Write a discussion paper highlighting the importance of culture in

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With increasing globalization, does culture in international marketing matter?

The impact of culture on successfully conducting business internationally has grown in recognition over time, but equally the world in which we live is converging in the era of globalization.

Write a discussion paper (approx. 1,350 words excluding references) highlighting the importance (or not) of culture in international marketing.

Your response should use current academic literature (at least 5 articles) and theory to support your answer, as well as practical examples.

You may choose to focus on one particular aspect of culture in relation to international marketing or approach the subject in a broad fashion.

A penalty of 10% per day (to a maximum of 30% which is the total allocated for the assessment) will be applied for late submissions.

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Ensure all referencing guidelines are followed.

Use good-quality journals for your reference.

Ensure your writing is focused on the question posed, and make sure you present a coherent argument of your views to the reader. Do not simply summarise key elements of Hofstede’s Dimensions of Culture (for example).


  • You will be assessed on these key criteria:
  • Depth of knowledge.
  • Connections between theoretical and empirical research.
  • Links the practical with the theoretical.
  • Writing, formatting, and referencing.
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