An Exploratory Study about Culture and Marketing Strategy

Abstract

This study has empirically examined how culture influence marketing strategy choice. By presenting opposing marketing strategies in a bi-polar continuum and correlating selected marketing strategies with country scores on Hofstede's culture dimensions, this research established a connection between cultural values and marketing strategy preferences. The results have shown that managers from individualistic cultures tend to chose differentiation and niche marketing strategies over mass marketing strategies. Additionally, it was found that most Asians prefer Blue Ocean strategy versus direct competition strategy.