Cultural risks in international marketing

May 19th, 2015
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Strayer University
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Why culture risk is just as important as commercial or political risk in the international marketing arena?

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Cultural Risk in International MarketingCulture can be defined as the set of values, beliefs, behaviors, customs, and behaviors of the individuals in a society and it can be broadly analyzed to predict purchasing and selling needs of the consumers in a specific set of people [Samuel Y. Andoh (2013)]. If a business marketing team fails to assess cultural attributes of a society then it becomes very difficult for the whole team to devise their marketing target and vision in the society because unless the team becomes familiar with the needs and lifestyle of people, they cannot hit the right opp

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