Lapa E. A. (PhD in Economy, Associate Professor, Samara National Research University )
Koryagina I. A. (PhD in History, Associate Professor, Plekhanov Russian University of Economics )
Voronova O. V. (Ph.D., Associate Professor, Samara National Research University)
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In today's world, international marketing is becoming an important tool for companies seeking to enter new markets. However, with the expansion of the geographical boundaries of business, organizations face a serious problem – cultural differences. They can become both a barrier to success and a competitive advantage for those who can properly take into account the peculiarities of different cultures. The article presents various aspects where cultural differences are manifested in the implementation of international marketing strategies: language and communication, values and traditions, color associations, religious characteristics, perception of time. The characteristics of the elements of Hofstede's model of cultural differences are considered: power distance, individualism and collectivism, masculinity and femininity, avoidance of uncertainty, long-term and short-term orientation, indulgence and restraint. According to the results of the study, the directions of solving the problem of the influence of cultural differences on the marketing strategy of international companies were presented. Success in international markets requires a deep understanding and consideration of cultural characteristics, as well as flexibility and willingness to learn. Ultimately, respect and consideration for other cultures is the key to building trusting relationships with customers and partners around the world.
Keywords:cultural differences, cultural differences in marketing, international marketing, marketing strategy, marketing, Hofstede
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Citation link: Lapa E. A., Koryagina I. A., Voronova O. V. THE PROBLEM OF CULTURAL DIFFERENCES IN INTERNATIONAL MARKETING // Современная наука: актуальные проблемы теории и практики. Серия: ЭКОНОМИКА и ПРАВО. -2025. -№06. -С. 45-48 DOI 10.37882/2223-2974.2025.06.17 |
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