Introduction: A Multilevel Cultural Context Framework

Giovanna Magnani
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Giovanna Magnani: University of Pavia

Chapter Chapter 1 in Marketing in Culturally Distant Countries, 2022, pp 1-12 from Springer

Abstract: Abstract This chapter introduces the challenges international firms face in managing their marketing mix in “distant” countries, especially considering the role played by cultural distance and the evolving economic and social scenario. In doing so, I advance a multilevel cultural context framework, according to which the management of culturally distant contexts needs to consider foreign countries but also the firm’s domestic market where complex processes of hybridization of culture emerge. I then introduce and outline McCarthy’s 4Ps framework as a frame of reference for the following chapters in the book.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-031-04832-6_1

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DOI: 10.1007/978-3-031-04832-6_1

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