Global Marketing Research

Global Marketing Research

        The aim of this research   is to find out whether U.S and Japan use the same executional aspects in advertising for both local and global brands as compared to the past. The researchers used the television commercials of America and Japan to give their analysis. The study also compares the global brands and local brands in terms of using the same executions both in Japan and U.S.A.In addition the research also outlines the strategies that global brands use as compared to local brands in America versus Japan.

            This research confirms that global ads seems to be the same as compared the local ads in both japan and the U.S. thus, leading the firms to strategize on the world consumer culture and frequently using GCCP to advertise their commodities. The research further affirms that the local brands executions in the U.S. compared to Japan were consistent with culture aspects. This study further notes that in the U.S. GCCP appeal and soft-sell are more common and global brands employed the world consumer culture symbols. On the other hand Japanese ads employed GCCP using global symbols. According to Johansonn (1994), Japanese ads make reference to local symbols.

            It is evident that collaboration and social behavior have a role to play in this study. Firstly, the researchers use both the U.S. and Japan television commercials to conduct their analysis. Secondly, the researchers observes the social behavior of the firms and consumers and they are able to collaborate with different people from different cultures.


            The researchers used various method of collecting data, one being sampling whereby the commercial television networks of Japan and U.S. were recorded. This method of collecting data was effective as it helped the researchers with balanced representation in terms of viewing times. The study also employs data instrument and coding procedure. The use of this method reduces coding costs and ensures the accuracy of data.

            In completion of the data analysis of this study, Charles Taylor and Shintaro Okazai carried out analyses on services compared to physical products. This analysis found that ads for global brands in the U.S and Japan are the same in terms of counting and timing of variables. Okahazi & Taylor (1992) finds that there are more similarities in ads for global brands for both products and services as compared to the past. A qualitative analysis was also conducted to help identify the ads used in Japan and the U.S. that represented typical positioning for both local and global brands. The analysis affirms that in the U.S. GCCP and soft-sell appeals are common and the U.s local brands used the local symbols. The analysis supports that the global brands marketing in both the U.S. and Japan has being influenced by the World consumer culture.

            In conclusion, the global marketing research by Okahazi & Taylor (2013) was a success, in that it provides us with the competitive outcome in U.S. and Japan. This study uses sampling and data coding as methods of collecting data thus ensuring the data is accurate and reliable. The research compares and contraststhe effects that World consumer culture has had on the global brands. The study further compares both local and global brands in U.S. and Japan thus providing in depth information on competition and collaboration of firms in the World economy.


Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: theoretical          challenges and future directions. International marketing review, 30(1): 56-71.

Wu, L., Chuang, C. H., & Hsu, C. H. (2014). Information sharing and collaborative behaviors in enabling supply chain performance: A social exchange perspective. International Journal   of Production Economics, 148(3):122-132.