Cultural Impact On International Branding
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International Marketing
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Author : Jean-Claude Usunier
language : en
Publisher: Philip Allan
Release Date : 1993
International Marketing written by Jean-Claude Usunier and has been published by Philip Allan this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Export marketing categories.
This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing. The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America.
Cultural Impact On International Branding
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Author : Zhenyi Li
language : en
Publisher:
Release Date : 2001
Cultural Impact On International Branding written by Zhenyi Li and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Brand choice categories.
Summary in Chinese.
Beyond Hofstede
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Author : Cheryl Nakata
language : en
Publisher: Springer
Release Date : 2009-07-16
Beyond Hofstede written by Cheryl Nakata and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-07-16 with Business & Economics categories.
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
Influences Of Asian Cultural Identity On Global Marketing Strategies
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Author : Emily Bloom
language : en
Publisher: GRIN Verlag
Release Date : 2015-10-30
Influences Of Asian Cultural Identity On Global Marketing Strategies written by Emily Bloom and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-30 with Social Science categories.
Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.
Intercultural Marketing The Impact Of Culture On The Marketing Mix
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Author : Olivier Samo
language : en
Publisher: GRIN Verlag
Release Date : 2015-10-07
Intercultural Marketing The Impact Of Culture On The Marketing Mix written by Olivier Samo and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-07 with Business & Economics categories.
Bachelor Thesis from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2.3, University of Applied Sciences Wiesbaden Rüsselsheim Geisenheim, language: English, abstract: The objective of this presented bachelor thesis is to demonstrate how culture affects international marketing activities, thus portray the marketing intercultural branch. In other words, the reader will gain an idea of the importance of culture in the strategic marketing planning. From a marketing point of view, it is recognizable that worldwide interdependence of economies has partly created homogeneity of business operations, but the world is still comprised of cultural differences and specificity and various consumer behaviors and needs. Bearing this fact in mind, enterprises integrate culture more and more into international marketing activities, especially when doing business in an environment full of cultural diversity. The question of a strategic choice is raised at this point. Active international corporations have to decide whether to standardize or to adapt to marketing-mix activities. This leads to the following questions: which factors determine businesses choice for a differentiated or a standardized strategy in marketing mix activities? To what extent can companies standardize goods and services? Is standardization relevant for all marketing mix activities and for all foreign target markets? Is it a necessary for the active international firm to adapt their activities to each national culture? How important is the impact of culture on marketing-mix? The presented paper will provide some preliminary answers to these questions with an emphasis on marketing-mix elements and will investigate whether and to what extent culture should be considered as a strategic key success factor.
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2018-10
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10 with Business & Economics categories.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Critical The Impact Of Culture On International Marketing Plans And Review Of The French Wine Industry
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Author : Nadine Freitag
language : en
Publisher: GRIN Verlag
Release Date : 2005-12-18
Critical The Impact Of Culture On International Marketing Plans And Review Of The French Wine Industry written by Nadine Freitag and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-12-18 with Business & Economics categories.
Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3 (A), University of Plymouth, course: International Marketing Management, 16 entries in the bibliography, language: English, abstract: Companies like IBM, Coca Cola, Nike, Kellogg’s, Nestlé, McDonalds do business around the world. An important challenge for the international marketing phase of a firm is the need to understand the different environments the company needs to operate in. To understand different cultural, economic, and political environments is necessary for the success of a company. Culture is one of the most challenging elements of the international marketplace.
Global Branding And Country Of Origin
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Author : Gaetano Aiello
language : en
Publisher: Routledge
Release Date : 2016-04-14
Global Branding And Country Of Origin written by Gaetano Aiello and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-14 with Business & Economics categories.
Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.
Local And Global Management Of Branding Identity And Image
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Author : Felix Zimmermann
language : en
Publisher: GRIN Verlag
Release Date : 2009-11
Local And Global Management Of Branding Identity And Image written by Felix Zimmermann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11 with categories.
Seminar paper from the year 2009 in the subject Politics - International Politics - Topic: European Union, grade: 1,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Nowadays western world consumers face an infinite quantity of products that are in many cases sold in numerous countries all over the world. Modern communication technologies allow multinational companies to perform their marketing strategies on a global level, due to the possibility of executing cross-border transactions more and more efficiently in the short term. However in what way has the consequential development of growing together an effect on marketing relevant socio-cultural differences? The following paragraphs treat first and foremost the significance of intercultural aspects for global and local marketing strategies. Gathering different point of views towards brand characters shows the interest of a non-categorized thinking concerning brand perception. The initial definitions 'global'- 'local' brands are already suggestive of the ambiguous character of brands. Analyzing adaptation and standardizing branding strategies leads finally to the principal result of this work: reasoning that successful global branding always implies the creation of a strong brand personality.
Sociopolitical Aspects Of International Marketing
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Author : Erdener Kaynak
language : en
Publisher: Psychology Press
Release Date : 1991
Sociopolitical Aspects Of International Marketing written by Erdener Kaynak and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991 with Business & Economics categories.
Social, economic, political, business, and cultural environmental factors affect the international marketing operation and performance of international firms. This highly insightful volume focuses on four of the most significant forces with which companies must deal on an international level--macro international marketing issues, sociopolitical international marketing issues, international marketing strategies, and special international marketing topics. Within this framework, experts examine the impact of two major environmental factors, namely the social and political conditions, on international companies to adopt corresponding marketing techniques and practices in different international markets. They also explore how specific details of a country, such as income level, cultural attributes, consumer characteristics, laws, and politics, influence the market potential of international firms and thus the scale of the company operations. Indispensable reading for scholars, economists, and business people who are interested in marketing on a global scale.