Multiple diffusion and multicultural aggregate social systems

Article Abstract:

The effectivity of any marketing campaign can be enhanced by studying the market in terms of the subcultures within the market and analyzing the consumption behavior of these subcultures. This leads to a better segregation of marketing techniques, since this enables each market to be treated according to its own maturity in the marketing strategy. A study of subculture is better suited as a basis of global marketing strategies since subcultures are reflections of cultures in the global market.

Marketing, Workplace multiculturalism, Workplace diversity

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Global corporate visual identity systems: standardization, control and benefits

Article Abstract:

A relationship exists between the degree of control of corporate visual identity system (CVIS) decisions in headquarters and the degree of CVIS standardization. A sample of British multinational companies with Malaysian subsidiaries revealed that an increase in the degree of control of the CVIS creates a corresponding increase in the degree of standardization. Centralization of the CVIS decisions was found to be associated with high CVIS standardization strategy.

Multinational Corporations, Marketing Management, International business enterprises

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Dynamic market definition: an international marketing perspective

Article Abstract:

Framework for global market entry is developed through a new approach to market definition in terms of its mass media availability and economic development.

Global economy, Market entry

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