How can resistance to cultural change influence product introduction? Similarities to domestic marketing?
Ethnocentrism refers to when we behave in an ethnocentric way, meaning there is an exaggerated tendency to believe our own values/norms/culture are superior to those of others. It is a concept which complicates the process of cultural assimilation.
With the resistance in mind, there are two ways for marketers to introduce an innovation. Either one waits for the right moment, or one enters and causes an immediate change in culture. Cultural change can occur if a innovation has advantages, but requires a culture to learn new ways to benefit from these advantages.
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Cultural Dynamics in International Marketing
- What are cultural exclusives?
- What is cultural adiaphora?
- What is meant by cultural imperative?
- What are the requisites for cultural adaptation?
- How are cultures dynamic? Is it good or bad?
- What is especially troublesome about problems caused by language in foreign marketing?
- What is material culture and what are the implications on marketing?
- What is the similar-but-different aspect of culture?
- Societies often borrow from other cultures to solve problems, why is this of significance to marketing?
- How do the definitions of culture vary between the popular and the one by cultural anthropologists?
- Why should a foreign marketer be concerned with the study of culture?
- Is culture pervasive in all marketing activities?
- What three cultural change strategies can a foreign marketer pursue?
- Which role does the marketer play as a change agent?