Significance of national culture in international marketing
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Date
2015
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
ДВНЗ «Київський національний університет імені Вадима Гетьмана»
Abstract
The purpose of the article is to present the significance of
national culture for broadly-understood activities in the scope of
international marketing. National culture may affect the selection of
market entry modes, conducting marketing research, market
segmentation and the shape of particular marketing tools. The impact
of national culture on international marketing may be considered from
the two perspectives, being the classification of national cultures and
particular elements composing culture. Knowledge of national cultures
is particularly important to managers responsible for marketing, since
it constitutes a significant factor of the foreign environment. On the
other hand, though, knowledge in this field is gained with experience;
in many cases it is not easily available, it requires carrying out
intensive market research and consumer research.
Description
Keywords
culture, national culture, international marketing
Citation
Żbikowska Agnieszka. Significance of national culture in international marketing / A. Żbikowska // Економіка та підприємництво : зб. наук. пр. молодих учених та аспірантів : у 2 ч. / М-во освіти і науки України, ДВНЗ «Київ. нац. екон. ун-т ім. Вадима Гетьмана» ; редкол.: С. І. Дем’яненко (відп. ред.) [та ін.]. – Київ : КНЕУ, 2015. – Вип. 34–35, ч. 2. – С. 268–277.