International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Cultural Heterogeneity towards Standardization and Adaptation of Marketing Mix: A study on Multinational Companies in Ghana
Martin Owusu Ansah

This paper examines the strategic application of standardisation and adaptation of Multinational companies' (MNCs) marketing mix (4P's) on a diverse cultural environment. Business Strategy Approach was employed as a theoretical foundation for the study .Eighty - two managers of the multinational companies operating in Accra and Kumasi, Ghana were conveniently and purposively sampled for the study. Cochran Q Test statistic was used to analyse the data - on a linear continuum across a three time point.The study identified that, multinational manufacturing companies employ a combination of both adaptation and standardisation strategies on their marketing mixes. Price was observed to be the most adapted element of the marketing mix. The study recommended for managers of multinational companies to utilize more of adaptation strategies rather than standardisation due to changes in cultural dynamics, consumer characteristics, market economy as well as government’s business laws and regulations - which are different within the African continent.

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