Marketing across Cultures

This document discusses the concept of marketing across cultures and its importance in the global business environment. It explores three key traditional Cross Cultural Analysis (CCA) techniques - Hofstede, Hall and Hall, and Trompenaars Cultural Dimensions Model. The document compares and contrasts these techniques and provides recommendations for further improvement.

Marketing across
Cultures

Table of Contents
INTRODUCTION...........................................................................................................................1
PROJECT CW1 ..............................................................................................................................1
TASK 1............................................................................................................................................1
1. Key perspectives of three key traditional CCA techniques....................................................1
2. Compare and contrast these key perspectives.........................................................................5
3. Recommendation and Conclusion ..........................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing across various culture means trading and delivering the product or service into
different countries with the help of several marketing channel like international merchandising,
emerging market and so on. However, in this increasingly global world, it facilitates organisation
to trade and exchange commodity or services at international level without any barriers
(Tuzlukova and Hall, 2017). Due to which, it helps them to enlarge their market share and
productivity in an effective manner. IN regard of this project, Wego has been considered which
is a reputed brand within Japan fashion retail industry with over 150 stores in Japan . In this
study, it includes identification of different CCA techniques as well as evaluating the same, make
comparison between CCA techniques and finally suggest appropriate recommendation for
further improvement.
PROJECT CW1
TASK 1
1. Key perspectives of three key traditional CCA techniques
The concept of marketing is wholly supported by culture because consumers can be
attracted only when a particular product is able to match with their customs, traditions, norms,
and cultural requirements. Therefore, it has been signified that the culture factor plays a
signifiant role in an organisation growth and development in an innovative and impressive
manner. Moreover, in today's marketplace the term globalisation is being very familiar as it assist
organisation to trade across nation without nay sort of barriers and difficulties. Due to
introduction of such effective concept, companies are able to improve their overall performance
and also aid them to enhance its profitability ratio (Afaneh and et.al., 2014). However, to
determine and analyse the human behaviour as well as market trend, Cross Cultural Analysis
contains a huge role as it help company to generate a long lasting relationship with consumers in
a better way. Hence, cross cultural analysis is a statistical cross cultural comparisons which can
be used to identify or discover traits which is shared between cultures and generate ideas about
regarding cultural universals. However, there are various kinds of CCA techniques which
empower establishment to analyse to determine and analyse the consumer buying behaviour
effectively. Therefore, Wego takes an initiative in implying different techniques or models into
its business function and is explained below:

Hofstede
This model is introduced by Dr. Greet Hofstede in the year of 1970 in order to understand
different culture standards at global pace. It contains six dimensions which are as follows:
Power Distance Index: This component relate with those culture aspect in which accept
and reinforce the fact that the power is being distributed in an unequal manner. For example,
China and Saudi Arabia are viewed as a high power distance index. However, Wego's are
considered in high power distance culture as its manpower are aware about all current market
trend or demand which help them to cope with all all sort of challenges in a effective way.
Moreover, each personnel are assigned with roles and responsibilities sin equal manner that lead
them to maximise profit in a improved way.
Individualism Verses Collectivism: This phase of dimension is mainly focussed on to
identify whether an individual have a privilege for being left alone to look after themselves or
desire to continue with a pool of members or groups. For example, USA is regarded as most
individualistic country in the world. Thus, Wego relate with collectivism culture as they take an
effort to imply collective participation or action from personnel which enable them to promote
their marketing function in an innovative manner (Choi and et.al., 2018).
Masculinity Verses Femininity: This degree is link with emotional role in terms of
distributing responsibilities between genders i.e. male and female and it is regraded as one of the
prime issue within community. For example, Japan is considered as very masculine country
while Norway and Sweden are regraded to be highly feminine. However, Wego makes an
attempt in identifying every personnel potentiality irrespective of gender and based on their
ability or skill manager place them in required position. Due to which, it empower Wego to
maintain their diverse working culture in a better way.
Uncertainty Avoidance Index: This determinant of culture signifies the ability or mindset
of a manpower in terms of accepting and facing future uncertainties without nay stress or
anxiety. For example, South American countries such as Chile, Peru and Argentina are highly
uncertainty avoiding countries. In relation to Wego, it maintain structured policies and system
due to which personnel are less worried about the challenges and job security. Moreover, such
action enable company to adopt any cultural differences and also can improve their overall
marketing performance (Dahunsi and et.al.,2017).

Long verses short term orientation:This aspect is relate with contribution and attitude of
organisation while dealing with current and future challenges . For example, Asian countries like
China and Japan are known for long term orientation while Morocco is a short term oriented
country. Therefore, Wego are regarded under short term orientation as they mainly centred over
personal steadiness respecting culture and recognising the effort of employee. In such
environment, Wego can imply any type of marketing strategies in order to gain competitive
advantage.
Indulgence verses restraint: This dimensions comprises those societies who can execute
proper control over their impulses and desires. In relation to Wego, it's working environment
makes an effort to adopt restraint nature by monitoring and governing all social norms or values
of UAE that lead company to place their brand in a competitive position.
Hall and Hall
This concept is constituted by Edward T. Hall who was an anthropologist. It's model
mainly demonstrates the understanding of culture and intercultural communication across the
globe.
Context: This phase is classified into high and low which is wholly grounded on
transferring the idea for accomplishing desired objection in an improved way. IN terms of high
context, countries like Latin America, Asia, Africa gives more preference for physical context of
messages. In this, people tries to avoid make direct conversation which impose confusions,
disputes, misunderstanding among manpower as they give importance towards body language
rather than actual words spoken. Whereas in low context United States and Northern European
countries personnel tend to be more explicit nature as they give importance in rendering
increased level of satisfaction. Hence, such principle avoids the occurrence of misunderstanding
and ambiguities within working culture (Hogan and Coote, 2014).
Space: It is also refer as proxemics which comprises space and distance between
workforce during their interaction process or activity. For example, according to US standing too
close to someone is link with 'safe' physical distance in terms of consciously or unconsciously.
This is because standing distances varies across the cultures. While in Latin, Filipinos personnel
feel comfortable in standing close with each other even in business activities. Therefore, Wego
must be considering the culture norms, values and beliefs while expanding its market division to
UAE in order to gain competitive advantage.

Time: Its is categorised into into i.e. polyphronic and monochronic. Hence, in relation to
polychronic culture which signifies that people perform multi task at the same time while in
monochronic, manpower desires to carry a particular work at a time. Hence, countries which
involves in polychronic are Latin America, Middle East while countries related to monochronic
are Northern Europe and Northern America. Therefore, in relation to Wego, it must acquire such
personnel who are able to perform several task at a time that may lead to gain productivity in
UAE.
Trompenaars Cultural Dimensions Model
This concept has been published by Fons Trompenaars and Charles Hampden Turner in
1993. This model is grounded over the aspect of differentiating the cultures based on their taste
and preferences which are as follows:
Universalism vs. particularism: This dimensions mainly focusses on determining to the
culture of nation regarding giving preference to rules or relationship. Thus, Wego make an
attempt in adopting particularism element which help them to give more importance to building
relationship than imposing strict rules (Ikpeze, 2015).
Individualism vs. communitarianism: Under this, it signfies the mindset of people in
perform task individually or in a team. However, for enhancing the market growth in UAE
industry, Wego implies communitarianism which aid them to encourage its personnel to share
and respect each other ideas regarding marketing development (Trompenaars Cultural
Dimensions – The 7 Dimensions of Culture, 2018).
Specific vs. diffuse: It is relate with the aspect in which it states that individual mentality
in separating personal and professional life. Hence, for placing the clothing brand in UAE
market effectively, Wego applies diffusive culture as it involves those people who see their
personal and professional life as interconnected and it help them to give better outcome.
Neutral vs. affective: This component is relate with dealing with manpower or society's
emotion state. Thus, Wego applies affective culture in its workplace which help them to generate
healthy relationship with UAE consumers and facilitating them to provide their views or opinion
regarding the brand.
Achievement vs. ascription: IN this, it demonstrates the concept of proving the
performance in order to acquiring status and vice versa. Thus, Wego implies achievement culture

as it centring over the aspect of rewarding a personnel based on their knowledge and skill which
lead them to accomplish their objective in UAE market.
Sequential time vs. synchronous time: It is relate with accomplishing multi task at a time
or fulfilling the one work at a time. Therefore, Wego takes an initiative in adopting synchronous
time culture which help them to bring flexible nature among workforce and it benefit them in
acquiring best position in UAE marketplace.
Internal direction vs. external direction: It is relate with those aspect which signifies that
is manpower are control the environment or they are controlled by it. Thus, Wego implies
external direction which empower them to achieve tehir goal rather than winning. Due to such
action they can build strong relationship between customer and society (Nathan, 2015).
2. Compare and contrast these key perspectives
As from the above discussed Cross Cultural Techniques, each of them contains unique set
of roles and responsibilities which make them differ form each other. However, some of the
comparison between Hofstede and Hall and Hall cultural model and Trompenaars Cultural
Dimensions Model are as follows:
In the views of John. W. Goodell, 2014, Hofstede cultural dimension, it is published by
Dr. Greet Hofstede in which he takes an initiative in identifying the effect of cultural differences
over human behaviour in order to accomplish the desired objective in a effective way (National
cultural dimensions in finance and accounting scholarship: An important gap in the literatures?,
2014). While Sunil Venaik, 2016, signifies that Hall and Hall culture model signifies analysing
the impact of culture, this model is defined as a collective programming of the mind that
distinguishes personnel or people. Moreover, On the other hand, Richard Fellows, 2015, states
that with the help of power distance index, company can determine whether a particular
country's people are getting treated unequally or not for placing the brand in a competitive
position. Whereas John Brewer, 2013, signifies that Hall and Hall approach, which is
published by Edward T. Hall mainly highlights the idea over cultures tendency or preference in
terms of utilising high context messages over low context information into their daily routine of
communication. On the other hand, Paul Brewer, 2016, says that Hofstede approach aid
company to evaluate the stress level within UAE society regarding unknown future (An
exploratory study of understanding project risk management from the perspective of national

culture, 2015). Furthermore, it also help an organisation to analyse the strategy regarding
building long lasting relationship and also to respect other nation's culture through evaluating
long vs short term orientation. While Joo- Suk Lee, 2015 agrees that Hall and Hall approach
highlight the fact of utilising the time duration in relation of completing a specified task for
obtaining maximum profit (Measuring the benefits of the Intangible Cultural Heritage Hall in
Jeonju Korea: Results of a Contingent Valuation Survey, 2015). Furthermore Michael Jeive,
2016, signifies that with the implication of Hofstede model, firm will be able to examine the
difference between individualism and collectivism attitude among community for accomplishing
the defined objective in an amended way. While as per Kristin A, 2017, Hall and Hall culture
model states that some country people can execute different task at a time on the contrary others
can only carry on single work at a time In addition to this, B. Alansari, 2016, believes that
Hofstede approach assist Wego to determine the mindset of other country's industry or demand
in terms of providing equal opportunities to both gender i.e. male and female. Due to this,
company can easily gain competitive advantage in an innovative manner (Gender differences in
Hofstede's cultural dimensions among a Kuwaiti sample, 2016). On the other hand, Maria
Teresa, 2015, Hall and Hall model can help them to examine working technique of UAE
personnel and based on that firm can implement best decision so that they attain sustainable
growth and enhancement in an improved way (The effect of social, cultural, and economic
factors on entrepreneurship, 2015).
Additionally, Sean Valentine, 2014, signifies that Hall and Hall model identifies the
factor of space in which it reflect the idea that some kind of manpower requires more space in
every areas so whoever enters into that space are seen as a threat. For example, Japanese requires
less space while UAE need more and wider space to carry out their work. Therefore, this
approach empower Wego to analyse the impact of culture, values, ethics, beliefs of UAE
community and also motive them to make best decision making in order to obtain sustainable
growth and development. While George Darline, 2013, says that Hofstede use different and
unique terms to describe and highlights the similar content of community's attitude towards
particular products or services for obtaining profit maximisation in an trenchant manner. Along
with this, it mainly emphasise to evaluate how culture impact the lifestyle and living standard of
people or community.

Henceforth, from the discussed different scholars views, it has been summarised that the
main difference among these two models are that Hofstede is comprehensive and fundamental on
the other hand Halls main contribution was to discover the relationship between context and
time. With the proper analysis of each approaches help Wego to expand its new clothing hub into
UAE market in a prescribed time period in an amended way.
3. Recommendation and Conclusion
As above discussed various kinds of cross cultural analysis, some recommendation has
been identified for Wego in terms of expanding their business in UAE marketplace. Some of
them are as follows:
 Wego need to analyse UAE culture before entering into the market with new product and
also comply with all government rules and regulations which help them to attain
sustainable profitability as well as can improve the brand image among competitors.
 In terms of UAE, it is regarded as those nation where rules are highly strict. Therefore
Wego should make an attempt in examining the UAE culture and produce the product
without harming society's culture, norms, values, beliefs. Due to such action, Wego can
easily enhance it market share or size in an improved way in a desired time duration.
From the preceding explained, it has been summarised that different types of Cross
cultural analysis, company can able to determine the examine the market trend and customer
preference. Moreover, it also help them to implement take corrective course of action in a
stipulated of time with innovative and productive style.

REFERENCES
Books and Journals
Afaneh, J. A and et.al., 2014. Impact of cultural dimensions according to Hofstede model on
organizational commitment of the middle management at Jordanian private universities.
European Journal of Business and Social Sciences. 3(9). pp.129-146.
Choi, Y. K and et.al., 2018. Matching luxury brand appeals with attitude functions on social
media across cultures. Journal of Business Research.
Dahunsi, S. O. A and et.al.,2017. Aligning Technology, Policy and Culture to Enhance Nuclear
Security: A Comparative Analysis of Nigeria and the US. International Journal of
Nuclear Security. 3(1). p.7.
Hogan, S. J. and Coote, L. V., 2014. Organizational culture, innovation, and performance: A test
of Schein's model. Journal of Business Research. 67(8). pp.1609-1621.
Ikpeze, C. H., 2015. Teaching across cultures: Building pedagogical relationships in diverse
contexts. Springer.
Nathan, G., 2015. A non-essentialist model of culture: Implications of identity, agency and
structure within multinational/multicultural organizations. International Journal of Cross
Cultural Management. 15(1). pp.101-124.
Tuzlukova, V. and Hall, A., 2017. A virtual professional development model: Bringing
innovation to language teaching practice. Journal of Teaching English for Specific and
Academic Purposes. 4(3). pp.603-614.
Van Hoorn, A., 2015. Individualist–collectivist culture and trust radius: A multilevel approach.
Journal of Cross-Cultural Psychology. 46(2). pp.269-276.
Online
An exploratory study of understanding project risk management from the perspective of national
culture, 2015.[Online]. Available Through:
<https://www.sciencedirect.com/science/article/abs/pii/S026378631400132X>
Gender differences in Hofstede's cultural dimensions among a Kuwaiti sample, 2016.[Online].
Available Through:
<https://www.sciencedirect.com/science/article/pii/S0924933816018575>
National cultural dimensions in finance and accounting scholarship: An important gap in the
literatures?, 2014.[Online]. Available Through:
<https://www.sciencedirect.com/science/article/abs/pii/S2214635013000038>
The effect of social, cultural, and economic factors on entrepreneurship, 2015. [Online].
Available Through:
<https://www.sciencedirect.com/science/article/abs/pii/S0148296315000545>
Trompenaars Cultural Dimensions – The 7 Dimensions of Culture, 2018.[Online]. Available
Through: <https://expertprogrammanagement.com/2017/10/trompenaars-cultural-
dimensions/>

INTRODUCTION...........................................................................................................................2
PROJECT CW 2..............................................................................................................................2
TASK 2............................................................................................................................................2
Social and cultural factors which influence consumer behaviour..........................................3
International marketing strategies..........................................................................................4
CONCLUSION................................................................................................................................7
REFERNCES...................................................................................................................................8

INTRODUCTION
In national and international level, marketing plays a significant role as it help them to
promote their brand also to build long lasting relationship. Hence, consumer behaviour is also an
important element which highlights the attitude of customers towards specified product
(Bachkirov, 2019). However, this task is also considering Wego, who are going to expand their
business in UAE market which is totally different from Japan culture. Therefore to understand
the same, this study covers cross cultural analysis, impact of social and cultural factor on
consumer behaviour and finally examining various international market entry strategies.
PROJECT CW 2
TASK 2
Cross cultural analysis
This tool is regarded as one of the powerful determinant as it assist Wego to analyse the
human behaviour as well as market competition which lead firm to implement best strategic
decision. However, Hofstede model has been recommended for Wego’s procedure in acheing
desired goal. This clearly states the impact of culture over individual’s personality and buying
patterns which is given below:
Power distance Index: In this, Wego treat every society or culture in an equal manner by
producing highly quality of commodity for all section i.e. male, female, children and etc. etc.
This is because, it benefit firm to improve its overall sales performance For example, UAE
contains strcy regulation regarding dresses therefore by applying high power distance index
assist firm to satisfy consumers in a better way (Choi and et.al., 2018).
Individualism and Collectivism: Under this, Wego implies collectivism approach in
which it empower them to managing business operation in a very structured or organised manner
and also participating personnel in business activities which improves its value.
Uncertainty avoidance: In this, Wego evaluates the mindset of UAE community towards
specific challenge or threat. However, UAE population are considered are most adaptive nature
so it benefit Wego to enhance its productivity ratio.
Masculinity and feminity: In this, UAE is a country where male are dominant over
female which impose huge difficulty for Wego. Therefore, by considering the fact, norms, and
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values Wego makes an effort to render enormous growth opportunities and also educate
community regarding the importance of equality within marketing environment.
Short & Long time orientation: Under this, Wego applies short term orientation in
which each manpower gives more importance principles, consistency, truth. Thus, Wego can
capture the UAE market in a prescribed time duration in an innovative and creative way.
Social and cultural factors which influence consumer behaviour
In the field of marketing, consumers are regarded as one of the integral backbone or
foundation which lead an establishment to acquire increased level of profit margin as well as
help them to place their product or service in a competitor position. However, consumer
behaviour plays a significant role as it aid enterprise to provide amended level of customer
satisfaction that benefit them in enhancing their overall productivity level among existing
marketplace. Additionally, consumer behaviour is related to those field of study where it
emphasize over demand and requirements of consumers and also initiation of firm to fulfil the
same in a better way (Cruz García, 2018). Therefore, in relation to Wego as it desires to expand
new clothing outlet in UAE where the primal factor which affect them is culture of consumer
behaviour. However, the understanding and analyses of buyer’s behaviour is viewed as an
essential elements which help them to make best strategic decision in regard of enriching profit
ratio. Moreover, focussing of consumer attitude enable Wego to examine customer’s taste and
preference and also market trend or demand. Moreover, it assist Wego to take corrective course
of action in order to obtain high brand value. In addition to this, there are various factors which
directly influence consumer decision making such as psychological, personal, social factors and
many more which reflects in company’s potentiality in achieving their targeted population.
However, social and culture factors are encompasses of beliefs, values, norms, attitude,
behaviour which jointly enable an organisation to reach till their objective in an effective and
productive style. Hence, some of the social and cultural factors which Wego implies in the
process of establishing market into UAE business for placing the brand in a competitive style.
Some of them are as follows:
Product: Under this element, it is related with the quality of product with an aim of creating
positive response within targeted consumers. However, Wego makes an attempt to deliver its
new fashionable and trendy clothes into UAE market by maintaining high or best quality and
also considering community culture or norms. Due to which, Wego can enlarge its market share
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effectively in UAE and also can enrich firm’s brand image without any difficulties in a stipulated
period of time.
Price: This aspect is concern with the cost or expense which impose over a specified
product by ascertaining the living standard and society’s income level. Henceforth, Wego takes
an initiative to analysing the demographic factors that help them in ascertaining the price for new
product i.e. Fashionable and trendy clothing outlet. Thus, it has been analysed that UAE
population are more concern over quality rather than price. Due to which Wego adopts premium
pricing method in which firm offers commodity in high price that lead them to expand its
economy of scale and profit margin in a stipulated period of time (Francioni, 2014).
Place: It is link with those determinant in which an establishment makes an attempt in
determine the best and convenient location for consumers. Therefore, Wego place its new
clothing retail outlet in centre location of UAE city which help enterprise to capture the attention
of large number of population towards the brand. With the help of this, Wego can enhance its
proficiency ratio as well as can gain competitive advantage in an innovative and improved
manner.
Promotion: This factor is relate with promoting the particular product or service by using
different promotional tactics with an intent of obtaining competaitiory position in a competing
industry. Thus, in relation to Wego, it makes an effort to make use of available promotional
techniques like advertising over newspaper, magazines, social media marketing, billboard,
product campaign, sales promotion and so on. This is because Wego, can reach to its targeted
population and also can render maximum level of profit in an impressive and productive style.
Along with this, it also assist Wego to offer its product in a such a manner without harming
society’s beliefs, norms, culture (Mathur and et.al., 2018).
However, by considering these social and cultural factor enable Wego to achieve high
growth and proficiency within UAE marketplace and also can enlarge its brand image among
competitors.
TASK 3
International marketing strategies
It is an ability to tap into the market effectively at global level both foreign as well as
domestic market. It may be essential aspect for the Wego's overall growth strategy. It is
important, however, to understand that not every market will respond the same way to the same
4

strategy. The Wego Company wants to expand their business activities and decide to open new
store in the Dubai. The company provides modern fashion clothes for men and women. They are
providing several options to customers who like to wear traditional and casual brands such as
Kappa and Disney. It became extremely popular among the youth people. There are defined
different types of international marketing strategies that apply by the Wego to enter into Dubai
market and analysis the condition. These strategies are defined below:
 Direct Exporting: Most of the organisation apply the particular strategy to expand
business at one market. In this strategy directly selling the product to other countries
people. It is a good way to analysis the response of the people regarding to their products.
Different types of companies once establish program after that the sales agent or
distributors to represent them in the market (Moser, 2015). These agents and distributors
closely analysis the response of the customer according to that representing the interest.
The Wego apply the particular strategy in order to circulate activities to selected agents
and distributors to handled in much the same way to hire a key staff person.
 Joint Venture: It is another marketing strategies that helps to company to enter into the
market. Joint venture is type of partnership that consist of creation of a third
independently managed company. It is the 1+1=3 process. In this strategies two
companies are agree to work together in target market and selling out the products on
geographic basis and develop third company to undertake this. Both companies are share
profit and risks shared equally. Wego applied the particular strategy and offer partnership
to same sector company who know about the particular market. After that both
companies create third company that selling out the products of the Wego company and
share the profitability equally.
5

 Licensing: It is sophisticated arrangement where a firm transfer the rights to another
companies to use their products & services and sell out in the market with their name. It
is useful strategy where the purchaser purchase licence from another company in the
broad market to tap into the market at international level. License can be for marketing or
production licensing. The Wego company apply the particular strategy in order to enter
into Dubai market. There are purchasing licensing from Government to enter into the
market to conduct business activities at international level.
 Franchising: It is a typical North American process that helps to organisations to fastly
spread out the business activities into new market but it is attaining traction in other parts
of the world. Franchising mainly selected by the business when open same business chain
into other country that can be easily transferred into target market. To apply the franchise
model required to two caveats. Fir this required to business model is different from
another business mean unique and have strong brand recognition that can be used on
international level. Secondly, develop future competition in franchise. Wego company
apply the particular market strategies for this required to that business have not any other
company and it will be different (Rahulan and et.al.,2015).
 Patenting: It is most important factor that mainly selected by the most of the companies
to enter into international market. Partnering is almost a necessity to tap into international
market and some part of the world, it may be required. This strategy has been categorised
into different types of assortment of forms from a simple co marketing arrangement to a
sophisticated strategic alliances for production. It is most of the useful strategy in those
markets where people focus on the culture in both manner social and business. It is
substantively different from the own partners carry out local market knowledge, contact
and id selected wisely. The wego company apply the particular strategy and become
partner with another company to sell out their products (Samaha, Beck and Palmatier,
2014).
After analysis the different types of internation marketing strategies to enter into the
market. There are selecting strategy joint venture which a type of partnership. In this strategy one
and another company create third company to conduct business activities into new market. The
analysis of the strategies based on the level of involvement, risk and control. The company
assure about the different level of market involvement, investment and control over marketing
6

operations in the target market. The selected strategy helpful to fulfil the requirement of
company and supports to meet the set objectives of Wego organisation. There are defined the
different benefits of the particular strategies such as:
 Access to new markets and distribution network: When the company tap into the joint
venture so open vast market that impact on the growth and development. Such as if a
Wego enter into joint venture with Dubai company then the get advantage of easily
analysis the Dubai market and taste of people regarding to cloths.
 Low cost of production: When two companies are agreed with the agreement that set
joint motive is to offer the products at a suitable price at the target market. As a result
cost of production can be reduced and manage the cost of services (Shrivastava, 2019).
 Access to technology: It is a attractive purpose for all the organisation and helps to tap
into a joint venture. Through digital technology one organization create superior quality
of the products, saves a lot of time, energy and resources. Without large investment
required to develop technology in which already existence.
As per the all the analysis it is understanding that Wego company easily enter into Dubai
market due to provide clothing in brands and based on the cultural that attract to people to arrive
their store. So it is good strategy to tap into the Dubai market.
CONCLUSION
It has been summarised that analysing consumer behaviour pattern help an establishments to
obtain impressive level of growth and enhancement within competing marketplace. Moreover,
international entry market strategies help organisation to expand their market divisions in
different places that enrich their volume of sales and profit margin ratio.
7

REFERNCES
Books and journals
Bachkirov, A. A., 2019. Towards a better understanding of organizational buying behavior
across cultures: empirical evidence from the Arabian Gulf. Journal of Business &
Industrial Marketing.
Choi, Y. K and et.al., 2018. Matching luxury brand appeals with attitude functions on social
media across cultures. Journal of Business Research.
Cruz García, L., 2018. Advertising across cultures, where translation is nothing... or
everything. Journal of Specialised Translation.
Francioni, B., 2014. International market selection, entry mode decisions and psychic distance
for SMEs. International Journal of Strategic Change Management 7, 5(2). pp.93-106.
Mathur, A and et.al., 2018. Global personal spirituality: Concept, measurement, and correlates
across cultures. International journal of consumer studies. 42(6). pp.865-877.
Moser, A. K., 2015. Thinking green, buying green? Drivers of pro-environmental purchasing
behavior. Journal of Consumer Marketing. 32(3). pp.167-175.
Rahulan, M and et.al.,2015. Consumer behavior of generational cohorts for compression
sportswear. Journal of Fashion Marketing and Management. 19(1). pp.87-104.
Samaha, S. A., Beck, J. T. and Palmatier, R. W., 2014. The role of culture in international
relationship marketing. Journal of Marketing. 78(5). pp.78-98.
Shrivastava, A., 2019. Using Collaborative Project for Learning Effective Ways of Working
Harmoniously with People from Different Cultures. International Journal of Marketing
& Business Communication. 8(1).
Song, L., Swaminathan, S. and Anderson, R. E., 2015. Differences in customers’ online service
satisfaction across cultures: the role of thinking style. Journal of Marketing Channels.
22(1). pp.52-61.
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