1Ph. D Student, Capital University of Economics and Business, Beijing-China. s.mabika@yahoo.com, sosthina@google.com
2Ph. D Student, Capital University of Economics and Business, Beijing-China. rfolega@yahoo.fr
Online published on 5 December, 2018.
We cannot expect that a simple marketing message works well in several territories, because of cultural and ethical differences. You must be ready to make the necessary adjustments when you try to enter in the international markets. Not doing adjustments on different products or services could affect negatively the profit of the company.
The objective of this paper is to review the main ideas developed around the cultural influence. It is based on the analysis of articles published between 1973 and 2017 in online journals. We discuss the national culture influence on international marketing, consumer behavior and corporate strategy.
We found that most of the third culture studies focused on the cultural dimensions, its impacts on the management and organizational behavior.
Consumer Behavior, Culture, International Marketing, Literature Review, Strategy,
