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Business & Marketing Across Cultures

Business & Marketing Across Cultures

May 2023 | 264 pages | SAGE Publications Ltd
In an increasingly interconnected and global business environment, it is crucial that businesses recognise how a better understanding of cultural differences can help to foster greater business success. This book will help you to develop essential cross-cultural insights for when business and marketing goes global through a range of frameworks and learning features. 

The authors explore the roles of culture, communication, language, interactions, decision-making, market entry and business planning when working across geographical regions. They recognise the rich diversity in international markets and local consumer knowledge and marketing practices. Readers are encouraged to engage in cultural self-reflection to help better design and implement business strategies in local markets.

Throughout, the book links to the x-culture learning project, which is an experiential multicultural exercise and form of student assessment where collaborative virtual teams are formed and together solve real world international business problems.

This is an essential textbook for university and college students of international and cross-cultural marketing as well as international and intercultural business. It will also be of interest to business and marketing practitioners working in global contexts.
Part 1: Understanding The Self And Others In Cross-Cultural And International Contexts
Chapter 1: Similarities And Differences Across And Within Cultures
Chapter 2: Communication And Language
Chapter 3: Intercultural Interactions In Business And Marketing
Part 2: Cross-Cultural Marketing Decision Making
Chapter 4: Market Entry And Expansion Decisions Across Cultures
Chapter 5: Cross-Cultural Marketing Strategy And Implementation
Chapter 6: Designing A Culturally Sensitive Business Plan

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ISBN: 9781529754377

ISBN: 9781529754384