Culture: Affect and Response: (10)
Culture plays an important in international business and marketing. In fact, Geert Hofstede suggests that culture is “the software of the mind.” Arjun Appadurai suggests that culture is dynamic and can be observed via various flows, or scapes. Simon Anholt argues that nations can be regarded as brands with multiple dimensions. Given the myriad ways to understand culture and demonstrate cultural competence, develop an essay that would help your colleagues grasp some essential lessons for marketing today.
(a) Identify any three cultural scholars discussed above. List and describe three major features of their approach to understanding of culture.
(b) List and describe two ways that culture can affect a company’s decisions to pursue, or avoid, certain country markets?
(c) List and explain two ways that companies can compete more effectively by incorporating cultural phenomena into their resource based / market based approaches?
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