International marketing: Multicultural, cross-cultur...

 

China is a large heterogeneous market with diversified consumer behaviour in different regions. This study aims to examine personal value differences between consumers in China's inland and coastal re ...

In the markets of the Arabian Gulf a consumer can walk into a retail pharmacy and buy almost any mainstream pharmaceutical product without a prescription. That in itself is not unique, but when it is ...

This article poses the question of why there are so few case studies demonstrating success in multi-market campaigns. In the first instance, multinational campaigns are difficult to get right, and oft ...

This article discusses Tesco's plans to expand in the US West Coast. It argues that many other companies, and especially retailers, have failed outside their home countries, and that the stakes in the ...

This article describes the Disney Company's success in marketing to different cultures, based on interviews with senior Disney executives. America is on the verge of becoming a true multicultural soci ...

This paper explores globalisation from a marketing - and particularly brand management - perspective. The Fusion Model it elaborates distinguishes three different types of brands according to their he ...

This paper argues that no serious marketing campaign in the US can afford to ignore the Mexican-American population, which comprises 64% of the US Latino population - more than 25 million people. Some ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

The increasingly 'irrational' behaviour of consumers, their creativity when interacting with products, the context-led product usage and brand choices are developments which can simply no longer be ig ...

Understanding the underlying needs of Asian women in using new products and services will provide a compass for the innovation journeys of companies. Exploring the innovations described by women in t ...

The opening of the Indian economy has also produced a new, emerging Indian mindset that is finding its roots in the Kshatriya values of the traditional warrior class as opposed to the Brahminical valu ...

Everything is branded these days, and Brand Malaysia is a unique brand building effort that defied the conventions of the 'est' syndrome (biggest, largest, richest, etc.), encapsulating the idea of 'r ...

This paper describes Pizza Hut Korea’s attempts to replicate the 20% sales volume increase Pizza Hut UK achieved implementing Brand Revelations Research. The Inspiration phase examines primary and s ...

This paper looks at the longitudinal analysis of different categories in Asia to understand how the market is evolving and to compare the direction of evolution with the European market. The aim is to ...

Subsistence markets have often been neglected by marketers as a result of the mistaken understanding that they offer poor returns. Despite this, companies in the information and communications technol ...

This article describes the research programmes `Peoples, Trends and Foresight', operated by Phillips Design since the 1990s to understand the characteristics and needs of the Chinese people. Researchi ...

This article provides ten crucial guidance rules to follow in order to make advertising locally relevant and engaging in China. They involve taking careful account of Chinese social customs and attitu ...

This article provides an analysis of Millward Brown's worldwide advertisement pretest database, and examines beliefs about what kind of advertising works in China. Some beliefs are confirmed, while ot ...

The forthcoming 2008 Olympic Games will establish China as the second largest world economy, and confirm the shifting of power from West to East. This article summarises the reasons for China's rapid ...

This article offers advice to US brand marketers trying to engage with fast-growing emergent markets. Five guidelines are offered: 1) understand the local infrastructure; 2) stay on the global message ...

This article discusses how marketers should deal with the burgeoning Hispanic teenage population in the US. An eight-point set of guidelines is offered, as is a case study of one highly successful exa ...

The Chinese market has been acknowledged as one of the key emerging leisure markets in the world. This paper provides an overview of the China outbound travel market, and combines the findings from la ...

A framework for standardisation of ad content based on cultural and socio-economic similarity among countries is proposed. Advertising standardisation is investigated in the Arab world, a culturally s ...

This paper deals with the challenging task of communicating across different cultures. It's intended to shed some light onto the intricate values of Latin American cultures and identify those that are ...

Aiming to enhance the knowledge of the region with enormous potential for development and surprising diversity, the presenters have prepared an overview on the demographic profile of Latin America. A ...

Need based segmentations are based on psychological needs or motives present in every one of us. The more fundamental these needs are, the more they can be considered universal: the need for status is ...

India is, unequivocally, a diverse country. This paper takes a geographic, zonal approach to unravel India's diversity because it serves as the most actionable way of studying the market, since most m ...

Globalization trends and regional integration in Latin America have brought major pressure to define which national assets are unique and, therefore, how a country, its people and its economic profile ...

In this era of globalization, finding and then making the most of opportunities in multi-cultural markets has become a permanent challenge for the modern marketer. Culturally distinct, diverse consume ...

While the media focuses on the negatives of immigration, consumers react in predictable ways, blaming immigrants for many of the ills of European society. Nonetheless immigration is essential to Europ ...