C/M/553. Dissertation. The importance of cultural factors for international marketing strategy

This dissertation highlights s the importance of cultural factors when developing marketing strategy that is applied to various cultural and national backgrounds. The literature review outlines the nature of culture phenomenon. The discussion explores the paradigms of prolific academics such as Hofstede and Clark. Additionally, the discussion refers to the number of studies that deliver empirical grounds for the analysis of the response to marketing stimuli within a particular cultural context. The methodological part justifies the use of intepretivist paradigm and secondary analysis. The secondary analysis considers the experience of MNCs in food, automotive and hospitality industries.