The role of culture in international marketing strategies for awidely traded cultural service, television programming, is examined. Thefocus is on how nonUS television programme producers can exploitopportunities in the foreign marketplace by adopting a marketingapproach that analyses the needs of foreign buyers and audiences interms of the options available for segmenting the market. One approachis to identify a crossnational segment where the producer possesses acompetitive advantage. Another is to offer customised attributes desiredby viewers in a major foreign market. An international coalition helpsassure this. Paradoxically we find that this strategy may not always beinconsistent with standardisation.
International Marketing Review – Emerald Publishing
Published: Feb 1, 1991