MARKETING BRIDGE OF GLOBAL COMPANIES FROM WEST TO EAST: CREATE, COPY AND PASTE OF GLOBAL CONSUMER CULTURE

  • Beba Rakic Faculty of Business Studies, Novi Beograd
  • Mira Rakic Faculty of Business Studies, Novi Beograd
Keywords: global marketing, global consumer culture, global brands, global consumer behaviour, Western countries, Eastern countries

Abstract

This paper is focused on ‘marketing bridge’ from West to East. On the basis of marketing activities and by using opportunities in environment, global companies influence the creation and transfer of global consumer culture (GCC). The basis is presented by "patterns” of global consumer behaviour by product categories. In the process: creating, copying and pasting, "patterns” of global consumer behaviour by product categories are mostly transferred on relation West - East, i.e. from Western countries and regions to Eastern ones. Consumers, by purchasing global brands and in general by their behaviour according to certain patterns contribute to the survival and development of global companies (which are, for the time being, from the West).

Downloads

Download data is not yet available.

References

1. Alden, D., Steenkamp, J., & Batra R. (1999). Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing, Vol. 63, No. 1, 75-87.

2. Alon, I., & Higgins, J.M. (2005). Global leadership success through emotional and cultural intelligences. Business Horizons, Vol. 48, No. 6, 501-512.

3. Bird, A. & Stevens, M. (2003). Toward an emergent global culture and the effects of globalization on obsolescing national cultures. Journal of International Management, Vol. 9, No. 4, 395-407.

4. Cleveland, M. & Laroche, M. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research, Vol. 60, No. 3, 249-259.

5. Coca-Cola: About Coca-Cola Journey, (2017), http://www.coca-colacompany.com/our-company/about-coca-cola-journey (25 October 2017).

6. Craig, C.S. & Douglas, S.P. (2000). Building global brands in the 21st century. Japan and the World Economy, Vol. 12, No.3, 273-283.

7. Fu, J. & Chiu, C. (2007). Local Culture's Responses to Globalization: Exemplary Persons and Their Attendant Values. Journal of Cross-Cultural Psychology, Vol. 38, No.5, 636-653.

8. Gammoh, B., Koh, A. & Okoroafo, S. (2011). Consumer culture brand positioning strategies: an experimental investigation. Journal of Product & Brand Management, Vol. 20, No.1, 48-57.

9. Ger, G. (1999). Localizing in the Global Village – Local Firms Competing in Global Markets. California Management Review, Vol. 41, No. 4, 64-83.

10. Granin, Yu.D. (2014). Globalization and national forms of global strategies’, Vestnik Rossiiskoi Akademii Nauk/ Herald of the Russian Academy of Sciences, Vol. 84, No. 3, 241-248.

11. Hofstede, G. & Bond, M. (1988). The Confucius Connection: From Cultural Roots to Economic Growth. Organizational Dynamics, Vol. 16, No.4, 5-21.

12. Hofstede, G. (2006). Geert Hofstede: challenges of cultural diversity - Interview by Sarah Powell. Human Resource Management International Digest, Vol. 14, No. 3, 12-15.

13. Holt, D. (2006). Jack Daniel's America: Iconic brands as ideological parasites and proselytizers. Journal of Consumer Culture, Vol. No. 3, 355-377.

14. Holt, D., Quelch, J. & Taylor, E. (2004). How Global Brands Compete. Harvard Business Review, Vol. 82, No.9, 68-75.

15. Hoover, S.M. (2011). Media and the imagination of religion in contemporary global culture. European Journal of Cultural Studies, Vol. 14, No.6, 610-625.

16. Kavka, M. & Weber, B.R. (2017). Introduction: Transnational gender cultures and reality TV. European Journal of Cultural Studies, Vol. 20, 252-270.

17. Keegan, W. & Green, M.C. (2011). Global Marketing. Pearson Education, Inc., Prentice Hall, USA, New Jersey.

18. Lin, S. & Xue, K. (2010). Chinese glocalization - a study of intergenerational residence in urban China. Journal of Consumer Marketing, Vol. 27, No.7, 638-644.

19. Lundgren, L. & Evans, C.E. (2017). Producing global media memories: Media events and the power dynamics of transnational television history. European Journal of Cultural Studies, Vol. 20 No. 3, 252-270.

20. Nestle: World’s Leading Nutrition, Health and Wellness Company Reclaims the Dinner Table, (2019), https://www.nestleusa.com/media (Accessed 22 February 2019).

21. Quelch, J. (1999). Global Brands: Taking Stock. Business Strategy Review, Vol. 10, No.1, 1-14.
22. Rakic, B. & Rakic, M. (2015a). Holistic management of marketing sustainability in the process of sustainable development. Environmental Engineering and Management Journal, Vol. 14, 887-900.

23. Rakic, B. & Rakic, M. (2015c). Digitalni marketing: Integrisani pristup digitalnim marketinskim aktivnostima (monografija), Zavod za udzbenike, Beograd.

24. Rakic, B. & Rakic, M. (2017). From Marketing Myopia to Contemporary Marketing Through Marketing (R)Evolutions of Actors: Transformations in Marketing in the Context of Digitalization and Sustainability, Amazon: Kindle Edition, ASIN: B06WGV26DT.

25. Rakic, M., & Rakic, B. (2015b). Sustainable lifestyle marketing of individuals: The base of sustainability. Amfiteatru Economic, Vol. 17, 891-908.

26. Shih, T-Y. (2017). An empirical study of food and beverage chains' internationalisation: advancing intangible resource theory and research. European Journal of International Management, Vol.11 No. 6, 660-687.

27. Terpstra, V. & Russow, L.C. (2000). International Dimensions of Marketing. South-Western College Publishing, Canada.

28. Tosun, N.B. & Yuksel, M. (2009). Managing Marketing Communications Strategically in a Developing Country. Business Review Cambridge, Vol. 13, No.2, 214-220.

29. Westjoh, S.A., Singh, N. & Magnusson, P. (2012). Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective. Journal of International Marketing, Vol. 20, No.1, 58-73.

30. Zwigle, E. (1999). A World Together. National Geographic, Vol. 196, No.2, 6-33.
Published
2019-06-01
How to Cite
Rakic, B., & Rakic, M. (2019). MARKETING BRIDGE OF GLOBAL COMPANIES FROM WEST TO EAST: CREATE, COPY AND PASTE OF GLOBAL CONSUMER CULTURE. Tourism International Scientific Conference Vrnjačka Banja - TISC, 4(1), 571-588. Retrieved from https://www.tisc.rs/proceedings/index.php/hitmc/article/view/273