The Roles of Cross-Cultural Perspectives in Global Marketing

Abstract

This chapter introduces the roles of cross-cultural perspectives in global marketing, thus explaining theoretical and practical concepts of cross-cultural consumer country-of-origin perceptions, cross-cultural consumer trust, cross-cultural consumer animosity, cross-cultural consumer ethnocentrism toward global brand, cross-cultural global brand reputation, and cross-cultural social networking services. Businesses must recognize, respect, and reconcile cultural differences if they hope to successfully contract in the global business environments. Cross-cultural understanding and cultural knowledge for global marketing approaches are the key issues to be considered for a favorable integration into the cross-cultural organizations. Applying cross-cultural perspectives in global marketing will vastly improve organizational performance and achieve strategic objectives in the social media age.