Cultural Distance. Critical Analysis of a Durex Campaign

Language: English

Published by GRIN Verlag, 2015

3656975752 / 9783656975755

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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Druck auf Anfrage Neuware - Printed after ordering - Essay from the year 2014 in the subject Sociology - Consumption and Advertising, grade: 70, Kingston University London, course: Global Marketing, language: English, abstract: 'The failure to take cultural differences between countries into account has been the cause of many business failures'. Globalisation not only reaches all companies worldwide but influences international businesses in their ambition to enter into new markets and reach operational efficiency as well as profitability. Since one cannot automatically assume that the culture of foreign market is analogue to the home market, the success of the expanding strategy depends on the appropriate consideration of systematic variation between cultures. Therefore, the degree of similarities shared by societies needs to be quantified and forms the basis for either adaptation or standardisation in the targeted market. Especially when it comes to marketing decisions a product's success depends on the accuracy of the predicted consumer behaviour in respect of its values and attitudes. In this essay, the three major large-scale dimensional frameworks by Hofstede (1980), Schwartz (1980) and GLOBE (2004) are compared and the practicality of the frameworks on consumer behaviour will be evaluated. Furthermore, the relevance of the cultural distance approaches to the marketing of Durex is shown.

Seller Inventory # 9783656975755

Title
Cultural Distance. Critical Analysis of a Durex Campaign
Author
Julia Zöllner
Publisher
GRIN Verlag
Publication year
2015
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3656975752
ISBN 13
9783656975755
Item weight
40 grams
Dimensions
210x148x2 mm

AHA-BUCH GmbH

Einbeck, Germany

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