International Marketing Report: Amazon, CSR, and Cultural Influence

This report delves into the realm of international marketing, examining the strategies of a leading international brand, Amazon, and its approach to corporate responsibility. The report analyzes Amazon's goals, including its commitment to net-zero carbon emissions and renewable energy, and evaluates how these initiatives align with its brand values, such as customer satisfaction and high standards. Furthermore, the report explores the importance of cultural norms in international markets, emphasizing the need for firms to adapt their strategies to local customs and traditions. It uses examples such as Marks and Spencer to illustrate how cultural diversity impacts marketing. The report also discusses the extent to which international firms can influence the cultural dynamics of an overseas market. The analysis is supported by cited sources in Chicago 12th B format, providing a comprehensive overview of international marketing principles and practices.

International Marketing

Contents
Question 2..................................................................................................................................................3
Question 3..................................................................................................................................................4
REFERENCES..........................................................................................................................................5

Question 2
Identify and evaluate a leading international brand and its goals related to corporate
responsibility. Also, take into account the values of the brand. Do these goals and values support
the brand’s leadership status?
Amazon is a one of the leading international brands that is focused on e-commerce,
digital streaming, cloud computing as well as artificial intelligence. The company was founded
by Jeff Bezos in the year 1994. The company aims to be the most customer-centric company in
the world and it aims to provide the customers with the best experience (Bădărău, Elena, and
Valeriu Gureu). Corporate responsibility can be defined as the activities that a company
undertakes in order to stay competitive in the market and also give back to the society. The
company has also certain goals that are corporate responsibility such as currently Amazon has a
goal that it wants to ensure that 50% of all its shipments reach net zero carbon by the year 2030.
The company also has a corporate social responsibility program wherein it is focused on
adopting 100% renewable energy program by 2025 as well as implementing frustration free
packaging programs (Amazon Corporate Social Responsibility (CSR) and Sustainability, 2021).
These promote low waste, easy to open as well as completely recyclable packaging materials.
Practicing corporate social responsibility has helped the company in attracting a greater number
of customers as well as gaining a competitive advantage in the market.
On the other hand, the values of the brand include customer satisfaction, hiring the best,
thinking big, maintaining the highest standards as well as learn and be curious. It can be said that
these goals and values support its leadership status to a great extent. This is because over the last
few years, the company has been able to enhance its performance as well as productivity. Also,
Amazon practices corporate social responsibility due to which it is able to give back to the
society. The leaders within the company encourage the team members to participate in the
different CSR activities (Sfetcu, Nicolae. Solaris) . This is not only beneficial for the society, but
also the company as it is able to attract a greater number of customers in the future. Another
reasons why these goals support the company’s leadership status is that the company promotes
environment friendly packaging so that there is no harm caused to the environment. Thus, it can
be said that the company has been adopting as well as implementing corporate responsibility into
its system.

Question 3
An international firm must observe prescriptive cultural norms in the market while approaching
an overseas market. Is the firm able at all to influence the cultural dynamic of the overseas
market? Explain with the help of suitable examples.
While approaching an overseas market, it is important for an international organization to
observe the cultural norms in the market. Cultural norms are referred to the shared, values,
beliefs and customs that influence the behaviors as well as practices of the people. These norms
differ from country to country and can impact the business operations of the firm within the
international as well as global market. Any international firm that decides to approach an
overseas market must take into account the different cultural norms within the market in order to
be successful as well as attract a greater number of customers (Ţâu, Nicolae, and Ibrahim-
Mustafa-Mohammedelkhatim Sharfeldin). For example, Marks and spencer, which is an
international firm, decides to approach an overseas market, such as Venice, it will have to take
into account and analyze the cultural aspects. This is because the cultural norms in Venice can be
different from the markets that the company is currently operating in. Culture plays an important
role and can impact international marketing of a firm to a great extent. The marketers of Marks
and spencer or any other international firm such as Amazon, will have to study about the culture
of the market. this helps in developing effective international marketing strategies.
Cultural diversity impacts marketing and marketing at all tiers, from patron behavior,
assumptions approximately how advertising works, to advertising techniques, marketing
standards and implementations. The values of a state are usually the cultural detail maximum
mentioned in advertising (Zasmenco, Ecaterina). Culture has a super effect on advertising
techniques. Vendor cannot forget about to analyze the importance of nearby tradition before
marketing or selling the product in the market. Consumers may be attracted simplest whilst
product will match higher consistent with their customs, traditions, norms and cultural
requirements. Therefore, it can be said that culture can have a great impact on the international
marketing of the firm.

REFERENCES
Books & Journals
Bădărău, Elena, and Valeriu Gureu. "Comerțul electronic in epoca proceselor de globalizare." In
Strategia Securității Uniunii Europene în contextul Metamorfozelor Relațiilor
Internaționale, vol. 1, pp. 206-212. 2021.
Sfetcu, Nicolae. Solaris (Andrei Tarkovsky): Umanitatea dezumanizată. MultiMedia Publishing,
2021.
Ţâu, Nicolae, and Ibrahim-Mustafa-Mohammedelkhatim Sharfeldin. "Abordarea teoretică a
mediului internațional de afaceri." Administrarea Publică 109, no. 1 (2021): 113-126.
Zasmenco, Ecaterina. "Institutional Repository-an important element in achieving open access to
knowledge." (2020).
Online
Amazon Corporate Social Responsibility (CSR) and Sustainability. 2021. [Online]. Available
through:< https://www.thomasnet.com/articles/other/amazon-csr-sustainability/>.