There have been several approaches to the definiti
Marketing Exam
Q Question 2 (10 points)
In the context of planned and unplanned cultural change, discuss the methods used by marketers to overcome resistance to change in an international marketing scenario.
Two options are there with marketers when innovation is introduced to a culture. These are (1) they may pause for alterations to take place or change can be spurred by them. Hopeful waiting is needed by the former for eventual cultural alterations proving value innovations of theirs to the culture and (2) the latter consists of introduction of a product or an idea and setting the manner in which resistance can be combatted in a deliberate manner and to create change by which the acceptance rate is accelerated. Cultural congruence strategy accomplishes highly competitive and successful marketing.
