 CULTURAL DIAGNOSIS AND BYPASSING; THE EFFECT ON SUCCESSFUL INTERNATIONALIZATIONAndrews Adugudaa Akolaa Review of Business and Finance Studies, 2012, vol. 3, issue 1, 69-84 Abstract: Globalization and its effect on business continue to propel firms to look beyond local markets for opportunities for market development and as a source of growth. However, Cultural differences in various markets continue to exert enormous pressure on international market operations as a result of cultural bypassing or misdiagnosis and this requires international marketers to undertake robust cultural analysis to ensure successful market servicing strategies. This paper reviews and discusses the crucial role of culture in successful internationalization; key reviews of marketing strategies and failures of some major corporations presented, cultural analytical frameworks have been evaluated and novel theoretical propositions made to segment cultural elements into soft and hard cultures. The paper provides a logical step approach framework to guide the international market practitioners analyzing foreign market cultures. Keywords: International marketing; Culture; Diagnosis; Market failures; Soft and hard culture (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ibf:rbfstu:v:3:y:2012:i:1:p:69-84 Access Statistics for this article Review of Business and Finance Studies is currently edited by Terrance Jalbert More articles in Review of Business and Finance Studies from The Institute for Business and Finance Research |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.