Abstract

http://ssrn.com/abstract=1267863
 
 

References (11)



 


 



Impact of Culture on International Marketing


Md. Joynal Abdin


Planning, Monitoring & Evaluation Wing, The SME Foundation

September 14, 2008


Abstract:     
Culture is the totality of our life style & personality. At a glance is can be said that, culture is that what we are i.e. our way of dressings, specking, eating, thinking, learning, attitude, believes, values, norms etc all included in our culture. International marketing is the marketing activities of a company outside their country of origin.

Culture has a great impact on international marketing. A marketer must have to study about the local culture in-depth before offering a product to them. Because of every marketing promotion has done to promote the product i.e. communicating product feature to the customers and influence customers to buy it.

To have an effective communication one must send the message according to the receiver's culture, customs and learning process. There are some major barriers by which effective communication can be hampered. Self Reference Criterion (SRC) and Ethnocentrism can make the effort worthless.

Here we can draw an example how SRC can make all effort worthless. As we know that Disney land is a name of success in the amusement park business around the globe. But when they have started their journey in France they faced a tremendous problem and fall in billion Dollar loss.

In USA, Hong Kong, Singapore, and Japan they earned a great amount of profit. But why they failed in France? Disney management started a study and fined out that self Reference Criteria of American managers make the French people hart. As a result they do not used to be here in Parish Disney Park.

Not only in France out of every ten US managers eight have to replace from Saudi Arabia within three month of their joining. It is because they fail to cope with the Saudi culture and customs.

It is human nature that, everything want to judge according to self learning process and Cultural measurement. But a single thing can have different meaning in different culture. For example showing thumb carries the signal of all right to the western but it carries a serious negative meaning to the Bengali rural people.

For this reason a marketer in international market must have to convert his all thinking into the culture of the local people. Sometime marketer fails to make this conversion successfully as a result they fail to have local people attention and make huge loss.

Number of Pages in PDF File: 22

Keywords: MD. JOYNAL ABDIN

working papers series





Download This Paper

Date posted: September 15, 2008  

Suggested Citation

Abdin, Md. Joynal, Impact of Culture on International Marketing (September 14, 2008). Available at SSRN: http://ssrn.com/abstract=1267863 or http://dx.doi.org/10.2139/ssrn.1267863

Contact Information

Md. Joynal Abdin (Contact Author)
Planning, Monitoring & Evaluation Wing, The SME Foundation ( email )
Royal Tower, 4 Panthapath
Kawran Bazar
Dhaka, 1215
Bangladesh
HOME PAGE: http://www.joynal.wordpress.com
Feedback to SSRN


Paper statistics
Abstract Views: 22,278
Downloads: 3,671
Download Rank: 1,210
References:  11

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo3 in 0.422 seconds