Going Global, Acting Local: Effects of Cultural Dimensions on Glocal Marketing in Malaysia

DOI

10.2991/itmr.2014.4.3.3How to use a DOI?

Keywords

Globalization, Glocal Marketing, Culture, Online Marketing, Malaysia

Abstract

The present research investigates the effects of Malaysian cultural dimensions on promotional activities and advertisement styles of international organizations in Malaysia. Website Content analysis has been conducted to discover what initiatives international organizations use in their marketing activities based on the Malaysian cultural dimensions. Results show most companies are considering values of ‘collectivism and relationship-orientation’, ‘high context’, ‘religion’ and ‘hierarchism’ as affecting factors, and apply approaches to fulfil the society’s cultural needs regarding their marketing practices.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - JOUR
AU  - Samira Khalili
PY  - 2014
DA  - 2014/09/01
TI  - Going Global, Acting Local: Effects of Cultural Dimensions on Glocal Marketing in Malaysia
JO  - The International Technology Management Review
SP  - 142
EP  - 157
VL  - 4
IS  - 3
SN  - 1835-5269
UR  - https://doi.org/10.2991/itmr.2014.4.3.3
DO  - 10.2991/itmr.2014.4.3.3
ID  - Khalili2014
ER  -