Introduction: Many businesses are expanding globally, offering products and services across borders. This leads to debates regarding the extent to which international firms should adapt their operations and strategies to new, cultural markets. An understanding of culture is crucial as it is deemed to contribute to successful entry to international markets, thus the role of adaptation is emphasized in marketing practises (Pham and Zeidan, 2015). Furthermore, Akgün, Keskin and Ayar (2014) argue that
consumers across border than ever. Advertising becomes an essential and integral part of marketing mix in today’s MNCs’ marketing strategies. Advertising can be seen as an informative communication regarding products or services from the manufacturer to the consumers. Advertising helps manufactures or companies to attract new consumers, while at the same time retaining the existing consumers, which would result in higher revenues and ultimately earn more profit. Advertising is used not only to inform and
Abstract: The primary purpose of advertising is to convert a potential customer into a buying customer for the company 's product or a to respond in the way that advertiser desires to stimulate the targeted audience. Any marketing campaign involves advertising which is integrated with several communication processes across various channels. To gain an entry in a foreign market, a company adopts the style of international marketing. A successful international marketing involves a strategy of quick
cultures and collectivistic cultures has brought different consumer behavior in cross-cultural understanding (Maheswaran and Shavitt, 2000). According to Usunier and Lee (2009), advertising is influenced strongly by culture as it mostly based on language, image and the attitudes of the local target population. In the study of Teng (2003) about culture and consumer behavior, he indicated that culture and advertising greatly impact to each other. By analyzing the difference in consumer behavior between
Cultural differences in advertising: India and Japan Does culture matter? Cultural biases make an advertisement work or not. To be precise, culture matters for an advertisement to appeal to the mass in a society. According to Donnel Briley and Jennifer Aaker, in their paper, state that culture based differences show up when information is being processed in a sudden and spontaneous manner. This means the first judgement you make when you look at a billboard is based on your particular culture.
all marketing strategies are a thing of the past. For companies to achieve continuous growth and competitive success, it is necessary to understand the cultural diversity and complexity of marketing activities. In the concept of international marketing, companies face the problems like how to design the marketing strategies according to the cultural diversification. To associate with any market and be successful, marketers have to understand their audience in their context and what matters to them
the May-June 1983 issue of the Harvard Business Review, Theodore Levitt sparked off a debate on the subject of standardization or localization of marketing with the publication of his article, The Globalization of Markets. Levitt contended that advertising and marketing programs and strategies could be standardized across markets because of widespread globalization. According to Levitt, globalization was causing a “monoculture” in which people across the globe were becoming very similar (Frith & Mueller
Over the years, the advertising industry has consistently been a target of criticism. One criticism especially prevalent among activists and audience members alike involves advertising 's ability to offend (Fam et al, 2004). Offensive advertising is an act and/or a practice that violates the norm (Dahl, 2003). Offensive advertising includes messages that transgress laws and customs (e.g. anti-human rights), breach a moral or social code (e.g., profanity, vulgarity) or outrage the moral or physical
(a) The Economic Environment The economic environment is perhaps the most important aspect of a remote environment. In fact, economic environment is the potential for the success of the international trade. By economic environment, we mean domestic or national and international or global. There are a number of general and useful indicators that are needed for assessing an economic environment in which MNE operates. The indicators are population, per capita income, income distribution, and type of
consumer behavior in the fast food industry: 1. Cultural Factors Culture is an important consideration for our organization, especially at our international locations. Culture teaches us our values and preferences. Because not everyone feels comfortable dining in a fast food restaurant, we have developed a brisk carry-out business, and this has helped to build our organization. We pride ourselves as an organization on being sensitive to cultural differences. We also realize that culture impacts