Business & Marketing Across Cultures

This book explores the roles of culture, communication, language, interactions, decision-making, market entry, and business planning in global markets, and links to the x-culture learning project. It is essential for university and college students of international and cross-cultural marketing, as well as business and marketing practitioners working in global contexts.

Format: Hardback
Length: 280 pages
Publication date: 24 May 2023
Publisher: SAGE Publications Ltd

In the ever-evolving landscape of global business, it is paramount for businesses to acknowledge the profound impact of cultural differences on their success. This comprehensive book serves as a valuable guide, equipping readers with essential cross-cultural insights to navigate the complexities of conducting business across borders.

The authors delve into the intricate roles of culture, communication, language, interactions, decision-making, market entry, and business planning in the context of international markets. They recognize the immense diversity present in global markets, as well as the valuable knowledge and marketing practices specific to local consumer segments. Encouraging readers to engage in cultural self-reflection, the book provides valuable tools for designing and implementing effective business strategies in local contexts.

Throughout, the book seamlessly integrates with the x-culture learning project, an immersive multicultural exercise and assessment method that involves collaborative virtual teams solving real-world international business problems. This project offers a hands-on experience, fostering cross-cultural understanding and collaboration among students.

As a vital textbook for university and college students pursuing courses in international and cross-cultural marketing, as well as international and intercultural business, this book offers invaluable insights and perspectives. It is also of interest to business and marketing practitioners operating in global environments, providing them with a comprehensive framework for understanding and navigating cultural nuances.

Julie Anne Lee, a Winthrop Professor in Marketing and the Director of Research and Research Training at The University of Western Australia, brings extensive expertise to the table. Jean-Claude Usunier, an Emeritus Professor from the Faculty of Business and Economics at the University of Lausanne, Switzerland, contributes his wealth of knowledge and experience. Vasyl Taras, a Professor in the Bryan School of Business and Economics at the University of North Carolina at Greensboro, USA, adds his valuable insights to the book.

In conclusion, this comprehensive textbook is a must-read for anyone seeking to thrive in the global business landscape. By embracing cultural differences and gaining a deeper understanding of diverse markets, businesses can unlock new opportunities for growth and success.

Weight: 670g
Dimension: 232 x 186 (mm)
ISBN-13: 9781529754384