Global Marketing and Cross-Cultural Challenges in the Home Interiors Industry: Neptune Case Studies.
Supervisor
Alan Foran
Programme
MA in International Business
Keywords
Global Marketing, Cultural Differences, Brand Identity.
Abstract
This thesis examines the challenges of global marketing for Neptune, a British furniture company, with a focus on cultural differences, branding, and overcoming language and regulatory obstacles. Using a case study approach, the research explores how Neptune adapts its marketing strategies in various countries through partnerships. Through in-depth interviews with key leaders, field research, and document analysis, the study underscores the significance of cultural exchange and social dialogue in maintaining brand identity while supporting local cultures. It also highlights the crucial role of collaborating with local partners to overcome marketing challenges.
Date of Award
2024
Full Publication Date
2024
Access Rights
open access
Document Type
Dissertation
Resource Type
thesis
Recommended Citation
Tuane Silva Ciqueira, Alida, "Global Marketing and Cross-Cultural Challenges in the Home Interiors Industry: Neptune Case Studies." (2024). Business ETD Collections. 45.
https://arc.cct.ie/business/45