Culture guiding strategic marketing decisions

With increasingly dynamic market scenarios and demanding and informed consumers, companies need to adapt their marketing mix to local specifications and, above all, to the cultural characteristics of the environment. In this way, this book analyses the institutional communication actions of a multinational operating in Brazil and the United States with the aim of describing the macro-environmental variables that influence brand management, as well as an analysis in the light of Hofstede's theory on adaptation decisions under the aspects of individualism versus collectivism, the dichotomy between masculinity and femininity, power distance and the extent to which uncertainty is avoided.

Autorentext

Master in Ingegneria della Produzione presso il Graduate Programme in Production Engineering dell'Università Federale di Rio Grande do Sul (UFRGS). È laureato in Economia e Commercio. Lavora nei settori della produzione pulita, dell'innovazione e del comportamento sostenibile dei consumatori.