The Importance Of Culture In International Relationship Marketing

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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 adaptation is demanded because firms are market dependent, and it is significant particularly within the emerging markets which may be culturally different to the home market. Firms such as McDonalds who were previously advocates of standardisation and globalisation have adapted practices to act in a more local manner (Vignali, 2001). The emphasis on adaptation has influenced marketing practices and caused the development of a subfield called “relationship marketing”, which addresses the need and value of creating customer relationships (Samaha, Beck and Palmatier, 2014). Particularly, when building relationships in an international market, adapting personal relationships to different cultural norms is required. Consequently, culture plays a very important role within international relationship marketing. In TV advertising, culture also has a significant role as it can affect consumer perceptions of brand image (O’Guinn et al, 2014) and is a core determinant of positive consumer

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