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Yvett Ater Beltran

1998 Research

Abstract: The Effects of Cultural Values on Advertising Strategies

Mentor: Dr. Peter Raven, Business

As businesses increasingly establish international and global markets, managers need improved international marketing skills. Also, considering other cultures' values is of great importance, since culture greatly influences business, and especially international business. The purpose of this study is to examine how cultural values influence the way consumers from Malaysia and Sweden perceive advertising. Planning an advertising strategy for one's own country is a difficult task, and planning advertising strategies for a different country requires not only marketing skills but knowledge of that culture. In this paper Hofstede's four dimensions are used to analyze Malaysia and Sweden's cultural values and to plan an advertising strategy of these two countries.

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