Select a marketing topic of your choice (examples include: Global Marketing, Ser

Question

Select a marketing topic of your choice (examples include: Global Marketing, Services, Pricing). Begin your research by using the GCU Library or an electronic database search.

Find a scholarly, peer-reviewed journal article (published within the last 5 years) on a topic addressed in this course that is of interest to you.

Write an article review of 750-1,000 words that addresses the following:

What is the thesis (main idea) of the article?

Why is (are) the author(s) writing about the topic?

What facts are presented?

How does it relate to the other readings (especially the text) on the topic?

What are the conclusions and recommendations?

Critique the article

Need Solid References Please!!!

Explanation / Answer

The scholarly article that has been selected in the global marketing topic for study is “A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers’ Perceived Service Quality” that has researched by James, Malhotra, and Bolton. In this, they have described some specific phenomenon of the global market to increase the value of the research (Agarwal, Malhotra & Bolton, 2010). Now, the paper would review this article on the basis of following aspect.

Thesis or Main Idea of the Article

            The thesis or main idea of the article is related to different cultural diversity in the form of cross-national and cultural approach of people, such as freedom of choice, individual rights, democracy, and acceptance that adversely affects the global businesses. In this, economic and political changes play an important role in the cultural diversity that dominates multinational corporations and the value of a global culture of consumers.

Reason to Writing about the Topic

            The main reason writing about the topic of the authors is concerned with exploring the cultural aspects and its effects on the global business. The other reason writing about this topic is also concerned with providing an understanding and knowledge of the multinational organizations to follow the strategic business plan and face the cultural challenges effectively and efficiently. The guidelines of this article can help the multinational corporations to run the business operations smoothly and in a profitable manner (Agarwal, Malhotra & Bolton, 2010). The multinational organizations would take the help of this article before going to spread their business operations at the global level. Every organization can segment the market, according to the perceiving nature of the consumers to make more profits and growth for a long-time.

Presented facts

The facts that can be seen in this article are the description of the national culture and its main factors that are responsible for the business as the challenges, such as the values, and beliefs, as well as norms, and behavioral patterns of a national group. Further, the other facts that this article is presented can be seen as its tangibility and reliability, as well as responsiveness of towards global business operations for the multinational corporations (Agarwal, Malhotra & Bolton, 2010). It can also be found out that the article has also given assurance choice towards employees by the organizations to meet the standard and value of the business on the global level. Further, the empathy towards consumers is also a choice that multinational corporations can adopt to face the diverse challenges. Apart from this, the way of research in this article is unique that create a satisfied result in the aspects of global business scenarios.

Relatedness to the other Readings on the Topic

The relatedness to the other readings on this topic specifically highlights the need of the market. It explores entire responsible factors that present in the global market and other readings also describe cultural phenomenon and importance in the business plan for international corporations. Further, this article also relates to the other readings on this topic as the giving importance to the cultural differences of the global market for the sustainability of business growth. It also relates to the other readings on this topic concerned to the research method and gathering data. Other readings also adopt various research processes to come to the final results on the basis of collecting information and analysis of the data.

Critique of the Article

After extensive study of the article, it can be stated that it has included various important phenomena concerned with the global market basically the cross-national and cross-cultural approach to market segmentation. It has covered most of the global marketing strategies between cross-national and cross-cultural approach through rigorous empirical investigations in the context of banking services rather than other industries (Agarwal, Malhotra & Bolton, 2010). Further, this article has also included theory-based cross national hypotheses and tests them by estimating a structural model of consumers’ perceived service quality using survey data from two countries, such as India and USA. At this stage, it can be stated that the information in this article cannot be applied in every country because of the different cultural environment of the market that need to be analyzed in extensive ways.

Conclusions

This article is valuable for the researcher that wants to research on this topic. They can choose other countries for research apart from India and the USA to analyze the market conditions. Further, it can be also concluded that it would be beneficial for the multinational organizations while doing businesses either in the USA or in India.    

Recommendations

This article is very helpful for the organizations in making strategic business plan after the consideration of a cross-national and cross-cultural approach to global market segmentation. But, some other aspects are necessary to think by the multinational corporations before expansion of the business in the international market, such as political, technological and environmental conditions of the specific country.

References

Agarwal, J., Malhotra, N.K. & Bolton, R.N. (2010). A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers’ Perceived Service Quality. Journal of International Marketing, 18(3), 18–40.

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