The purpose of the study is to show how deep culture can influence the decisions of companies involved in operations of internationalization. People from different cultures, or geographic regions, have different tastes regarding consumption patterns, preferences, and purchase choices. This means companies need to make predictions, analysis and, if necessary, adaptations in order to succeed in the targeted market. Consequently, culture also influences the company, with implications at the level of corporate and managerial culture. In this review, an intercultural marketing comparison will be made between three different companies operating in the Italian food sector: "Mulino Bianco", "Ferrero" and "Riso Scotti". The export managers of the three companies will be interviewed individually on the theme of "cross-cultural marketing" and, in particular, on the methodologies, strategies and solutions adopted in dealing with foreign markets considered culturally distant from the Italian one. The comparison between the strategies used will be the subject of a critical analysis of the data collected from the individual interviews. Eventually, the data obtained will be compared with the main findings reported by previous studies with the data obtained from the interviews in order to reach a conclusion.
Lo scopo dello studio è mostrare come la cultura possa profondamente influenzare le decisioni delle aziende coinvolte in operazioni di internazionalizzazione. Le persone di diverse culture, o regioni geografiche, hanno gusti diversi per quanto riguarda i modelli di consumo, le preferenze e le scelte di acquisto. Questo significa che le aziende devono fare previsioni, analisi e, se necessario, adattamenti per avere successo nel mercato di destinazione. Di conseguenza, la cultura influenza anche l'azienda, con implicazioni a livello di cultura aziendale e manageriale. In questa rassegna, verrà fatto un confronto di marketing interculturale tra tre diverse aziende che operano nel settore alimentare italiano: "Mulino Bianco", "Balconi" e "Riso Scotti". Gli export manager delle tre aziende saranno intervistati singolarmente sul tema del "marketing interculturale" e, in particolare, sulle metodologie, strategie e soluzioni adottate nell'affrontare mercati esteri considerati culturalmente distanti da quello italiano. Il confronto tra le strategie utilizzate sarà oggetto di un'analisi critica dei dati raccolti dalle singole interviste. Infine, i dati ottenuti saranno confrontati con i principali risultati riportati da studi precedenti con i dati ottenuti dalle interviste al fine di giungere ad una conclusione.
Cross cultural marketing: A COMPARATIVE STUDY OF THREE ITALIAN MULTINATIONAL COMPANIES IN THE FOOD INDUSTRY
MITRUCCIO, SIMONA
2020/2021
Abstract
The purpose of the study is to show how deep culture can influence the decisions of companies involved in operations of internationalization. People from different cultures, or geographic regions, have different tastes regarding consumption patterns, preferences, and purchase choices. This means companies need to make predictions, analysis and, if necessary, adaptations in order to succeed in the targeted market. Consequently, culture also influences the company, with implications at the level of corporate and managerial culture. In this review, an intercultural marketing comparison will be made between three different companies operating in the Italian food sector: "Mulino Bianco", "Ferrero" and "Riso Scotti". The export managers of the three companies will be interviewed individually on the theme of "cross-cultural marketing" and, in particular, on the methodologies, strategies and solutions adopted in dealing with foreign markets considered culturally distant from the Italian one. The comparison between the strategies used will be the subject of a critical analysis of the data collected from the individual interviews. Eventually, the data obtained will be compared with the main findings reported by previous studies with the data obtained from the interviews in order to reach a conclusion.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/1248