| Titre : |
Adapting to Culture: How Cross-Cultural Management Improves Localized Marketing |
| Type de document : |
Mémoire |
| Auteurs : |
Emma NICOLAS, Auteur |
| Année de publication : |
2025 |
| Importance : |
50 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
MANAGEMENT ; MARKETING CULTUREL
|
| Résumé : |
In a globalized economy, multinational companies face challenges in aligning cross-cultural management with specific marketing strategies for each region. They must maintain a uniform global brand identity while also modifying their products, communications, and internal management to meet the cultural expectations of different markets. This study examines the link between cross-cultural management and marketing strategies, intending to understand how companies effectively combine these approaches.
Through a survey-based mixed-methods strategy, the research collected information from a survey, collecting between 30 and 35 answers, and examining how companies handle cultural adaptation and brand consistency. The results underscore the complexity of adaptation, showing that companies must modify their leadership strategies, communication methods, and product design to align with the demands of local markets. An effective adaptation increases consumer confidence, brand loyalty, and the long-term expansion of the company.
This thesis offers important insights on the importance of cultural intelligence in marketing effectiveness through the analysis of real case studies and market trends. It shows that companies aligning their internal management with external adaptation strategies reach a stronger market position and achieve higher competitiveness. |
| Programme : |
Cesem |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=618660 |
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Adapting to Culture: How Cross-Cultural Management Improves Localized Marketing / 2025 
