<p> This study explored the culturally driven variables in the marketing process that contribute to a brand's success or minimize cultural missteps. The primary research question was: How are consumer brand organizations building capabilities and organizing to embed cultural inclusion and insights throughout the marketing communications process? Twenty senior-level marketing executives contributed to the mixed-methods study. Five critical variables were found to be consistent across industries: effective data collection, reporting, and integration are critical; leadership must be courageous and culturally skilled; strategic alignment around cultural inclusion throughout the enterprise and across internal and external stakeholders is necessary; culturally adaptive talent management is required; and an end-to-end focus and recalibration of the processes requires resource investments and a commitment to hardwire a refined approach. Recommendations for leveraging the variables included a greater focus on data integration, inclusive leadership development, process recalibration and development of cultural agility competencies, and knowledge sharing across industries.</p>
| Identifer | oai:union.ndltd.org:PROQUEST/oai:pqdtoai.proquest.com:1566787 |
| Date | 05 November 2014 |
| Creators | Watson, Carol Anne |
| Publisher | Pepperdine University |
| Source Sets | ProQuest.com |
| Language | English |
| Detected Language | English |
| Type | thesis |
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