Successful marketing requires marketing leaders to align geopolitical and cultural values. Leaders in a global environment need to understand the diverse ethical values and norms in cross-cultural markets. Marketing decisions need to be aligned with what is perceived to be ethical and moral in the market. Marketing leaders also need to understand global pricing strategies in the context of consumer behavior. In this assignment, you will research ethical, cultural, and pricing information for an intended market expansion.
Directions:
Write a paper (1,250-1,500 words) in which you explore the ethical, cultural, and pricing information necessary to make an informed decision to expand into an emerging market country. Include the following in your paper:
- A discussion of the cultural differences between the U.S. and the potential emerging market country. What issues need to be addressed before an expansion? How should the U.S. company prepare to address these differences?
- A discussion of the legal issues that must be addressed before an expansion into the potential emerging market country. What are the legal issues, and how should the U.S. company address them?
- A discussion of the ethical issues that must be addressed before an expansion into the potential emerging market country. What are the ethical issues, and how should the U.S. company address them?
- A discussion of how market conditions and technology in the potential emerging market country will influence product pricing.
General Requirements:
Use the following information to ensure the successful completion of the assignment:
- Refer to the company, industry, and emerging market country you addressed in the “Global Expansion Risk Assessment” assignment.
- Refer to the instructor’s feedback from the “Global Expansion Risk Assessment” assignment.
- Refer to www.globaledge.msu.edu for data to support this assignment.
- This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
- Doctoral learners are required to use APA style for their writing assignments. The APA Style Guide is located in the Student Success Center.
- This assignment requires that at least two additional scholarly research sources related to this topic, and at least one in-text citation from each source be included.
