The object of this conference is to point out the importance to stay flexible and adaptive in marketing, when international events come to change drastically the vision of the global market.
The Liberal and Neo-liberal doctrine seems to have played a major role on the orientation of the economy, and also on the conception of the market approach made by major companies or corporate groups during the last decade. Mainly oriented on the intercultural tactic, developed by think tanks such as Chicago or Penstate, neoliberal researchers have tried to diversify their approach, creating on an international level of lobbying, and opening new concepts like gender studies, minority studies, colonial studies or intercultural studies. Following these doctrines, the business and the economy have redesigned their strategies and tactics, in order to limit the diversification of brand names. So, following this path, companies have also changed the type of recruitment of their executive and CEO. If globalisation of the market has improved the redefinition of the concept of marketing on every level, it has also killed the business philosophy.
The election of D. Trump as head of the USA has changed drastically the rules. We suddenly pass from a neo-liberal doctrine to a classical capitalistic policy. If the USA’s companies seem to have some problems adapting themselves to this new rule, on the contrary, the rest of the world seems to come back to the normal process. For China, Europe or Russia, they simply react to the situation by redeploying their economy on the regional level, so as to strength the local economy instead of the global economy, and to redesign their marketing methodology by merging local brands, by management, and by extending their marketing strategy. As a result, new attitudes appear, for example, transcultural replaces intercultural, regional replaces global, and geostrategic replaces international relations.