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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Cultural Implications for New Zealand Companies in Southeast Asia
verfasst von : Mathew Joseph, Charlotte Simcock
Erschienen in: Proceedings of the 1996 Multicultural Marketing Conference
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International marketing involves the art of adapting marketing concepts to fit the environment created by foreign societies, and economies that bind the nations of the world together. Organisations that have strong culturally bounded strategies in place will tend to be mote successful in their international marketing endeavours. Kirpalani (1984) suggest that successful companies are the ones that have put substantial emphasis on research and development in the target countries in order to identify the requirements of new markets and alter their strategies accordingly.