognizethedeficit,aswellasthevalueofanewskillinaddressingthedeficit.Themakingofmistakescanbeintegraltothelearningprocessatthisstage.Whiletheeffectivenessoftheresearchmethodologyandethicalconsiderationsarediscussedwithinthe“MethodologySectionofthereport”,,”thefollowingcouldbestated;1.Thequestionnairewasverylong.Therewerealotofunnecessaryquestionsthatwerenotusedinthemainresultsandfindingssection.Makingaquestionnairelongcouldbeveryboringfortheparticipants,andthereisahighchancethattheparticipantsgotboredbytheendofthequestionnaire.Thiscouldreducethevalidityoftheresultsgathered.Forfutureresearchpurposes,itisrecommendedthatthesectionsofthesurveyaremadeshorter.1.Thereisachancethatthesamplesizeofthequestionnairewasbiasedsincethesampleswerenotchosenusingrandomsampling.Thiswasbecause,ifrandomsamplingweretaken,thentheGlobalisationSectionofthequestionnaireneedstoberetractedbecause.Afterall,inordertoanswerthissection,thesamplesizeneedstobeknowledgeable,andarandomsamplingmethodwouldnotwork.Therefore,inordertominimizethebias,andtomakethequestionnaireshorter,itissuggestedthattheGlobalisationberetractedforfutureresearch.1.Theinterviewquestionswerealsoverylong.However,sincetheinterviewwassemisemi-structured,theintervieweespokeformostofthetime.Therefore,theinterviewdidnotfeellong.Moreover,alotofcontentsfromtheinterviewwasusedduringthediscussionandanalysissectionofthereport.1.However,theintervieweefeltthattherewasnotenoughnoticegivenforadequatepreparation.OnInretrospect,itcouldbestatedthatthemethodology,results,anddiscussionstageswererushedandcouldhavebeendoneinamorecomposedmanneriftheresearcherstucktothetimelinesoftheGanttchart.Thelearnings,recommendedactiondonedidabovealsolinkstoAbstractConceptualisationoftheKolb’sCycle(KolbandFry,1984).Inthisstage,peopletendtomodifytheirexistingideasafterlearningfromtheirexperiences.Theexperienceinthiscase,inthiscase,wasconductingtheprimaryresearch,andthelearningisdoneviareflectionandrecommendation.Additionally,thiscouldalsobeappliedtotheConsciouscompetencestage(Burch,1970).Thisisbecausebydoingthemethodology,theresearchisabletocandotheresearchprocessbydemonstratingtherequiredskillorknowledge,asmentionedinthe“Methodology”and“CriticalLiteratureReview”section.ThenextstepoftheKolb’slearningLearningCycleisActiveExperimentation,whereintheresearcherwouldapplythefindingstothedatathatexistsinthesecondaryresearchtoseetheoutcomes.Thiswasdoneinthe“MainresultsandFindings”sectionofthereport.Bydoingthissection,theresearcherhasreachedtheUnconsciouscompetencestage(Burch1970)becausetheresearchersusedmultiplepiechartsandmanyformsofotherquantitativeandqualitativedatatojustifyresearchmethodology,recommendimprovementsinthissection.Basedonthisreflection,forfutureimprovementthefollowingcouldbestated;1.Theresearchercouldinformtheparticipants,givingaweek’snoticesothattheydon’tfeelthattheyarerushedandnotputonthespot.1.Randomsamplingtoamuchlargerpopulationcouldbedoneinordertogeneratemoreaccurateandvalidresults.1.Cutdownthelengthoftheinterviewquestiontomotivaterespondentstohonestlyanswerthequestionswithfocusanswerthequestionswithfocushonestly.References

Stuck Writing Your "The Marketing Evolution Globalization and Redbull" Research Paper?

View All Our Example The Marketing Evolution Globalization and Redbull Research Paper

Have A Custom Example Essay Written

.....

Show More ⇣

     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"The Marketing Evolution Globalization And Redbull" (2020, August 10) Retrieved June 25, 2025, from
https://www.aceyourpaper.com/essays/marketing-evolution-globalization-redbull-2181559

Latest MLA Format (8th edition)

Copy Reference
"The Marketing Evolution Globalization And Redbull" 10 August 2020. Web.25 June. 2025. <
https://www.aceyourpaper.com/essays/marketing-evolution-globalization-redbull-2181559>

Latest Chicago Format (16th edition)

Copy Reference
"The Marketing Evolution Globalization And Redbull", 10 August 2020, Accessed.25 June. 2025,
https://www.aceyourpaper.com/essays/marketing-evolution-globalization-redbull-2181559
   

Open, View, and/or
Download this Document
order custom essay example