Marketing Across Culture Success or Dilemma

Topics: Ethics, Management, Business ethics Pages: 5 (1130 words) Published: January 19, 2013
Table of contents

Marketing across culture:3
Reasons of this dilemma3
Proposed solution:5
Cultural analysis before marketing:6
Change management strategy:7

Marketing across culture:

Marketing across culture is one of the biggest issues which multinational companies have been confronting nowadays. Since marketing is an important factor for the propagation of a particular product or company, marketing plan should also be effective simultaneously. Every organization has to pay attention towards all the aspects which can make a marketing plan successful and ethical aspect is one of them. Since global marketing is a complex process, ethical issues like cultural diversity is one of the major reasons that can cause failure of marketing plan.

Marketing across culture is basically defined as product or service promulgation beyond the borders. Since beyond borders, culture, lifestyle and audience get changed, the attitude of the people also gets changed simultaneously. (Hutterer 2006) So, it can be regarded an ethical dilemma to market the products on international level and for dealing with such situation, company needs to scrutinize interests, traditions and culture of the indigenous people. However, different organizations have developed dissimilar strategies in order to cope with such ethical issues.

Reasons of this dilemma

Cultural diversity is generated by dissimilarity between native culture and the culture beyond the borders. Since every society has its own culture, its audience also possesses dissimilar concerns, ideologies, concepts, principles and keeping all these dynamics under consideration, a marketing plan is developed so that it can come up with the requirements of that respective culture. (Hall & Hall, 1990) If the organizations neglect this aspect without considering the emotions and affiliations of its audience important, the result appears in the form of negative consequences.

Since the main reason of this dilemma is dynamic nature of traditions, the organizations usually employ strategic plan keeping the regional aspects under consideration. However, in such cases, the organizations which assume theory of relativism are considered successful because it enables them to come up with regional cultural requirements. Since there are no absolute criteria for universal morality in this regard, this ethical dilemma has been solved using the utilitarian approach and the example can be taken from IKEA Inc. In Saudi Arabia, they have kept ethical and moral concerns in limelight while marketing their services and their apology for using female images in marketing transmedia can be taken as evidence in this regard. (Quinn 2012)

Another reason why this thing is considered a dilemma is that marketing across culture makes it complex for the organizations to comply with the needs of customers since not only traditions, culture and thoughts of the audience change with the boundaries, but their taste and priorities also change simultaneously. For instance, McDonalds in India markets its products keeping the vegetarian audience under consideration while in other regions like USA, UK and Canada, they market their products through promulgating other additional factors. Hence, through this way, McDonalds not only keeps the cultural but also religious needs of its audience under consideration and this ethical aspect of its marketing plan makes it outstanding in one way or other.

However, with the expansion of the business on global level and with the advancement in technology, marketing has become rather a technical yet interesting task and the reason behind this fact is the propagation of social media and similar other sources. These sources have made it ample easy to approach targeted audience yet the cross-culture issue is still persistent since these sources do not give any remarkable evidence regarding the cultural diversity and marketing plan.

Comparatively, there are...
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