How national culture relates to marketing strategy - Essay Example

From this research it is clear that numerous authors have studied various market theories and models with respect to national cultural effects. Their works looked at the specifics of marketing tasks to culture (micromarketing view) and the marketing concept to culture (macro marketing view). However, there are no significant works on the view between the micromarketing and the macromarketing in which the realm of marketing strategy falls. One reason for this is that it is typically a more difficult area to study.

Each type of business dictates a different marketing strategy. It is easier to study very specific items, such as culture to product development, or culture to product choice. Or study very broad topics, such as national culture to market orientation. However, the study of marketing strategy is between the micro and macro marketing views making it difficult to develop theories that are testable. Overall marketing strategy is too broad to practically study, yet not homogeneous enough to relate to as a whole.

Therefore, to study this area requires the creation of artificial boundaries.Since it is such a difficult area to study authors have not published any significant research that may lead to a better understanding of why businesses have failed in their international efforts. Moreover, there is still debate among the academic community concerning the relevance of national culture in regards to customization versus standardization of products and marketing efforts.