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.
Julie Anne
Lee is a Winthrop Professor in Marketing and the Director of Research and Research Training in the Business School at The University of Western Australia.
Jean-Claude Usunier is an Emeritus Professor from the Faculty of Business and Economics at the University of Lausanne, Switzerland.
Vasyl Taras is a Professor in the Bryan School of Business and Economics, University of North Carolina at Greensboro, USA.
Inhaltsverzeichnis
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
Über den Autor
Jean-Claude Usunier is a professor at the University of Lausanne, Switzerland, in the Faculty of Business and Economics (HEC). His research interests are cross-cultural consumer behaviour, and cultural and linguistic aspects of international marketing and management. He serves on the editorial board of several international business and marketing journals. His research was published in International Journal of Research in Marketing, Journal of Research in Personality, Time and Society, Journal of International Marketing, International Journal of Electronic Commerce, Journal of Business Communication, International Marketing Review, and European Journal of Marketing. His recent books include Marketing Across Cultures (Pearson, 2013; with Julie Lee), and Religions as Brands: The Marketization of Religion and Spirituality (Ashgate, 2014; with Joerg Stolz).
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