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.

scholarly journals The Role of Marketing Research for Entrepreneurship

2007 ◽  
Vol 6 (2) ◽  
pp. 25-37
Author(s):  
Jyotirmoy Ghosh ◽  
G Anjaneyaswamy
Keyword(s):  
Life Cycle ◽  
Market Research ◽  
Planning Process ◽  
Marketing Research ◽  
New Product ◽  
Entrepreneurial Marketing ◽  
Actual Experience ◽  
Marketing Decision ◽  
Start Up

Marketing research is defined as "the systematic and objective process of gathering, recording, and analyzing data for aid in making marketing decision." The essence of marketing research is to provide information used in decision making, and for the entrepreneur; there are fundamental differences between market information needed prior to start up and after a firm is established. Prior to opening for business, the entrepreneur wants to know whether a market exist for a new product or service, who is likely to be a primary customer, how to position the enterprise in a market, and how the product or service will be priced, promoted and distributed. Addressing these issues become part of the pre start up planning process. Once a firm has become established, much of this information is authenticated through actual experience, and market research expands to include a continuous competitive analysis.An effort has been made to demonstrate the above mentioned characteristics of marketing research undertaken by the entrepreneurs. The first half of the article portrays an effective framework of the methodology for marketing research. Entrepreneurial marketing research differs from its normal counterpart. These exclusive features are expressed and discussed in details. In the second part of the article, an effort has been made to narrate the nature of marketing research that can be ideally applied to all the different stages of successful venture life cycle. The functioning of all the different stage of the life cycle are discussed with the corresponding marketing research techniques that can be ideally applied, being expressed.

Reconstruction of communicative stereotype in indirect dialogue of cultures: methodology of studies

10.12737/363 ◽  
2013 ◽  
Vol 2 (2) ◽  
pp. 4-8 ◽  
Author(s):  
Силантьева ◽  
Margarita Silanteva
Keyword(s):  
International Relations ◽  
Conceptual Model ◽  
Comparative Studies ◽  
Cultural Analysis ◽  
Cross Cultural ◽  
Cultural Communication ◽  
Cross Cultural Communication ◽  
Cultural Approach

The article addresses the main principles and methods of linguistic and cultural approach to reconstructing communicative stereotypes. The author shows the role of philosophical comparative studies in building a conceptual model of communicative stereotype, which makes it possible to define the content of cultural analysis in cross-cultural communication. The article proves the necessity to test their relevance in reference to historical facts in international relations. Studying the concept of ‘a border of constructive dialogues’, the author develops the idea further, introducing the term ‘a zone of transfer to irreversible destructiveness’.

A cross-cultural analysis of autonomy in education

2009 ◽  
Vol 7 (2) ◽  
pp. 253-262 ◽  
Author(s):  
Valery I. Chirkov
Keyword(s):  
Autonomy Support ◽  
Academic Motivation ◽  
Autonomous Motivation ◽  
Self Determination Theory ◽  
Cultural Analysis ◽  
Cross Cultural ◽  
Self Determination ◽  
Deterministic Models ◽  
Psychological Evidence

In this article I highlight recent (published after 2000) cross-cultural studies on the role of autonomous academic motivation and autonomy support in students' cognitive and psychological development. The self-determination theory (SDT) thesis of a universal beneficial role of autonomous motivation is supported by numerous empirical results from educational researchers from diverse educational settings around the world. These results are discussed in terms of the importance of recognizing students' basic needs for autonomy in learning environments, and the cultural deterministic models of socio-cultural differences that have obscured that need. Studies within the SDT provide strong psychological evidence to support a more interactive, multidimensional picture of human nature in various sociocultural contexts.

The Role of Prototypes in Managing Product Innovation Risks

1989 ◽  
Vol 203 (2) ◽  
pp. 113-118 ◽  
Author(s):  
W Bergwerk
Keyword(s):  
Risk Taking ◽  
Product Innovation ◽  
Innovation Management ◽  
New Product ◽  
Concerted Action ◽  
Corporate Risk ◽  
A Company ◽  
Formal Procedures ◽  
Consistent Approach

Current views on innovation management regard the prototype as just another stage in the engineering department's development work. It is more realistic, however, to view the prototype stage as a means by which all departments of a company can manage the risks associated with a new product. People judge risk in a very personal manner and different views can easily give rise to tensions which impede progress. The paper proposes methods for achieving concerted action by allowing for various risk perception problems. Particular attention is given to departments not directly responsible for the prototype to ensure that they too contribute constructively to the corporate risk assessment. An open and consistent approach to risk taking is particularly important in large companies if the spirit of innovation is not to succumb to the unavoidable bureaucracy of formal procedures.

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