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The Roles of Cross-Cultural Perspectives in Global Marketing

The Roles of Cross-Cultural Perspectives in Global Marketing

Kijpokin Kasemsap
Copyright: © 2015 |Pages: 23
ISBN13: 9781466682627|ISBN10: 1466682620|EISBN13: 9781466682634
DOI: 10.4018/978-1-4666-8262-7.ch003
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MLA

Kasemsap, Kijpokin. "The Roles of Cross-Cultural Perspectives in Global Marketing." Analyzing the Cultural Diversity of Consumers in the Global Marketplace, edited by Juan Miguel Alcántara-Pilar, et al., IGI Global, 2015, pp. 37-59. https://doi.org/10.4018/978-1-4666-8262-7.ch003

APA

Kasemsap, K. (2015). The Roles of Cross-Cultural Perspectives in Global Marketing. In J. Alcántara-Pilar, S. del Barrio-García, E. Crespo-Almendros, & L. Porcu (Eds.), Analyzing the Cultural Diversity of Consumers in the Global Marketplace (pp. 37-59). IGI Global. https://doi.org/10.4018/978-1-4666-8262-7.ch003

Chicago

Kasemsap, Kijpokin. "The Roles of Cross-Cultural Perspectives in Global Marketing." In Analyzing the Cultural Diversity of Consumers in the Global Marketplace, edited by Juan Miguel Alcántara-Pilar, et al., 37-59. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8262-7.ch003

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Abstract

This chapter introduces the roles of cross-cultural perspectives in global marketing, thus explaining theoretical and practical concepts of cross-cultural consumer country-of-origin perceptions, cross-cultural consumer trust, cross-cultural consumer animosity, cross-cultural consumer ethnocentrism toward global brand, cross-cultural global brand reputation, and cross-cultural social networking services. Businesses must recognize, respect, and reconcile cultural differences if they hope to successfully contract in the global business environments. Cross-cultural understanding and cultural knowledge for global marketing approaches are the key issues to be considered for a favorable integration into the cross-cultural organizations. Applying cross-cultural perspectives in global marketing will vastly improve organizational performance and achieve strategic objectives in the social media age.

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