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Marketing Strategies : Managing Across Borders

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Question:

Discuss about the Marketing Strategies for Managing Across Borders.
 
 

Answer:

Introduction:

Culture within the society helps to develop values, norms, languages and protocol that influence behavioural pattern of the people living in the same society. It has been assessed that culture is among the prime factors that can have major impact on the effectiveness of the communicational process. Many studies have highlighted the fact that culture influences the way of thinking of an individual that can have major impact on the communication pattern of the strategies (Mazanec et al. 2015). For that reason, organizations often try to develop effective strategies to utilize cultural diversity for capturing different perspectives to a particular decision. Specifically, globalization has made proper management of cultural diversity is necessary within organizational structure. In this study, the focus will be on different perspectives of cultural diversity in order to provide an in-depth analysis regarding effective cross-cultural communication. The study will also focus on highlighting the kind of strategies that the management of different organizations will utilize in order to develop appropriate cross-cultural communication. It will also provide an idea regarding the effective management of cross-cultural communication can have on the effectiveness of the operational process of organization. Furthermore, the study will provide an idea regarding the impact of effective cross-cultural communication process on the market entry and exist of the international businesses.   

Impact of globalization on cross-cultural communication:

Globalization has influenced organizations to focus on the world market for achieving sustainable growth in the market. Therefore, it has become necessary for the management of the organizations to develop necessary strategies to deal with the challenges of the international businesses. Now, strategies of the organization will not only have to focus on employee interaction process but will also have to consider the interaction process of the organization with the potential customers. Cross-cultural communication refers to co-orientation or the ability to deal with different culture in an appropriate manner. For that reason, all most all the prime organizations try to conduct in-depth market survey to analyze the needs of the market in an appropriate manner. Proper evaluation of the foreign market needs provide organizations opportunity to develop effective marketing strategies in order to get close to the potential customers. As the impact of globalization, organizations has developed relationship management division in order to ensure that all the implemented strategies can able to create desired impact on the market (Bakir et al. 2015). It has been assessed that cultural differences often influences employees to reduce the participation rate and also reduces intention of the employees to involve with the operational process of the organization. As a result, it creates direct adverse impact on the on the business processes of the organization.

 

Furthermore, introduction of globalization in the business structure has also created challenges for the organizations regarding rules and regulations. However, same rules and regulations can actually create different impact in different culture due to differences in values and perspective. Therefore, management often try to implement different strategies to fulfil provide proper understanding to the employees. Furthermore, Globalization has affected the implementation of the advertisement procedures for the organization. As per the article by Rallapalli and Montgomery (2015), cultural differences play a crucial role in the advertising campaign of the organizations. It has been assessed that organization utilizes different types of strategies for fulfilling all the requirements of the advertising campaign. For instance, culture of developed countries such as UK and USA are far straight forward compared to any culture in the developed economy. As a result, marketing campaign in the developed countries is more direct compared to the developed countries.

It has been assessed that differences culture also changes the way of expressing themselves in a particular situation. Therefore, it is necessary for the organizations to develop a management team that has the skill to understand cultural differences in an appropriate manner. Hofstede cultural dimension has highlighted different factors that organizations need to consider in order to develop effective communication structure within the work environment. Power distance index of the Hofstede model focuses on to evaluate whether the power is equally distributed within the economy or not. Higher power development index highlighted the fact that culture of that particular economy is well structured. Therefore, higher power development index represent developed countries like USA and UK. On the other hand, individualism and collectivism of Hofstede models reflects the degree to which people of a particular community are integrated into groups. Therefore, higher group integration reflects that the society is more biased towards collectivism. Thus, it is necessary for the organization to evaluate these factors so that the implemented communication strategies can able to have major impact on the organizational successes. Uncertainty avoidance index reflects the degree to which a society tolerates ambiguity. It is necessary for the organization to implement business strategies in such a way so that the ambiguity remains under tolerance level. For instance, an economy represents higher uncertainty index will induce organizations to remain extremely careful about the implemented business strategies. Otherwise, it might create major adverse impact on the business level of the organization. On the other hand, Hofstede also highlighted the fact that long-term orientation can also have major impact on the communicational process of the organization. Long-term orientation plays a major role in developing knowledge and believes of the people living in the same economy. Therefore, it is necessary for the management of the organizations to remain knowledgeable about the different economies where organizations are doing businesses. It would not only help organizations to maintain effective communication structure within the organization but also will provide assistance in handling interpersonal conflicts in an appropriate way. Furthermore, globalization has also induces management of the organizations remains extremely conscious about the time-horizon in different economies. It is necessary that all the important organizational information be provided to different parts of the world in an appropriate way. Thus, it can be mentioned that globalization increases the challenges for the management of the organizations to fulfil all the responsibilities in an effective way. It also highlighted the fact that effective utilization of cross-cultural dimension can help organization to handle international businesses challenges in an appropriate way.

 

References:

Bakir, A., Blodgett, J.G., Vitell, S.J. and Rose, G.M., 2015. A preliminary investigation of the reliability and validity of Hofstede’s cross cultural dimensions. In Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference (pp. 226-232). Springer International Publishing.

Mazanec, J.A., Crotts, J.C., Gursoy, D. and Lu, L., 2015. Homogeneity versus heterogeneity of cultural values: An item-response theoretical approach applying Hofstede's cultural dimensions in a single nation. Tourism Management, 48, pp.299-304.  

Rallapalli, K.C. and Montgomery, C.D., 2015. Marketing Strategies For Asian-Americans: Guidelines Based on Hofstede's Cultural Dimensions. In Minority Marketing: Research Perspectives for the 1990s (pp. 73-77). Springer International Publishing.

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