Authors

Jamie Marsella

Publication Date

2012

Abstract

American marketing in international markets has been widely studied in regards to brand management and manipulation. This paper looks at Hofstede’s cultural dimensions and explores their strengths and weaknesses in determining appropriate marketing strategies in foreign markets by examining three international editions of Cosmopolitan Magazine. This paper argues that though the cultural dimensions are indicators of societal behavior, a blending of foreign and domestic culture values is a more appealing marketing strategy.These findings are significant, as they shed light on the particular formulas for the selected countries that work as a blend of American and foreign values and delve deep into a prime example of overall successful marketing tailored to international markets.

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Document Type

Student Project

Included in

Communication Commons

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