Business & Marketing Across Cultures

This book explores the roles of culture, communication, language, interactions, decision-making, market entry, and business planning in global markets, and encourages readers to engage in cultural self-reflection to better design and implement business strategies. It is an essential textbook for university and college students of international and cross-cultural marketing, as well as international and intercultural business practitioners.

Format: Paperback / softback
Length: 280 pages
Publication date: 24 May 2023
Publisher: SAGE Publications Ltd

In the ever-evolving landscape of global business, it is paramount for businesses to grasp the significance of cultural differences in driving their success. This comprehensive book serves as a valuable guide, equipping readers with essential cross-cultural insights to navigate the complexities of business and marketing on a global scale. The authors delve into the intricate roles of culture, communication, language, interactions, decision-making, market entry, and business planning when operating across geographical regions. They acknowledge the profound diversity present in international markets and the invaluable knowledge and marketing practices of local consumers. By encouraging readers to engage in cultural self-reflection, the book empowers them to develop more effective business strategies tailored to local contexts.

Throughout, the book seamlessly integrates with the x-culture learning project, an immersive multicultural exercise and innovative form of student assessment. In this project, collaborative virtual teams are formed, allowing students to solve real-world international business problems together. This hands-on approach enhances their understanding of cultural nuances and fosters cross-cultural collaboration skills, which are crucial in today's interconnected world.

This textbook is a must-have for university and college students pursuing degrees in international and cross-cultural marketing, as well as international and intercultural business. It offers valuable insights and practical applications that will equip them with the tools to thrive in global environments. Moreover, business and marketing practitioners working in international contexts will find this book immensely valuable, as it provides a comprehensive framework for understanding and navigating cultural differences in business.

The authors of this textbook are highly respected scholars in their respective fields. Julie Anne Lee, a Winthrop Professor in Marketing at The University of Western Australia, brings extensive experience and expertise to the table. Jean-Claude Usunier, an Emeritus Professor from the Faculty of Business and Economics at the University of Lausanne, Switzerland, adds a wealth of knowledge and insights to the narrative. Vasyl Taras, a Professor in the Bryan School of Business and Economics at the University of North Carolina at Greensboro, USA, brings a global perspective to the discussion.

In conclusion, this book is a vital resource for anyone seeking to excel in global business. It provides a comprehensive understanding of cultural differences, fosters cross-cultural collaboration, and equips readers with the skills necessary to succeed in an increasingly interconnected world. By embracing cultural diversity and leveraging it as a competitive advantage, businesses can unlock new markets, expand their reach, and achieve sustainable growth.

Weight: 512g
Dimension: 186 x 232 x 18 (mm)
ISBN-13: 9781529754377