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Culture-Laden Imports: International Market Entry and Cultural Taboos

Author

Listed:
  • Brice William David

    (California State University Dominguez Hills, USA)

  • Chu Edward

    (California State University Dominguez Hills, USA)

  • Jones Wayne

    (Hamdan Bin Mohammed University Academic City, Dubai, UAE)

Abstract

This empirical study investigates American market responses to a Spanish product that is strongly culture-laden and may violate cultural taboos. Surveys were conducted in two contrasting US universities in Arkansas and California. Contrasting student majors were also chosen: Art and Business. The product is a life-sized baby doll, designed to be breast-fed rather than bottle-fed, which highlights the benefits and normality of breast-feeding babies. Although this product is popular in its original European market, US media accounts suggested strongly negative morality-based American reactions. This study found a strong overall non-acceptance of this product in all groups, but with significant differences between groups. Results quantify the market reaction and illuminate its cultural basis by comparing responses between two culturally different regions, two contrasting college majors, different genders, and different ethnicities. In doing so, this study helps to break new ground in the international marketing of culture-laden products.

Suggested Citation

  • Brice William David & Chu Edward & Jones Wayne, 2016. "Culture-Laden Imports: International Market Entry and Cultural Taboos," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 50(1), pages 49-62, June.
    • Handle: RePEc:vrs:ijomae:v:50:y:2016:i:1:p:49-62:n:4
    DOI: 10.1515/ijme-2016-0011
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    international marketing; market acceptance; consumer ethnocentrism; cultural taboos;
    All these keywords.

    JEL classification:

    • F29 - International Economics - - International Factor Movements and International Business - - - Other
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z10 - Other Special Topics - - Cultural Economics - - - General
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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