Honors College Thesis

 

Culture : The Cornerstone of Effective International Marketing Strategies between the United States and China Public

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  • From improving technologies to increasing access to modern infrastructure and wealth, our once parceled and divided world is slowly “flattening”, or becoming more globally integrated. As a result of this changing climate of business, companies must recognize the harm that a narrow view on culture and experiences can cause in international consumer markets. Therefore, understanding culture is vital to developing successful international marketing strategies. The purpose of this paper is to develop an understanding of cultural differences and minimizing cross-cultural marketing barriers, thus illuminating the path toward effective marketing efforts between American and Chinese companies. It discusses cultural differences between China and the United States and reviews self-referencing criterion, ethnocentrism, country of origin effects, and international product adaptation. It also analyzes opinions of actual business executives in both China and the United States regarding international business practices.
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