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Cultural Impact On International Branding
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Book Synopsis Cultural Influences on Global Marketing (First Edition) by : Constantine Polychroniou (G.)
Download or read book Cultural Influences on Global Marketing (First Edition) written by Constantine Polychroniou (G.) and published by Cognella Academic Publishing. This book was released on 2019-07-26 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cultural Influences on Global Marketing introduces students to topics that are critical to the success of the contemporary international marketer. Readers learn how culture affects the political, economic, and regulatory systems, as well as marketing behavior, purchasing, consumption, and decision-making. They learn the importance of cultural awareness, cultural knowledge, cultural competence, and empathy in developing effective communications and managing their presence in foreign markets. Section I of the text contains 13 chapters that address fundamental issues concerning international marketing, including the impact of foreign cultural environment on international marketing operations, the formulation of the marketing mix, global and multi-domestic strategy, foreign market entry methods, trade agreements, cross-cultural negotiations, global value creation, and more. Section II features carefully curated cases that illuminate the unique and varied experiences of international marketers. These selections provide students with experiential knowledge and highlight how the cultural environments of foreign markets can affect levels of success. Designed to help future global marketers think critically about how culture can influence international marketing efforts, Cultural Influences on Global Marketing is an ideal text for courses in global marketing and international business relations.
Book Synopsis International Marketing by : Jean-Claude Usunier
Download or read book International Marketing written by Jean-Claude Usunier and published by Philip Allan. This book was released on 1993 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis International Marketing and the Country of Origin Effect by : G. Bertoli
Download or read book International Marketing and the Country of Origin Effect written by G. Bertoli and published by Edward Elgar Publishing. This book was released on 2013-01-01 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.
Book Synopsis Influences of Asian Cultural Identity on Global Marketing Strategies by : Emily Bloom
Download or read book Influences of Asian Cultural Identity on Global Marketing Strategies written by Emily Bloom and published by GRIN Verlag. This book was released on 2015-10-30 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Marketing Across Cultures by : Jean-Claude Usunier
Download or read book Marketing Across Cultures written by Jean-Claude Usunier and published by Pearson Education. This book was released on 2005 with total page 608 pages. Available in PDF, EPUB and Kindle. Book excerpt: Back Cover Copy-Usunier "This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves." Guliz Ger, Professor of Marketing, Faculty of Business Administration, Bilkent University, Turkey International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high--only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest. "Marketing Across Cultures, 4e" uses a successful two-stage cultural approach to explore International Marketing. - A cross-cultural approach which compares marketing systems and local commercial customs in various countries - An inter-cultural approach which studies the interaction between business peoples of different national cultures "I used "Marketing Across Cultures" in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzmuller., Chair of Marketing Universityof Dortmund, Germany Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, "Marketing Across Cultures, 4e" is essential reading. New to This Edition! Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials includes: - The internet revolution and its impact on international marketing - Additional web references that allow in-depth and updated access to cultural and business information - New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA: Selling Uncle Sam Like Uncle Ben's? (Chapter 14) and more! To access the robust web materials go to: www.booksites.net/usunier. Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne - Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France). Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.
Book Synopsis Cultural Impact on International Branding by : Zhenyi Li
Download or read book Cultural Impact on International Branding written by Zhenyi Li and published by . This book was released on 2001 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: Summary in Chinese.
Book Synopsis Culture and International Business by : Kip Becker
Download or read book Culture and International Business written by Kip Becker and published by Routledge. This book was released on 2013-04-03 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Management strategies to help you profit in the international realm! What is the most effective way to help an expatriate employee learn to function in the host country? How well do we understand the formation and performance of multinational alliances? Should you threaten to sue your Chinese distributor, or is friendliness a better tactic? These questions are among the issues tackled in Culture and International Business, a practical look at a complex topic. Increasingly, corporations and businesses are transnational or multinational in scope and culture in a way that was unimaginable a generation ago. Employees may be assigned to work overseas or deal with customers, suppliers, distributors, or factories across the globe. Even in domestic offices, employees from several different countries may work side by side. If you want your business to prosper in this new global economy, you must understand the effects of cultural differences on business practices or else risk making costly, potentially disastrous errors. Culture and International Business offers practical ideas and tested research on such vital topics of concern as: defining the moral, ethical, and legal implications of multicultural management attracting and retaining key personnel persuading employees in the host country to mentor an expatriate overcoming divisive cultural differences working within the guanxi relationship networks of China creating sustainable development strategies becoming aware of different attitudes toward change, gender, and risk-taking A genuinely multinational effort, the seven chapters of Culture and International Business were written by authors representing five nations on three continents. This important book is designed to help you understand a wide range of issues from several geographic areas that affect everyone doing business in the new global economy.
Book Synopsis Intercultural Marketing. The Impact of Culture on the Marketing-Mix by : Olivier Samo
Download or read book Intercultural Marketing. The Impact of Culture on the Marketing-Mix written by Olivier Samo and published by GRIN Verlag. This book was released on 2015-10-07 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, 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.
Book Synopsis The influence of culture on brand positioning strategy by : Guido Maiwald
Download or read book The influence of culture on brand positioning strategy written by Guido Maiwald and published by GRIN Verlag. This book was released on 2013-02-08 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Essay from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: In order to increase the saleability of a brand or product and at the same time to minimize the costs of production and advertisement, marketing companies or departments try to internationalize or ‘globalize’ production processes as well as marketing strategies. One challenge of these goals lies in differences between the mindset of consumers, being consequence of differences in culture. This work will focus the meaning of ‘culture’ and the question which ‘ingredients’ define culture. In the following chapters strategies of cross-cultural surveys within marketing strategies for brands and products will be examined.
Book Synopsis Critical The Impact of Culture on International Marketing Plans and Review of the French Wine Industry by : Nadine Freitag
Download or read book Critical The Impact of Culture on International Marketing Plans and Review of the French Wine Industry written by Nadine Freitag and published by GRIN Verlag. This book was released on 2005-12-18 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies by : Khosrow-Pour, D.B.A., Mehdi
Download or read book Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies written by Khosrow-Pour, D.B.A., Mehdi and published by IGI Global. This book was released on 2019-06-14 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.
Book Synopsis Brand Culture and Identity by : Information Reso Management Association
Download or read book Brand Culture and Identity written by Information Reso Management Association and published by . This book was released on 2018-05-04 with total page 532 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Cultural Influences on Global Marketing (Preliminary Edition) by : Constantine Polychroniou
Download or read book Cultural Influences on Global Marketing (Preliminary Edition) written by Constantine Polychroniou and published by Cognella Academic Publishing. This book was released on 2018-12-31 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Consumer Behavior and Culture by : Marieke de Mooij
Download or read book Consumer Behavior and Culture written by Marieke de Mooij and published by SAGE. This book was released on 2019-06-10 with total page 473 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people’s relationships with others.
Book Synopsis Global Branding and Country of Origin by : Gaetano Aiello
Download or read book Global Branding and Country of Origin written by Gaetano Aiello and published by Routledge. This book was released on 2016-04-14 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Beyond Hofstede written by Cheryl Nakata and published by Springer. This book was released on 2009-07-16 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Local and Global Management of Branding, Identity and Image by : Felix Zimmermann
Download or read book Local and Global Management of Branding, Identity and Image written by Felix Zimmermann and published by GRIN Verlag. This book was released on 2009-11 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
