Culture Impacing Decision Making
Cultural elements within a business affect the way strategy is determined, goals are established and how the organization operates as an entity. Not only are decisions made as a group/community effort, but it is stemmed from cultural beliefs/practice/ways of living, which varies on a global context. In today’s global market place cultural differences across countries have a significant impact on business decision making; this is manifested in or through most functional areas of businesses including marketing, human resources and finance. Each function within a company has its own roles and responsibilities which contribute to the business’ overall success.
The marketing function plays an integral role in every business within the global marketplace. The marketing department thrives on “thinking outside the box” and pushing the limits of consumer imagination and recognition. To be more specific, the American Marketing Association defines marketing as, “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (Peter, Donnelly, Vandenbosch 3). As the role of the marketing department continues to globally expand on both a consumer and organizational level, the marketing department becomes a key player in a vast variety of decision making processes. These decisions are subject to many internal and external elements, but most importantly the impact of culture and cultural differences. Cultural differences affect the decisions of the marketing department in a number of ways. These affects can be witnessed through the process of ethical decision making, the diverse cultural backgrounds of marketing managers, and advertising initiatives.
In a multicultural marketing environment, ethical values across global boarders continue to create attention and develop a significant degree of importance in the global
The marketing function plays an integral role in every business within the global marketplace. The marketing department thrives on “thinking outside the box” and pushing the limits of consumer imagination and recognition. To be more specific, the American Marketing Association defines marketing as, “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (Peter, Donnelly, Vandenbosch 3). As the role of the marketing department continues to globally expand on both a consumer and organizational level, the marketing department becomes a key player in a vast variety of decision making processes. These decisions are subject to many internal and external elements, but most importantly the impact of culture and cultural differences. Cultural differences affect the decisions of the marketing department in a number of ways. These affects can be witnessed through the process of ethical decision making, the diverse cultural backgrounds of marketing managers, and advertising initiatives.
In a multicultural marketing environment, ethical values across global boarders continue to create attention and develop a significant degree of importance in the global
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