Seminar: Putting the managerial philosophies to the test

Topic Number: 9

Industry Studies 1

Overview

The way strategy is developed and implemented globally is very dependent on the type of managerial philosophy that is adopted.

In this seminar, we will put this to the test through the development of a marketing strategy using each of the philosophies. There are 3 core managerial philosophies we will look at; ethnocentric, polycentric and geocentric.

We will evaluate how the execution of the campaign would be entirely different depending on each of the managerial philosophies adopted.

3

• Be able to apply each of the 3 managerial philosophies in a live environment

• Determine the strengths and weaknesses of each of the approaches

• Critically evaluate the appropriateness and effectiveness of each in different scenarios

• Demonstrate an ability to present and critique key arguments amongst your peers

Learning outcomes of this seminar

4

The Task

Consider you work for the Coca-Cola Company

headquartered in the USA. You are a marketing manager that is

responsible for implementing a global marketing campaign for the latest energy soft drink into the Middle

East.

Each group is tasked with choosing a different managerial philosophy. Your

task is to evaluate the implementation of adopting the philosophy on the marketing mix

(4Ps). In addition, discuss the implications and consequences of the

approach for the company as a whole.

Structure for the session

You will have 30 minutes to discuss the implications

We will have a debrief at the

end of each 15 minutes to hear your thoughts on each area

Feel free to ask questions but please do not have separate conversations ‘we are all in

this together’!

An Ethnocentric Approach

A Polycentric Approach

A GeocentricApproach

Any questions?