Navigating cultural complexity in global markets: insights and future directions from two decades of marketing literature

Nandini Johri (), Rohit (), Sachin Kumar Raut () and Sudhir Rana ()
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Nandini Johri: Jai Hind College
Rohit: Gulf Medical University
Sachin Kumar Raut: University of Agder
Sudhir Rana: Gulf Medical University

International Journal of System Assurance Engineering and Management, 2024, vol. 15, issue 12, No 1, 5405-5419

Abstract: Abstract This study addresses critical questions related to cultural diversity, offering valuable insights for global marketing managers in formulating effective marketing strategies. Utilizing a robust systematic literature review methodology and the theory–context–characteristics–methods and POWER frameworks, the study comprehensively analyses 20 years of literature. The findings indicate that while the field has seen significant scholarly expansion globally, certain key areas have received comparatively less attention. The conceptual framework and future research directions outlined in this study offer a strategic roadmap for advancing the field. Contributions to theoretical development, contextual understanding, characteristic analysis, and methodological approaches are essential for bridging the theory–practice gap and fostering further development in the discipline. The study’s insights can support marketers and other stakeholders in enhancing consumer engagement, improving marketing effectiveness, and developing culturally sensitive strategies for global markets.

Keywords: Cultural diversity; Systematic literature review; TCCM framework; POWER framework; Global marketing (search for similar items in EconPapers)
JEL-codes: H12 L M14 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s13198-024-02520-7

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