A transnational corporation launches a new marketing campaign. The centerpiece of the campaign is a series of videos posted to social media channels in which a popular entertainer in a major South Asian city uses the corporation’s products in her daily life at home. The videos feature the entertainer using products with locally sourced botanical fragrances in caring for her home and family.

Question

Which features of globalization and global culture are represented in this scenario?

(1 point)
Responses

The South Asian city will serve as a hearth and derive most of the economic benefits of the corporation’s new strategy.

The South Asian city will serve as a hearth and derive most of the economic benefits of the corporation’s new strategy.

The local South Asian economy derives some benefit, but many of the major decisions are made outside the region.

The local South Asian economy derives some benefit, but many of the major decisions are made outside the region.

The transnational corporation eradicates local culture, substituting a new global culture in its place.

The transnational corporation eradicates local culture, substituting a new global culture in its place.

Stimulus diffusion allows the transnational corporation to achieve greater profits while embracing local culture.

Stimulus diffusion allows the transnational corporation to achieve greater profits while embracing local culture.

Relocation diffusion allows the South Asian botanicals to be used throughout the region.

Answer 1

The scenario primarily reflects the idea of stimulus diffusion, as it suggests that the transnational corporation is achieving greater profits while embracing local culture through the use of locally sourced botanical fragrances. By featuring a popular entertainer from a South Asian city in its marketing campaign, the corporation is not only appealing to local cultural sensibilities but also integrating local products into its global branding strategy, which represents a blending of global business practices with local cultural elements.

Thus, the correct response would be:

Stimulus diffusion allows the transnational corporation to achieve greater profits while embracing local culture.