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• Ligne n°1 : 1. Globalisation or Americanisation - Seven key factors driving longer-term growth - The Advertising & Marketing Services Industry by Sir Martin Sorrell - What we think - WPP Annual Report and Accounts 2007

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• Ligne n°42 : 1. Globalisation or Americanisation
Ligne n°43 : 2. The eclipse of regional management? ...

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• Ligne n°87 : Home | What we think | The Advertising & Marketing Services Industry by Sir Martin Sorrell | Seven key factors driving longer-term growth | Globalisation or Americanisation

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• Ligne n°94 : Globalisation or Americanisation
Ligne n°95 : Commercial life has not worked out as Professor Theodore Levitt predicted some 25 years ago in the Harvard Business Review . The world has not been globalised to the extent he forecast, where consumers around the world bought similar products, marketed in the same way everywhere. Indeed, Levitt admitted as much in an interview to celebrate the 20th anniversary of his article. He was exaggerating to make a point, he said. ...

Ligne n°96 : ... Truly global products only account for around 10-15% of our worldwide revenues. In fact, consumers are probably more interesting for their differences than their similarities. Recent political developments support this – the collapse of the Soviet Union, the break-up of Yugoslavia, devolution in Scotland and Wales, and Basque nationalism. Indeed, the European Union is really a supply-side led phenomenon, harmonising production and distribution, rather than demand. On January 1, 1993, a Euro consumer was not born.
• Ligne n°97 : What has been going on may well not be the globalisation of world markets, but their Americanisation. Not in the sense that upsets the French or the Germans and results in the banning of Americanisms from French commercial language – an objection to the cultural imperialism of Coke, the Golden Arches or Mickey Mouse. More in the sense of the power and leadership of the US. In most industries, including our own, the US still accounts for almost half of the world market. And given the prominence of US-based multinationals, you could argue that almost two-thirds of the advertising and marketing services market is controlled or influenced from there. If you want to build a worldwide brand you have to establish a big presence in the world's largest market – the US.


• Ligne n°97 : What has been going on may well not be the globalisation of world markets, but their Americanisation. Not in the sense that upsets the French or the Germans and results in the banning of Americanisms from French commercial language – an objection to the cultural imperialism of Coke, the Golden Arches or Mickey Mouse. More in the sense of the power and leadership of the US. In most industries, including our own, the US still accounts for almost half of the world market. And given the prominence of US-based multinationals, you could argue that almost two-thirds of the advertising and marketing services market is controlled or influenced from there. If you want to build a worldwide brand you have to establish a big presence in the world's largest market – the US.
Ligne n°98 : At WPP, 14 of our top 40 clients are headquartered in Europe, one in Asia Pacific and 22 in the US. Almost all of the latter are located in a north-east corridor created by Boston, Chicago, Detroit, New York and Washington. ...

Ligne n°103 : ... Finally, because of its strength in technology, it is hard to think of many areas where it does not lead. Third-generation mobile phone technology is one, but given the prices European companies paid for the privilege, the distinction is a dubious one.
• Ligne n°104 : At times in history, when a country or empire seemed to have total political, social or economic hegemony, things changed and the vacuum was filled by another power. At this point, it seems that China and India will take that role, in the context of the growth of Asia Pacific. In fact, we may now be witnessing a change from Americanisation to globalisation. In Davos, at the World Economic Forum, over the last few years, the Chinese and Indians exhibited a larger degree of self-reliance and independence, perhaps even over-confidence. Both no longer seem to want to rely on handouts or support. Both economies have reached or are reaching a size and rate of growth that may be self-sustaining and certainly more independent of US influence. While decoupling has not, in our view arrived, there is, probably less coupling. Put another way, when the US sneezes the world does not catch influenza any more, just a cold.
Ligne n°105 : On my most recent trips to Shanghai and Beijing in 2007, it seemed that many Chinese companies with national and overseas ambitions were becoming much more confident and less over-awed by the capabilities of Western competition. The listening and learning approach has paid off. ...