Firms Going Global, Communication Going Sensitive. Cultural Sensitivity: A Challenge for Global Companies in Saudi Arabia (Published)
This research examines the intricacies of cultural sensitivity throughout global advertising efforts, specifically with regard to Saudi Arabia. Employing interpretation as the philosophical framework and a mixed-methods technique, this study investigates the perceptions and attitudes of Saudi residents towards culturally sensitive advertising. The findings indicate a notable inclination among Saudi individuals towards commercials that are in line with their cultural values, emphasizing the significance of language, traditions, and religious observance. Expert interviews highlight the difficulties and advantages linked to worldwide advertising standardization, highlighting the importance of being culturally sensitive. Secondary data analysis confirms the importance of respecting local cultural norms, as evidenced by society responses and manifestations. In addition, the study examines the concept of glocalization in advertising, emphasizing the significance of adapting global marketing strategies to suit specific local contexts. This study offers practical knowledge for global companies seeking to handle cultural sensitivity in the Saudi market. It highlights the significance of aligning advertising strategies with local cultural norms to improve customer engagement and brand perception
Keywords: Culture, Glocalization, Marketing Communication, Religion., and advertising
The Impact of National Culture on International Marketing and Consumer Behavior in Iraqi Kurdistan, Focusing on Hofstede’s Model (Published)
In order to investigate the influence of national culture on international marketing and consumer behavior and answer the research questions in Iraqi Kurdistan, this paper tend to identify Hofstede cultural dimensions and explain how these dimensions may impact the global marketing management. The first section of this study focuses on international marketing and national culture in order to investigate the past research on how national culture can impact international marketing and consumer behavior as dependent variable. Thereafter, some questions were asked and a quantitative self-respond questionnaire was used to measure the Iraqi Kurds cultural values. This research used convenience sample method and it is based on the population of 272 professional managers at different organizational levels. Then, it was combined with the past research results by the same author to bring consistency and reliability to the research and also reduce sample error. In the last section, data were analyzed and at the end a deep discussion was created to respond the questions. The findings explain the relationship between both variables and support the past works by De Mooij and Hofstede as concrete works that can be applied by international managers. Therefore, researcher concludes that this paper provide strong argument that there is positive relationship between national culture and international marketing. At the end some suggestions were made.
Keywords: Consumer Behavior, Context Model., Culture, Hofstde Model, International Marketing, Kurds
Ethical Marketing Practice: A Foundational and Fundamental Virtue for Corporate Reputation/Financial Performance (Published)
The social and economic justification for the existence and survival of a business corporate entity is its ability to satisfy its customers through its products and services. A company meets its basic responsibility to society through its products and ethical marketing practices. A company cannot successfully sell low quality products, coupled with other sharp and corrupt practices over the long run. The dignity of the marketer must be sustained and maintained. The minimum standard, culture and value system acceptable to the public must be projected. This study is on ethical marketing practice, as a fundamental and foundational virtue for corporate reputation and financial performance. Eight pharmaceutical companies from Edo and Delta States were sampled, using a sample size of 245 staff. The multiple regression statistical technique was used to determine the extent to which standard products and services, honesty and integrity, fair prices and truthful advert predicts financial performance in a business organisation.
Keywords: Corporate Reputation, Culture, Ethical Marketing Practice, Financial Performance, Profiteering, Value System
The Influence of National Culture on International Marketing & Consumer Behavior in Iraqi Kurdistan, Using Hofstede’s Model At Individual Level (Published)
There are growing interest in the consequences of culture for global marketing and advertising and many recent researches urged companies to consider the necessity of adapting their international marketing strategies to the culture of the consumer (De Mooij and Hofstede, 2010). In order to investigate the influence of national culture on international marketing and consumer behavior and answer the research questions in Iraqi Kurdistan, this paper tend to identify Hofstede cultural dimensions and explain how these dimensions may impact the global marketing management. This paper was divided into three main parts. The first part of this research concentrates on international marketing as well as national culture and tries to investigate the past research on how national culture as an independent variable may influence international marketing and consumer behavior as dependent variable. In the second part of this study, two main questions were raised and a quantitative self-respond questionnaire was used to measure the cultural values at individual level. This research used convenience sample method and it is based on the sample of 272 professionals mostly managers at different levels and combined with the previous research sample of 441 students to bring consistency and reliability to the research and also reduce sample error. In the third part, data were measured and analyzed and at the end a discussion was developed to answer the questions. The findings explain the relationship between both variables and support the past works by De Mooij and Hofstede as concrete works that can be applied by international managers. Therefore, this author can conclude that this paper provide strong argument that there is positive relationship between national culture and international marketing and consumer behavior. There are some suggestions for more cross-cultural research in this part of the world.
Keywords: Consumer Behavior, Context Model., Culture, Hofstde Model, International Marketing, Kurds