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Research Article | Open Access
Volume 6 | Issue 12 | Year 2019 | Article Id. IJEMS-V6I12P109 | DOI : https://doi.org/10.14445/23939125/IJEMS-V6I12P109

Cross-cultural marketing challenges in global environment

Dr. Krishna Mohan Vaddadi, Sreenivas Thandava

Citation :

Dr. Krishna Mohan Vaddadi, Sreenivas Thandava, "Cross-cultural marketing challenges in global environment," International Journal of Economics and Management Studies, vol. 6, no. 12, pp. 74-83, 2019. Crossref, https://doi.org/10.14445/23939125/IJEMS-V6I12P109

Abstract

The emergence of global markets due to globalization has led many companies to operate in more than one country. This reach beyond geographical boundaries by the companies gave birth to multicultural organizations—where employees from more than one country are working together for
accomplishment of organizational objectives. It may be true that the companies are finding these expansions as attractive and lucrative but operating and managing a global level business is tougher than managing a local company.
The global business is affected by a number of factors like differences in social, cultural, economic, legal and political environments. The global business is also prone to a number of risks like political risk, currency risk, cross-cultural risks etc. Human resources are required to perform at all operational levels across all business units be it domestic or global.
The aim of this paper is to examine crosscultural marketing challenges in respect of organizations engaged in global level marketing operations. It is observed in the paper that thorough knowledge of foreign culture, respect towards foreign culture, and proper orientation of management towards
cultural differences enable the organization to overcome the challenges of cross-cultural marketing.

Keywords

Culture, Cross-culture, Global Organization, Marketing, Globalization

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