Global Product Strategies and Cultural Promotion in the Context of Culture-Commerce Interactions

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.

• 저널Marketing Science
• 토픽Management, Economics, and Public Policy · Marketing
• DOI10.1287/mksc.2024.0800
• 저자Yuxin Chen, Eden Yin, Wen Zhou