The Influence of Culture on Global Marketing Strategies: A Confirmatory Study

Abstract

The converging needs and wants of customers around the world have created the opportunity for globalization of markets and have stimulated global competition for global resources and customers. Firms round the world are expanding their production and marketing activities beyond national and continental boundaries. Firms require global marketing strategies to expand to other geographical boundaries but their strategies meet cultural barriers. This research therefore reviewed various research works on google and google scholar using key words: culture and international marketing strategies, culture and global marketing strategies and culture and marketing strategies from 2001 - 2017. Literature reviewed affirmed that culture has great influence on global marketing strategies such as promotional strategies, product design, branding, pricing and distribution processes as well as organizational performance. It is therefore prudent for international marketing managers to take keen interest in the local cultural characteristics of consumers in their marketing strategies.