Crossing Borders
Boxes
ese invaluable boxes o er anecdotal
company examples. ese entertaining
examples are designed to encourage critical
thinking and guide students through topics
ranging from ethical to cultural to global
issues facing marketers today.
NEW Cases
New cases accompany the sixteenth
edition, enlivening the material in the book
and class discussions while broadening a
student’s critical thinking skills. ese cases
bring forth many of the topics discussed in
the chapters and demonstrate how these
concepts are dealt with in the real world.
OUTLINE OF CASES
3-1 International Marketing Research at the Mayo Clinic
3-2 Swifter, Higher, Stronger, Dearer
3-3 Marketing to the Bottom of the Pyramid
3-4 Continued Growth for Zara and Inditex
3-5 A Sea Launch Recovery?
PART SIX
cases 3 ASSESSING GLOBAL MARKET
OPPORTUNITIES
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is already booking payloads for launch in the future. Next year is
sold out, according to company offi cials.
Sea Launch Home Port is a decommissioned U.S. Navy facil-
ity on the tip of a manmade peninsula at the Port of Long Beach.
The Sea Launch buildings are all left over from the Navy except
for the Payload Processing Facility, which the company built in
the late 1990s. The company’s pier is home to two one-of-a-kind
vessels—the Sea Launch Commander and the Odyssey launch
platform. The Sea Launch Commander carries about 240 people,
ranging from rocket technicians and corporate leaders to chefs and
helicopter pilots. The Commander houses a state-of-the-ar t launch
control center divided between two sections designed for Ukrai-
nian and Russian engineers and American engineers and manag-
ers. The cavernous rocket assembly and checkout hall is located
on the command ship’s lower deck and stretches nearly the entire
length of the vessel. The facility is capable of supporting two
simultaneous launch campaigns using staging and integration
compartments and a fueling cell. Giant cranes inside the high bays
lift rocket stages, which sits on Russian-gauge rails on the fl oor
integration room fl oor. The rocket’s g round support equipment
inside the Sea Launch Commander is virtually identical to
hardware used for Zenit launches at the Baikonur Cosmodrome in
Kazakhstan, according to Sea Launch offi cials.
The Sea Launch Commander was specially constructed for Sea
Launch at a Scotland shipyard by the maritime unit of Kvaerner,
then a leading Norwegian industrial company. Measuring 656 feet
long and 105 feet wide, the command ship was outfi tted with more
than 600 tons of rocket support equipment in Russia before sailing
to Long Beach in 1998. The massive ship’s crew quarters are home
to Sea Launch’s international employees during their stay in the
United States.
CIRCA 2008
Sea Launch engineers say the three-week round-trip journey
across the Pacifi c Ocean is the most rewarding part of their jobs.
The cruise is the culmination of nearly two months of work pre-
paring the rocket, payload, and launch teams for the mission.
Prior to operations at Home Port, about 18 months goes into the
planning, fl ight design, and logistics. “It’s really nice to know
most of the reviews are over and we’re fi nally ready to launch,”
said Bill Rujevcan, mission director for the company’s next
fl ight.
More than 300 people take the trip to the company’s equatorial
launch site about 1,400 miles south of Hawaii. The crew includes
workers from several nations, including: Ukraine, Russia, Norway,
the Philippines, and the United States. Ukraine-based Yuzhnoye
and Yuzhmash build the Zenit 3SL rocket’s fi rst and second stages,
while Energia of Russia manufactures the Block DM-SL upper
stage for the rocket. Norwegian ship offi cers manage marine oper-
ations, and Filipino deckhands work on both the Sea Launch Com-
mander and the Odyssey launch platform. U.S. employees from
the Boeing Co. fi ll management roles and provide the fl ight de-
sign, payload fairing, and satellite adapter. Astrotech, a contractor,
oversees processing of customer payloads inside a clean room at
the company’s Payload Processing Facility at Home Port in Long
Beach, California.
After 27 missions in nine years of business, Sea Launch is
thriving in the do-or-die commercial launch industry. The com-
pany’s Zenit 3SL rocket has suffered three setbacks in that time.
Two were total failures. The rocket’s success rate places it among
the top tier of heavy-lift launchers on the commercial market, and
the company’s launch backlog seems to confi rm that. Sea Launch
A Sea Launch Recovery?CASE 35
The Sea Launch Commander and the
Odyssey platform are seen here docked at
Home Port.
Credit: Chris Miller/Spaceflight Now
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Adaptation may require changes of any one or all of the psychological aspects of a product.
A close study of the meaning of a product shows the extent to which the culture determines
an individual’s perception of what a product is and what satisfaction that product provides.
The adoption of some products by consumers can be affected as much by how the prod-
uct concept conforms with their norms, values, and behavior patterns as by its physical or
mechanical attributes. For example, only recently have Japanese consumers taken an inter-
est in dishwashers—they simply didn’t have room in the kitchen. However, very compact
designs by Mitsubishi, Toto (a Japanese toilet company), and others are making new inroads
into Japanese kitchens. A novelty always comes up against a closely integrated cultural pat-
tern, and this conflict is primarily what determines whether, when, how, and in what form it
CROSSING BORDERS 13.3
Seeds of Fashion: Eastern vs. Western
Counter-Culture Movements and a Look at
theGothic Lolitas of Harajuku, Japan
Where do new ideas come from? Since its origin, the
Gothic Lolita subculture of Harajuku has continued to
fascinate people around the world. This group is just one
example of the counterculture fashion movements that
have emerged from the Harajuku district of Japan, each
group identified by a specific look that conveys a visual
message. Gothic Lolita fashion infuses Victorian-era cloth-
ing with elements of Goth and Japanese anime to create a
unique form of dress. Adherents take notes from the Gothic
& Lolita Bible (a quarterly magazine with an estimated
circulation of 100,000) and rely on their distinctive ap-
pearance to proclaim their subcultural identity. As in other
counterculture movements, youths’ fantasies of liberation,
rebellion, and revolution have become embedded in the
cultural mode of a changing nation.
By examining the fashion of the Harajuku, we can
gain a more in-depth understanding of group affiliation
and construction of self in counterculture movements.
Definitive of a counterculture, the Gothic Lolita’s in-group
behavior and fashion evokes opposition and displays
a symbolic rebellion against mainstream Japanese cul-
ture. These attitudes are reflected in norm-breaking and
attention-grabbing styles.
In the past, youth subcultures generally have emerged
from Western society and diffused globally. But the
Harajuku subculture began in the East and is moving
West, marking a shift in the cultural current. The Harajuku
subculture is also an example of the difference between
Eastern and Western counterculture movements. Whereas
maturity in Western cultures is associated with authority
and individuality, in Confucian Japan, maturity is the
ability to cooperate with a group, accept compromises,
and fulfill obligations to society. Therefore, rebellion in
Japanese youth culture means rebellion against adult-
hood as well. Rather than engaging in sexually provoca-
tive or aggressive behaviors to emphasize their maturity
and independence, as occurs among Western rebels,
Japanese Gothic Lolitas display themselves in a childlike
and vulnerable manner to
emphasize their immaturity
and inability to meet the
social responsibilities and
obligations of adulthood.
Likely because of this re-
fusal to cooperate with social
expectations, mainstream
Japan views the subculture
as selfish, especially con-
sidering its indulgent con-
sumption behaviors. Unlike
contemporary Western youth
cultures, such as punk and
grunge, the Gothic Lolita
subculture does not condemn
materialism or other aspects of modern consumer culture.
Instead, one outfit (as seen in the accompanying photo)
can cost as much as $300–$1,000! Because personal
consumption is regarded as both antisocial and immoral in
Japanese society, the subculture opposes normative social
values by indulging in the conspicuous consumption.
Most participants (aged 13–30 years) are students or
have jobs that require them to wear a uniform every day.
On Sundays, they feel they have reached the time they can
truly be themselves. Their lifestyle is frowned upon, making
it very common to see teenagers carrying bags with their
“harajuku outfit” on the train and changing at the park so
their parents never see their outfits. Others wear the clothing
as their normal daily dress, but the vast majority save it for
Sundays, when they congregate at Jingu Bridge and Yoyogi
Park to show off their fashions, hang out, and meet others
like them. Some go just to have their pictures taken by the
subculture’s magazine photographers, who search for shots
of new trends, or by tourists.
Source: Kristen San Jose, working paper, Paul Merage School of
Business, University of California, Irvine, 2012.
Japanese women in an ad for Angelic
Pretty fashions appearing in the Gothic &
Lolita Bible .
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