The internationalised firm may have to tailor-made its marketing mix to the different cultural preferences of consumers around the world. Thus, the role of culture (Hofstede's dimensions) and its importance for the selection of the appropriate marketing mix in different countries is discussed. The adaptation versus the standardized strategy in international marketing is explored. Product, price, distribution and promotion strategies, and their intricacies for internationalised firms are additionally analysed.
- Teacher: Amit Bhatnagar