Cultural Diversity And International Marketing Strategies...

The world is made of nations and people who share different values, customs, languages and geographic territories. These diversities, also known as culture, have proven to be the norm that binds or separates them. Carlson and Blodgett (1997) explain culture as different ways, sets of manners and customs that are unique to a society or a group of people. Cultural issues encompass the elements of norms, traditions, materialistic and spiritual of a group of people (Czinkota Ronkainen, 2013). Understanding culture is possible only through human activities and how they act as individuals or members of a group (Coulter, 2010). As businesses enter international market, cultural diversity plays a major role in formulating international marketing strategies. They need to consider differences in national cultures, subcultures and how individuals in such cultures interact with each other and outsiders. This is due to the fact that culture is the main factor that contribute to today’s ma jor conflict aside of material resources and negotiable interests (Avruch, 2002). The diverse cultures tendencies always give rise to ethical issues as one cultural belief may not be the norm or acceptable behaviors for another. The failure to take cultural differences between countries into account has been the cause of many business failures (Ricks, 1993). The purpose of this paper is to showcase instances where cultural issues that were misunderstood proved to be blunders forShow MoreRelatedAnalysis : Managing Across Borders1132 Words   |  5 Pagespattern of the strategies (Mazanec et al. 2015). For that reason, organizations often try to develop effective strategies to utilize cultural diversity for capturing different perspectives to a particular decision. Specifically, globalization has made proper management of cultural diversity is necessary within organizational structure. 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However this generatesRead MoreA Study On Hilton Hotel1157 Words   |  5 Pagesorganizational structure is simple, with managers and supervisors from a different department, including admin, marketing, finance, human resource, concierge, food and beverages, housekeeping and etc. They also have team members and employees from Asia, and Africa and other nationalities worldwide. The common problem and issues that they have found among new employees are language and cultural differences that are creating barriers when it comes to cooperation. There is also occasional disrespect ofRead MoreThe Impact Of Culture On International Marketing Communication1486 Words   |  6 PagesSUMMARY Cultural factors have long been known to impact the communication and success capability of competition in conducting worldwide business. The objective of this report is to recognize the importance of cultural factors occurring in marketing communications. 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