Date of Award

2008

Document Type

Research Paper

Department

Whittier Scholars Program

First Advisor

Daniel F. Duran

Abstract

This project analyzes the significance of utilizing cultural intelligence to help the small and/or entrepreneurial firm develop the most effective and comprehensive multinational marketing strategy. This study also evaluates the methodologies used by two United States based multinational firms, Aon Corp. and Dell Corp. to develop a marketing strategy for Spain. This project also features data from personal interviews with senior executives of the two firms, extensive use of published articles, research, government publications, video and multimedia materials, and supplementary sources of information specific to multinational marketing strategies and cultural intelligence. The outcome of this project is to identify the key factors associated when developing a marketing strategy that are based as heavily on cultural intelligence as the application of the four Ps (product, price, placement, and promotion). This project gathers, analyzes, and synthesizes the “best cultural intelligence” approaches used by successful multinational firms and make it possible for the small business professional to translate and apply these terms within their own organization.

Comments

WSP Major: Business and Spanish Culture

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