Ethnodomination and Social Group Power: Implications for International Marketing Strategy

Abstract

For foreign companies to sell successfully in developing markets, their marketing managers must develop an understanding of the ethnic “balance of power" within a country. In this paper, first, the problems of conceptualization and definition of the two phenomena of ethnodom-ination and social group power are discussed. Reference is made to the anthropological literature for assistance with the definitional process. Brief examples and a case study are discussed to illustrate different kinds of channel domination. Second, implications for international marketing strategy are explored and some tools for market analysis are presented. In conclusion, areas for further research are identified.