Content area
Full Text
ABSTRACT
Among the uncontrollable elements of international marketing cultural forces are in the focus of the present paper. In the globalised world it is not enough to be familiar "only" with the geographical, economic, legal, infrastructural, social, etc. environment of the partner country. We should not forget, that we, people are different. This difference originates from our culture. Practice often proves that geographical closeness of the foreign market does not always equal to cultural closeness. It may happen that our product, because of cultural reasons, can be more easily sold in a faraway country instead of in any of our neighbouring countries. But what do we mean by culture? How can we define it? How it is build up of? How it works? How can it cause so extreme differences and sometimes unexpected similarities between people? Building on the research of recognised scientists we are investigating the origin of cultural differences and similarities.
Keywords: international marketing, culture, cultural dimensions
Environment of international marketing is build up of at least three circles. The inner circle involves the domestic controllable elements, actually they are firm characteristics such as the 4P (product, price, placement and promotion). This circle constitutes the marketer's decision area. The second circle involves the domestic uncontrollable elements, such as competitive structure, economic climate, legal/ political forces. These elements have some effect on foreign-operation decision. These two circles are continuously present in the everyday marketing activity of a company. Depending on in how many foreign countries are the company operating, from direct/indirect export activity through importing input till having subsidiary companies almost all over the world, the company will have one or several more outer circle for each foreign partner country. Uncertainty is created by the uncontrollable elements of all business environments and each foreign country in which a company operates adds its own unique set of uncontrollable factors. These outer circles involve the foreign uncontrollable elements, such as economic forces, competitive forces, level of technology, structure of distribution, geography and infrastructure, political/legal forces and last but not least cultural forces. Thus the more foreign markets in which a company operates, the greater the possible variety of foreign environmental factors with which to contend. Frequently, a solution to a problem in country market...