Making marketing matter Taking context into account

Making marketing matter Taking context into account Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer, who adds their own impartial comments and places the articles in context. Findings – The opportunity to compete within new markets is one of the most important consequences of globalization and technological development. But any venture into previously unknown territory poses challenges too, and companies will only succeed if they possess a thorough knowledge and understanding of the alien environment in question. Geographical borders might have vanished but their cultural equivalents undoubtedly remain. An oft‐quoted line of poetry claims that ignorance is bliss. Not always. Indeed, on many occasions the consequences of being unaware will be far from blissful. No doubt those marketers who have unsuccessfully targeted new business horizons will testify to that. And why have they failed? Quite often ignorance will be to blame. Ignorance of important cultural differences between their own market and the one they hope to penetrate. What typically happens is that marketers mistakenly presume that something that produces desired results at home will also be effective within a different cultural setting. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Making marketing matter Taking context into account

Strategic Direction, Volume 27 (5): 4 – Apr 19, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580541111125734
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer, who adds their own impartial comments and places the articles in context. Findings – The opportunity to compete within new markets is one of the most important consequences of globalization and technological development. But any venture into previously unknown territory poses challenges too, and companies will only succeed if they possess a thorough knowledge and understanding of the alien environment in question. Geographical borders might have vanished but their cultural equivalents undoubtedly remain. An oft‐quoted line of poetry claims that ignorance is bliss. Not always. Indeed, on many occasions the consequences of being unaware will be far from blissful. No doubt those marketers who have unsuccessfully targeted new business horizons will testify to that. And why have they failed? Quite often ignorance will be to blame. Ignorance of important cultural differences between their own market and the one they hope to penetrate. What typically happens is that marketers mistakenly presume that something that produces desired results at home will also be effective within a different cultural setting. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Journal

Strategic DirectionEmerald Publishing

Published: Apr 19, 2011

Keywords: Marketing strategy; National cultures; Marketing communications; Sustainable development

References

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