A Review of Culture-Bound Approaches to International Marketing and Trends Ahead

Giovanna Magnani
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Giovanna Magnani: University of Pavia

Chapter Chapter 3 in Marketing in Culturally Distant Countries, 2022, pp 63-91 from Springer

Abstract: Abstract This chapter reviews culture-bound approaches in the international marketing literature. Although these models are still very relevant and set the foundation for a detailed understanding by the firm of whether and to what extent host markets are different from the home market, they are also open to question because of evolving societies and customer behavior. The chapter outlines the concept of culture and its key understandings along different dimensions by illustrating some key dimensional models of culture. It then reflects on the paradoxes emerging when considering increasingly hybridized customers—from the point of view of the cultures they are influenced by—and proposes to move beyond traditional, culturally bound target segments and go in the direction of one-to-one marketing and of buyer personas so to capture increasingly complex customer behaviors.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-031-04832-6_3

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DOI: 10.1007/978-3-031-04832-6_3

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