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The influence of culture on the global marketing strategy of a multinational company

  • When enterprises decide to expand operations to new foreign markets, they are encountered with the crucial decision of how to implement their marketing strategy in each market without losing consistency across their global brand image. This thesis will focus especially on the impact culture has on this decision and on its implementation. To do so, a qualitative analysis in form of expert interviews was performed in six multinational companies across different industries. Marketing managers from the headquarters were questioned about the implementation of their global marketing strategy in their local markets. The findings give new insights for managers in terms of future adaptations for efficient communication of marketing strategy across the multinational company. The two strategic options standardisation and adaptation are examined in the literature to set a foundation to later discuss culture’s influence on this decision. Furthermore, a cultural framework will be given and the communication structure of the two main parties of a multinational company will be reviewed in the existing literature.

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Author:Anne Urban
Advisor:Julika Baumann Montecinos
Document Type:Bachelor Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Date of final exam:2022/08/31
Release Date:2022/09/05
Tag:International marketing strategy; Multinational company; Standardisation vs. adaptation
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt