Cultural barriers in international marketing

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Cultural barriers in international marketing

The misunderstandings, tensions, and biases caused by cultural differences can even lead to outright failure. Failing to adapt global business models to the local market Consumer attitudes and behaviours are highly influenced by culture.

When a company moves into a new market, business models should be modified to reflect local preferences, customs, and habits. Unless local cultures drive business models, foreign businesses have a high risk of Cultural barriers in international marketing. The costs associated with failure in a foreign market can be significant: International success requires a glocal mindset.

Glocalisation refers to the interface of globalisation and localisation. Subcultures are not limited to regional or ethnic variations.

Journal of International Business and Cultural Studies

For example, consider the different consumer profiles of males and females in the United States. Moreover, female consumer habits and preferences vary across generational, ethnic, and occupational groups.

Companies that fail to recognise the cultural diversity of their markets risk missing important consumer segments. International business success also requires an in-depth understanding of local business customs.

There are examples of well-established North American or European companies that have overlooked the potential of certain developing markets, failing to establish an early market presence and leaving them unable to catch up to other foreign companies or local competitors.

Other companies have withdrawn from emerging markets prematurely, damaging relationships and leaving a legacy of weak commitment in the process. Guanxi is critical for establishing the trust that underpins successful business in China, but home-country laws for example, the U.

Foreign Corrupt Practices Act or the U. Bribery Act may prohibit global organisations from engaging in this practice. When foreign companies employ local staff, human resource policies need to be adapted to reflect the cultural profile of local employees. Factors that influence employee motivation, job satisfaction, and organisational commitment vary across cultures.

International Business Degrees

In addition, conflict resolution and giving and receiving feedback differ widely across cultures, with significant implications for performance-appraisal. But unless carefully managed, diverse workgroups may experience greater conflict and less trust and cohesion than homogenous teams.

Companies need to effectively manage cultural conflicts, bias, and discrimination. Adaptations may be required to diversity program content, rationale, language, and methods.

In addition, stereotypes and other forms of bias can threaten rapport and stifle the exchange of information and ideas. It is estimated that the total direct costs of a four-year expatriate posting may be as high as USD2 million.

Cultural barriers in international marketing

In addition, expatriate failures may lead to relationship or reputational damage in the host country. It can also increase stress on the expatriate and family and contribute to marriage strain or break-ups.

Most expatriate failures are not due to technical or professional incompetence. The main causal factors involve difficulties with cultural adaptation: Shorter-term global talent mobility solutions include virtual assignments, cross-functional teams, short-term business travel, or external partnering.

Individuals with high Cultural Intelligence display four main competencies: It includes an ability to overcome explicit or unconscious bias and the capacity to persist in challenging intercultural settings—even when the individual feels confused, frustrated, or burnt out. That involves more than awareness of variations in language, customs, and appearance.

Core cultural differences like values, assumptions, and beliefs are often invisible but cause the most problems—and are frequently overlooked.

With high CQ Strategy, individuals are not confined to a single worldview. They are open to new or integrative ideas.Cultural barriers are amplified within a national context because they are assumed to be irrelevant: research on mergers and acquisitions shows that social integration is more problematic in domestic contexts than in international contexts.

Crossing the barriers Cultural awareness should be applied in every aspect of marketing: in selling, label-printing, advertising and promotion of products. It covers language, the lifestyle and the behavioural patterns of the people in the country of interest. International marketing has the potential for miscommunication due to variations in language and culture.

International marketing takes place when a business directs its products and services toward consumers in a country other than the one in which it is located.

Cultural barriers in international marketing

While the overall concept of marketing is the same worldwide, the environment within which the marketing plan is implemented can be. Further barriers to export marketing include distribution access and adapting to foreign market needs, along with gathering information on foreign markets (Karakaya, ), language and culture.

The term export in international trade means the sending of goods or services produced in one country to another country. The seller of such goods and services is referred to as an exporter; the foreign buyer is referred to as an importer..

Export of goods often requires involvement of customs authorities. An export's reverse counterpart is an import.

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