Marketing Across Culture Success or Dilemma
Table of contents
Marketing across culture: 3
Reasons of this dilemma 3
Proposed solution: 5
Pluralism: 6
Cultural analysis before marketing: 6
Change management strategy: 7 Marketing across culture:
Marketing across culture is one of the biggest issues which multinational companies have been confronting nowadays. Since marketing is an important factor for the propagation of a particular product or company, marketing plan should also be effective simultaneously. Every organization has to pay attention towards all the aspects which can make a marketing plan successful and ethical aspect is one of them. Since global marketing is a complex process, ethical issues like cultural diversity is one of the major reasons that can cause failure of marketing plan.
Marketing across culture is basically defined as product or service promulgation beyond the borders. Since beyond borders, culture, lifestyle and audience get changed, the attitude of the people also gets changed simultaneously. (Hutterer 2006) So, it can be regarded an ethical dilemma to market the products on international level and for dealing with such situation, company needs to scrutinize interests, traditions and culture of the indigenous people. However, different organizations have developed dissimilar strategies in order to cope with such ethical issues.
Reasons of this dilemma
Cultural diversity is generated by dissimilarity between native culture and the culture beyond the borders. Since every society has its own culture, its audience also possesses dissimilar concerns, ideologies, concepts, principles and keeping all these dynamics under consideration, a marketing plan is developed so that it can come up with the requirements of that respective culture. (Hall & Hall, 1990) If the organizations neglect this aspect without considering the emotions and affiliations of its audience important, the result appears in the form of negative consequences.
Since the main reason of
Marketing across culture: 3
Reasons of this dilemma 3
Proposed solution: 5
Pluralism: 6
Cultural analysis before marketing: 6
Change management strategy: 7 Marketing across culture:
Marketing across culture is one of the biggest issues which multinational companies have been confronting nowadays. Since marketing is an important factor for the propagation of a particular product or company, marketing plan should also be effective simultaneously. Every organization has to pay attention towards all the aspects which can make a marketing plan successful and ethical aspect is one of them. Since global marketing is a complex process, ethical issues like cultural diversity is one of the major reasons that can cause failure of marketing plan.
Marketing across culture is basically defined as product or service promulgation beyond the borders. Since beyond borders, culture, lifestyle and audience get changed, the attitude of the people also gets changed simultaneously. (Hutterer 2006) So, it can be regarded an ethical dilemma to market the products on international level and for dealing with such situation, company needs to scrutinize interests, traditions and culture of the indigenous people. However, different organizations have developed dissimilar strategies in order to cope with such ethical issues.
Reasons of this dilemma
Cultural diversity is generated by dissimilarity between native culture and the culture beyond the borders. Since every society has its own culture, its audience also possesses dissimilar concerns, ideologies, concepts, principles and keeping all these dynamics under consideration, a marketing plan is developed so that it can come up with the requirements of that respective culture. (Hall & Hall, 1990) If the organizations neglect this aspect without considering the emotions and affiliations of its audience important, the result appears in the form of negative consequences.
Since the main reason of
References: Hall, E. T. & Hall, M. R., (1990) Understanding cultural differences. Yarmouth, Me.: Intercultural Press. Hinman, L. M. (2011) Ethics: A Pluralistic Approach to Moral Theory. Boston, MA: Wadsworth Pub. Hutterer, R. (2006) Marketing Across Cultures - Qoo an International Success Story? NY: GRIN Verlag Quinn, Ben. "Ikea Apologises over Removal of Women from Saudi Arabia Catalogue." The Guardian. Guardian News and Media, 01 Oct. 2012. Web. 05 Jan. 2013. .