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Question 2: 2.0 Globalisation has created a new and dynamic…

- - - - Hire people with local knowledge
- - - - As Tesco's go global, to balance the relationship between global and the local, Tesco's must adapt their global branding to local needs. This means changing what they offer to different cultures.
        
        Selective globalisation
        
        Because:
        
        The same global brand won't suit all
        
        Different cultures have different tastes
        
        However
        
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        Local stores will have relatonships with consumers and to compete against them, Tesco's must meet their needs and tastes.
        
        Can be done through individuals who have local knowledge
        
        However
        
        Tesco's have the advantage of their global resources, innovations and economies of scale enables lower price
        
        Relate to tesco's
        
        Joint ventures with businesses abroad to help them understand the local market.
        
        Source local products
        
        Boosts local economy
        
        Cheaper to transport
        
        Meets local tastes as it is local food
        
        Promotes a positive brand image
  - - - Supply chain
        
        source local raw materials
        
        Vertically integrate supply chain - upstream
        
        Bettter access to raw materials
        
        Enables sole supplier
        
        Enables Tesco's to control how much they can buy and when
        
        However
        
        Needs huge financial investment
        
        Cancel out local competitors
        
        Tesco's can invest into their raw material supplier
        
        Promotes innovation
        
        Increases staff skill-set
        
        Increases quality of raw materials
    - - Cronvergence, divergence and crossvergence
        
        According to Vipin Gupta and Jifu Wang, the concept of Convergence means that countries adopt global values whereas Divergence is where national culture is the driving force (Wang, 2004). Furthermore, the concept of Cross vergence is seen as the ‘hybrid ’ view, meaning it establishes a common middle ground between Convergence and Divergence (Wang, 2004).
        
        Tesco's can innovate through combining global knowledge with local needs by adopting the concepts of convergence, divergence and crossvergence
        
        Example innovations of crossvergence;
        
        moving their same day delivery service into other cultures
        
        Pro's
        
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        Con's
        
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        Current innovations
        
        unforgettable bag
        
        Example innovations of convergence and divergence
        
        adapt their stores to meet local needs and offer products that are available globally
        
        Pro's
        
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        Con's
        
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