Global Marketing Challenges in the Modern Era: Navigating Cultural Diversity, Regulatory Landscapes, and Communication Barriers

Iouri Kotorov (), Sebastian Zips (), Yuliya Krasylnykova () and Julie Holendová ()
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Iouri Kotorov: Karelia University of Applied Sciences
Sebastian Zips: Hochschule Zittau-Görlitz
Yuliya Krasylnykova: Karelia University of Applied Sciences
Julie Holendová: AMBIS University

A chapter in Eurasian Business and Economics Perspectives, 2025, pp 3-18 from Springer

Abstract: Abstract This paper aims to investigate the challenges faced by businesses in global marketing, specifically focusing on cultural diversity, regulatory landscapes, and communication barriers. Through a narrative literature review, the study synthesizes existing research and case studies to provide a comprehensive overview of how these factors impact marketing strategies in international contexts. By examining a diverse range of academic sources, the paper highlights the necessity for marketers to understand and adapt to the cultural nuances of target markets. Additionally, it addresses the complexities of navigating varying regulatory frameworks that govern advertising and consumer protection across jurisdictions. The findings reveal that businesses that prioritize cultural sensitivity and proactive compliance are better equipped to foster authentic connections with consumers and mitigate risks associated with legal liabilities. Furthermore, the review emphasizes the pivotal role of emerging technologies, such as artificial intelligence (AI), in overcoming communication barriers and enhancing cross-cultural engagement. Overall, this study contributes valuable insights into the multifaceted challenges of global marketing and offers practical strategies for organizations striving to succeed in an increasingly interconnected marketplace.

Keywords: Global Marketing; Cultural Sensitivity; Regulatory Compliance; Effective Communication; AI-driven Solutions; Digital Divide (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-031-98398-6_1

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DOI: 10.1007/978-3-031-98398-6_1

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