Cross-cultural marketing challenges in global environment

International Journal of Economics and Management Studies

© 2019 by SSRG - IJEMS Journal

Volume 6 Issue 12

Year of Publication : 2019

Authors : Dr. Krishna Mohan Vaddadi, Sreenivas Thandava

10.14445/23939125/IJEMS-V6I12P109

How to Cite?

Dr. Krishna Mohan Vaddadi, Sreenivas Thandava, "Cross-cultural marketing challenges in global environment," SSRG International Journal of Economics and Management Studies, vol. 6,  no. 12, pp. 74-83, 2019. Crossref, https://doi.org/10.14445/23939125/IJEMS-V6I12P109

Abstract:

The emergence of global markets due to globalization has led many companies to operate in more than one country. This reach beyond geographical boundaries by the companies gave birth to multicultural organizations—where employees from more than one country are working together for
accomplishment of organizational objectives. It may be true that the companies are finding these expansions as attractive and lucrative but operating and managing a global level business is tougher than managing a local company.
The global business is affected by a number of factors like differences in social, cultural, economic, legal and political environments. The global business is also prone to a number of risks like political risk, currency risk, cross-cultural risks etc. Human resources are required to perform at all operational levels across all business units be it domestic or global.
The aim of this paper is to examine crosscultural marketing challenges in respect of organizations engaged in global level marketing operations. It is observed in the paper that thorough knowledge of foreign culture, respect towards foreign culture, and proper orientation of management towards
cultural differences enable the organization to overcome the challenges of cross-cultural marketing.

Keywords:

Culture, Cross-culture, Global Organization, Marketing, Globalization

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