How to Address Cultural Variety in Global Marketing Campaigns?

Abstract

The strategic focus of international firms should be aligned with Business Ethics principles. The consequences of not considering the ethical criteria, cultural diversity and globalisation process could lead to the failure and bad reputation that has an effect on company operations. It is especially seen in marketing and customer engagement practices due to direct contact with consumers. What is Marketing Ethics and how to speak with the consumer in the international environment? Developing the new language of communication firms address messages to an abstract consumer who has no characteristics but could be extremely sensitive to the content. There are no guidelines on how to speak, joke and use the language. One of the factors influencing multinational firms today in order to be consistent in decision-making is the globalization process, modern economy and national interdependence that forces to act and think ethically. The way international business is developing has a huge impact on business and marketing strategies of firms. Subsequently, the content of marketing campaigns should satisfy the cultural variety and be seen as ethical in the global context. The complexity of the development of global marketing campaigns is especially seen when campaigns have an ideological message and even simple product advertising could be the subject for ethical consideration. When a firm addresses an idea to the international audience it should consider all ambiguous interpretations that could arise.