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Keegan and Schlegelmilch (2001)Management > Global Marketing Management > Lectures > Independent Research > Keegan and Schlegelmilch
Keegan and Schlegelmilch (2001) - Global Marketing Management. A European PerspectiveA nation’s culture is expressed through its family, education, religion, government rule, and businesses.“Culture consists of learned responses to recurring situations. The earlier these responses are learned, the more difficult they are to change.” Food, drink, and colour are highly variable between cultures, suggesting that differences in preference reflect cultural diversity. Although there are culture differences between countries, there is a universal desire for consumer products, such as soft drinks, convenience foods, luxury items, electronic products, and disposable products. An important “quest” for the marketer is to find cultural universals. What seems at first like cultural diversity is often just different ways achieve the same thing. For example, Coca-Cola and McDonald’s have helped break down cultural barriers as they expand into the further reaches of the world. New laws are being enforced to lower barriers. Successful global marketers need to become cultural “insiders”, understanding and empathising with local people. Generosity is suggested as a method of breaking down cultural barriers between the firm and its foreign host country, as it shows respect for the alternate way of life.
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