The Effect of Culture on International Marketing Strategy: Using Subjective and Objective Measures of Cultural Difference to Minimize Common Me hod Bias

초록

Although globalization continues to permeate the global villages through the increased level of trade worldwide, it is essential for firms to adjust to the various cultures of each foreign market to be successful. This study examines the relationship between culture and international marketing strategy standardization by using subjective and objective measures of culture which has not been previously empirically tested in the literature. The authors found that price adaptation strategy was significantly related to the objective measure of culture whereas promotion adaptation strategy was significantly associated with the subjective measure of culture based on self-report survey among Korean exporters. In the last section, discussion and future research agenda are delineated.

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