Manifestation Issues, Fundamental Explananda and Methodological Supplements of Cross-Cultural Marketing Research: The Case of Market Orientation.

2014 ◽  
pp. 184-184
Author(s):  
Rajeev Airani ◽  
John B. Ford
Keyword(s):  
Market Orientation ◽  
Marketing Research ◽  
Cross Cultural ◽  
Cultural Marketing

The Role of Cross-cultural Analysis in Choosing the International Marketing Strategy of Adaptation or Standardization

10.12737/2497 ◽  
2014 ◽  
Vol 2 (3) ◽  
pp. 54-58 ◽  
Author(s):  
Щепеткова ◽  
D. Shchepetkova
Keyword(s):  
Marketing Research ◽  
New Product ◽  
International Markets ◽  
Cultural Analysis ◽  
Cross Cultural ◽  
Foreign Products ◽  
International Marketing Strategy ◽  
Cultural Marketing ◽  
A Company

Nowadays most of the companies successfully sell goods by crossing the borders of the domestic country. However international corporations often face problems, connected with cultural differences in consumer behavior as well as distinctions in their perception of foreign products. Thus, for achieving the success on the international markets, a company should take precise actions before launching a new product, selecting appropriate marketing strategies and carrying out cross-cultural marketing research.

Solving the Mystery of Consistent Negative/Low Net Promoter Score (NPS) in Cross-Cultural Marketing Research

2016 ◽  
Vol 17 (4) ◽  
pp. 43 ◽  
Author(s):  
Sanjay Seth ◽  
Don Scott ◽  
Chad Svihel ◽  
Murphy-Shigematsu Stephen
Keyword(s):  
Marketing Research ◽  
Cross Cultural ◽  
Net Promoter Score ◽  
Net Promoter ◽  
Cultural Marketing

scholarly journals The Influence Of Cultural Diversity On Marketing Communication: A Case Of Africans And Indians In Durban, South Africa

2015 ◽  
Vol 14 (6) ◽  
pp. 869 ◽  
Author(s):  
Abosede Ijabadeniyi ◽  
Jeevarathnam Parthasarathy Govender ◽  
Dayaneethie Veerasamy
Keyword(s):  
South Africa ◽  
Cultural Diversity ◽  
Cultural Values ◽  
Marketing Research ◽  
Sampling Technique ◽  
Cross Cultural ◽  
Cultural Dimension ◽  
Marketing Communication ◽  
Current Thinking ◽  
Cultural Marketing

This paper investigates the cultural diversity between Africans and Indians in Durban, South Africa, based on marketing communication. While cross-cultural marketing research has been concentrated on Western and Eastern societies, there is a lack of such research in Africa. The study examines the cultural values of Africans and Indians based on the individualism-collectivism cultural dimension, adapted to account for marketing communication-specific cultural values (MCSCV). The study was a quantitative study which used judgmental sampling technique to recruit subjects and analysed data using the t-test. Surveys were completed by 283 African and 92 Indian respondents at the main shopping malls in two of Durban’s renowned African and Indian townships viz. Umlazi and Chatsworth, respectively. The findings of the study revealed that Indian respondents showed more individualistic tendencies toward marketing communication, as compared to their African counterparts. The study highlights that target markets’ indigenous cultural values may not necessarily serve as predictors for market segmentation. The study further shows that directing stereotypical marketing communication strategies toward culturally homogeneous markets based on indigenous cultural dispositions, without investigating the compatibility of both cultural contexts, can be deleterious. The paper builds on current thinking in cross-cultural marketing literature and develops an orientation of MCSCV.

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