In Your Face: How American Marketing Excess Fuels Anti-Americanism

225 Pages·2004·2.21 MB·English

by  Johny Johansson

Front matter.fm Page i Wednesday, March 10, 2004 2:21 PM
Praise for In Your Face
“In Your Face by Johny Johansson should be required reading for every
American student of business. The book shows the difference between
American, Japanese and European marketing. And it explains why American
marketing is stirring up Anti-Americanism in foreign countries. Thus, the
book not only helps the international marketer to take such ‘side-effects’
into consideration when deciding on the optimal balance between localiza-
tion and standardization. More importantly, the book raises the question of
the American manager’s societal responsibilities. In Your Face is a very per-
sonal, very engaging statement by a truly international academic. It is
thought-provoking and should stimulate a much-needed debate on America’s
role in the world.”
—Gert Assmus, Professor Emeritus at the Amos Tuck School,
Dartmouth College, former Dean at Leipzig
Graduate School of Management
“Johansson combines insightful global vision and rigorous analytical skills in
framing the many complex global issues facing American firms and brands. In
Your Face is an honest, thoughtful, and provocative essay on ‘brand America’
and the good, bad, and ugly of American marketing practices globally.”
—Gary Bamossy, Director, Global Business Program, University of Utah,
Professor of Marketing, Vrije Universiteit, Amsterdam, and
co-author of Consumer Behaviour: A European Perspective
“When a leading marketing theorist explains why U.S. marketing tactics
spark big blowbacks for U.S. products and its global reputation, we had all
better listen. In this book, Johansson connects the unconnectable: the in-
your-face marketing style of U.S. advertisers and the ongoing cultural/politi-
cal decline of the U.S. image in world affairs. A fan of Johny Johansson’s
work for years, I find this his most potent contribution to date.”
—Thomas Donaldson, Mark O. Winkelman Professor,
The Wharton School, University of Pennsylvania,
and author of The Ethics of International Business
“Johansson develops a controversial idea: Efforts by U.S.-based firms to create
overseas brand recognition often fan anti-American feelings even where the
brands themselves become commercial successes. This makes for reading that
is both highly provocative and entertaining, especially recommended for any-
one who seeks to understand the paradox of why, in so many countries, local
residents who dislike America nonetheless want to hang out at Starbucks.”
—Edward M. Graham, Senior Fellow, Institute for International
Economics,Washington, D.C., and author of Fighting the Wrong Enemy:
Antiglobalist Activists and Multinational Enterprises
Front matter.fm Page ii Wednesday, March 10, 2004 2:21 PM
“In view of the wide-spread discontent with marketing and marketing prac-
tices, especially among the young all across the globe, this book is right to
the point. Johny K. Johansson, himself a prominant marketing scholar,
expresses his own deep concern with the negative aspects of today’s market-
ing practices, and gives ideas about remedies for this state of affairs.
Although one may disagree with some of his ideas, the book gives an impor-
tant starting point for a discussion of the consequences of ‘unlimited’ mar-
keting, a discussion that is long overdue among established politicians,
policy makers and media. Needless to say, this book, used in marketing
classes, will spark lively and fiery discussions about the consequences of
marketing and of the importance of the development of more balanced mar-
keting practicies than, according to Johansson’s thought-provoking book, are
at hand today.”
—Claes-Robert Julander, Ragnar Söderberg Professor of Business
Administration, Stockholm School of Economics
“Every major force in society—religion, technology, marketing—has its dark
side. Johny Johansson, a prominent marketing academic, confesses to the
darker side of American marketing practice as it manifests itself in Hum-
mers, obesity, disrespect for the consumer, environmental degradation, feed-
ing of greed and lust, junk mail and phone calls, commercialism, and
insensitivity to local cultures and needs. Johansson shows how competitive
pressure and marketing’s brashness have contributed to anti-marketing,
anti-globalism, and anti-Americanism. He spells out the ambivalence felt by
many marketers about the impact of their craft on the quality of life around
the world. You may not agree with all of his conclusions, but he has elo-
quently expressed his deep concern about the commercialized consumption
culture created by American marketing. This book should be read by mar-
keters, senior managers, and public policy people to stimulate fresh debate
about how to rebalance marketing so that it produces fewer ‘bads.’”
—Philip Kotler, Distinguished Professor of International Marketing,
The Kellogg School of Management,
and author of Marketing Management, 11th edition
“Prof. Johansson has provided us with a penetrating analysis of the role of
global marketing and the causes of hostility to it, an analysis from the per-
spective of an insider and an expert. While he is no cheerleader for the global
justice movement, he takes its many elements seriously and tries to arrive at
an intellectually rigorous and morally informed evaluation of global market-
ing. The result is a book that should be of great value to anyone interested in
the effects of globalization, whatever their antecedent opinions.”
—Mark Lance, Associate Professor, Philosophy Department,
Georgetown University
Front matter.fm Page iii Wednesday, March 10, 2004 2:21 PM
“Nobody else than Johny Johansson could better demonstrate the combined
impact on public opinion of three major social change drivers: Marketing, Glo-
balization, and Americanism. But in addition, Johny Johansson helps us in
separating good and bad practices. A must-read for every global marketeer!”
—Prof. Jean-Claude Larreche, Alfred H. Heineken Chair of Marketing,
INSEAD, and co-author of Marketing Strategy, 4th edition
“In Your Face shows great insight in describing how in many areas of social,
political, commercial and economic activity, American single-mindedness
can distort reality and blindside decision makers. Johansson demonstrates
for example that a heavy focus on market goals to the exclusion of wider
considerations can nurture anti-globalization, anti-Americanism and a nega-
tive attitude towards free trade and open markets. The book’s international
scope ensures that it has potential readership overseas as well as in America.
In an era of intense global competition and a reluctance to compromise, In
Your Face serves as a useful antidote and should be widely read by market
researchers, business executives and policy planners generally. I found this
book stimulating and relevant to our time. I trust that it will enjoy the wide
readership that it deserves.”
—Owen Price, Development Economist (ret.), The World Bank,
former Head of the Iran mission
“Johansson’s brilliant book should thrill any intelligent and free mind: He
challenges us to think about our personal lives and our marketing profession,
and on what does global marketing really contribute and how does it fit in
this 21st century post-modern world.”
—Prof. Lluís G. Renart, Ph.D., IESE Business School,
Universidad de Navarra, Spain
“What a treat, and what a surprise! A welcome critique of marketing, espe-
cially the American ‘in your face’ variety, from within the marketing field. It
is readable, accessible, enjoyable, informative and sometimes infuriating.
The reader never need guess where Johansson stands and most often feels
the need to stand there with him. A revealing discussion of the role of mar-
keting and branding in Americanization and globalization as well as the anti-
Americanism and anti-globalization movements that seem to be their fre-
quent companions. Covered are many brands, countries and a wide range of
issues. In the process, the ‘in your face’ critique is extended in a number of
directions (the marketing of religion, for example), including to the current
Bush administration and its largely unsuccessful efforts to market aggres-
sively (given the President’s MBA) the 2003 war in Iraq. A great read any-
where, including while you’re eating your Big Mac or drinking your vente
coffee at Starbucks, although be forewarned—the text might force you to
want to leave before you finish.”
—George Ritzer, Distinguished University Professor, The University of
Maryland, and author of The McDonaldization of Society
Front matter.fm Page iv Wednesday, March 10, 2004 2:21 PM
“The book is a real gem: full of interesting examples and personal observa-
tions, it goes beyond the usual bold critique of marketing, globalization and
U.S. dominance to deliver a sensible vision of hope that does not throw out
the baby with the bathwater.”
—Professor Bodo B. Schlegelmilch, Ph.D., Chair of International
Marketing and Management, Academic Director of Vienna Executive MBA,
Vienna University of Economics and Business Administration
“This book offers a very thoughtful and passionate wakeup call to all of us who
believe in the American way to global marketing. Johny Johansson convinc-
ingly argues that American marketing successes in the global market place are
like a potent drug: the cure is worse than the illness. If you practice marketing,
you must read this book even though it will make you uncomfortable.”
—Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing,
Goizueta Business School, Emory University
“This book, by a leading authority on global marketing, is a damning indict-
ment of modern marketing from one of its own. Professor Johansson’s thesis
is that American marketing has always been ‘in your face,’ but never with
the ubiquity and volume found today. But he doesn’t stop there, as he devel-
ops his argument to show that these marketing practices have contributed
substantially to both anti-Americanism and anti-globalization. He goes fur-
ther still as he turns his attention to the use of similar techniques by the
Bush White House before concluding with a vision of a more mature con-
sumer culture. With its breadth of scope and rich mix of scholarly analysis
and more personal reflections, this highly readable book should not only be
required reading for marketers—however uncomfortable it might be—but
also recommended to thoughtful consumers trying to figure out why spend-
ing more is inversely related to their quality of life.”
—N. Craig Smith, Associate Professor of Marketing and Ethics,
and Associate Dean of the Full-Time MBA Programme,
London Business School, U.K., and co-author of Ethics in Marketing
“Global brand managers seek to push individuals out of friendship, citizen-
ship, and culture spaces into a standardized ‘consumerspace’ with aggressive
‘in your face’ marketing. Johny Johansson argues that these practices of U.S.
multinationals have evoked a reaction that is anti-capitalist, anti-American,
and anti-consumerism. He persuasively calls for marketers to balance their
focus on global branding with a renewed sensitivity to local and national cul-
tures. Only in this way can the attack of anti-globalization forces be
defended against. Johansson’s compelling message is that global marketing is
often bad marketing. It foists unneeded and inappropriate products on
emerging societies in ways that stir resentment—and it has to change. Mar-
keting managers everywhere should read this book.”
—Jeremiah Sullivan, Ph.D., Professor at School of Business, University of
Washington, and author of The Future of Corporate Globalization
Front matter.fm Page v Wednesday, March 10, 2004 2:21 PM
In Your Face
How American Marketing Excess Fuels
Anti-Americanism
Johny K. Johansson
Front matter.fm Page vi Wednesday, March 10, 2004 2:21 PM
Library of Congress Cataloging-in-Publication Data
Johansson, Johny K.
In your face : how American marketing excess fuels anti-Americanism / by Johny K.
Johansson
p. cm.
Includes index.
ISBN 0-13-143818-2
1. Export marketing--Political aspects--United States. 2. Export marketing--Moral and ethical
aspects--United States. 3. Advertising--Moral and ethical aspects--United States. 4. Anti-
Americanism. I. Title.
HF1416.J634 2004
303.48’273--dc22 2003064361
Editorial/Production Supervision: Donna Cullen-Dolce
Developmental Editor: Russ Hall
Cover Design Director: Jerry Votta
Cover Design: Mary Jo DeFranco
Art Director: Gail Cocker-Bogusz
Manufacturing Buyer: Maura Zaldivar
VP, Editor-in-Chief: Tim Moore
Marketing Manager: John Pierce
Editorial Assistant: Richard Winkler
© 2004 Pearson Education, Inc.
Publishing as Financial Times Prentice Hall
Upper Saddle River, New Jersey 07458
Financial Times Prentice Hall offers excellent discounts on this book when ordered in
quantity for bulk purchases or special sales. For more information, please contact: U.S.
Corporate and Government Sales, 1-800-382-3419, [email protected].
For sales outside of the U.S., please contact: International Sales, 1-317-581-3793,
[email protected].
Company and product names mentioned herein are the trademarks or registered
trademarks of their respective owners.
All rights reserved. No part of this book may be reproduced, in any form or by any means,
without permission in writing from the publisher.
Printed in the United States of America
1st Printing
ISBN 0-13-143818-2
Pearson Education Ltd.
Pearson Education Australia Pty, Limited
Pearson Education Singapore, Pte. Ltd.
Pearson Education North Asia Ltd.
Pearson Education Canada, Ltd.
Pearson Educación de Mexico, S.A. de C.V.
Pearson Education—Japan
Pearson Education Malaysia, Pte. Ltd
Front matter.fm Page vii Wednesday, March 10, 2004 2:21 PM
for
Anna and Sonja
FTPH_FM.fm Page i Thursday, August 22, 2002 8:05 AM
In an increasingly competitive world, it is quality
of thinking that gives an edge—an idea that opens new
doors, a technique that solves a problem, or an insight
that simply helps make sense of it all.
We work with leading authors in the various arenas
of business and finance to bring cutting-edge thinking
and best learning practice to a global market.
It is our goal to create world-class print publications
and electronic products that give readers
knowledge and understanding which can then be
applied, whether studying or at work.
To find out more about our business
products, you can visit us at www.ft-ph.com
FinancialTimes_series.fm Page 1 Monday, January 26, 2004 9:44 AM
FINANCIAL TIMES PRENTICE HALL BOOKS
For more information, please go to www.ft-ph.com
Business and Society
Douglas K. Smith
On Value and Values: Thinking Differently About We in an Age of Me
Business and Technology
Sarv Devaraj and Rajiv Kohli
The IT Payoff: Measuring the Business Value of Information Technology Investments
Nicholas D. Evans
Business Innovation and Disruptive Technology: Harnessing the Power
of Breakthrough Technology…for Competitive Advantage
Nicholas D. Evans
Consumer Gadgets: 50 Ways to Have Fun and Simplify Your Life with Today's
Technology…and Tomorrow’s
Faisal Hoque
The Alignment Effect: How to Get Real Business Value Out of Technology
Economics
David Dranove
What’s Your Life Worth? Health Care Rationing…Who Lives? Who Dies?
Who Decides?
John C. Edmunds
Brave New Wealthy World: Winning the Struggle for World Prosperity
Jonathan Wight
Saving Adam Smith: A Tale of Wealth, Transformation, and Virtue
Entrepreneurship
Oren Fuerst and Uri Geiger
From Concept to Wall Street: A Complete Guide to Entrepreneurship
and Venture Capital
David Gladstone and Laura Gladstone
Venture Capital Handbook: An Entrepreneur’s Guide to Raising Venture Capital,
Revised and Updated
Thomas K. McKnight
Will It Fly? How to Know if Your New Business Idea Has Wings…
Before You Take the Leap
Erica Orloff and Kathy Levinson, Ph.D.
The 60-Second Commute: A Guide to Your 24/7 Home Office Life
Jeff Saperstein and Daniel Rouach
Creating Regional Wealth in the Innovation Economy: Models, Perspectives,
and Best Practices
Stephen Spinelli, Jr., Robert M. Rosenberg, and Sue Birley
Franchising: Pathway to Wealth Creation