Challenges of Cross-Cultural Marketing in the Current Times: To Be or Not to Be Global

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Author(s): Gaganjot Kaur (University School of Business, India)and Shalini Sharma (University Institute of Liberal Arts and Humanities, India)
Copyright: 2023
Pages: 13
Source title: Cultural Marketing and Metaverse for Consumer Engagement
Source Author(s)/Editor(s): Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)and Sanjay Taneja (Uşak University, Turkey)
DOI: 10.4018/978-1-6684-8312-1.ch007

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

Cultural values shape perceptions and behaviors. Cultures are getting transfused in a highly globalized world due to immigration within countries, frequently changing political structures, and pronounced generational differences. Digital technology in the form of social media predominantly has blurred national boundaries. But, disillusionment with global brands has also been observed. International marketers are being criticized for minimizing cultural particularities. The enhanced nationalist sentiments may reshape international marketing in the coming years.

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