Cross-Cultural Analysis in International Marketing Analytical Essay

Cross-Cultural Analysis in International Marketing
An examination of cross-cultural analysis and its importance in international marketing.
# 151182 | 3,336 words | 8 sources | APA | 2012 | KE
Published on May 28, 2012 in Business (International) , Business (Marketing)

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The paper discusses why cross-cultural analysis is a major aspect in international marketing and critically examines Hofstede's five dimensions of culture: individualism, power distance, uncertainty avoidance, masculinity and Confucianism. The paper considers the advantages and disadvantages of Hofstede's model and analyses how the five dimensions might influence the international marketing activities of the Coca-Cola company.

Concept of Cross-Cultural Analysis
Cultural Diimensions
Hofstede's Cultural Dimensions
The Advantages of Hofstede Model
The Disadvantages of Hofstede Model
Hofstede's Model and International Marketing Activities of Coca-Cola Company

From the Paper:

"Today's international organisations are faced with the demands for diversity in both the workplace and the business environment. Applying the concept of cross-cultural analysis ensures that cultures are not in conflict, and only relevant business opportunities are targeted.
"Professionals are expected to deliver desirable results regardless of where they are stationed. What professionals should know is that the mission of their organisation has to be achieved regardless of their personal differences. Agarwal, Malhotra, and Bolton (2010) explain multicultural employees have several advantages in the international marketing context. First, everyone has his/her own expertise and thus their differences can bring different ideas for the benefit of the organisation. This means that when decisions are being made there will be so many options.
"According to Hofstede (2005), the key to success in a multicultural environment is to respect other people's cultures and beliefs. For example, when an engineer or any professional ignores the cultural values of his/her colleague, they are most likely to avoid his/her company and in the end, they may develop a negative attitude towards him/her. When a professional is moved to another environment that is strange because the people there do not speak his language or are of a different religion, the best thing to do is to interact with them by learning their language because in that way he/she will understand them better. This is an important aspect of culture, which can lead to efficient cross-cultural analysis."

Sample of Sources Used:

  • Agarwal, J, Malhotra, NK & Bolton, RN 2010, 'A cross-national and cross-cultural approach to global market segmentation: An application using consumers' perceived service quality', Journal of International Marketing, vol. 18, no. 3, pp. 18-40.
  • Caves, RE 2007, Multinational enterprise and economic analysis, Cambridge University Press, London.
  • Doole, I & Lowe, R 2008, International marketing strategy: Analysis, development and implementation, 5th edn, Cengage Learning EMEA, London.
  • Hofstede, G 2005, Culture's consequences: International differences in work-related values. 2nd edn, Sage, London.
  • Hollensen, S 2011, Global marketing - A decision-oriented approach, 5th edn, Prentice Hall, New York.

Cite this Analytical Essay:

APA Format

Cross-Cultural Analysis in International Marketing (2012, May 28) Retrieved June 07, 2023, from

MLA Format

"Cross-Cultural Analysis in International Marketing" 28 May 2012. Web. 07 June. 2023. <>