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International marketers struggle to find the best way to tailor pieces of the marketing mix to ea... more International marketers struggle to find the best way to tailor pieces of the marketing mix to each country or region. Customizing to each
market is effective yet prohibitively costly, and standardizing one approach across the world is efficient and mostly ineffective. An
approach based on cultural differences offers the solution, i.e. efficiency and effective impact.
Extensive research of cultural differences among nations has revealed 5 dimensions explaining cultural differences and their implications
for marketing. Packaging the dimensions into six regional culture clusters, this article introduces a new approach to segment the globe so
marketing efforts are effective, relevant, focussed, and yet efficient.
Globalization of
Opportunities arising from globalization, advances in technology, and outsourcing have meant that... more Opportunities arising from globalization, advances in technology, and outsourcing have meant that companies have increasingly turned their attention to consolidating customer service across national borders in order to bring down costs, while at the same time trying to increase customer accessibility through a single point of contact.
International marketers struggle to find the best way to tailor pieces of the marketing mix to ea... more International marketers struggle to find the best way to tailor pieces of the marketing mix to each country or region. Customizing to each
market is effective yet prohibitively costly, and standardizing one approach across the world is efficient and mostly ineffective. An
approach based on cultural differences offers the solution, i.e. efficiency and effective impact.
Extensive research of cultural differences among nations has revealed 5 dimensions explaining cultural differences and their implications
for marketing. Packaging the dimensions into six regional culture clusters, this article introduces a new approach to segment the globe so
marketing efforts are effective, relevant, focussed, and yet efficient.
Globalization of
Opportunities arising from globalization, advances in technology, and outsourcing have meant that... more Opportunities arising from globalization, advances in technology, and outsourcing have meant that companies have increasingly turned their attention to consolidating customer service across national borders in order to bring down costs, while at the same time trying to increase customer accessibility through a single point of contact.