Academic Poster: Cross Cultural Management Individual Presentation (Coursework Sample)

IMPACT OF NATIONAL CULTURE ON NIKE ADVERTISEMENT STRATEGIES
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Impact of National Culture
National culture is vastly growing in popularity among the multinational corporations.
Businesses are exposed to the influences that come along with national culture and are, therefore, prompted to streamline their marketing strategies (Harper, 2015). The implications brought about by national culture have acquired a new dimension. Globalization has forced the marketing managers to adopt models that would shape the products to match the customer needs and the environment. National culture has, in turn, become an integral field in the marketing arena. The success of most international organizations is closely tied to how they handle culture (Subotic and Zarakol, 2013, p.927). The impact of national culture stretches far beyond marketing strategies. It is also associated with various interrelated marketing disciplines such as online marketing as well as consumer behavior analytics (Dahl, 2004). This paper is set to examine in how national culture has impacted the manner in which Nike is promoted in several countries across the world. It also addresses the ways in which Nike can use to its advantage the cultural factors realized in the development and progressive implementation of the present marketing strategies in the international market.
Methods
The study also utilized used an archival research to determine the various advertisements dispatched by Nike to different locations. Furthermore, it applied deductive reasoning to interpret specific ads based on the existing theories, particularly Hofstede dimensions of national culture. The samples for advertisement were retrieved from internet research. The study managed to collect several advertisements representing different regions as archived in Nike's official website among other sites containing a gallery of ads. Some of the material used included advertisements from the United States of America, the United Kingdom, and South Korea.
Results
Ad 1: Obese Boy Running (United States)
This is an ad with an obese young boy running on the road, on a Nike advert titled “Find Your Greatness”. One can deduce that the ad seeks to show that what one may view as a challenge to greatness, is not an obstacle. Obesity is a clear challenge to athleticism, and thus the using the obese boy depicts that one can beat obesity by trying to keep fit. Obesity is a national disaster in the U.S. and Americans have with time adopted a culture of taking measures to prevent it.
Ad 2: Kim Yu-Na Nike Ad (South Korea)
This is an ad by Kim Yuna, a celebrated athlete in South Korea, promoting Nike sportswear in South Korea and the East Asia. The athlete appears to be engaging tying her shoes in preparation for an exercise or game. She is a celebrated athlete in South Korea, and thus, most consumers in the region can relate with the advertisement.
Ad 3: Oscar Pistorius Nike (South Africa)
This ad has Oscar Pistorius who is a celebrated athlete in South Africa. The ad is tagged with Nike’s slogan. Oscar Pistorius being a celebrity makes it easy to popularize the product in the region.
Discussion
The research utilizes various concepts, particularly Hofstede notions of culture, to analyze the different strategies that Nike uses to promote its brand in disparate regions.

Individualism/collectivism
America is largely individualistic. As such, most advertisements would tend to realign to such a culture. In Ad 1, the company uses an individual instead of a group. It also uses a boy instead of a girl. This ad is, therefore, aimed at satisfying a personal need which in this case is overcoming obesity.
Masculinity/Feminity
Notably, South Korea is considered a feminine society and thus, some of the social norms that it underpins includes quality of life (De Mooij, 2013). Ad 2 which targets the South Korean market has a female celebrity instead of a man. The message is appropriate for a feminine society. On the other hand, the South African and American ad uses male participants probably because both countries have masculine cultures.
Power Distance Impact on Advertising Strategies
Power distance defines the rights and duties of individuals. Those in positions of power determine the direction to be followed. Power distance influences the decisions made by consumers (Schьtte, and Ciarlante, 2016). In African nations, power and authority are associated with age. Power distances have an impact on how communications are made. The successful usage of celebrity in marketing shows the amount of power and influence that they have. The endorsement of African celebrities in the promotion of international businesses is rampant in Africa as illustrated by Ad 3. Consequently, the Nike ad targeting the South African has a male celebrity athlete. It depicts the business’ consideration of the nation’s culture (Arend, 2015).
Long-Term Orientation on Marketing Strategies
Long-term orientation defines whether individuals seek long-term outcome of issues or dwell on the immediate. Despite other consumers opting to have immediate benefits of a product, other prefers gaining from it in the future only if it proves to be the best in the long run. Bowen and James (1986) came up with a notion that as long as the client feels that they are parting with the right amount of money, their degree of loyalty does not interfere with aim anyway. South Korea has one of the strongest scores for long-term orientation. They are keen to observing traditions that have for decades (Schьtte & Ciarlante, 2016). The ad is thus influenced by the Korean culture to depict that the company is out to serve the country for a prolonged period. Conversely, the US has a very low score for long-term orientation. Individuals have short-term goals, and so businesses are expected to follow suit. Ad 1 depicts an example of a person with short term goals. The boy has an interim goal of reducing his weight through exercising. Nike, in turns, promises to help one reach the target.
Language Impact on Marketing Strategies
Culture is often linked to language. It shows the identification of a particular culture in the nation the organization exists (Moran, Abr...