Sustainability, mnc, crosscultural, global business 1. Pdf research on the crosscultural marketing strategy of. This research investigates how national culture interacts with marketing strategy to influence consumers organic postconsumption satisfaction. Cultural factors have great influence on tourism businesses entering the international market, so how to succeed in cross cultural marketing is the key to chinas tourism enterprises. Journal of cultural marketing strategy is committed to publishing a broad spectrum of practical, methodological, and empirical articles that make a useful and substantive contribution to the field of cultural marketing. On a final note, this masters thesis has identified a number of factors that influence the. Part 1analysis 1 1 an introduction to international marketing3 2 the international trading environment37 3 social and cultural considerations in international marketing71 4 international marketing research and opportunity analysis103 part 2strategy development 143 5 international niche marketing strategies for small and mediumsized enterprises145 6 global strategies187. If globalization is an inevitable process, then crossculturalization will. Cross cultural marketing objectives areas of research. Cross cultural analysis 85 social and cultural influences in businesstobusiness marketing 91 case study leapfrogging the banking system 100 4 international marketing research and opportunity analysis 103 the role of marketing research and opportunity analysis 104 the role of international marketing research 104. Global marketing advertising with cultural differences. Due to the era of globalisation where the economies are expanding and integrating with the other economies and are exposed to universal marketing mix, there is a need to understand the fact that promotion of a product is highly affected by the. Pdf impact of culture on marketing strategies finlogy. Many acts of cross cultural marketing have failed, such as the marketing 101 tale of the chevrolet nova, whose sales tanked in.
Crosscultural marketing in the 21st century academic journals. This study describes and analyzes the influence of culture on web design and marketing strategies, with special focus on analysis and comparison of pepsis websites as an instrument of. Pdf research on the crosscultural marketing strategy of chinas. However, a marketing strategy that does not pay attention to cultural shifts will be incomplete and susceptible to large cultural changes in consumer behavior. Cultural marketing allows companies to get ahead of the curve.
Influence of culture on global marketing strategies in a study by ekerete 2001 in nigeria on th e effects of culture on marketing strategies of mul tinational firms, concluded that culture. The thesis topic is decided based upon the preference, experience, interest and background of. Indeed, the perceived importance of cultural issues has been increasing, fueled by new technologies that allow marketers to reach consumers across country boundaries. In this framework we structure the cultural components of the person in terms of consumer attributes and processes, and the cultural components of behavior in terms of consumer behavior domains. Before we can look at the practical implications of culture on marketing content we need to get a better understanding of what culture is and how it can be broken down. Failure to place marketing strategy in the cross cultural context of the countries where a company is doing business will work to the detriment of brands and business relationships emery and tian, 2003, 2002. A different country means a new market, different culture and different demographic. Heres how adidas puts culture at the core of their content marketing strategy. In crosscultural marketing, tourism enterprises in china should address the different geographical culture differences.
Jake beniflah, and an eminent editorial board consisting of leading cultural marketing experts, each biannual 100page. The cultural strategy is founded on a current audit of the cultural, heritage and public arts assets that exist in coventry. In this study, the author applies deductive approach with. In other words, the marketing concept defines a distinct organizational culture, a fundamental shared set of beliefs and values that put the customer in the center of the firms thinking about strategy and op erations.
If globalization is an inevitable process, then crossculturalization will also be inevitable. They can anticipate and participate in cultural changes that will shape the future of our society. Crosscultural marketing is the strategic process of marketing among consumers whose culture is different from that of the marketers own culture. In their book, cultural strategy, douglas holt and douglas cameron point out the extraordinary influence of economics, engineering, and psychology on. Consider cocacola, nike, jack daniels, marlboro, starbucks, corona, oprah, the body shop. Cultural marketing is a kind of marketing where a message is promoted to a certain group of potential customers who belong to a particular culture or demographic. The impact of global cultural differences on the pricing. Cultural influences what is purchased as well as why, how, when, where and by whom a product is purchased ricks, 1983. Since the case company is in its first year of business as a startup company. Cultural heritage, cultural and creative industries, sustainable cultural tourism.
To determine how consumers in two or more societies are similar and devise suitable strategy. Toyota went to great lengths to integrate cultural differences and motivations into their communications, with their sixversion tv ad for the camry in the united states. Global cultural differences, pricing strategies, united states of america. Cross cultural marketing is the strategic process of marketing among consumers whose culture is different from that of the marketers own culture. Strategic marketing plan for the office productivity. Despite this centrality of organizational culture to. Positioning strategies global consumer culture positioning identifies the brand as a symbol of a particular global culture or segment foreign consumer culture positioning associates the brands users, use occasions, or product origins with a foreign country or culture. Marketing strategy resource investments firm resources competitor resources customer willingness to pay good marketing strategies are based on resource advantages and the latter are created by speed or gambles.
Sustainable tourism marketing strategies at unesco world heritage sites. Home cultural branding crowdculture, brand and innovation. Few managers, even those specializing in marketing, think strategically about pricing. Pdf the influence of culture on global marketing strategies. Based on this approach, the authors construct a framework for firms to use to break through the invisible cultural barriers of marketing communication. Our vision is that by 2027 coventry will be a culturally attractive, vibrant and prosperous city to live in, work in and enjoy. Creating an annual marketing plan, if done properly, forces you to think through your positioning and brand strategy, along with your pricing, distribution, sales and customer retention strategies. The audiencecustomers are of a specific ethnicity and cultural marketing takes advantage of the ethnic groups different cultural referents like tradition, language, religion etc. Stakeholder advisory group survey feedback on goals, strategies, criteria for strategy screen relevant plans and studies. Module 4 cultural dynamics in international marketing 41 4. Sustainable tourism marketing strategies at unesco world. Doing this marketing operators have to pay attention to a number of differences that occur when comparing cultural heritage and cultural artistic in. How adidas put culture at the core of their content marketing.
Nov 16, 2014 benefits of integrating cultural insights into marketing strategy this is not to say that consumer insights do not result in a competitive advantage. Apr 07, 2014 in their book, cultural strategy, douglas holt and douglas cameron point out the extraordinary influence of economics, engineering, and psychology on management thinking. Pdf the cultural impact on international marketing. Culture affects many aspects of international business communication. Jan 22, 2018 cultural marketing is a kind of marketing where a message is promoted to a certain group of potential customers who belong to a particular culture or demographic. The global marketing strategy is thus different from the globalisation of the market.
A marketing strategy is an integrated set of choices about how we will create and capture value, over long periods of time. Keywords culture, cultural congruence, marketing strategy, product evaluation, movies. Getting your desired message across to more than one group of people, or to a demographic consisting of diverse cultures can pose a challenge. It is therefore prudent for international marketing managers to take keen interest in the local cultural characteristics of consumers in their marketing strategies. Cultural factors have great influence on tourism businesses entering the international market, so how to succeed in crosscultural marketing is the key to chinas. A professional paper submitted in partial fulfillment of the requirements for the. It is foreseen that the national tourism agency will be the lead body to implement the strategy assisted by.
Influence of cross cultural differences on international marketing. Comments and contributions are always invited to the marketing projects strategy discussion forum see the project pages for an archive and details of how to participate. Typically, multicultural marketing takes advantage of the ethnic groups different cultural. Managing crosscultural environment in samsung company. Albania culture marketing strategy tourism development international july 2010 4 introduction the culture marketing strategy is intended to improve the image of albania internationally and thereby increase tourism from abroad. Despite this centrality of organizational culture to marketing management issues, there has been rela. According to frank, the digital world is so complex and volatile that our goto tools for audience identification are no longer sufficient. After outlining your strategies and setting your goals, begin outlining campaign ideas to. Global marketing advertising with cultural differences diva. Cultural competence strategic plan 20102014 new york state office of mental health november 2010 5 cultural competence strategic plan. Cultural factors have great influence on tourism businesses entering the international market, so how to succeed in crosscultural marketing is the key to chinas tourism enterprises.
On the other hand, pringles in the united kingdom appeared to have merchandised bacon crisps on point of sale units celebrating ramadan, managing to offend when the aim was quite the opposite. Doing this marketing operators have to pay attention to a number of differences that occur when comparing cultural heritage and culturalartistic in. Multicultural marketing also known as ethnic marketing is the practice of marketing to one or more audiences of a specific ethnicitytypically an ethnicity outside of a countrys majority culture, which is sometimes called the general market. Coca colas successful crosscultural marketing campaigns. But theres another important way to build new businesses. At this point the marketer will research the product and market, and prepare for the marketing strategy. Journal of cultural marketing strategy henry stewart. If you happen to have interest in expanding to japan, you will have to have or be an expert in content marketing. Module 1 the scope and challenge of international marketing 11 1.
How cultural marketing is different from consumer insights. All members of the advertising team and management must work together to analyze the current marketing situation, set goals, and address any problems or obstacles. The cultural strategy is founded on a current audit of the cultural, heritage and public arts assets that exist in coventry consultation the consultation process showed that there is a strong commitment and agreement across the city for a cultural strategy. Understanding the impact of culture on marketing content. In cross cultural analysis, the firm has to do research in the following areas. After all, notions about cultural differences are often the basis for international marketing communications as well as global brand management strategies. It impacts free trade policies, localization and standardization strategy. A simple american style marketing strategy might seem harmless and the most obvious way to move forward with expanding your brand or product, but if communicated incorrectly, it could send the message that american culture is superior to a foreign culture. Since the 1970s professor geert hofstede has led pioneering research into crossborder culture differences. As cultural values shift, so will motives for buying products, and so the. Thats why its really important to be aware of cultural differences and its possible influence on the peoples behavior.
Failure to place marketing strategy in the crosscultural context of the countries where a company is doing business will work to the detriment of brands and business relationships emery and tian, 2003, 2002. Jake beniflah, and an eminent editorial board consisting of leading cultural marketing experts, each biannual 100page issue of journal of cultural marketing strategy provides indepth, practical articles from leading professionals in the field on innovative strategies, techniques and trends, together with the latest. Market innovation has long been dominated by the worldview of engineers and economists. Every company, big or small, has to deal with a completely new strategy once they decide to expand to a different countrys market. General theoretical background focuses on marketing strategy and marketing communications and also covers some aspects of crosscultural issues in tourism. After outlining your strategies and setting your goals, begin outlining campaign ideas to bring your strategies to life. Although consumers dining at mcdonalds in new delhi, moscow and beijing is a reality, the idea of marketing a standardised product with a uniform marketing plan remains purely theoretical.
Applying marketing strategies and techniques to heritage sites represent the opportunity to link cultural heritage, artistic expression and local economic, social development. Indeed, cultural values are often expressed through consumption behavior tse and wong, 1988. Culture is content marketings north star according to frank, the digital world is so complex and volatile that our goto tools for audience identification are no longer sufficient. Typically, multicultural marketing takes advantage of the ethnic groups different cultural referentssuch as language, traditions, celebrations.
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