The explicit characteristic of the contemporary business environment can be identified in the form of globalization. Globalization has served as a major influence on various industries and organizations alike through providing ample opportunities for blurring geographical, financial and cultural boundaries (Hulme, 2009).
The exchange of products and services among different countries led to the introduction of new products in foreign markets. The performance of international business of an organization could be anticipated in the levels of acceptability of the products and services in the foreign markets. The food and beverage industry has experienced large scale impacts of globalization that can be observed in the expansion of fast food and beverage restaurant chains opening all across the world. The increased movement of people and goods across borders is considered as one of the profound aspects related to the blurring of cultural boundaries and changes in the food and beverage consumption habits and trends (Martens et al., 2015).
The diversity of cultures and identities has dictated the identity of individuals and the learning capabilities of cultures and societies could be fostered only through the interactions between them. Cultures have ceased association with a specific geographical area and the surrounding society and depict formidable association with the global context and the relevant time period in which the cultures exist. According to Mooney & Evans (2007), the prospects of flexibility could be profoundly observed in the case of modern definitions of culture. Globalization has exerted considerable influence on the ability of consumers to purchase effective goods for themselves (Mooney & Evans, 2007).
The beneficial aspects of globalization were also associated with induction of flexibility in provision of various consumption alternatives with appropriate pricing distribution. The impact of globalization has also led to the creation of long term prospects of effective products for consumers thereby validating its promotion. One of the foremost impact that globalization has rendered could be identified in the cultural and social transformations across the globe. This factor could be perceived by marketers and consumers as the higher availability of different varieties of goods within the existing market.
As per Rasmussen & Merkelsen (2014), An understanding of the cultural framework in a particular international market is necessary for tailoring the advertisements and marketing initiatives of a single product of the organization for different nations (Rasmussen & Merkelsen, 2014). The impact of globalization could also be anticipated as the systematic process through which cultures are able to influence each other by exchanging ideas, information, resources and immigration. Cultural identity has been profoundly affected by globalization since the society members are barely aware of the changing trends in a nation’s culture.
The introduction of a new product in the society is followed by consumption and subsequently the product is accepted in the society and is integrated in the daily life and routine consumption habits of the customer. Technology has facilitated ample opportunities for influencing cultural identity through media and communication that can be observed in the examples of beverage giants such as PepsiCo tailoring their advertisements to individual countries (Rasmussen & Merkelsen, 2014). The organization faced cultural problems due to their advertisement in Taiwan stating ‘come alive with Pepsi’ which was perceived in the local culture as ‘Pepsi brings back your ancestors from the dead’. Therefore the organization implemented cross cultural situation prior to the design of marketing strategies.
The role of culture has been a significant aspect of the process of globalization in which two distinct changes could be introduced in the form of homogenization and heterogenization. The concepts of homogenization and heterogenization could be described effectively through the effect on cultures. Homogenization could be apprehended from the case of the invasion of a local culture by a dominant culture. Society could therefore be considered as homogenous and is considered as a significant reason for loss of cultural identity and religious beliefs. The improvement in market competition could also be observed as a profound outcome of homogenization (Mooney & Evans, 2007).
The meaning of cultural heterogenization as an impact of globalization could be profoundly observed in the increased diversity within the local society. The impact of cultural heterogenization can be identified in the form of acceptance of a foreign culture that is disseminated in the society and culture. Cultural homogenization can be considered as a significant element for the changes in food consumption behaviour that has led to drastic makeover of the food and beverage industry.
One of the foremost examples that can be highlighted as an example of cultural homogenization is the influence of American culture on the Asian countries through media, television and films that lead to changes in food and beverage consumption demands. This factor can be considered as a major reason for the promotion of western fast food and beverage chains such as McDonalds and Starbucks in Asian countries such as China and India. Cultural heterogenization caused due to globalization has rendered potential impact in the form of larger global networks of relationships which comprise of the involvement of cultural systems, families and youth all over the world (Rasmussen & Merkelsen, 2014).
The extent of cultural heterogenization is dependent on the various dimensions of national culture such as power distance, uncertainty avoidance, masculinity/femininity, long term orientation and individualism vs. collectivism. The example of the failure of Dunkin’ Donuts in the Japanese market can be considered as an outright result of heterogenization (Martens et al., 2015).
The product appeal in the Japanese market was limited since the customers in Japan preferred to have snacks and beverages in the afternoon and they did not prefer coffee and donuts in the afternoon. However, cultural heterogenization could also be associated with positive outcomes as observed in the example of various Chinese food restaurants opening in western countries such as the United States due to the exposure to different cultures.
- Coffee as a Gastronomic Product
- Coffee and its origin
Coffee can be confused by many with the coffee bean that is used for making one of the widely accepted beverages in the world. The origins of coffee are considerably ambiguous albeit with specific references to the incident of coffee’s first discovery in Ethiopia in 9th century by a goat herder with the name Kaldi. However, the authenticity of the account is subject to doubt since the written illustrations of the event were not recorded until 800 years after the event occurred (Grembecka, Malinowska & Szefer, 2007).
The reasonable evidence regarding the origins of coffee suggests that it was primarily consumed in the Islamic countries with references to direct links with religious practices. The investigation of genetic diversity of coffee indicates towards the African origins of the plant. As per Krivan, Barth & Morales (1993), the region of Sudan, Ethiopia and Kenya can be considered as the primary sources of origins of coffee with the involvement of local populations in cultivation of the plants. Single origin producers have become a crucial trend in the coffee industry with the specific indications towards uniqueness and flavour of coffee beans derived from the places of cultivation (Krivan, Barth & Morales, 1993).
The three major regions of the world which are renowned for coffee cultivation are Africa, Latin America and Asia Pacific that are characterized by unique differences in climate, elevation and soil types. Therefore single origin coffee could be reflective of quality and the ingrained characteristics of the region from which it is sourced alongside presenting unique flavours. Single origin producers are considered as the answer for the discrepancies such as mixing of high quality and low quality beans acquired from different farms and estates in the local region for maintaining specific price points. Single origin producers facilitate coffee from a single estate or farm thereby improving the target focus of direct trade of single origin coffee alongside the assurance of quality for customers (Taniwaki et al., 2003).
The commonly and economically significant variants of coffee are Coffee Arabica and Coffee Robusta. The Coffee Arabica variant refers to higher quality of beans and is generally considered as gourmet coffee while the Coffee Robusta is known for its bitter taste due to the high amount of caffeine. The uses of Coffee Arabica have been identified in the use as a beverage in major part of the Western world as a source of caffeine. The application of the variant is also associated with other functions such as antidotal, analgesic, stimulant, hypnotic and diuretic properties. Coffee Robusta is used in espresso blends due to their high caffeine content and are preferred for soluble coffee products also.
The terroir required for coffee cultivation is considered for use in context of wine production too and is reflective of the aspects of average temperature, amount of sunlight, annual rainfall, soil and elevation. Terroir can be considered as a varying entity for different regions around the world. However, processing of the beans is considered as the penultimate step for improving the taste of the coffee. The two commonly accepted methods for processing of coffee are the dry process and wet processing (Goodwin & Francis, 2003).
The wet processing involves the use of either the ferment and wash method or the machine assisted wet processing. The dry process involve drying the coffee cherries in the sun after sorting that is followed by machine drying. The history of coffee can be perceived from the various evidences depicting the consumption of coffee across various cultures and coffee can be considered as an art form since it has the potential for bridging the gap between various regions, communities and societies. The development of coffee and its unique aroma and taste have been the major objectives of coffee brewers since a long time which imply that coffee cultivation is a formidable representation of the use or art.
- How coffee is in extricably linked?
The link of coffee with an individual’s everyday life is based on the tangible benefits such as resolution of gastronomic needs alongside the daily routine of an individual. Coffee has become an integral aspect of popular culture with the numerous variations of coffee introduced in the market. The sociological perception regarding caffeinated and non caffeinated people could also be considered as a major highlight of coffee’s linkage with everyday life (Goodwin & Francis, 2003).
The issues with coffee production could be identified in the form of poor remunerations for the coffee producers, increasing threats of fungi, diseases and pests, climate changes, unpredictability of rain and temperature and the limited reliability of income of producers. The concerns of price fluctuation are equally influential on the speciality-grade and commodity-grade coffee producers. Limited competences for evaluating the appropriate value of coffee as well as labour shortages are also accounted as prominent barriers for coffee production. Coffee has been formidably associated with a culture of hospitality with the prominent adoption of coffee in the hospitality sector (Taniwaki et al., 2003).
The example of increasing significance of coffee in major bars, restaurants and hotels suggests the inextricable link between hospitality and coffee. Coffee culture is considered as a distinct set of beliefs and accepted values related to consumption of coffee and are defined by the common patterns of coffee consumption in a particular jurisdiction. One example of homogenized coffee culture can be found in US while the example of heterogenized coffee culture can be observed in China.
- Coffee tourism and 3 types of coffee tourism
Coffee tourism has also evolved as a novel concept depicting the opportunities for integration of different cultures and access to practical experience of observing the cultivation, processing and roasting of coffee beans (Krivan, Barth & Morales, 1993).
The most renowned coffee tourism destinations could be presented in the form of Addis Ababa in Ethiopia, Sao Paulo in Brazil and Hanoi in Vietnam which belong to three different and unique geographic regions in the world for coffee cultivation. The use of coffee to make a sense of the place can be identified in the unique behaviour of the locales and the authenticity of the destinations.
References
Grembecka, M., Malinowska, E. and Szefer, P., 2007. Differentiation of market coffee and its infusions in view of their mineral composition. Science of the Total Environment, 383(1), pp.59-69.
Goodwin, H. and Francis, J., 2003. Ethical and responsible tourism: Consumer trends in the UK. Journal of Vacation Marketing, 9(3), pp.271-284.
Hulme, P.E., 2009. Trade, transport and trouble: managing invasive species pathways in an era of globalization. Journal of applied ecology, 46(1), pp.10-18.
Krivan, V., Barth, P. and Morales, A.F., 1993. Multielement analysis of green coffee and its possible use for the determination of origin. Microchimica Acta, 110(4-6), pp.217-236.
Martens, P., Caselli, M., De Lombaerde, P., Figge, L. and Scholte, J.A., 2015. New directions in globalization indices. Globalizations, 12(2), pp.217-228.
Mooney, A. and Evans, B. eds., 2007. Globalization: The key concepts. Routledge.
Rasmussen, R.K. and Merkelsen, H., 2014. The risks of nation branding as crisis response: A case study of how the Danish government turned the Cartoon Crisis into a struggle with Globalization. Place Branding and Public Diplomacy, 10(3), pp.230-248.
Taniwaki, M.H., Pitt, J.I., Teixeira, A.A. and Iamanaka, B.T., 2003. The source of ochratoxin A in Brazilian coffee and its formation in relation to processing methods. International journal of food microbiology, 82(2), pp.173-179.
