BUSINESS, MARKETING AND CULTURAL DIVERSITY IN THE BALKANS

Petrovska, Natasa and Petrovska, Biljana (2024) BUSINESS, MARKETING AND CULTURAL DIVERSITY IN THE BALKANS. Македонско меѓународно научно списание „МАРКЕТИНГ“ Бр. 20 - Македонско меѓународно научно списание „МАРКЕТИНГ“ Бр. 20 Macedonian international Journal of “MARKETING” No. 20 Маркетингот денес, 10 (20). pp. 59-67. ISSN 1857-9787

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Abstract

Culture and various aspects of culture such as history, religion, education, language, etc. influence how businesses make business decisions, allocate resources, and manage various initiatives. It also affects the functional areas of marketing, sales, and distribution. Cultural diversity permeates every aspect of business, shaping how companies operate and communicate in domestic and foreign markets. Cultural differences are often considered only in terms of consumer bases and target audiences, but they also significantly affect the way a company operates within. Business practices that are acceptable in one country can vary greatly in another.
The Balkan Peninsula is a mixture of geographical, historical, political and cultural understandings. The cultural diversity in the Balkans implies a large number of ethnic groups and national cultures that are varied and complex. The diverse culture in the Balkan countries directly affects the production and sales, as well as the marketing activities that companies undertake within the market. The population and their wants and needs dictate the need for a large variety of products and services.
This paper presents the cultural diversity, business climate, and multicultural marketing in three countries in the Balkan Peninsula: North Macedonia, Serbia, and Greece.

Keywords: cultural diversity, marketing activities, business decisions, sales, products.

Item Type:	Article
Subjects:	Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions:	Faculty of Veterinary Medicine
Depositing User:	Mrs Natasha Petrovska
Date Deposited:	04 Dec 2024 16:26
Last Modified:	10 Dec 2024 10:51
URI:	https://eprints.uklo.edu.mk/id/eprint/10497

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