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Global marketing advertising with cultural differences: How can global companies better address cultural differences in marketing advertising in the Middle East?
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

The authors realized the importance of being flexible in cultural values in the current environment of today’s economy. This environment is called ‘globalization’ that has become an interesting topic in the academic world. Beyond the different challenges, the most important challenge regarding to the thesis topic is the cultural challenge. The authors have combined these elements and  wanted to investigate how these factors influence marketing advertising in the Middle East.

Hence, the purpose of this thesis is to reach an understanding about how cultural differences in global marketing advertising can be handled by global companies in the Middle East. 

The findings of the thesis reflect upon the question of "how global companies can better address cultural differences in marketing advertising in the Middle East" by first understanding and respecting the culture and religion of the region, following the regulations and guidelines for advertising in every specific country, cooperating with local agencies and adapting the marketing advertising strategy with a glocal ‘think global, act local’ approach.

Place, publisher, year, edition, pages
2012. , 72 p.
Keyword [en]
Globalisation, Global, International Marketing, Culture, cultural difference, Middle East, Global companies
National Category
Globalization Studies
Identifiers
URN: urn:nbn:se:hj:diva-18459OAI: oai:DiVA.org:hj-18459DiVA: diva2:533812
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-09-07 Created: 2012-06-14 Last updated: 2012-09-07Bibliographically approved

Open Access in DiVA

Master thesis - E. Yalcin & I. Cimendag(1512 kB)8875 downloads
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Type fulltextMimetype application/pdf

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