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iffCultural Differences in International Marketing
Cultures around the world differ in ways that are fundamental to how all aspects of business are conducted and the international marketer must be
sensitive to them. Fons Trompenaars, an expert in cross-cultural management, describes the kinds of dilemmas these differences pose and
looks at ways of resolving them
The impact of culture has long been recognised by marketing professionals in organisations that operate internationally. The necessity of understanding local forms of consumer behaviour and the careful attention that must be paid to language used in advertising for international campaigns are the two most conspicuous areas where cultural differences reveal themselves. But more important and more pervasive are the ways different cultural orientations influence managers and the decision making process itself.
Every country and every organisation faces a series of dilemmas in relation to people. There are basically five......

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Approximate Word Count: 3394
Approximate Pages: 14 (250 words per double-spaced page)

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