Cultural Differences and Marketing Success
Abstract
A major problem facing business dealing internationally is the need to become more sensitive to foreign cultures. There are numerous stories of the "blunders" in marketing as a result of companies thinking that the foreigner's "mind-set" was similar to their own - both as marketers and consumers. Such blunders are even more important in cross-cultural management in the various partnerships and production facilities located abroad. Managers in no country have shown pervasive ability or willingness to learn about or adjust to the management styles or cultures in other countries - despite, or because of, long colonial attitudes.
Downloads
Published
2019-12-01
How to Cite
Behrman, J. N. (2019) “Cultural Differences and Marketing Success”, The Hungarian Journal of Marketing and Management, 31(2), pp. 65–68. Available at: https://journals-test.lib.pte.hu/index.php/mm/article/view/2184 (Accessed: 17 August 2024).
Issue
Section
M&M mix