Critically discuss why marketing internationally requires a good Essay

Critically discuss why marketing internationally requires a good understanding of Relationship Marketing and cultural differences - Essay Example at with no awareness of religious, symbolic and other peculiarities of a country-partner it is impossible to reach understanding and gain your business partners. Many failures in business happen due to the lack of knowledge in the field of cross cultural differences. A lot of works are devoted to research and discussion about relationship marketing either with regard to customers’ study, industrial businesses, and business-to-business marketing and other aspects. The main focus of this proposal is works devoted to the discussion of the relational view (Anderson and Narus, 1990; Dwyer et al., 1987). This choice can be explained by the sources’ relevance to the countries chosen for this proposal: China and Japan. In accordance with the relational view, a specificity of South countries is reflected in their peculiar attitude to personal attention in business. These countries are focused on background information on their partners and human factor is of high importance to them. In the process of dissertation proposal it is intended to find out peculiarities of target businesses’ cultures (in China and Japan) and work out strategies and methods for foreign partners to do their business in compliance with the cultural background of businesses in South countries. Many studies have been conducted to research the cross cultural differences of various aspects in personality behavior – starting from psychological side, and ending with the difference in business leadership and online and computer attitudes; however there is still a question – whether these the results of these studies are relevant and is it possible to assume that cross cultural differences exist – or based on the older economic theories, all personalities have similar behavioral patterns which are not different across cultures? The experimental researches conducted in the area of cross cultural differences in personality have found that people behave in different and various ways, in