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What is Cultural Fit in Strategic Marketing about?

Cultural fit is important for alliances to succeed long-term. The competing values framework can help organizations assess cultural fit by examining differences between a fast-moving entrepreneurial company culture and a highly risk-averse conservative one. The debate around standardizing versus localizing marketing strategies across countries started with the product element of the marketing mix. Today, the perspective of adapting marketing strategies to local conditions is more common.

Author

FS MB

Language

EN