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Overcoming Cultural Barriers in International Marketing

Learn about self-reference criterion (SRC) and ethnocentrism in international marketing, their impacts, and strategies for adaptation. Explore cultural differences, case studies, and group activities to develop a global mindset. Contact Dr. Satyendra Singh for more information.

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Overcoming Cultural Barriers in International Marketing

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  1. Welcome to Introduction to International MarketingbyDr. Satyendra SinghProfessor, Marketing and International BusinessUniversity of WinnipegCanadas.singh@uwinnipeg.cahttp://abem.uwinnipeg.cawww.abem.ca/conference

  2. The International Model

  3. Culture: Self Reference Criterion(SRC) and Ethnocentrism • SRC: one’s own cultural values, experiences, and knowledge as a basis for decisions • Ethnocentrism:one’s own culture or company knows best how to do things • SRC and ethnocentrism impede the ability to assess a foreign market in its true light

  4. The Obstacle • Meanings, values, symbols, and behavior relevant to our own culture are different from those of foreign cultures • Relying on one’s SRC could produce an inadequately adapted marketing program

  5. Avoiding the Obstacle • Define the goal in foreign-country cultural traits, habits, or norms, with natives of the target country. Make no value judgments. • Isolate the SRC influence on the goal. • Redefine the goal without the SRC influence.

  6. Isolating SRC from goal?

  7. Developing a Global Mindset • Tolerance of cultural differences • Understanding such differences and accepting and working with others • Knowledge of • Cultures • History • Market potential • Economic, social, and political trends

  8. Example of Cultural Differences and resolutions…

  9. Example of Cultural Differences and resolutions

  10. In Iran, Saudi Arabia…, the controversy

  11. Even a neutral word “Joy” can be controversial

  12. May be unacceptable in some cultures hampers creativity and standardization and therefore profitability

  13. The alternativesat the expense of creativity

  14. More important in luxury

  15. True luxury advertisements are even differentClive ChristianImperial Majesty+ $200,000

  16. In-Class Group Activity: 30-45 minutes • SRC and Ethnocentrism • Identify international brands (6 each for SRC and Ethnocentrism) • Explain how these brands overcame the SRC and Ethnocentrism challenges • Show advertisementsto support your explanation for each brand • Prepare a 15-minute (Max) group presentation using PowerPoint Slides • Please e-mail the PPT slides at drsatsingh@gmail.com and write “your group # and SRC/Ethnocentrism” in the subject line, so I could browse it before your presentation.

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