TITLE:
A Comparison of Marketing Strategies between the U.S. and China Influenced by Individualism-Collectivism under Cross-Cultural Perspective: Taking MDLZ International, Ltd. as an Example
AUTHORS:
Liuhan Jin
KEYWORDS:
Cross-Cultural Communication, Marketing Strategy, Individualism-Collectivism
JOURNAL NAME:
Open Access Library Journal,
Vol.9 No.4,
April
12,
2022
ABSTRACT: Marketing localization, from a cultural perspective, is actually a kind of cross-cultural communication. This paper takes the advertising strategies of multinational company Mondelez International in China as its research objective to study the reasons why its marketing in China can achieve such great success and occupy a huge market share of snacks. By analyzing the Chinese version of brand names, the differences in product packaging and advertising slogans in China and America, different marketing strategies taken by MDLZ between the two countries influenced by Individualism-collectivism will be better explained.