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Critical review - Article Example

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The article analyses the role of culture in international marketing where it uses a research method of study using countries across the continent to analyze the dimension. It also gives conclusion after critically analyzing the results from the study used where it looks at how…
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Critical review
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"Critical review"

Download file to see previous pages The Hofstadter dimensions of culture can be used to analyses relationships across various studies, countries, and different continents (Samaha, 2014, pg, 83). For purposes of future theory, there is a need for four tenets that analyze the essence of culture impact on relationship marketing.42, 378 relationships were used in 144 studies where the continents were six across 29 countries.
With the research, the method used in the first study the evidence showed that in support of the tenets that there is the importance of a variety of different cultures were it always varies. This can be explained where individualism and collectivism had effects in 114%- 169% that had an impact that was greater in RM than other cultural situations (Theodosiou,2013, pg 73). Masculinity to femininity had no effect on RM.The second research method of analysis uses the country and regional level approach to establish RM effects when it comes to performance especially out of United States.17%,15%,38% and 55% the RM was seen to be more effective in Brazil, Russia, India and China. This indicates that RM plays a primary role in mist developing countries of BRIC (Sium, 2013, pg 524).
Cultural customization is required to establish and build customer relationships that are considered as effective strategies. The model used predicts there is a 150% dependency that builds strong relationships especially in Russia than other countries like United States. Relationship investments were 58% less in Russia was less effective than in USA. The second research method of country to regional approach established that culture influences greatly relationship construction rather than relationship outcomes. In business, a manager may analyze the efficiency of relationship marketing from objective performance outcomes in the countries or regions and may place more ...Download file to see next pagesRead More
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