Marketing in Culturally Distant Countries: Managing the 4Ps in Cross-Cultural Contexts (International Series in Advanced Management Studies)

"The aim of this book is to offer up-to-date insights into the challenges for international firms represented by managing their marketing mix in "distant" countries, especially considering the role played by cultural distance. Building on the famous McCarthy's 4Ps, and on the concept of "cultural distance," the book outlines some key challenges and opportunities for firms that manage international marketing policies about product, price, place, and "promotion" in culturally distant markets. At the same time, the book looks at extant conceptualizations and approaches considering the evolving environmental forces, which are contributing to further challenges for firms that are confronted with changing economic and social scenarios. Indeed, markets and societies are increasingly affected by multiculturalism, and new patterns in consumers behaviors have emerged due to the proliferation of digital technologies and, more recently, due to several market disruptions such as the COVID-19 pandemic. How do firms manage culturally distant and increasingly evolving cultural environments is a relevant topic worthy of discussion from both a theoretical perspective and a practice-based approach, through the analysis of real-world case studies. Researchers of cross-cultural marketing and practitioners intending to get acquainted with the latest research on the topic would particularly benefit from this book."--Cover page 4 Preface Acknowledgements Contents Chapter 1: Introduction: A Multilevel Cultural Context Framework 1.1 The Evolving International Marketing Context 1.2 A Multilevel Cultural Context Framework 1.3 The 4Ps in a Cross-Cultural Context References Chapter 2: Marketing in ``Distant ́ ́ Countries 2.1 Distance and Its Dimensions 2.2 From ``Dimensions ́ ́ to ``Vectors ́ ́ of Distance 2.3 Measuring Distance 2.4 The International Marketing Process: A Reference Framework 2.4.1 Pre-conditions 2.4.2 Path: Timing 2.4.3 Path: Country Selection 2.4.4 Path: Segmentation, Targeting, Positioning 2.4.5 Process: Entry Modes 2.5 The International Marketing Mix 2.5.1 Product 2.5.2 Price 2.5.3 Place 2.5.4 Promotion 2.6 The Standardization vs. Adaptation Dilemma 2.6.1 The Standardization Approach 2.6.2 The Adaptation Approach 2.7 Pros and Cons of Standardization vs. Adaptation 2.8 Effects on a Firm ́s Performance 2.9 An Integrative Framework 2.10 Conclusion References Chapter 3: A Review of Culture-Bound Approaches to International Marketing and Trends Ahead 3.1 A Premise: The Definition of Culture 3.2 The Onion Layers 3.2.1 Value and Norms 3.2.2 Religion 3.2.3 Language 3.2.4 Aesthetics and Literacy 3.2.5 The Political and Legal Environment 3.2.6 Material Culture and Social Organization 3.3 Dimensional Models of Culture 3.3.1 Hofstede: The Six Independent Dimensions of National Culture 3.3.2 Schwartz ́s Value Theory 3.3.3 The Trompenaars Model 3.3.4 GLOBE 3.3.5 High-Context vs. Low-Context Cultures 3.4 Culture and Consumer Behavior 3.4.1 The Concept of the Self 3.4.2 Buying Motives and Decision-Making Styles 3.4.3 Shopping and Buying Behavior: New Digital Shoppers 3.5 Moving Beyond Culture-Bounded Consumer Behavior: The ``Personas ́ ́ References Chapter 4: The Cultural Adaptation of the Marketing Mix 4.1 The Product and the Firm ́s Orientation 4.1.1 Factors Affecting Product Adaptation/Standardization Decisions and the Role of Country of Origin 4.2 Price, Pricing Decisions, and the Role of Culture in International Markets 4.2.1 Toward Extreme Pricing Personalization 4.3 Place: Marketing Channels 4.3.1 Direct Marketing Channels: Toward ``Phygital ́ ́ 4.3.2 Indirect Marketing Channels 4.3.3 Distribution Strategies 4.3.4 Degree of Channel Integration 4.3.5 Multichannel and Omnichannel Marketing Systems 4.3.6 Marketing Channels in Distant Countries Culturally Distant Distribution Behavior Distributive Institutional Rigidity Functional Fragmentation on an International Scale Peculiarities of the Distribution System Local Regulations Consumer Purchasing and Shopping Patterns at Various Stages of the Product ́s Life Cycle Size of the Market, Population Density, and Competitive Environment 4.4 The Impact of Cultural Distance on Promotion 4.4.1 Cultural Adaptation of Advertising 4.4.2 Promotion: From a ``By Segments ́ ́ to a ``Buyer Personas ́ ́ Approach 4.5 Conclusion References Chapter 5: Managing the ``4Ps ́ ́ in Culturally Distant Countries: From Theory to Business Practice 5.1 Methodology 5.2 Reckitt Benckiser Group 5.2.1 The Reckitt Benckiser Powerbrand Strategy: The Calgon Case Study 5.2.2 Reckitt Benckiser ́s Local Brand Strategy: Laundry Detergents Dosia Case Sole Case 5.3 Cioccolatitaliani 5.3.1 Cioccolatitaliani: The Path Toward Global Success 5.3.2 Product Adaptation in the Middle East 5.4 Galbani: Succeeding in the World Cheese Industry 5.4.1 Galbani ́s Internationalization 5.4.2 Promotion Adaptation in Russia 5.5 Beta 5.5.1 Beta Approaching Foreign Markets 5.5.2 Beta Planning to Enter China 5.6 The Campari Group 5.6.1 Campari ́s Italian Brands in the US 5.7 Amaro Montenegro 5.7.1 Amaro Montenegro in the US 5.8 Riso Gallo: Spreading the ``Italian Risotto ́ ́ Culture Abroad 5.8.1 Riso Gallo: Promoting Risotto in Culturally Distant Markets 5.9 Equiline 5.9.1 Cross-Cultural Analysis of Equiline ́s Print Ads 5.10 Pastificio Andalini: From a Small Artisan Italian Shop to Successful International Distribution 5.10.1 Marketing Channels in Culturally Distant Markets 5.11 Alpha 5.11.1 Alpha in Japan 5.12 Conclusion Appendix: Semi-structured Interview Scheme References