Question

As business-to-business marketing channels become more international in scope, communication in channels occurs among a more diverse set of channel participants from different national cultures. Does culture matter? Please explain in more detail about 250 words.

Answer 1

Culture and communication in international marketing channels is important .The impact of culture on marketing management strategies is an important issue .With the increase in global competition , the effect of culture on marketing strategy,has gained a lot of importance.Whether management theories and practices are transferable across cultures has been a major question of debate for decades.Some are of the opinion that globalization and technology changes have been instrumental in developing standardization , similar cultures and same management practices across the globe. However in contrast others are of the view that even though there has been standardization of product and services , cultures are not receptive to change and management practices will differ in different cultures.Inspite of the differences of opinion,research has confirmed however that cultures still matter.Many organizations are operating with the notion that cultures willl meet at a point and so managerial practices will be transferable.Due to globalization business to business marketing channels become more international.Communication takes place among different .participants from different national cultures.Cultural differences influence channel communications and there is a relationship between culture and channel communication.This relationship that arises from cultural distance is important as business moves from the E commerce age.