The Intercultural Model of National Lebanese Market

AuthorDuguleana, L. - Popovici, S.C.
PositionDepartment 'Management and Economic Informatics', Transilvania University of Brasov - Doctoral School, Transilvania University of Brasov
Pages259-266
Bulletin of the Transilvania University of Braşov
Series V: Economic Sciences • Vol. 7 (56) No. 2 - 2014
THE INTERCULTURAL MODEL OF
NATIONAL LEBANESE MARKET
L. DUGULEAN;1 S. C. POPOVICI2
Abstract: The paper emphasizes the importance of intercultural marketing
approaches on the internationally globalized market. The ethnical structure
of population determines the fractionation of consumers’ characteristics on
the national market. The paper presents the elements of the intercultural
Lebanese model which generate the national specificity of Lebanese market.
The Lebanese cultural model is validated with the dimensions of Hofstede’s
model and based on the results of a quantitative market research. The paper
formulates marketing strategies for the intercultural marketing approach on
Lebanese market.
Key words: intercultural marketing, national culture, marketing strategies.
1 Department “Management and Economic Informatics”, Transilvania University of Braşov.
2 Doctoral School, Transilvania University of Braşov.
1. Introduction
The globalization phenomenon of the
international contemporary markets
emphasizes the interdependencies between
the national markets, making the pace of
changes to be propagated until the national
level of each economy.
On the internationally globalized market,
the consumers became more educated,
more informed and they have certain
criteria in the decision buy ing process,
meantime being well influenced by the
traditional consumption, but also under the
pressure of wide offers of products and
services from all over the world.
In the context of a powerful competition,
the companies need information of high
quality about the economic, social, cultural
and environmental factors which influence
the consumers.
Identification of the national cultural
characteristics expressed in the
consumption behaviour has an important
role for the companies in order to make
efficient management decisions, to find
opportunities for businesses. The
complexity of the cross influences on the
local markets overcome the economic
sphere, entering in the political, cultural
and technological fields.
The marketers are studying the
particularities and the tendencies on the
national markets and consider the unique
conditions on the national market and the
local culture in their marketing programs.
2. National Market and National
Culture
Interconnected in a huge economic
system, producers and consumers from
each country, they all participate
influencing and being influenced by the
national values of their cultures.

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