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Marketing Across Multicultural Landscapes: A Comprehensive Review of Strategies Bridging U.S. and African Markets

Author

Listed:
  • Chioma Ann Udeh

    (Independent Researcher, Nigeria)

  • Kelechi Chidiebere Iheremeze

    (Cocharis Motors Limited, Nigeria)

  • Adekunle Abiola Abdul

    (Independent Researcher, Maryland, USA)

  • Donald Obinna Daraojimba

    (Department of Information Management, Ahmadu Bello University, Zaria, Nigeria)

  • Timothy Tolulope Oke

    (Yannis Marketing, Lagos, Nigeria)

Abstract

This scholarly inquiry delves into the dynamic realm of multicultural marketing, with a focus on the strategic interplay between the U.S. and African markets. This study aims to dissect the complexities of marketing across cultural divides, identifying the economic and cultural synergies that can be leveraged to foster a cohesive marketing strategy. Employing a systematic literature review as its methodological backbone, the study sifts through a plethora of cross-cultural marketing frameworks to distill the essence of consumer behavior insights and strategic marketing initiatives that have borne fruit in these diverse markets. The study’s main findings highlight the critical role of cultural understanding and technological innovation in crafting marketing strategies that resonate with a multicultural audience. It emphasizes the strategic importance of localized marketing approaches, tailored to the cultural and socio-economic contours of the target market. The study concludes that a deep-rooted knowledge of local customs, coupled with a keen eye on technological trends, is paramount for the successful integration of U.S. and African markets.

Suggested Citation

  • Chioma Ann Udeh & Kelechi Chidiebere Iheremeze & Adekunle Abiola Abdul & Donald Obinna Daraojimba & Timothy Tolulope Oke, 2023. "Marketing Across Multicultural Landscapes: A Comprehensive Review of Strategies Bridging U.S. and African Markets," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 10(11), pages 656-676, November.
    • Handle: RePEc:bjc:journl:v:10:y:2023:i:11:p:656-676
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    References listed on IDEAS

    as
    1. Roger Brooksbank & Zahed Subhan & Richard John Calderwood, 2018. "How applicable are conventional strategic marketing practices in emerging markets? An exploratory study in India," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 13(5), pages 959-979, November.
    2. Hyejune Park & Doris Kincade, 2010. "Historical Analysis of Apparel Marketer’s Strategies: Evidence from a Nike Case," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 1(3), pages 182-193.
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