Multicultural Research –a Special Problem
- As companies become global marketers and seek to standardize various parts of the marketing mix across several countries, multicultural studies become more important.
- A company needs to determine to what extent adaptation of the marketing mix is appropriate.
- Thus market characteristics across diverse cultures must be compared for similarities and differences before a company proceeds with standardization on any aspect of marketing strategy.
- The research difficulties discussed thus far have addressed problems of conducting research。