Cultural Profiling Tools
Keywords:
geographical barriers , globalized world , global market place ,Abstract
The concept of a global village is a reality in the world of business today where the traditional geographical barriers and language no longer exists. This has enabled the multinational business to rapidly expand across the national boarders into virtually every continental market. This move has increased the state of competition and rivalry both within the national and international business enterprises and has brought out the issue of cultural relevance as an important competitive advantage. Considering that world market is a centre of diverse cultures this cultural factor significantly shapes the different market environments and further determines the ideal aspects in the relationship between consumers and producers. Organizations however have corporate cultures that are highly influenced by the national cultures back at home. The success when expanding to international markets depends on how best an organization is able to adapt to the important relational cultural aspects in the target market. It is therefore important for any organization planning to expand internationally to strongly consider using the available cultural profiling tools to understand the different cultural dynamics of their target markets and put in place appropriate and acceptable entry measures in those markets.
How to cite this article:
Antony KM, Wanangeye WL, Njagi FB. Cultural Profiling Tools. J Adv Res Oper Markt Mgmt 2020; 3(2): 13-17.
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