Making marketing matter: Taking context into account

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer, who adds their own impartial comments and places the articles in context.

Findings

The opportunity to compete within new markets is one of the most important consequences of globalization and technological development. But any venture into previously unknown territory poses challenges too, and companies will only succeed if they possess a thorough knowledge and understanding of the alien environment in question. Geographical borders might have vanished but their cultural equivalents undoubtedly remain. An oft‐quoted line of poetry claims that ignorance is bliss. Not always. Indeed, on many occasions the consequences of being unaware will be far from blissful. No doubt those marketers who have unsuccessfully targeted new business horizons will testify to that. And why have they failed? Quite often ignorance will be to blame. Ignorance of important cultural differences between their own market and the one they hope to penetrate. What typically happens is that marketers mistakenly presume that something that produces desired results at home will also be effective within a different cultural setting.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2011), "Making marketing matter: Taking context into account", Strategic Direction, Vol. 27 No. 5, pp. 5-8. https://doi.org/10.1108/02580541111125734