Boom or Bust
When Globalization Met Entrepreneurship: Media and Its Impact in Boosting Entrepreneurial Ventures within Indian E-commerce
Paper Presentation in a Themed Session Drishti J. J Verma
Mass media today is seen as playing a key role in enhancing globalization by facilitating cultural exchange and multiple flows of information between various countries. Recently, India’s media culture that adopted ‘foreign’ media and its dynamics, presented various e-commerce portals that not only stimulated the minds of India with better conceptual power but also gave them an opportunity to reach the global market. According to a report by Nasscom (August 28, 2018), e-commerce in India is expected to grow at a compounded rate of 30% annually to exceed $60 billion in market size by 2022. The primary objective of this study is to elicit a greater understanding on the impact of the new age media in generating entrepreneurial opportunities, and also in altering the corporate landscape in India. The paper further qualifies the same by investigating how, Amazon has reinvented the entrepreneurial base by launching the ‘Global Selling Program’. It sheds light on the key objective by studying the cross border professional opportunities offered through LinkedIn which has altered the traditional Human Resource paradigms. This will be studied in-depth using primary as well as secondary sources. Data was collected through interviews, questionnaires, along with references to various journals, website, and research papers hence proving the impact of media and its potential in glorifying e-commerce for the future. The inferences drawn from this paper inform our understanding as to how globalization of media has resulted in expanding entrepreneurial and professional opportunities in India.
Using Social Media in Business: Instagram Use by Omanis
Paper Presentation in a Themed Session Tahani Al Shaibi
Social media networks such as Facebook, Twitter, and Instagram are playing a vital role in online shopping. People use these networks for different purposes. One noticeable usage is selling goods and providing services on Instagram among Omanis. This research paper studies the usage of Instagram in starting a business and thoroughly explains its effectiveness. This study considers to what extent Instagram can help entrepreneurs effectively start their businesses. Furthermore, it explains the reasons why some Omani entrepreneurs run their business through it. The study was methodologically conducted through online survey and interviews. It concludes that Omanis use Instagram for their business because it is a cheap way to run a business rather than renting a store, as well as they said that Instagram facilitates their communication with the customers and improves the promotion and marketing for their products.
The Glocalisation of Coffee Culture in China: Using the Example of Individualism and Collectivism in Coffee Television Advertisements in China and the United Kingdom from 2009-2018
Paper Presentation in a Themed Session Xinnan Zhao
As a traditional drink in Western countries, coffee has entered the Chinese market from the West with the tide of globalisation. Since the 1990s, drinking coffee has gradually become popular in China, and coffee advertising is the main way for merchants to promote their products. In the coffee advertisement, for stimulating consumption in the various market, there is both the promotion of the item of coffee and specific cultural values. In the process of consumption, the coffee culture has gradually formed and merge with the local culture. Such a form of cultural communication under the globalisation has led to the integration of coffee culture in China with a global culture represented by Western culture and a local culture dominated by Chinese culture. Therefore, in order to improve the glocalisation of coffee culture in China, this paper analyses ninety coffee advertisements from China and the United Kingdom from 2009 to 2018 via content analysis and textual analysis. This study draws upon the framework of individualism-collectivism and modernity-traditional to explore the cultural value of coffee advertising in two countries, thus proving the glocalisation of coffee culture in China.
