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Cross-Cultural Marketing All Over The World

21. July 2008

Cross-cultural marketing is considered the secret behind the export success of Austrian enterprises. A new book published by the Austrian Federal Chamber of Commerce shows the practical and successful application of the cross-cultural marketing theory in 21 case studies of Austrian companies.

Cross-cultural marketing is the secret behind the export success of Austrian enterprises. Regarding merchandise export per capita, Austria ranges among the top ten worldwide. This success is based on the effort of many small and medium-sized enterprises which are increasingly capitalizing systematically on the sales potential and growth opportunities of foreign markets. The cornerstone of this development is cross-cultural marketing - i.e. the fine and accurate tuning of the marketing-mix to the respective regional conditions and requirements.

The book "Interkulturelles Marketing in aller Welt" (cross-cultural marketing all over the world), published recently by the Austrian Federal Chamber of Commerce, presents 21 case studies of Austrian companies showing the successful application of the theory. The book (which is available in German language only) addresses mainly entrepreneurs, export managers, and students. It offers references to the most important theories and terms in international marketing. Moreover, it gives "best practice"-examples of Austrian companies which, by cross-cultural marketing, are successful all over the world.

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