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A cultural confluence: Approaches to...

Watson, Carol Anne.

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A cultural confluence: Approaches to embedding cultural insights and inclusion throughout the marketing process.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A cultural confluence: Approaches to embedding cultural insights and inclusion throughout the marketing process./
作者:	Watson, Carol Anne.
面頁冊數:	124 p.
附註:	Source: Masters Abstracts International, Volume: 53-06.
Contained By:	Masters Abstracts International53-06(E).
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1566787
ISBN:	9781321256611

A cultural confluence: Approaches to embedding cultural insights and inclusion throughout the marketing process.
Watson, Carol Anne.

A cultural confluence: Approaches to embedding cultural insights and inclusion throughout the marketing process. - 124 p.

Source: Masters Abstracts International, Volume: 53-06.

Thesis (M.S.)--Pepperdine University, 2014.

This item must not be sold to any third party vendors.

This study explored the culturally driven variables in the marketing process that contribute to a brand's success or minimize cultural missteps. The primary research question was: How are consumer brand organizations building capabilities and organizing to embed cultural inclusion and insights throughout the marketing communications process? Twenty senior-level marketing executives contributed to the mixed-methods study. Five critical variables were found to be consistent across industries: effective data collection, reporting, and integration are critical; leadership must be courageous and culturally skilled; strategic alignment around cultural inclusion throughout the enterprise and across internal and external stakeholders is necessary; culturally adaptive talent management is required; and an end-to-end focus and recalibration of the processes requires resource investments and a commitment to hardwire a refined approach. Recommendations for leveraging the variables included a greater focus on data integration, inclusive leadership development, process recalibration and development of cultural agility competencies, and knowledge sharing across industries.

ISBN: 9781321256611Subjects--Topical Terms:

1017573
Business Administration, Marketing.

A cultural confluence: Approaches to embedding cultural insights and inclusion throughout the marketing process.
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520 $a This study explored the culturally driven variables in the marketing process that contribute to a brand's success or minimize cultural missteps. The primary research question was: How are consumer brand organizations building capabilities and organizing to embed cultural inclusion and insights throughout the marketing communications process? Twenty senior-level marketing executives contributed to the mixed-methods study. Five critical variables were found to be consistent across industries: effective data collection, reporting, and integration are critical; leadership must be courageous and culturally skilled; strategic alignment around cultural inclusion throughout the enterprise and across internal and external stakeholders is necessary; culturally adaptive talent management is required; and an end-to-end focus and recalibration of the processes requires resource investments and a commitment to hardwire a refined approach. Recommendations for leveraging the variables included a greater focus on data integration, inclusive leadership development, process recalibration and development of cultural agility competencies, and knowledge sharing across industries.
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