Localization Of Marketing Talents In Transnational Corporations

After China's entry into the WTO, improved foreign-related economic situation has facilitated the rapid development of China-based transnational corporations(TNCs). In recent years, the strategy of localization has become predominant in the development trend of TNCs in China, while talent localization constitutes the core and basis of various localization strategies. As marketing personnel are the pioneers in developing international markets, the localization of these people bears particular significance.Starting from the connotation of TNC and that of talent localization, this paper analyses the internal reasons behind TNCs'talent localization strategy. Through in-depth interview, it conducts case study on TNCs, resulting in a detailed discussion on the basic methods of TNC marketing talent localization and highlighting the influence of cultural differences on this strategy. Then the paper relates the question to Chinese businesses in international competition. As countermeasures, this paper points out that China, while learning from successful experience of foreign TNCs, should work out and implement comparatively flexible talent localization strategy according to its own conditions. Finally, this paper investigates the corresponding responsibilities and measures on the part of Chinese government and educational institutions in introducing and training international marketing personnel.Major research findings and conclusions include: Firstly, a definition of localization resulted from cultural impact and amalgamation, rather than a purely geographical concept. Secondly, specification of the essence of localization of marketing talents, which includes marketing people hired in the host country and naturalized into TNC corporate culture and those from the home country but incorporated into local culture by cultivation in the host country. Thirdly, highlighting the two ends of the"smile curve", i.e. R & D and marketing, which represent the advantage of TNCs. In contrast, Chinese businesses lag most behind foreign counterparts in terms of marketing and service. As a"world manufacturer", China has to strengthen its training of marketing talents in order to become a"world marketer". Finally, the key importance of culture in the localization of marketing talents and the necessity to enhance training in cross-cultural communication.