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Running head: INTERNATIONAL MARKETING 1 Challenges facing International marketers Students’ name Institution Affiliation
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INTERNATIONAL MARKETING 2 Literature Review Introduction This section explores the literature regarding the challenges that corporations face when marketing their products internally. To address the topic effectively, the section is divided into five subsections, which include political challenges, economic challenges, cultural challenges, solutions, and a conclusion. The political challenges part reviews articles that cover the politically instigated challenges. The economic challenges section, on the other hand, covers the literature concerning the setbacks that result from economic forces. The other section, cultural challenges, reviews the literature concerning the setbacks that emanate from cultural diversity. The solutions part reviews articles that attempt to offer remedies for the challenges discussed in each of the preceding three sections. Lastly, the conclusion summarizes the major themes explored in all the previous sections and highlights the connection between the literature and the research question. Political The international marketers often face challenges and setbacks that often threaten the success of their businesses. One of the challenges that such marketers face is political risks, which are associated with the political situation in their countries of operation. Kusznir (2016) explores the political risks present in the Russian business environment. He identifies three common risks that multinational corporations face in foreign countries. The risks include corruption, favoritism, and institutional ambiguity. According to Kusznir (2016), corruption can involve paying bribes to obtain government services. The licensing process in the country, for example, when marred by rampant corruption, can causes businesses huge losses. Apart from corruption, a country can also favor its local corporations at the expense of the foreign firms. The
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INTERNATIONAL MARKETING 3 problem of favoritism is compounded by the fact that most firms in the country are state-owned which results in bias (Kusznir, 2016). Institution ambiguity is also a major setback for the multinational private firms. Institutional ambiguity occurs where there is lack of clearly written laws to regulate the operations of businesses in the country. Laxities of politicians, who are the main policy makers, to formulate clear laws to facilitate free trade in the country also cause institutional ambiguity. The challenges are not limited to Russia. The political situations in other countries also present similar challenges to international marketers. Ciochetto (2013) explores the political and legal challenges that marketers face when seeking to popularize their products in different countries. Ciochetto explores the marketing and promotion laws in India, Russia, and China. He reveals that the marketing industry in Brazil is one of the most controlled sectors worldwide with the government directly getting involved in the regulation. According to Ciochetto (2013),
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  • Spring '16
  • dennis

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