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Title:Vloga kulture v medkulturnem marketingu: izzivi in prakse oglaševanja v mednarodnem okolju
Authors:ID Rijavec, Andreja (Author)
ID Džajić Uršič, Erika (Mentor) More about this mentor... New window
Files:.pdf 17216$$Magistrska_naloga_Rijavec_Andreja_Zakljucen_tehnicni_pregled.pdf (2,13 MB)
MD5: 552DBA61FA6B8B595113C14BB06D458A
 
Language:Slovenian
Work type:Master's thesis/paper
Organization:FUDS - School of advanced social studies
Abstract:Magistrska naloga raziskuje pojem medkulturnega marketinga in njegovih strategij s poudarkom na njihovi uporabi v mednarodnem oglaševanju. Zaradi močnega vpliva globalizacije, ki širi poslovne priložnosti preko domačih meja, je razumevanje kulturnih razlik ključnega pomena za tržnike, ki želijo uspeti na različnih potrošniških trgih. Namesto da bi se osredotočili le na tehnični prevod, smo v raziskavi preučili, kako potrošniki dojemajo pristnost tujega oglaševanja in kaj v resnici pričakujejo od blagovnih znamk, ki si prizadevajo delovati »doma« na lokalnem trgu. Predstavili smo teorije, ki so se izkazale za uporabne v raziskavah medkulturnega trženja, s poudarkom na Hofstedejevih modelih kulturnih vrednot. Naloga analizira strateške študije primerov svetovnih korporacij, kjer pretekli uspehi in kulturni spodrsljaji služijo kot ključne lekcije za preprečevanje dolgoročne škode ugledu blagovne znamke. S povezovanjem teoretičnih okvirov in praktičnih spoznanj se magistrska naloga osredotoča na uporabo teoretičnih modelov za reševanje praktičnih izzivov v medkulturnem trženju. Na podlagi kvalitativne raziskave, opravljene z enajstimi strokovnjaki, ugotovitve razkrivajo dokončen premik od standardne lokalizacije h »kulturni domačnosti« in nujni uporabi »lokalnega filtra«. V zadnjem delu magistrske naloge smo preučili vlogo umetne inteligence, ki kljub svoji učinkovitosti ostaja »kulturno slepa«. Medtem ko umetna inteligenca deluje kot »kuhinjski mešalnik« za podatke, ji manjka človeška nota čustvene inteligence za prepoznavanje lokalnih nians, sarkazma in čustvene resonance. Ne nazadnje pričujoča magistrska naloga prispeva k obstoječemu korpusu znanja tako, da osvetljuje medsebojno delovanje teorije in prakse v medkulturnih tržnih strategijah. Ponuja koristna priporočila in poudarja, da je hibridni model, ki združuje tehnološko agilnost in človeško kulturno empatijo, edini način za doseganje tržne učinkovitosti in preprečevanje »bruke« blagovne znamke.
Keywords:kultura, medkulturni marketing, kultura, kulturne vrednote, Hofstede, kvalitativne metode, umetna inteligenca, lokalni filter, kulturna domačnost, avtentičnost
Year of publishing:2026
PID:20.500.12556/ReVIS-13902 New window
Publication date in ReVIS:27.05.2026
Views:24
Downloads:0
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Secondary language

Language:English
Title:The Role of Culture in Cross-Cultural Marketing: Advertising Challenges and Practices in an International Environment
Abstract:In this master's thesis, we explored the concept of intercultural marketing and its strategies, with a focus on their application in international advertising. Due to the powerful influence of globalization, which expands business opportunities beyond domestic borders, understanding cultural differences is crucial for marketers aiming to succeed in diverse consumer markets. Instead of focusing solely on technical translation, the research examined how consumers perceive the authenticity of foreign advertising and what they truly expect from brands striving to operate "domestically" in the local market. We explained theories that have proven useful in intercultural marketing research, focusing specifically on Hofstede's models of cultural values. The thesis also analyzes strategic case studies of global corporations, where past successes and cultural missteps serve as critical lessons for preventing long-term damage to brand reputation. By bridging theoretical frameworks and practical insights, the master's thesis focuses on using theoretical models to solve practical challenges in intercultural marketing. Based on qualitative research conducted with eleven industry experts, the findings reveal a definitive shift from standard localization toward "cultural domesticity" and the necessary use of a "local filter." The final part of the thesis examines the role of artificial intelligence, which, despite its efficiency, remains "culturally blind." While AI acts as a "kitchen blender" for data, it lacks the human touch of emotional intelligence required to recognize local nuances, sarcasm, and emotional resonance. Ultimately, this master's thesis contributes to the existing body of knowledge by illuminating the interplay between theory and practice in modern marketing strategies. It offers useful recommendations and emphasizes that a hybrid model—combining technological agility with human cultural empathy—is the only way to achieve true market effectiveness and prevent a brand "bruka" (public embarrassment).
Keywords:culture, intercultural marketing, cultural values, Hofstede, qualitative methods, artificial intelligence, local filter, cultural domesticity, authenticity


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