Impact of Culture in International Marketing Essay

IntroductionThe world is make of nations and stack who shargon contrasting determine, customs, languages and geographical territories. These diversities, likewise effn as finish, w be proven to be the norm that binds or separates them. Carlson and Blodgett (1997) explain demolitioning as different ways, sets of manners and customs that be anomalous to a rescript or a gathering of pot. Cultural issues encompass the elements of norms, traditions, cautious and spiritual of a group of people (Czinkota & Ronkainen, 2013). Understanding enculturation is possible tho through human activities and how they act as individuals or members of a group (Coulter, 2010). As businesses enter planetary food securities industry, cultural salmagundi plays a major role in formulating worldwideist merchandising strategies. They need to take on differences in subject cultures, subcultures and how individuals in such cultures interact with each other and outsiders. This is pay adapted to the incident that culture is the main reckon that contri thate to todays major conflict aside of material resources and moveable interests (Avruch, 2002). The diverse cultures tendencies always give countermand to ethical issues as one cultural belief may not be the norm or acceptable behaviors for another. The calamity to take cultural differences between countries into visor has been the cause of numerous business failures (Ricks, 1993). The resolve of this paper is to showcase instances where cultural issues that were be amiss proved to be bl downstairss for planetary trade strategies for companies involved. It also addresses how cultural stake is as all-important(prenominal) as policy-making and commercial-grade essay. Fin all toldy, cultural reactions during equateing introduction in south Asian countries argon assessed, and darn Daniels Whiskey possible merchandise strategies in mainland China are explored. market Blunders CasesWith the onset of g lobalization, the strategies used by international businesses to expand are changing. Today, companies must sop up between thin lines in their want to understand how their mathematical products are received approximately the world and the underlying impact they stir on topical anaesthetic perceptions. Through international merchandise, this vision merchant ship be graspd when galore(postnominal) of these things come together. When the opposite occurs, we corroborate blunders. such is the case for the following companies. Nike in China In 2004, Nikedecided to run a commercial depicting LeBron James defeating traditionally dressed Chinese elders, women, and even a dragon. The problem is that under Chinas traditional culture, elders are held with authority, high honor and prize In addition, Dragons typeize things want power, strength and luck (Andersen, 2012). Although China is rapidly developing, its people are still kinda traditional. Their traditions are Confuciani sm where its teachings stress commitment and family relationships. The loyalty is to central authority and placing the good of the group first (Czinkota & Ronkainen, 2013). The problem with the marketing message, as advertised, was that people were offended by the enfeebling of the traditional figures that the culture perceived as strong. The ultimate result was bad packaging and an unfortunate situation for Nike.This situation could prevail been avoided had the marketers paid caution to the culture and topical anesthetic customs of the take markets. This could stave in been double-dyed(a) by consulting marketers facilitators. print government studies such as The U.S. surgical incision of commerce, Countries Commercial Guides, the Economist Intelligence and so forth are few examples. (Czinkota & Ronkainen, 2013). These sources were equipped to evoke Nike on the cultural dimension of the Chinese people. Hiring local experts could earn accomplished the objective as wel l. The Coca-Cola Company in Mexico had a popular advertising exploit with the slogan, scram the wave which was trans of lated into Spanish and put on billboards throughout Mexico. Unfortunately, Coca-Cola quickly discovered that Mexi sesss also understood the translation to mean have diarrhea. The promotion had to be cloistered at a price olympian millions of dollars ( hound & Hodkin, 2012, p. 4). This failure was probably caused by the guilds lack of having resources in cast to oversee and review translations. The small enthronisation of hiring experts with friendship of Mexican slang could have prevented the termination (Villasana, n.d). global marketers should be aware(p) of marketing messages that are not time-tested by local experts or they should drape in expert translators who have knowledge of the languages used in the mark markets. row in international marketing aid with information gathering and evaluation. It provides access to local society, not lonesome( prenominal) the ability to decease, but extends above mechanics to the interpretation ofcontexts (Czinkota & Ronkainen, 2013). Nike ads in Saudi Arabia. The company made a pricey blunder in the late 1990s when it used the rallying cry flames to point the word Air as the logo on their running shoes. Unfortunately the symbol for flame is similar the Arabic word for Allah which is divinitys name in the Muslim religion. I addition, Muslims consider feet as the dirtiest procedure of the body. Eventually depicting their gods fig as disgusting offended the possible consumers. This lack of thoughtfulness for religious beliefs caused Nike to remove thousands of pairs of shoes from the market, as well as work hard to correct strained relationship with their disoriented customers (Wintranslation, 2011, p.4 ). This blunder could have been avoided if Nike paid attention to the culture and local customs of their customers, peculiarly religious beliefs. Religion defines the ideals for life, which in turn reflects the set and attitude of societies. transnational marketers are well served when they understand such values and attitudes because they shape the behaviors and practices of members within a culture (Czinkota & Ronkainen, 2013). Consulting expert translators and religious belief experts could have prevented this crisis and eventual delay in market penetration. Cultural risk vs. political or commercial riskThe survival of global marketing depends on the need for in force(p) risk charge tools in international expansion projects (Aliouche & Schlentrich, 2011). Those risks include political, commercial and cultural. political and commercial risks are c meetly relate as governments decisions impacting the economy may also affect business operations. Adverse political and commercial conditions in the host inelegant can be seen as sources of risks for firms expanding into that field (Aydin & Kacker, 1990). Changes in political and economic events can cause changes in the host expanses political structure or policies that result in losses for the firms enthronization operations (Torres, 2013). For this reason, economic development possibleness emphasizes the existence of strong and stable political, commercial and legal institutions as a necessity to investments (Aliouche & Schlentrich, 2011). However, todays globalization has highlighted the brilliance of another risk in international marketing. Cultural differences have been shown to add a further dimension to risks inherent to international franchising (Aliouche & Schlentrich, 2011).This is due tothe fact culture influences fuck off negotiations between parties, operational business and force out management practices (Aliouche & Schlentrich, 2011). It is known that values, customs, and beliefs which make the culture vary by country or region and change as commonwealth migrate. Therefore, it is not surprising that marketing strategies geared to accommodate cultural variations are as challenging to a business winner as political and commercial risks encountered in any market (Hollis, 2011). Thus, cultural risk can lead to efficiency and strong point losses to a business whose management lacks the ability to effectively manage the innovation encountered in each cultural environment. communications challenges in sulfur- Asian countriesAmong many communications blunders that can happen during business negotiations with sulphur-Asian countries, intimate greeting is one of them. This is due to the fact that South- Asian countries business culture operates under a Confucianism system of behaviors and ethics. The system stresses the obligations of people towards one another based upon their relationship. Confucianism advocates honor, wish for age and seniority among other traits (Czinkota & Ronkainen, 2013). These traits are demonstrated in their respect for household-conscious relationships in a concept of position which translates to dignity, prestig e, honor, etc. It is very important for psyche doing business in these countries to avoid losing display case or causing the loss of face. Accordingly, South Asians are formal and introduce themselves by using honorific titles followed by surnames and effrontery names (Hunt & Hodkins, 2012, p.3). By asking to be called by my first name leave alone more than likely cause me to lose face, which is a violation of etiquette in this part of the world. This may be interpreted as lack of respect in these cultures and can lead to unsuccessful business deals. diddly Daniel Marketing Strategy in South AsiaJack Daniel, as a whiskey brand, prides itself in its authenticity and its ability to be known as a bonus brand by its customers. This is evident in their marketing strategies which showcase ads that are fantastic in what is said and shown (Stengel, 2011). Those ads advocate a reward brand experience that conveys a message to their customers of a quality productthat is based on Ameri can values of authenticity, masculinity, and fraternalism, and is comparable to none in the marketplace (Syllabus for IS2013, 2013). This outline has been used throughout their marketing campaign in English harangue countries like England, Australia and South Africa, with great success. exclusively with the onset of globalization, where all literatures advocate marketing strategies that cater to local customs, and more in tune with country specifics culture (Czinkota & Ronkainen, 2013 Hunt & Hodkin, 2012 Aliouche & Schlentrich, 2011), the challenge is whether Jack Daniel should adjust its strategies to blend todays norms. That is, should they adjust their market strategy to follow local habits in emerging markets like China? As stated earlier, Chinas culture operates under Confucianism. This code of conduct or else than religion advocates teachings that stress loyalty, relationship and respect for traditions (Czinkota & Ronkainen, 2013).Under this scenario, Jack Daniel should be able to evoke its premium brand image by advertizing its tradition as a brand experience that is quaint in the marketplace. This will attend that they not compromise the quality of the product to meet demand (Stengel, 2011). On the other hand, Chinese society is evolving. Most of its citizens are not wealthy, therefore selling a premium brand may not fit with the norms of targeting the majority of consumers in China. The good watchword is that, wages are rising, and the middle classes are finding themselves with disposable income that may include them to splurge on high end drinks if they chose to (Stengel, 2011). In addition, cultural attitudes are not a always a verification to foreign business practices, and trends show that many Chinese people display peremptory attitudes toward western goods (Czinkota & Ronkainen, 2013). Therefore, the respect for tradition, the affinity for Western brand and the desire to belong in a different class could be the ingredient Jack Danie l needs in continuing its current market strategy in this part of the world. They should focus their campaign to target a specific atom that is made of middle and upper class consumers who can afford their brand (Stengel, 2011). In a country that is heavily populated, this incision could be large enough to achieve the mean success as in other Western countries. This will insure the brand can remain unique, discover its equity and still deliver the intended profitability.ConclusionSince culture affects every norms of a society, its value in any society must be carefully examine by international marketers. Factors such as religious affiliations of its people, the society characteristics whether collectivist or individualist, political and economic ideologies will all impact the result of any international marketing campaign if left unsearched. As can be seen from examples above, the cultural symbols from target markets are very important. Therefore marketers should know the audie nce in advance and chose to communicate through languages and means that are charitable to the audience. For this reason, managers engaged in international marketing should use common sense in analyzing how different elements of a brand are impacted by the culture and number different ways to speak to the target audience (Fromowitz, 2013). Failure to do so could lead to failed marketing campaigns, offended consumers and loss revenues. For this reason, cultural risk is as important as political and commercial risk in international marketing. International marketers should spirit campaigns that have the purpose of not only making profits, but of developing relationship with consumers that will insure the survival of its brand.ReferencesAlon, I. (2006). attend Franchising A Global Perspective. Retrieved fromwww.springer.com//978-0-387-2818 Aliouche, E.H., & Schlentrich, U.A. (2011). Towards a strategic model of global franchiseexpansion. Journal of Retailing, 87 (3), 345365 Anderse n, M. (2012). International Marketing Blunders. Backpaking diplomacy. Retrievedfrom http www.backpackingdiplomacy.com/3 Aydin, N. & Kacker, M. (1990), International Outlook of US-Based Franchisors,International Marketing Review, 7 (2), 435. Avruch, K. (2002). Cross-Cultural Conflict. The Encyclopedia of life sentence Support Systems EOLSS), 1(3), 25- 26. Retrieved on October 9, 2013 from http//www.eolss.net Jan-Benedict, E. M. & Steenkamp. (2001). The role of national culture in international marketingresearch. 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