THE INFLUENCE OF CULTURAL CONTEXT ON INTERNATIONAL STRATEGY

Abstract

There are growing interest in the consequences of culture for global marketing and advertising and many recent researches urged companies to consider the necessity of adapting their international marketing strategies to the culture of the consumer. The converging needs and wants of customers around the world have shaped the opportunity for globalization of markets and have stimulated global competition for global resources and customers. A round the world Firms are expanding their production and marketing activities beyond national and continental boundaries. Firms require global marketing strategies to expand to other geographical boundaries but their strategies meet cultural barriers. Literature reviewed affirmed that culture has great influence on global marketing strategies such as promotional strategies, product design, branding, pricing and distribution processes as well as organizational performance. It is therefore prudent for international marketing managers to take keen interest in the local cultural characteristics of consumers in their marketing strategies. Keywords: Culture, Globalization, Marketing Strategies, Global Marketing CITATION: Momos, L. J, & Tsuma E. (2020). The influence of cultural context on international strategy. The Strategic Journal of Business & Change Management , 7(3), 216 – 222.