Do you agree or disagree, and why or why not, that MTV is a good example for the maxim “think globally, act locally”.
Globalization seems to homogenize the attitudes and spending habits of young consumers worldwide. as one journalist put it, it may still be conventional wisdom to think globally and act locally, but in the youth market it is increasingly a case of "one size fits all".
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MTV originally exported their channel, DJs and programming internationally in a one size fits all process. The company assumed that other countries would want the exact same music, shows and information as Americans. The result was disastrous. MTV Channels Overseas failed and the viewers were unhappy with the programming.
MTV realized their mistake and quickly retooled the international channels. They hired local DJs and aired musicians that were popular in the nation. They also conducted marketing research to see what, if any Americanized culture the international country wanted to view.
The youth market is very similar and it can be very easy for companies to think they can treat them all the same. The market has many different niches and needs to be analyzed to uncover the different target markets. MTV will continue to be successful if they follow creating unique programming for each country with a little bit of American culture that is demanded by the core audience.
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