Comparative Analysis

Comparative Analysis

Introduction

This paper has been written with regards to two books and a comparative analysis of the books has been made. These two books are “All Business is Local: Why Place Matters More Than Ever in a Global Virtual World" by John Quelch and Katherine Jocz and "The World is Flat" by Thomas L. Friedman.

Discussion

Book # 1

In the book, All Business is Local: Why Place Matters More Than Ever in a Global Virtual World, the writers, John Quelch and Katherine Jocz have highlighted the fact that the markets that exist in the global arena do not always have local foundations. Although the consumers have much trust on the big brands, there are also consumers who trust the local relationships. However, this is mainly dependent on the community on the basis of which the relationships between them are formulated. It has been said by Sir Terry Leahy, who the former CEO of Tesco was, that the book carries a debate a step ahead and identifies the aspects of global marketing. Moreover, it also demonstrates the sensitivity that is involved with regards to the marketing tactics that are being implemented by the companies. Besides this, it also covers the competitive value that brands have over the other brands in the market. Although marketing plays a very important role, however, location is also important. In the book, the authors have also highlighted the fact that people are very much influenced by the connections that they make with the place. This can be further explained by the example that people living in a particular area or place tend to get attached with that place. This is because they become familiar with the place and the people who dwell there and therefore, it becomes an important part of their life. Considering the example of the elderly citizens, it serves as a very good example as the elders are not willing to move to another place because they get attached to the place they have been living for so many years (Jocz & Quelch, 2012).

As mentioned, global brands have laid much importance on advertising and marketing techniques in order to make their brands more prominent and wanted among the customers, however, place should never be underestimated by the companies because it has its own power. In the world today, focus is being laid by the business persons on virtual existence of their businesses, however, with this, they tend to neglect the impact that physical place has on the customers. Today is the age of the Internet and therefore, online purchasing of products as well as services has become very common, but companies must ensure that place should still be given importance. Specific place, therefore, needs to be focused to ensure that the customers are aware of a place where they can physically go and check out the goods and the services that are being offered by the companies. Names of some of the best global brands that have been discussed by the authors ...