Marketing Across Cultures: Learning from U.S. Corporate Blunders

• Main Author: Raffield, Barney T., III
• Format: Report
• Language: English
• Published: 01-05-1987
• Subjects: Body Language; Business Administration Education; Business Communication; Communication Problems; Cross Cultural Training; Culture Conflict; Higher Education; Intercultural Communication; Marketing; Social Values

Errors in judgment made in international marketing as a result of American corporate provincialism or cultural ignorance are chronicled, and ways to avoid similar problems in the future are discussed. The marketing blunders, which have been both expensive and embarrassing, include errors in language use and mistaken assumptions about cultural values. It is suggested that American companies' marketing plans should reflect greater sensitivity to such cultural elements as family, educational systems, language differences, religion, body language, physical contact, promptness, eating habits, social customs, gift-giving, and values associated with color. It is also emphasized that cultural values and emphases vary greatly among cultures. Cultural determinants to be analyzed in the preparation of marketing strategies include relevant motivations in the culture, characteristic behavior patterns, broad cultural values relevant to the product, characteristic forms of decision-making, appropriate promotion methods, and appropriate retailers and intermediary institutions for the product. Increased specialized training through multinational business and foreign language programs is recommended as critical to a strong United States position in international trade. (MSE)