THE INFLUENCE OF CULTURE ON MARKETING PROGRAMS FOR NEW PRODUCTS LAUNCH

Gabriela Căpățînă
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Gabriela Căpățînă: The Bucharest University of Economic Studies, România

SEA - Practical Application of Science, 2014, issue 5, 175-184

Abstract: This article attempts to analyze the influence of culture on marketing programs for new products launch. Despite the special attention that literature confers to new products, the tactical side represented by marketing program which operationalize the new product launch, it is strongly neglected. Thus, considering the actual trends toward international markets and the existing gap in literature, the paper sections will treat the culture components in relation with marketing program activities developed for a new product launch. The contribution of this paper at scientific progress is accomplished by providing detailed descriptions of changes occurred in marketing programs in cultural diversity context; it is a preamble for a field which need new developments, theories and knowledge. In terms of conclusions, marketing program on international market is expected to be a good predictor of new product success, and at the same time, a useful approach to optimize the allocation of marketing effort.

Keywords: Culture; Marketing programs; New products; International market (search for similar items in EconPapers)
JEL-codes: M16 M31 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2014:i:5:p:175-184

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