Challenges and Remedial Measures in Cross Cultural Marketing

Challenges and Remedial Measures in Cross Cultural Marketing

Dr. Dolly Kumar (Associate Professor)

Ms. Manisha Sharma(Assistant Professor)

Aravali College of Engineering and Management Faridabad

Abstract

As a result of globalization, numerous businesses now conduct business in multiple nations. Multinational organizations, in which employees from multiple nations work together to achieve organizational goals, came into existence because of the expansion beyond national boundaries. Although it is correct that the businesses find these developments appealing and profitable, but conducting a worldwide business is more difficult than handling a domestic one. Different social, cultural, economic, legal, and political environments have an impact on global business. Additionally, there are a number of risks associated with global business, such as currency risk, cross-cultural risk, and political risk. All business units, domestic and international, rely on human resources to perform at all operational levels. The point of this paper is to analyze multifaceted difficulties related to marketing in regard of associations engaged at global level operations. The paper makes the observation that the company is able to prevail over the challenges of cross-cultural marketing after having the comprehensive acquaintance of overseas culture, respect for overseas culture, and proper management direction toward cultural distinctness.

Key words –Globalization, cross culture marketing, risks, international