Publicação
Vietnamese cultural dimensions and its effects on the marketing strategy for international ventures
| Resumo: | Culture has been increasingly one of the most interesting topics in cross-cultural marketing research and practice in recent years. The issues researched reflected the importance and the effects of culture on customer demand, advertising, managerial behavior and business negotiation. Cross-cultural knowledge drives managers and international marketers to overcome this hidden entry barrier and thoroughly adapt to a new cultural environment. Culture is often defined as a set of learned characteristics that influences the response of a group to its environment with many of the dynamics remaining invisible. Most of researchers use two countries to test the differences at the national level, while some of researchers investigate the underlying dimensions of their targeted cultural values in specific country. With regard to the most attractive destination for international ventures in Asia, pertaining to a lack of research is Vietnamese culture and marketing, thus we choose Vietnam as a specific case to research. In this master dissertation, we aim to discover the question of which dimension of Vietnamese culture can be established as a new framework which effect Vietnamese consumption decisions and the impact on devising marketing strategies for Multinational Corporations in Vietnam. Based on Grounded Theory research methodology, we conducted eight semi-structured interviews to eight different expatriates who are professors in marketing, directors or international marketers are working in Vietnam. The emerged theory of Vietnamese culture including nine dimensions: Value of family and kinship system; Trust building; Master over nature; Maintaining traditional beliefs; Hierarchical social structure; High context of communication; Performance orientation; Independence of new generation and Self-reliance, clearly contributes to the marketing research from both the theoretical and practical point of views. This research built a very first theory of Vietnamese cultural framework in the field of marketing and its potential implications on the combined marketing strategy within international ventures. |
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| Autores principais: | Ly, Trang Ngoc |
| Assunto: | Culture Cultural dimension Cross-cultural marketing Vietnam Grounded theory Dimensões culturais Marketing cross-cultural Vietname |
| Ano: | 2012 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade do Minho |
| Idioma: | inglês |
| Origem: | RepositóriUM - Universidade do Minho |
| Resumo: | Culture has been increasingly one of the most interesting topics in cross-cultural marketing research and practice in recent years. The issues researched reflected the importance and the effects of culture on customer demand, advertising, managerial behavior and business negotiation. Cross-cultural knowledge drives managers and international marketers to overcome this hidden entry barrier and thoroughly adapt to a new cultural environment. Culture is often defined as a set of learned characteristics that influences the response of a group to its environment with many of the dynamics remaining invisible. Most of researchers use two countries to test the differences at the national level, while some of researchers investigate the underlying dimensions of their targeted cultural values in specific country. With regard to the most attractive destination for international ventures in Asia, pertaining to a lack of research is Vietnamese culture and marketing, thus we choose Vietnam as a specific case to research. In this master dissertation, we aim to discover the question of which dimension of Vietnamese culture can be established as a new framework which effect Vietnamese consumption decisions and the impact on devising marketing strategies for Multinational Corporations in Vietnam. Based on Grounded Theory research methodology, we conducted eight semi-structured interviews to eight different expatriates who are professors in marketing, directors or international marketers are working in Vietnam. The emerged theory of Vietnamese culture including nine dimensions: Value of family and kinship system; Trust building; Master over nature; Maintaining traditional beliefs; Hierarchical social structure; High context of communication; Performance orientation; Independence of new generation and Self-reliance, clearly contributes to the marketing research from both the theoretical and practical point of views. This research built a very first theory of Vietnamese cultural framework in the field of marketing and its potential implications on the combined marketing strategy within international ventures. |
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