We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The Marketing of Americana: Promoting the Walt Disney Company and Harley Davidson Motors in the French Market.
- Authors
Prevot, Arnaud; Hsieh, Der-Ming
- Abstract
Marketing any good or service in any foreign country will involve a number of changes in marketing strategy in order to provide proper, culturally responsive marketing. This paper looks at two American companies: The Walt Disney Company and Harley Davidson Motors. The problem is how specifically the marketing strategies should be altered to properly market in a foreign country. The authors, who have chosen France as a point of comparison, concludes that there are four key points of marketing change when marketing abroad. The two companies should (1) keep a close eye on the perceptions of the target markets in the foreign country, (2) pay attention to basic translation and unit conversion rules, (3) they should make the consumers nostalgic for the positive sides of Americana, and lastly (4) they should stress an ethical side of their promotions. The authors extrapolate managerial implications using a quantitative approach and look at a series of future research possibilities.
- Subjects
FRANCE; WALT Disney Co.; HARLEY-Davidson Motor Co. Inc.; MARKETING strategy; BUSINESS planning
- Publication
Consortium Journal of Hospitality & Tourism, 2012, Vol 17, Issue 2, p40
- ISSN
1535-0568
- Publication type
Article