"The failure to take cultural differences between countries into account has been the cause of many business failures". Globalisation not only reaches all companies worldwide but influences international businesses in their ambition to enter into new markets and reach operational efficiency as well as profitability.
Since one cannot automatically assume that the culture of foreign market is analogue to the home market, the success of the expanding strategy depends on the appropriate consideration of systematic variation between cultures.
Therefore, the degree of similarities shared by societies needs to be quantified and forms the basis for either adaptation or standardisation in the targeted market. Especially when it comes to marketing decisions a product's success depends on the accuracy of the predicted consumer behaviour in respect of its values and attitudes.
In this essay, the three major large-scale dimensional frameworks by Hofstede (1980), Schwartz (1980) and GLOBE (2004) are compared and the practicality of the frameworks on consumer behaviour will be evaluated. Furthermore, the relevance of the cultural distance approaches to the marketing of Durex is shown.
Inhaltsverzeichnis (Table of Contents)
- Cultural Distance
- Part A - Theoretical Evaluation
- Introduction
- Cultural Distance
- Cultural Frameworks
- Hofstede
- Schwartz
- GLOBE
- Conclusion
- Part B - Apply Durex marketing strategy on cultural distance theory
- Introduction
- Durex and its global strategy
- Cultural Distance Analysis: China, India, Germany
- Durex Marketing Strategy
- Discussion and conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay examines the significance of cultural distance in international marketing by comparing three major dimensional frameworks (Hofstede, Schwartz, and GLOBE) and evaluating their practicality in predicting consumer behavior. It then applies these frameworks to analyze the marketing strategies of Durex, a global condom brand, across different cultural contexts.
- The importance of cultural distance in international marketing
- Comparative analysis of cultural frameworks (Hofstede, Schwartz, GLOBE)
- Application of cultural distance theory to predict consumer behavior
- Evaluation of Durex's marketing strategies across different cultural contexts
- Insights into the relationship between cultural values and consumer behavior
Zusammenfassung der Kapitel (Chapter Summaries)
- Part A - Theoretical Evaluation: This section introduces the concept of cultural distance and its impact on international business. It explores how cultural differences influence marketing phenomena and analyzes three major cultural frameworks: Hofstede, Schwartz, and GLOBE. The chapter discusses their strengths and weaknesses in measuring cultural dimensions, particularly their applicability to predicting consumer behavior.
- Part B - Apply Durex marketing strategy on cultural distance theory: This section delves into the marketing strategy of Durex, a global condom brand, and applies the cultural distance theory to analyze their approach in different countries. The chapter focuses on Hofstede's framework, comparing the cultural scores of China, India, and Germany to identify potential differences in consumer behavior. It then analyzes Durex's websites and campaigns to understand their alignment with these cultural considerations.
Schlüsselwörter (Keywords)
This essay focuses on the impact of cultural distance on international marketing, exploring key concepts such as cultural frameworks, consumer behavior, global marketing strategies, and cross-cultural communication. It examines the work of influential scholars like Hofstede, Schwartz, and GLOBE, and applies their theories to the case study of Durex, a global brand operating in diverse cultural contexts. The analysis includes key themes like cultural dimensions, power distance, individualism-collectivism, uncertainty avoidance, masculinity-femininity, and long-term orientation.
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- Julia Zöllner (Autor), 2014, Cultural Distance. Critical Analysis of a Durex Campaign, Múnich, GRIN Verlag, https://www.grin.com/document/301005
