What three cultural change strategies can a foreign marketer pursue?
1. Culturally congruent strategy
Involves marketing products similar to ones already on the market in a manner as congruent as possible with existing cultural norms, thereby minimizing resistance.
2. Strategy of unplanned change
The strategy of unplanned change consists of introducing an innovation and then waiting for an eventful cultural change that will permit the culture to accept the innovation. The essence of unplanned change lies in the fact that the marketer does nothing to accelerate help to bring about the necessary change where the marketer deliberately sets about to overcome resistance and to cause change that will accelerate the rate of adoption of his product or innovation.
3.Strategy of planned change
Means deliberately setting out to change those aspects of a culture most likely to offer resistance to predetermined marketing goals.
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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 can resistance to cultural change influence product introduction? Similarities to domestic marketing?
- 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?
- Which role does the marketer play as a change agent?