IDEAS home Printed from https://ideas.repec.org/h/spr/eurchp/978-3-031-30061-5_11.html
   My bibliography  Save this book chapter

The Complexity of International Marketing: Pitfalls of Dolce & Gabbana Marketing Communication Strategy in China

In: Eurasian Business and Economics Perspectives

Author

Listed:
  • Ieva Jākobsone Bellomi

    (John Cabot University)

  • Tetyana Kholod

    (John Cabot University)

Abstract

. The case study of Dolce & Gabbana marketing communication failure in Mainland China analyzes the key inter-cultural communication problems the company encountered in its advertising strategy around the Grand Show in Shanghai in 2018. The rise of China’s economic power, China’s nationalistic rejuvenation policies and historic forbearing of Western injustices in the form of One Hundred Years of Humiliation, and offensive use of Chinese traditional symbol chopsticks in Dolce & Gabbana advertising videos were the key challenges feeding into Dolce & Gabbana’s loss of foothold in Mainland China. The article reviews problems of communication across different cultures (Western and Eastern specifically) and provides insights into the “context” problems of encoding and decoding patterns in high-context cultures. On the basis of contextual complexity of communication, the authors have developed and present an elaborated model of inter-cultural communication framework for high-context cultures. The suggested framework is a practical tool for international managers to be used in marketing communications across different cultures.

Suggested Citation

  • Ieva Jākobsone Bellomi & Tetyana Kholod, 2023. "The Complexity of International Marketing: Pitfalls of Dolce & Gabbana Marketing Communication Strategy in China," Eurasian Studies in Business and Economics, in: Ender Demir & Mehmet Hüseyin Bilgin & Hakan Danis & Fabrizio D'Ascenzo (ed.), Eurasian Business and Economics Perspectives, pages 175-186, Springer.
    • Handle: RePEc:spr:eurchp:978-3-031-30061-5_11
    DOI: 10.1007/978-3-031-30061-5_11
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:eurchp:978-3-031-30061-5_11. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.