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Culture and International Marketing: A Sub-Saharan African Context
Authors:William K. Darley  Denise J. Luethge  Charles Blankson
Affiliation:1. Department of Marketing, Faculty of Economics and Management , King Abdulaziz University , Jeddah , Saudi Arabia;2. Department of Management, Haile/U.S. Bank College of Business , University of Northern Kentucky , Highland Heights , Kentucky , USA;3. Institute for Technology, Enterprise and Competitiveness, Doshisha Business School , Doshisha University , Kyoto , Japan;4. Department of Marketing and Logistics, College of Business , University of North Texas , Denton , Texas , USA
Abstract:ABSTRACT

The authors review and extend the culture literature in international marketing by discussing some of the cultural underpinnings pertaining to the sub-Saharan African context. With the use of inductive reasoning, the authors offer several key normative suggestions for international marketing practices. Marketers should focus not only on the end user but also on those who significantly influence the final decision. Sub-Saharan African culture is characterized by long, drawn-out negotiation processes and by contracts and overall sales targets that likely will be dissimilar to those from countries with a linear view of time. Age is relevant when selecting people for negotiation assignments and hiring sales and managerial staff. Because of the importance of “respect,” messages should focus on an individual's need for belongingness rather than on the individual striving for achievement. The authors advocate that advertising appeals should focus on the society and on the individual as a member of the society and not on individual self-enhancement. Context and nonverbal communications are important in personal selling. It is better to establish social trust first in negotiations, personal selling, and buyer–seller interaction.
Keywords:Culture  international marketing  sub-Saharan Africa
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