IDEAS home Printed from https://ideas.repec.org/a/ibf/rbfstu/v3y2012i1p69-84.html
   My bibliography  Save this article

Cultural Diagnosis And Bypassing; The Effect On Successful Internationalization

Author

Listed:
  • Andrews Adugudaa Akolaa

Abstract

Globalization and its effect on business continue to propel firms to look beyond local markets for opportunities for market development and as a source of growth. However, Cultural differences in various markets continue to exert enormous pressure on international market operations as a result of cultural bypassing or misdiagnosis and this requires international marketers to undertake robust cultural analysis to ensure successful market servicing strategies. This paper reviews and discusses the crucial role of culture in successful internationalization; key reviews of marketing strategies and failures of some major corporations presented, cultural analytical frameworks have been evaluated and novel theoretical propositions made to segment cultural elements into soft and hard cultures. The paper provides a logical step approach framework to guide the international market practitioners analyzing foreign market cultures.

Suggested Citation

  • Andrews Adugudaa Akolaa, 2012. "Cultural Diagnosis And Bypassing; The Effect On Successful Internationalization," Review of Business and Finance Studies, The Institute for Business and Finance Research, vol. 3(1), pages 69-84.
    • Handle: RePEc:ibf:rbfstu:v:3:y:2012:i:1:p:69-84
    as

    Download full text from publisher

    File URL: http://www.theibfr2.com/RePEc/ibf/rbfstu/rbfs-v3n1-2012/RBFS-V3N1-2012-7.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    International marketing; Culture; Diagnosis; Market failures; Soft and hard culture;
    All these keywords.

    JEL classification:

    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business

    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:ibf:rbfstu:v:3:y:2012:i:1:p:69-84. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Mercedes Jalbert (email available below). General contact details of provider: .

    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.