IDEAS home Printed from https://ideas.repec.org/a/cmj/seapas/y2014i5p175-184.html
   My bibliography  Save this article

The Influence Of Culture On Marketing Programs For New Products Launch

Author

Listed:
  • Gabriela CĂPĂȚÎNĂ

    (The Bucharest University of Economic Studies, România)

Abstract

This article attempts to analyze the influence of culture on marketing programs for new products launch. Despite the special attention that literature confers to new products, the tactical side represented by marketing program which operationalize the new product launch, it is strongly neglected. Thus, considering the actual trends toward international markets and the existing gap in literature, the paper sections will treat the culture components in relation with marketing program activities developed for a new product launch. The contribution of this paper at scientific progress is accomplished by providing detailed descriptions of changes occurred in marketing programs in cultural diversity context; it is a preamble for a field which need new developments, theories and knowledge. In terms of conclusions, marketing program on international market is expected to be a good predictor of new product success, and at the same time, a useful approach to optimize the allocation of marketing effort.

Suggested Citation

  • Gabriela CĂPĂȚÎNĂ, 2014. "The Influence Of Culture On Marketing Programs For New Products Launch," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 5, pages 175-184, November.
    • Handle: RePEc:cmj:seapas:y:2014:i:5:p:175-184
    as

    Download full text from publisher

    File URL: http://seaopenresearch.eu/Journals/articles/SPAS_5_24.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Philip J Rosson & I David Ford, 1982. "Manufacturer-Overseas Distributor Relations and export Performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(2), pages 57-72, June.
    2. Joshua J. Lewer & Hendrik Van den Berg, 2007. "Religion and International Trade: Does the Sharing of a Religious Culture Facilitate the Formation of Trade Networks?," American Journal of Economics and Sociology, Wiley Blackwell, vol. 66(4), pages 765-794, October.
    3. Robert M. Bushman & Joseph D. Piotroski & Abbie J. Smith, 2004. "What Determines Corporate Transparency?," Journal of Accounting Research, Wiley Blackwell, vol. 42(2), pages 207-252, May.
    4. Luigi Guiso & Paola Sapienza & Luigi Zingales, 2009. "Cultural Biases in Economic Exchange?," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 124(3), pages 1095-1131.
    5. Tom Morris & Cynthia M Pavett, 1992. "Management Style and Productivity in Two Cultures," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(1), pages 169-179, March.
    6. Bradley L Kirkman & Kevin B Lowe & Cristina B Gibson, 2006. "A quarter century of Culture's Consequences: a review of empirical research incorporating Hofstede's cultural values framework," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 37(3), pages 285-320, May.
    7. Karen L Newman & Stanley D Nollen, 1996. "Culture and Congruence: The Fit Between Management Practices and national Culture," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 27(4), pages 753-779, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aggarwal, Raj & Kearney, Colm & Lucey, Brian, 2012. "Gravity and culture in foreign portfolio investment," Journal of Banking & Finance, Elsevier, vol. 36(2), pages 525-538.
    2. Lo Turco, Alessia & Maggioni, Daniela, 2018. "Effects of Islamic religiosity on bilateral trust in trade: The case of Turkish exports," Journal of Comparative Economics, Elsevier, vol. 46(4), pages 947-965.
    3. M. Leroch & C. Reggiani & G. Rossini & E. Zucchelli, 2012. "Religious attitudes and home bias: theory and evidence from a pilot study," Working Papers wp811, Dipartimento Scienze Economiche, Universita' di Bologna.
    4. Saad, Mohsen & Samet, Anis, 2020. "Collectivism and commonality in liquidity," Journal of Business Research, Elsevier, vol. 116(C), pages 137-162.
    5. Pevzner, Mikhail & Xie, Fei & Xin, Xiangang, 2015. "When firms talk, do investors listen? The role of trust in stock market reactions to corporate earnings announcements," Journal of Financial Economics, Elsevier, vol. 117(1), pages 190-223.
    6. Belderbos, René & Du, Helen S. & Slangen, Arjen, 2020. "When do firms choose global cities as foreign investment locations within countries? The roles of contextual distance, knowledge intensity, and target-country experience," Journal of World Business, Elsevier, vol. 55(1).
    7. Bernhard Fietz & Julia Hillmann & Edeltraud Guenther, 2021. "Cultural Effects on Organizational Resilience: Evidence from the NAFTA Region," Schmalenbach Journal of Business Research, Springer, vol. 73(1), pages 5-46, March.
    8. Baoyin Qiu & Junli Yu & Kuo Zhang, 2020. "Trust and Stock Price Synchronicity: Evidence from China," Journal of Business Ethics, Springer, vol. 167(1), pages 97-109, November.
    9. Chen, Yangyang & Podolski, Edward J. & Veeraraghavan, Madhu, 2017. "National culture and corporate innovation," Pacific-Basin Finance Journal, Elsevier, vol. 43(C), pages 173-187.
    10. Engelen, Andreas & Brettel, Malte & Wiest, Gregor, 2012. "Cross-functional Integration and New Product Performance — The Impact of National and Corporate Culture," Journal of International Management, Elsevier, vol. 18(1), pages 52-65.
    11. Martin A. Leroch & Carlo Reggiani & Gianpaolo Rossini & Eugenio Zucchelli, 2014. "Special Issue: Issues in Asia. Guest Editor: Laixun Zhao," Review of Development Economics, Wiley Blackwell, vol. 18(2), pages 401-414, May.
    12. Na Yan & Shanlang Lin & Jieping Chen & Youshuai Sun, 2023. "The Power of Culture: Does Diversity Affect the Breakthrough of the Hu Line in China?," SAGE Open, , vol. 13(3), pages 21582440231, September.
    13. Jiayue Liu & Ying Hu & Jing Xie & Bo Li, 2022. "Does cultural diversity contribute to the sustainable development of trade? Empirical evidence from 288 Chinese cities," Growth and Change, Wiley Blackwell, vol. 53(1), pages 432-451, March.
    14. Shulgin, Sergey & Zinkina, Julia & Korotayev, Andrey, 2017. "“Neighbors in values”: A new dataset of cultural distances between countries based on individuals’ values, and its application to the study of global trade," Research in International Business and Finance, Elsevier, vol. 42(C), pages 966-985.
    15. Gomez, Carolina & Werner, Steve, 2004. "The effect of institutional and strategic forces on management style in subsidiaries of U.S. MNCs in Mexico," Journal of Business Research, Elsevier, vol. 57(10), pages 1135-1144, October.
    16. Achim Hecker, 2016. "Cultural Contingencies Of Open Innovation Strategies," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(07), pages 1-27, October.
    17. Ofer Mintz & Imran S Currim & Jan-Benedict E M Steenkamp & Martijn Jong, 2021. "Managerial metric use in marketing decisions across 16 countries: A cultural perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1474-1500, October.
    18. Goodell, John W. & Goyal, Abhinav, 2018. "What determines debt structure in emerging markets: Transaction costs or public monitoring?," International Review of Financial Analysis, Elsevier, vol. 55(C), pages 184-195.
    19. Yun Hyeong Choi & Qingyuan Wei & Luyao Zhang & Seong-Jin Choi, 2022. "The Impact of Cultural Distance on Performance at the Summer Olympic Games," SAGE Open, , vol. 12(1), pages 21582440221, March.
    20. Gunkel, Marjaana & Schlaegel, Christopher & Taras, Vas, 2016. "Cultural values, emotional intelligence, and conflict handling styles: A global study," Journal of World Business, Elsevier, vol. 51(4), pages 568-585.

    More about this item

    Keywords

    Culture; Marketing programs; New products; International market;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cmj:seapas:y:2014:i:5:p:175-184. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Serghie Dan (email available below). General contact details of provider: https://seaopenresearch.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.