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Investigating the Impact of Cultural Factors on International Marketing Strategies
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Elnaz Eshraghi *   |
| MSc Student in Business Management-Marketing, University of Tabriz, Aras International Campus, Tabriz, Iran |
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Abstract: (63 Views) |
| Cultural factors exert a fundamental and critical influence on the design and implementation of international marketing strategies, as culture shapes the cognitive framework of consumers across different societies. These factors determine which types of messages prove effective, which colors or symbols are perceived positively or negatively, and even how individual preferences regarding product attributes—such as packaging size or after-sales services—are formed. Consequently, companies must shift their strategies from a uniform global approach (standardization) toward precise localization to ensure that their marketing mix (product, price, place, and promotion) aligns with the cultural values, beliefs, and norms of the target market and establishes meaningful communication with the consumer. The aim of the present study is to investigate the impact of cultural factors on international marketing strategies. This research is applied-theoretical in purpose and descriptive-analytical in method. The required data and information were collected through a library-based approach. In this study, the fuzzy DANP (DEMATEL-based Analytic Network Process) model was employed. This model, with its analytical and network-based approach, is capable of accurately modeling and analyzing the complex and non-linear relationships between various cultural dimensions (e.g., individualism, power distance, etc.) and marketing strategy components (e.g., product, price, promotion, and place) in an environment characterized by uncertainty and ambiguity. The findings of this research assist organizations in formulating more effective strategies better adapted to international markets through a deeper understanding of how culture influences marketing decisions. |
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| Keywords: Cultural Factors, International Marketing Strategies, Fuzzy DANP Model. |
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Full-Text [PDF 1589 kb]
(17 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2026/06/19 | Accepted: 2026/02/19 | Published: 2026/02/19
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