Abstract: Most of the people are aware about the issues faced by multinational companies when they expand their business into new countries. International business requires people from different culture to communicate with each other across national boundaries in order to improvise and better understand different cultures. The popular failures include the conversion of company tag lines into the subsidiary country’s language causing huge mistake in the translation. This simple, yet important example shows how different element of cultures of different places plays a significant role in planning out the marketing strategy for that place. The success or failure of the business depends on the customers. Customers make their judgement based on their sense of values imbibed in them since ages. If a company can succeed in convincing the customer that their product is the one, then the company can sustain in the market for a long time. This conceptual paper talks about various aspects of cultures like language, religion, technology, politics, values, attitude, business norms, customs and taboos affect marketing strategies.
Keywords: Marketing Strategies, Culture, Cross culture, international marketing strategies.
Title: EFFECT OF CULTURE ON MARKETING STRATEGIES
Author: Kavya Gorti, Sijo S. George
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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