engleski

Cross-Cultural differences and their implications on marketing and marketing communications

The starting point of this work is that attitudes, values, and social norms vary significantly from one market to another which also results in differences in consumer behaviour. Therefore failure to consider cultural differences when entering a foreign market may lead to serious oversights in development and implementation of a marketing or communication program. The authors explain some variables of cultural differences and the way in which they can affect corporate marketing strategy. Furthermore, they analyse cross-cultural similarities existing as an opposite trend in the market that also affect the choice of strategy. The paper also provides an overview of the previous research results referring for the most part to a long lasting dispute on the influence of cultural factors on the choice of foreign marketing strategy, especially on advertising, and the subsequent advocating of adaptation strategy, standardization strategy, or the combination of both. Based on the theoretical frame of reference and the observed results of empirical research the paper expounds three global strategies of entrance into foreign market (standardization strategy, adaptation strategy, and innovation strategy) which will be, depending on the product strategy and communication strategy, subdivided into five strategic options. The authors conclude that any company operating in a foreign market, in spite of cross-cultural similarities, has to be aware of the existence of cultural differences in order to consider them and pay full attention to them. Therefore they stress the importance of research of cultural factors in the environment of each particular foreign market and their influence on the elements of marketing strategy, not only when entering the market but continuously in further operation and decision making. Even though adaptation and standardization strategies have certain advantages they rather propose the application of glocal strategy (“plan globally, act locally”) and establishing of an appropriate balance between the global and the local strategy, which involves making a decision on the degree of standardization/adaptation of the single elements of marketing strategy. Furthermore, the authors emphasize that taking into account local specific qualities does not exclude application of relevant marketing stimuli aiming to change consumers' attitudes and behaviour.

Cross-cultural differences, cross-cultural consumer behaviour, global marketing strategies, glocal strategy, international marketing

nije evidentirano