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Marketing in “Distant” Countries

In: Marketing in Culturally Distant Countries

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  • Giovanna Magnani

    (University of Pavia)

Abstract

This chapter begins by outlining the nature of the international marketing environment by emphasizing the challenges for firms about strategizing in “distant” markets. By leveraging the international business literature, I discuss “distance” by also considering its subjective and relative facets. I then draw on an established practice-based model to frame the international marketing process to discuss the dilemma that afflicts marketing managers in charge of developing international marketing strategies, i.e., the choice between using a so-called “global” or “local” approach. I illustrate the ongoing debate about “standardization vs. adaptation” in international marketing with regard to the critical factors that influence such a choice and the benefits in terms of performance, proposing a contingency-based framework for international marketing decisions about the 4Ps.

Suggested Citation

  • Giovanna Magnani, 2022. "Marketing in “Distant” Countries," International Series in Advanced Management Studies, in: Marketing in Culturally Distant Countries, chapter 0, pages 13-61, Springer.
    • Handle: RePEc:spr:isichp:978-3-031-04832-6_2
    DOI: 10.1007/978-3-031-04832-6_2
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