The impact of culture on services marketing communications : a study on AIESEC

Abstract

Progressive cultures have made it indispensable for business organizations to truly understand the customs of communication within a culture. The study explores the effect that cultures have on the marketing communications of a global youth organization - AIESEC in three particular countries: Malta, Turkey & Germany. It analyzes the steps that the youth workers take in order to operate with care whilst balancing the strategies of standardization - as put forward by the global brand & business adaptation - as required by the local culture. The research uses a mixed method research with two stages. Stage 1 collected quantitative data through the use of a web based questionnaire targeted at AIESEC youth workers in Malta, Turkey & Germany. The questionnaire helped determine these workers‟ perception towards youth culture in their country. Secondary data was also utilized to study existent data on cross cultural business communication. In the second stage, in depth interviews were carried out with the AIESEC National Board responsible for Marketing in the countries under observation - enabling a richer understanding of the data acquired from Stage 1. The output of the study revealed several interesting findings. Globalization & migration are two factors that are enabling fast paced, ever changing cultures. Marketers should be fully aware of such changes, thus ensuring timely & aligned innovations in their marketing strategies. Lastly, high context cultures rely on more indirect & visual marketing initiatives whereas low context cultures rely on more direct & factual based marketing initiatives.