Marketing Science 2026
Global Product Strategies and Cultural Promotion in the Context of Culture-Commerce Interactions
Abstract
A global firm can strategically maintain or even leverage cultural distance despite it being costless to reduce because such distance fosters consumer cultural adaptation that boosts long-term profits, whereas cultural promotion, though not directly increasing willingness to pay, indirectly enhances profitability by deepening cultural appreciation, ultimately benefiting both the firm and consumers and suggesting that nonprofit cultural initiatives can align with profit-driven goals in global consumerism.
- DOI
- 10.1287/mksc.2024.0800
- Language
- en
- Sources
- crossref openalex