The study considers whether having a standardised international marketing strategy, relevant for all international cultures, is effective for multi-national companies. The study tests whether convergence or the antithesis, divergence, is the prevalent decision-making phenomenon when comparing different national cultures.
In order to determine whether ethnocentrism still dictates consumption decisions, the study takes a quantitative approach to research, utilising a survey constructed with a Likert-type scale which measures the level of ethnocentrism in five countries: The United States, Japan, Mexico, Sweden and Hong Kong. Questions provided in the survey include, “It is always best to purchase American products” and “Americans should not buy foreign products because it hurts American business and causes unemployment” (Keillor and Hult 1999, p.71) assists in determining whether global convergence is a legitimate phenomenon.
The article finds that ethnocentrism is still present in some nations whilst in other nations with unique cultures, divergence in cultural identity is still prevalent. The study found that the U.S., Mexico and Hong Kong maintain high ethnocentrism when making product decisions whilst in Japan and Sweden, there is divergence of ethnocentrism that is not aligned with other evaluated nations. The study is further important as it suggests implications for today’s multi-national company marketers that using standardised marketing strategies will not be effective and refutes the notion that global convergence is a legitimate fact. This indicates that marketers operating in foreign nations should develop marketing communications that are sometimes aligned with existing cultural norms and preferences.
This article lends support for the notion of global convergence as a result of cross-cultural exposure in India. The research study is important as it illustrates that Indian cultural