Culture Influence on Entry Modes in International Marketing Strategy

International marketing
strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Critical evaluation of the theoretical aspects of cross-cultural analysis and market entry....1
Application of theoretical understanding to the business problems.......................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4
APPENDIX......................................................................................................................................5

INTRODUCTION
The international marketing is the process of adjusting various marketing
strategies of the company. That are adopted by company in other countries. Culture is
refers as the set of learned behaviour and beliefs which are characterized by society
and peoples group. The present report is based on Marks and Spencer which is British
multinational retailer company. The report will present article which is culture influence
on entry mode choice in international organisation that is Marks and Spence. The aim of
this report to evaluate strength and weakness of entry modes and methodological
approach.
MAIN BODY
Critical evaluation of the theoretical aspects of cross-cultural analysis and market entry
The article Cultural influences on entry mode choice in international business,
(2016) focus on different entry mode choices by analysing data which is joint venture.
The culture of country is highly influenced different entry in Marks and Spencer.
According to the article “Cultural influences on entry mode choice in international
business, (2016).”The entry mode will be decide by company and decision making
process Cultural influences on entry mode choice in international business, (2016). The
cultural differences are increasingly affect the business performance. As per the view of
Beugelsdijk & et.al., (2018), discuss the influence of cultural factors on the entry mode
decisions in context of entering in the other market. As per the view of Samaha, Beck &
Palmatier, (2014), international relationship is effectively increasing critical for the
business and its performance.
strength and weakness of article Cultural influences on entry mode choice in
international business, (2016)
The strength of this article is to summarized the different ways of entry modes in
other country. Other hand, this article is specifically shows the best entry modes as per
country like Japan used for entry mode which is joint venture Liu, (2017). The
advantage of joint venture which is help to business grow faster, increase productivity
and greater profits. The main weakness of different culture and management style the
result of joint venture is poor integration and co-operation D’Souza & et.al., (2019),
1