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Navigating cultural complexity in global markets: insights and future directions from two decades of marketing literature

Author

Listed:
  • Nandini Johri

    (Jai Hind College)

  • Rohit

    (Gulf Medical University)

  • Sachin Kumar Raut

    (University of Agder)

  • Sudhir Rana

    (Gulf Medical University)

Abstract

This study addresses critical questions related to cultural diversity, offering valuable insights for global marketing managers in formulating effective marketing strategies. Utilizing a robust systematic literature review methodology and the theory–context–characteristics–methods and POWER frameworks, the study comprehensively analyses 20 years of literature. The findings indicate that while the field has seen significant scholarly expansion globally, certain key areas have received comparatively less attention. The conceptual framework and future research directions outlined in this study offer a strategic roadmap for advancing the field. Contributions to theoretical development, contextual understanding, characteristic analysis, and methodological approaches are essential for bridging the theory–practice gap and fostering further development in the discipline. The study’s insights can support marketers and other stakeholders in enhancing consumer engagement, improving marketing effectiveness, and developing culturally sensitive strategies for global markets.

Suggested Citation

  • Nandini Johri & Rohit & Sachin Kumar Raut & Sudhir Rana, 2024. "Navigating cultural complexity in global markets: insights and future directions from two decades of marketing literature," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 15(12), pages 5405-5419, December.
    • Handle: RePEc:spr:ijsaem:v:15:y:2024:i:12:d:10.1007_s13198-024-02520-7
    DOI: 10.1007/s13198-024-02520-7
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    References listed on IDEAS

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    More about this item

    Keywords

    Cultural diversity; Systematic literature review; TCCM framework; POWER framework; Global marketing;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • L - Industrial Organization
    • H12 - Public Economics - - Structure and Scope of Government - - - Crisis Management

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