Date of Defense

Spring 4-25-2007

Department

Marketing

First Advisor

Karen Lancendorfer, Marketing

Second Advisor

Kristina Wirtz, Anthropology

Third Advisor

Zahir Quraeshi, Marketing

Abstract

In today's fast-paced, highly competitive world where the playing field has been flattened, culture is an integral part of the way companies develop marketing strategies for the promotion of their products in foreign markets. Companies are forced to understand their target markets in order to overcome barriers to entry and achieve success abroad. It becomes necessary to dismiss the myth of an ideal marketing world, in which a marketer could devise a campaign selling any product, use it all over the glove and it would flow seamlessly from culture to culture. No longer can marketing strategists translate an existing slogan or campaign and push it into new countries expecting success. It is important to recognize that culture differences create barriers to market entry into foreign markets when they are not understood, stressing the importance of researching a new market before entering, particularly the East and Southeast Asian market.

Access Setting

Honors Thesis-Campus Only

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