Kultūriniai skirtumai verslo marketingo komunikacijoje: Pietų Korėjos atvejis

Abstract

Globalization is one of the most prominent features of the modern world, affecting the various spheres of human activity. The saturation of local markets forces companies to look for new markets and then have to deal with other problems, such as: how to communicate in different cultural environment. Analysis of this problem is becoming more and more relevant. Assessing the phenomenon of globalization as today’s reality, the papers analyzes the problem of how global brands value and exploit cultural differences in brand communication across the different markets. Distinguishing between low and high context cultures, essential business communication principles are identified in the case of intercultural marketing communication. The results of the research revealed that global and world-famous brands such as Coca-Cola and McDonald’s in communication with consumers in the South Korean market are using so-called glocalization strategy and take into account that South Korean culture is considered as a high-context culture. It has also been noticed that the Kibun and Inhwa principles of Korean culture are also reflected in the advertising of these brands. Coca-Cola and McDonald’s brand communications in the US market are different from those in South Korea. These differences are due to the fact that the US culture is classified as low-context culture and South Korea is high-context culture.