Page 127 - GLOBAL STRATEGIC MARKETING

➢ Global awareness and sensitivity are the best solutions challenges
faced in International marketing

4.1 Introduction

The concept of cultural differences in international marketing, and their

impact on marketing strategy, is the centre of discussion for international
marketing academics. The development of awareness of cultural

dimensions allows analysis of cultural differences, the most famous study
of this being that by Hofstede, discussed fully in this unit. This unit also

includes a definition of culture and a detailed explanation of the variables
that are the main grounds of culture. National culture is very important to

investigate; cross-cultural analysis using agreed classifications or criteria
is such a research tool. Hofstede’s study of the four main dimensions of
cultural differences is considered, followed by a look at consumer

behaviour and the adaptation of a product to host countries. Cultural
negotiation, the heart of cultural communication between different nations,

requires a study of the major gaps between different cultures.

4.2 The cultural concept

In 1952, Kroeber and Kluckholn found 164 definitions of culture. This just

shows how difficult it is to define culture. Burca et al. (2004, p. 58) found
common characteristics of these definitions:

• Culture prescribes those forms of behaviour that are related and
acceptable to people in a specific community.

• Culture is learned, because people are not born with a culture but are
born into a culture. Culture is dynamic: it influences our behaviour,

and in turn our behaviour influences the culture, thus demonstrating
its interactive nature.

• Culture is subjective, because people attribute meaning to issues on
a subjective basis, and meaning develops within the context of the
culture.