‘Cultural Distance: What is it, and how does it impact on global marketing operations?’
Order Description
a) Critically evaluate academic work on the topic of cultural distance and its measurement by reading and critiquing cultural distance theories, models and frameworks such as those of Hofstede, Schwartz, Trompenaars and Hampden-Turner, and the Globe project. Your critical evaluation should aim to assess the similarities and differences of the models, their strengths and weaknesses and the impact/influence they have had. You are encouraged to read widely on the topic, and to examine recent sources. Description of the models and frameworks used to assess cultural distance is not required; instead make sure you focus on the critical analysis.
b) Identify and present examples of companies’ marketing activities which have been adapted to fit different countries. applying your knowledge of cultural distance theories/models, analyse these marketing adaptations and their underlying rationale. Do not describe individual country-specific marketing activities, but collect information on the marketing of one or more products/brands across a range of countries and analyse the adaptations that have been made in the context of cultural distance theory. Avoid using individual case study examples and avoid using examples from textbooks.
Marks will be awarded based on the following:
a) Cultural distance theories – 50 marks
Range of cultural distance measurement systems/frameworks examined (such as the models of Hofstede, Schwartz, the GLOBE project etc), range of academic sources examined, depth of critical analysis.
b) Examples of marketing adaptations – 40 marks
Range and quality of examples showing how cultural distance affects global marketing operations, depth and rigour of analysis of examples. (Include pictures, diagrams, adverts etc to illustrate)
c) Quality of writing, quality of referencing and flow of argument – 10 marks

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