Preview

Professional Discourse & Communication

Advanced search

A pragmatic approach to the analysis of marketing adaptation to Russian national culture

https://doi.org/10.24833/2687-0126-2020-2-2-31-46

Full Text:

Abstract

There are a great number of transnational corporations operating all over the world. All of them are facing the issue of national culture, and cross-cultural difference is of vital importance. Choosing appropriate marketing strategy assures success or failure on the international market. The concept of culture is very dynamic and requires constant observation. The tasks marketing managers started to deal with became more complex, requiring cultural sensitivity and ability to overcome cross-cultural differences.
The research, presented in this paper, attempts to analyze whether national culture affects marketing strategy of international companies. The framework of cultural dimensions developed by Hofstede was taken as a basis for the analysis of Russian national culture. The author resorts to the quantitative approach based on the conducted survey and analyzes data collected in the Russian Federation. At first cultural values were used to identify Russia. Cultural values were measured at the individual level and compared to the previous findings on Russian culture. Analysis of differences in cultural values on the individual level among Russian population has shown that there is some kind of difference between previous findings related to Russia and findings obtained during the research. The level of adaptation was evaluated from the consumers’ point of view. Questionnaire was designed based on the analyzed literature, and obtained data was statistically analyzed with SPSS. Linear regression and correlation analysis were used to prove the hypotheses of the research work. Though Russian national culture was depicted as unique with a great number of peculiarities, in the industries, analyzed in this paper, the connection between marketing strategy adaptation and uncertainty avoidance, and marketing strategy adaptation and dimension of collectivism for fast moving consumer goods was proved statistically.
The second stage of the research included the analysis of the empirical evidence of the cultural adaptation of the advertisement of fast moving consumer goods for the Russian consumer. A number of samples were analyzed, and two cases are presented in the paper. The pragmatic approach was used for the analysis of the empirical data.
The results of the study add to the theoretical knowledge about the relationship between cultural dimensions in Russia and marketing strategies employed by transnational companies. They also contribute to the knowledge about Russian consumers’ behavior patterns. The framework can be potentially applied to other spheres of professional business in Russia.

About the Author

A. N. Tikhomirova
China University of Geosciences
China

Anna N. Tikhomirova

Wuhan



References

1. Bălănescu, O. (2014). Pragmatic approach on advertising discourse. International journal of linguistics, literature and culture, (Linqua-IJLLC)PP, 1(1), pp.31-42.

2. Bonnange, C., & Thomas, Ch. (2010). Don Juan sau Pavlov: Essai Sur La Communication Publicitaire. Le Seuil (in French).

3. Brierley, S. (2002). The advertising handbook. 2 nd edition. London; New York: Routledge; Taylor & Francis Group.

4. Condry, J. (2010). The psychology of television. New York: Lawrence Press.

5. Dake, K. (1991). Orienting dispositions in the perception of risk: an analysis of contemporary worldviews and cultural biases. Journal of cross-cultural psychology, 22(1), 61-82.

6. Goddard, A. (2002). Limbajul publicitatii. Editura Polirom, Iasi (in French).

7. Hall, E.T. (1976). Beyond culture. New York: Anchor Press.

8. Hofstede, G.H. (2001). Culture’s consequences: comparing values, behaviors, institutions, and organizations across nations, 2 nd edition. Sage Publications, Inc.

9. Kotler, P., & Keller, K.L. (2009). Marketing management. New Jersey: Prentice Hall.

10. Magee, L. (2011). The meaning of meaning: alternative disciplinary perspectives. In B. Cope, M. Kalantzis & L. Magee (Eds.). Towards a semantic web: connecting knowledge in academic research (35-79), Elsevier.

11. Lages, L.F., Abrantes, J.L., & Lages, C.R. (2008). The STRATADAPT scale: a measure of marketing strategy adaptation to international business markets. International marketing review, 25(5), 584-600.

12. Lenartowicz, T., & Roth, K.A. (1999). Framework for culture assessment. Journal of international business studies, 30, 781-798.

13. Lustig M.W., Koester J. (2010). Intercultural Competence: Interpersonal Communication Across Cultures.Pearson.

14. Majumdar, R. (2004). Product management in India. Prentice Hall India Pvt., Limited.

15. Mooij, M. de. (2003). Convergence and divergence in consumer behavior: implications for global advertising. International journal of advertising, 183-202.

16. Mooij, M. de, & Hofstede, G. (2002). Convergence and divergence in consumer behaviour: implications for international retailing. Journal of retailing, 61-69.

17. Morgan, N.A., Kalekam, A., & Katsikeas, C.S. (2004). Antecedents of export venture performance: a theoretical model and empirical assessment. Journal of marketing, 68, 90-108.

18. Naveen, D., & Yoo, B. (1998). Cultural influences on service quality expectations. Journal of service research, 2(2), 178-186.

19. Reboul, A., & Moeschler, J. (2001). Pragmatica azi. O noua stiinta a comunicarii. Editura Ehinox, Cluj, traducere Liana Pop (in French).

20. Verschueren, J. (2015). Pragmatics, linguistic. In J.D. Wright (Eds.). International encyclopedia of the social & behavioral sciences. 2 nd edition (795-802), Elsevier.

21. White, R. (2000). Advertising. McGraw Hill Publishing Company; Cambridge: Cambridge University Press.

22. Wong, N.Y., Rindfleisch, A., & Burroughs, J.E. (2003). Do reverse-worded items confound measures in cross-cultural consumer research? The case of the material values scale. Journal of consumer research, 30, 72-91.

23. What about Russia? Retrieved from http://geert-hofstede.com/russia.html (accessed: 15 May, 2020).


For citation:


Tikhomirova A.N. A pragmatic approach to the analysis of marketing adaptation to Russian national culture. Professional Discourse & Communication. 2020;2(2):31-46. https://doi.org/10.24833/2687-0126-2020-2-2-31-46



Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.


ISSN 2687-0126 (Online)