Marketing in “Distant” Countries

Giovanna Magnani
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Giovanna Magnani: University of Pavia

Chapter Chapter 2 in Marketing in Culturally Distant Countries, 2022, pp 13-61 from Springer

Abstract: Abstract This chapter begins by outlining the nature of the international marketing environment by emphasizing the challenges for firms about strategizing in “distant” markets. By leveraging the international business literature, I discuss “distance” by also considering its subjective and relative facets. I then draw on an established practice-based model to frame the international marketing process to discuss the dilemma that afflicts marketing managers in charge of developing international marketing strategies, i.e., the choice between using a so-called “global” or “local” approach. I illustrate the ongoing debate about “standardization vs. adaptation” in international marketing with regard to the critical factors that influence such a choice and the benefits in terms of performance, proposing a contingency-based framework for international marketing decisions about the 4Ps.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-031-04832-6_2

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DOI: 10.1007/978-3-031-04832-6_2

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