témavezető: Hajdú Noémi
helyszín (magyar oldal): Miskolci Egyetem helyszín rövidítés: ME
A kutatási téma leírása:
Globalization of markets and operating of economic integrations have a fundamental effect on the complexity of the international environment, which affects the changes in the consumer behavior of societies and corporate cultures. The research topic covers the strategies, concepts, methods, measures used by international companies in multicultural markets to operate and expand successfully.
Intercultural marketing includes the cultural characteristics of the target groups, the cultural differences, and the marketing activities optimally selected for them (e.g. sales channels).
Research question regards social and corporate differences in different countries, the identification of success factors, strategies and the knowledge of characteristics and good practices; and the strategic responses to these (e.g. standardization vs. consideration of local specifications).
Theoretical and empirical analysis of companies' intercultural marketing activities in the intercultural market environment, which can be used to identify success potentials.
Bejelentkezés
