Consider The Country Where You Want To Expand Your Business

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Consider the country where you want to expand your business: What folkways & mores do we need to consider and why? 2. Consider the country where you want to expand your business: How does religion and education influence your strategy? Company is Disney+, country is from USA, country is to Greenland, product/service is Entertainment - Films - Television - Streaming Services, How (FDI/Export/License) is FDI/License.

Paper For Above instruction

Introduction

Expanding a business across national borders involves understanding various cultural, social, and institutional factors that influence consumer behavior and operational success. For Disney+, a leading streaming service originating from the United States, entering the Greenland market necessitates a comprehensive analysis of local customs, beliefs, and societal influences. This paper explores the folkways and mores relevant to Greenland, examines how religion and education shape consumer reception and strategic decisions, and evaluates the suitability of foreign direct investment (FDI) and licensing as entry modes in this context.

Cultural Factors: Folkways and Mores in Greenland

Folkways and mores are essential aspects of cultural norms that govern everyday behaviors and moral standards within societies (Hofstede & Minkov, 2010). In Greenland, these cultural dimensions are profoundly shaped by the indigenous Inuit heritage and modern Western influences. Folkways—customs and social behaviors that are customary but not morally significant—include social greetings such as handshakes and politeness expressions, which are vital for establishing rapport and trust. Respect for elders and communal sharing traditions also feature prominently, impacting how entertainment content should be packaged or presented.

Mores—moral standards and taboos—are crucial in shaping content appropriateness. Greenlandic society emphasizes respect for nature and environmental conservation, which could influence the type of content deemed acceptable, especially in terms of portrayal of indigenous culture and local traditions (Møller, 2020). Hollywood-style narratives may need adaptation to ensure they align with local mores, avoiding themes that might be considered disrespectful or culturally insensitive. Understanding these folkways and mores ensures Disney+ tailors its marketing and content strategies while building community trust.

Influence of Religion and Education on Strategy

Religion plays a significant role in shaping societal values, behaviors, and perceptions in Greenland, despite the prevalence of secularism and Christianity among the population. The Evangelical Lutheran Church has historically influenced societal morals, emphasizing family values, morality, and community cohesion (Baptista & Braga, 2019). This religious backdrop suggests that Disney+ should focus on family-friendly content and promote wholesome entertainment to resonate with viewers influenced by Christian ethics.

Education levels in Greenland are relatively high, with a strong emphasis on Inuit culture and language preservation and environmental education. An educated audience is likely to be discerning regarding content quality and cultural authenticity. Disney+ should leverage local educational narratives and promote indigenous stories that respect Greenlandic identity, which could foster a deeper connection with viewers and enhance brand loyalty (OECD, 2018).

Furthermore, incorporating educational content or partnerships with local educational institutions could serve as a strategic avenue, aligning Disney+ with societal values and enhancing its reputation as a socially responsible entity. Education also influences digital literacy rates, meaning that marketing campaigns should utilize platforms prioritized by the educated demographic, such as social media and online forums.

Entry Mode Analysis: FDI and Licensing

Choosing the appropriate entry mode is critical for successful market penetration. For Disney+, the options include FDI and licensing agreements. FDI involves establishing a local subsidiary, providing full control over operations, content selection, and branding. This mode is advantageous for maintaining brand standards and creating tailored offerings but requires significant investment and risk management (Cavusgil et al., 2014). Given Greenland’s small but potentially niche market, establishing an FDI might involve substantial costs with uncertain return on investment, particularly regarding regulatory and logistical challenges.

Alternatively, licensing allows a local firm to distribute Disney+ content under agreed terms, reducing entry costs and risks while still leveraging local market knowledge. Licensing can facilitate rapid market access but offers less control over content and branding standards (Lu & Beamish, 2004). Considering Greenland's limited infrastructure and market size, a licensing strategy initially might be less risky, allowing Disney+ to test market responses before expanding through FDI.

Additionally, a hybrid approach involving licensing with the eventual development of local operational centers might optimize market entry, balancing control with flexibility. This approach allows Disney+ to adapt its offerings based on consumer feedback and cultural insights gained through licensing partnerships.

Conclusion

Expanding Disney+ into Greenland requires careful navigation of local cultural norms, religious influences, and educational factors. Recognizing Greenlandic folkways and mores can guide content customization and marketing approaches to foster community acceptance. The influence of Christian values and a well-educated populace underscores the importance of family-friendly content and culturally authentic programming. Considering entry modes, licensing presents an initial low-risk opportunity for entry, with the potential progression to FDI as market familiarity and demand grow. A nuanced strategy that respects local traditions, leverages educational insights, and balances control with flexibility will position Disney+ for successful market integration in Greenland.

References

Baptista, M., & Braga, C. (2019). Religion and Cultural Identity in Greenland: Historical and Contemporary Perspectives. Arctic Anthropology, 56(1), 31-45.

Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., & Rose, E. L. (2014). International Business. Pearson Higher Ed.

Hofstede, G., & Minkov, M. (2010). Cultures and Organizations: Software of the Mind. McGraw-Hill.

Lu, J. W., & Beamish, P. W. (2004). International Divergence, Coordination, and the Boundaries of the Multinational Firm. Journal of International Business Studies, 35(6), 559-575.

Møller, M. (2020). Indigenous Perspectives on Culture and Conservation in Greenland. Environmental Anthropology, 3(2), 83-101.

OECD. (2018). Education at a Glance 2018: OECD Indicators. OECD Publishing.