Cosmopolitanism Case Study

In an article called Cultural Factor Highly Influences On Consumers & Their Buying Behavior – In Indian Context, the basic characteristics of culture are described:

1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?

Nations, like the people who inhabit them, are all different. Some, like the United States, are at the forefront of technology and development. Others exist as third world nations, where even the most basic necessities are hard to come by. And then there are those which are in the middle, such as India. In the past 20 years, India has grown in the eyes of the global community from a rural, developing nation to a burgeoning global marketing hub. While India had much guidance from the United States and other global powers, the country has still chosen to follow its own path of business and marketing development. This paper is designed

The importance of international marketing increased in the last years in a context in which market saturation and competition broke out within different branches. The analysis of foreign markets became more important for enterprises, because of the increasing internationalization of the business activity. While at the beginning of the internationalization, standardization and differentiation just considered domestic markets, today market segmentation is taken on global extent because of intensified individualisation of behaviour 's demand of the consumers. It can happen, that consumers of different countries due to increased mobility, assimilation of demographic structure and better communication and information technologies, show more

Our country is extremely diverse. We are reminded this every day, especially if we live in metropolitan areas. In Dallas, for instance, it is quite common to be in constant contact with individuals from all corners of the world. Marketers, even in the United States, have to understand how to navigate the different cultural, religious, and social differences when selling products. This challenge is magnified when a marketing team is asked to sell a product abroad. In this type of situation, the social, cultural, and religious challenges are magnified, and what sells well here, might not work near as well in another

Sometimes product localization is not enough to break into the foreign markets because their cultural differences or ethical values are so marked that the regular product would not be acceptable. A company needs to be prepared to introduce new and radical products that cater and adjust to the local culture. Conducting market research analysis before embarking in business in a new area is one way to know and understand the needs of the potential customers. A successful international business must respect the cultural, religious, and other beliefs of other countries when deciding on new product lines.

As for effectiveness, cosmopolitan values (1) are extremely difficult to define and (2) fall short of being legally binding on international actors. These combine to undermine its assertion on the global stage. As for practicability, (1) there is moral debate as to who decides what cosmopolitanism ideals are; (2) it spells conflicts when it

Before any company embarks on the process of international marketing and selling its products in foreign countries, it is proper that it does a sort of strategic analysis to examine the feasibility and its scope for success. The whole marketing mix sometimes needs to be

The marketplace is becoming gradually more connected and globalized, resulting in an even greater impact of cultural differences on consumers’ behaviour (Maheswaran & Shavitt, 2000).

In internationalization, the most challenging decision faced by the company to choose between standardization and adaptation in its operations, products or services. It has been one of the important and most popular research topics since 1960s to understand whether standardization is better or adaptation for marketing mix in international marketing. The increasing role of international expansion of business across the borders has also increased the focus of companies towards the international marketing strategies. It is also a biggest challenge for companies to better understand the different needs and choice of customers due to the huge differences among the cultures from various nationalities. This leads to the dilemma in

Ghauri and Cataora, in their book, “International Marketing”, state that “the analysis of international Marketing in emerging markets is imperative in today’s business environment.” Indeed, with the saturated markets and low future growth prospect in developed economies such as the US and Western Europe, emerging markets such as China and India are becoming unprecedented attractive for investors for their rapid economic growth and open and stable political landscape. However, before an investor decides to invest in any region of the world, a market research needs to be conducted to present if a market is suitable for an investment. To determine the feasibility, an international marketer needs to research into a country’s economic

The second integral element is the targeted culture, the knowledge of which is supposed to be used in order to persuade the found cross-border customers for a purchase. The entering business should be aware of the dominating cultural differences, preferences, tendencies and lifestyles, general beliefs and values. “When designing global marketing strategies, companies must understand how culture affects consumer relations in each of its international markets” (Khalifa, M., 2012). In order to be accepted by the consumers, the company has

The foreign environment has been especially difficultfor some to analyze. Many mistakes, for example, havebeen made because managers have failed to rememberthat consumers differ from country to country. Buyers,influenced by local economic constraints and by local values, attitudes, and tastes, differ in what they buy, why they buy, how they buy, when they buy, and wherethey buy. Managers who have failed to recognize thesedifferences

2. Background of Country of Origin Nowadays, in this modern and competitive era, in which global marketing is growing day by day, country of origin, as a significant parameter, has been studied in much research, and it is shown that this factor influences consumer behaviour and also their purchasing. The other point that studies demonstrate is that people care about which country products come from and where they are made and consider these factors when evaluating the quality of products, (Parkvithee & Miranda, 2012). The improvement of country of origin goes back to World War 1. At that time, the defeated countries, such as Germany, were forced to put the symbol of COO on their product, by those that triumphed. Studies show that the aim of this act was to punish countries like Germany thereby creating a bad reputation for them (Cai, 2002). Country of origin’s influence on customer purchase intention has been a topic of study for many decades. Different cultures and histories cause dissimilar perceptions among consumers, which may lead to different evaluations about products when they want to choose. There are many parameters

Globalisation has both advantages and disadvantages. Due to Globalisation, competing with international brands, quality of the indigenous product is