Authors: Akmal S. Hyder; Maria Fregidou-Malama
This research aims to analyze how culture impacts on international marketing strategy of a Swedish health service in India. It is examined how confidence in the market is achieved to establish and maintain trust and relationships to suggest the level of standardization and adaptation in the foreign market. A case study was conducted and inductive qualitative research method has been applied. Data have been collected in form of semi-structured interviews, direct observation and company documents. We found that the cultural dimensions of power distance, individualism/collectivism and masculinity and femininity impact on trust development, relationships and standardization and adaptation. The study highlights the importance of cultural context in marketing health services. It is revealed that respect to the human face and social responsibility for regional development are required to cultivate relationships and develop trust and networks. The research contributes to international services marketing literature by developing a model of health services marketing from a cultural context. For future study it is suggested a comparison between more culturally distant countries to observe how culture influences development of marketing strategy in international business
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Publish Year: 2016
Conference: Cape Town (2016)