Ways in Which the Culture Influences the International Business
1. Introduction
International marketing or business is uniquely different from the local market because the product price, place and promotion is vastly different from what is been offered to local customers (Johansson, 2000) With the emergence of the information technology, cross border marketing has never been a distant dream. However, it has never been easier even for giant multinational companies to face challenges that come in international business. The biggest challenge comes from the culture which varies from country to country.
At its basic understanding, international marketing engages the firm in making one or more marketing mix decisions across national boundaries. At its complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe (Keegan, 2002). Other interpretations are “International Marketing is the performance of business activities that direct the flow of a company 's goods and services to consumers or users in more than one nation for a profit (Cateora and Ghauri,1999). The international market goes beyond the export marketer and becomes more involved in the marketing environment in the countries in which it is doing business (Keegan, 2002). The simplest to the complex involvement would depend on many factors that vary from internal factors to external factors.
There are many studies and definitions in to culture and how culture could be a key influencer in business management. Culture according to Caterora (2009) refers to the way in which we do things in different societies. On the other hand Keegan (2002) refers to culture as a collection of elements mainly beliefs, values, language, religion and lifestyle that are unique from another. Kotler (2000) was of the opinion that culture plays a vital role in the success of any international business. Therefore successful international brands have adapted its brands according to the different cultural dynamics of
International marketing or business is uniquely different from the local market because the product price, place and promotion is vastly different from what is been offered to local customers (Johansson, 2000) With the emergence of the information technology, cross border marketing has never been a distant dream. However, it has never been easier even for giant multinational companies to face challenges that come in international business. The biggest challenge comes from the culture which varies from country to country.
At its basic understanding, international marketing engages the firm in making one or more marketing mix decisions across national boundaries. At its complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe (Keegan, 2002). Other interpretations are “International Marketing is the performance of business activities that direct the flow of a company 's goods and services to consumers or users in more than one nation for a profit (Cateora and Ghauri,1999). The international market goes beyond the export marketer and becomes more involved in the marketing environment in the countries in which it is doing business (Keegan, 2002). The simplest to the complex involvement would depend on many factors that vary from internal factors to external factors.
There are many studies and definitions in to culture and how culture could be a key influencer in business management. Culture according to Caterora (2009) refers to the way in which we do things in different societies. On the other hand Keegan (2002) refers to culture as a collection of elements mainly beliefs, values, language, religion and lifestyle that are unique from another. Kotler (2000) was of the opinion that culture plays a vital role in the success of any international business. Therefore successful international brands have adapted its brands according to the different cultural dynamics of
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