Running head: Annotated Bibliography 1
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APA-Style Annotated Bibliography-Business English research
Mark Lewis
Liberty University
Annotated Bibliography 2
Calabrese, A., Capece, G., Costa, R., & Di Pillo, F. (2015). Global Market and
Commercials: Understanding Cultural Diversities. Knowledge & Process
Management, 22(3), 167–179. https://doi-org.ezproxy.liberty.edu/10.1002/kpm.1472
The premise of this article is to identify the differing perceptions of products across
different cultures and the consequences of adapting product advertising to international
cultural spheres. The discussion, communication is looked at as a culturally driven
concept which determines how and what is communicated. TV advertisement is
mentioned as one of the more prominent modes of communication that has a lasting
effect on consumers because it is pervasive. Hofstede’s renowned cultural dimension
theory model was utilized to determine the messaging and the advertisement or
commercials and a country’s dominant cultural values. This article presents some good
talking points on marketing communication in a culturally diverse environment. It means
marketing communication in different cultures and how according to the Horstede model,
tailoring the information to fit the consumption needs of the individual cultures can have
a considerable impact on a company’s ability to differentiate itself from local and other
international firms.
CĂPĂŢÎNĂ, G. (2014). The Influence of Culture on Marketing Programs for New
Products Launch. SEA: Practical Application of Science, 2(3), 175–184. Retrieved
from https://search-ebscohost-com.ezproxy.liberty.edu/login.aspx?
direct=true&db=asn&AN=115964685&site=ehost-live&scope=site
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Aside from its discussion on the need to research the influence of culture on product
launches, this article also points to the gap in need and fulfillment, in terms of research,
that needs filling because of incessant globalization. The article intended to contribute to
the growth of literature on the subject of product launches and the effects international
markets have on this marketing process. The article discusses the discovery of complexity
and uncertainty that comes with product launches that are only augmented by different
cultural norms surrounding marketing practices. Marketing departments are expected, as
a result of this, to modify their marketing programs if the positive reception of new
product launches is likely. Communication is mentioned as well, a key element in my
research. Communication is talked from an angle that makes a critical factor in a culture
given that the transmission of language, as well as marketing, requires communication.
Hong Wang. (2012). New Perspective of Cross-Cultural Communications: Applications in
China Marketing. Journal of Marketing Development & Competitiveness, 6(5), 123–
130. Retrieved from https://search-ebscohost-com.ezproxy.liberty.edu/login.aspx?
direct=true&db=bth&AN=89901945&site=ehost-live&scope=site
Albeit the central focus of this article is on China marketing, it is essential to see that this
article has nuggets of information that can be viewed as helpful information for marketers
looking to intervene in the international market with their marketing communication
plans. Chinese business leaders have adopted marketing communication plans as
constituents of their corporate-level strategies. This adaptation means that Chinese
marketers have given cross-cultural marketing top billing in their efforts to expand their
domestic companies into the international business arena. International business is an
established branch of the business discipline, but due to globalization, it has become
Annotated Bibliography 4
more commonplace and a renewed concept that has much space to be contributed to
expanding it to become more efficacious and space for new approaches to solve many of
the problems by combining different perspectives. However, this cohesive expansion of
the international business arena can only begin to take place after business leaders build
that level of awareness to make cross-culture communication more productive.
IOANID, A., MIHAI, P., & MILITARU, G. (2014). Integrating Country-Specific Culture in
the Branding Strategy for Building Global Success. SEA: Practical Application of
Science, 2(3), 355–358. Retrieved from https://search-ebscohost-
com.ezproxy.liberty.edu/login.aspx?
direct=true&db=asn&AN=115964754&site=ehost-live&scope=site
Cultural integration is the topic of discussion in the article as a means to establish a
strong brand and build trust with local consumers in an international market. Challenges
that marketers face with the integration of country-culture into the organizational culture
of a multinational firm are presented in the context of different cultures. Brand managers
are expected to consider all aspects of a foreign nation’s culture and try to adapt to it. A
prescribed preliminary market analysis should produce the information necessary to
understand what that country-culture and business culture integration would look like,
and its reveal its benefits. Hofstede’s model is spoken of again in this model as a means
to determine collectivist-individualist, power-distance, and uncertainty avoidance in
different international cultures to decide the correct marketing strategy that would be
impactful in the societies that subscribe to one or more of the above aspects—information
to consider for marketing across varying cultures.
Annotated Bibliography 5
Johnson, G. D., & Grier, S. A. (2011). Targeting without alienating: Multicultural
advertising and the subtleties of targeted advertising. International Journal of
Advertising, 30(2), 233–258. https://doi-org.ezproxy.liberty.edu/10.2501/IJA-30-2-
233-258
Multiculturalism is not something to be exclusively synonymous with different nations
but also engenders different social groups. Grier and Johnson touch on this concept in the
article by taking a look at advertisements that cater to subcultures within a broader
cultural sphere. This specific form of marketing called target marketing panders to a
specific market segment when marketing efforts tailored to their specific characteristics;
is analyzed as a part of the discussion. Shortly after that, consumer response to
multicultural advertising is examined as well as cultural cues in advertising.
Subsequently, the authors take the reader through a scientific experiment that explores
how significant cultural spheres respond to advertising directed at smaller social groups
in French society more accurately. The social experiment uses sampling and the
measuring of responses to reach a verdict. The importance of this article beyond the
intent and purposes of the author’s experimentation is to identify that marketing face
issues of rejection or negative response to its efforts of being multicultural. Appealing to
a multicultural audience presents its challenges outside of trying to devise a marketing
plan that keeps up with globalization and expanding internet opportunities.
Marciszewska, B., & Wanagos, M. (2018). Market Communication In An Intercultural
Environment Of The Service Sector. Varazdin: Varazdin Development and
Entrepreneurship Agency (VADEA). Retrieved from
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http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/2139499178?accountid=12085
Information or communication technologies are discussed as a means to transmit
marketing communication cross-culturally in the service sector as the article begins. As
the reader moves forward in the article, multiple modes of communication are talked
about: online, word-of-mouth, visual, and short-range communication, to name a few.
However, only two are mentioned in the environment of the service market. The other
forms of communication, more specifically, visual communication, is mentioned as a
mode of communication that researchers hardly talked about as an effective means to
convey information about service promotion. Innovation is examined as a phenomenon
wherein the service sector moderately occupies space and is a tool used for marketing
communication as a competitive advantage. Innovation is then discussed in the next as a
part of service production as an influential concept on market development. Service
provision on the market considers intercultural consumers through marketing
communication to produce growth in the service sector of the general international
business market.
Popovici, S. (2011). What Do We Know about Cross-Cultural Marketing? Bulletin of the
Transilvania University of Brasov. Series V: Economic Sciences, 4(2), 57–64.
Retrieved from https://search-ebscohost-com.ezproxy.liberty.edu/login.aspx?
direct=true&db=bth&AN=70084422&site=ehost-live&scope=site
This article reflects the sentiments of the previous article—adapting the marketing plan to
the “glocal” community is the optimal route that businesses can take. Cross-cultural
marketing is a new facet of marketing that Popovici identifies in the literature. It is
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analyzed and decided to be a continual process that focuses on studying the various
elements of different cultures and working to change marketing to match consumer
behaviors within the international market. The perpetual process behind cross-cultural
marketing is a result of cross-cultural marketing being a relatively new business process
thanks to globalization being novel as well. Communication is a negotiation tool that
marketers have a tool to leverage for analysis and anticipation of market demands. Cross-
cultural marketing brings with it the opportunities to generate change in future markets
because of the constant growth of globalization and the new territories of consumers that
it unveils for multinational countries to engage and increase profit margins.
Slater, S., & Yani-de-Soriano, M. (2010). Researching consumers in multicultural societies:
Emerging methodological issues. Journal of Marketing Management, 26(11–12),
1143–1160. https://doi-org.ezproxy.liberty.edu/10.1080/0267257X.2010.509581
Cross-cultural consumer behavior and marketing research are at the center of this article.
The article focuses on cross-culture research studies that have taken place without
consideration of other cultures and with validating the research design methods used.
Slater and Soriano state that it is typical of researchers to take consumer norms from one
particular society, i.e., American or British societies, and apply their respective theories
onto other cultures. There is also the problem of an incomplete or shaky foundation upon
which research designs are founded because of the expansion of digital marketing and
multicultural societies, which is problematic, and suggestions for reaching a resolution.
Although this article is taking a different approach to marketing and marketing
communication across cultures, the information has the potential to provide substantial
content to bolster the information in the integration paper through an exciting lens:
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globalization, acculturation, diverse marketplaces in modern times from a research design
perspective.
Tantawy, R. Y., & George, B. P. (2016). Cultures within National Cultures: International
Marketing within the Domestic Marketing Environment. Economic Review:
Journal of Economics & Business / Ekonomska Revija: Casopis Za Ekonomiju I
Biznis, 14(1), 26–34. Retrieved from https://search-ebscohost-
com.ezproxy.liberty.edu/login.aspx?
direct=true&db=bth&AN=119368385&site=ehost-live&scope=site
This article scrutinizes habits of consumption that affect the adoption of novel products
and services in international markets by local consumers. Globalization is discussed as an
active transformative force on the consumption patterns in cultures that has a distinct
consumption tradition. Five distinct cultures are under the microscope in terms of their
consumption traditions and are analyze in how they are handling the penetration of some
goods and services thanks to globalization. Communication is discussed in the article
briefly but is mentioned as a useful tool in the process of consumption changes.
Communication technology, in conjunction with mass media, is making it more
accessible for local cultures to adopt the western culture, more specifically. The authors'
research draws to the readers to the realization that communication, commerce, and rapid
transportation is making cultural changes happen quickly and in ways and cultures that
were not formerly possible. The discussion adds value to any research on how important
communication and cross-cultural market penetration are to changing the face of the
world by perpetuating western consumption habits.
Annotated Bibliography 9
Tian, K., & Borges, L. (2011). Cross-cultural issues in marketing communications: An
anthropological perspective of international business. International Journal of China
Marketing, 2(1), 110-126. Retrieved from http://ezproxy.liberty.edu/login?
url=https://search-proquest-com.ezproxy.liberty.edu/docview/911433247?
accountid=12085
Communications is noted as one of the vital functions in a business that is looking to
crossover into the international business market. It is also a critical function for a
business seeking to enhance their bottom line and become a viable multinational firm.
Communication as a whole creates a barrier between integrating multinational firms and
the host country; however, it is a barrier that can be overcome with the appropriate
marketing communication strategy Building a strong comprehension of the culture that
the multinational firm has entered can help facilitate more effective marketing
communication strategies and skills that enhances inclusive business practices and
marketing that garners locals in the international market. Chinese marketers are the
subject of this article when discussing cross-cultural communication plans and how the
Chinese business leaders have already undertaken marketing communication plans that
they intend to utilize for communicating cross-culturally to meet the needs of the
international marketing that any multinational firms intend to engage or is presently
engaged with in international business negotiations.
English
Almuhailib, B. (2019). Analyzing Cross-Cultural Writing Differences using Contrastive
Rhetoric: A Critical Review. Advances in Language and Literary Studies, 10(2),
102–106. Retrieved from https://search-ebscohost-
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com.ezproxy.liberty.edu/login.aspx?
direct=true&db=eric&AN=EJ1230391&site=ehost-live&scope=site
Writing for the means of being understood by another culture other than one’s own is a
challenge that can be overcome in this article. Unique rhetorical patterns in the Arabic
speaking world are discussed to highlight how important it is to write from a place of
awareness of the audience that is intended to read the writing. The solution to this
problem is suggested through pedagogy—teaching students how to write in a context that
is sensitive to a variety of readers within and outside of the language parameters that they
write from to convey information. As mentioned, this article was speaking of this
problem from the context of the Arab speaking world, but the concept is utile across
cultural and linguistic barriers. Even within the framework of one’s own linguistic
culture, it is crucial to note that colloquialism is usually unique to one region than it
would be to another, i.e., New England and Southern states, colloquially, speak in ways
that are completely disparate from the other. This difference in regional dialect creates a
language barrier between respective regional speakers. In the frame of communication,
this article analyzes rhetorical patterns and suggest adjusting to meet the needs of an
array of audience members to facilitate cross-cultural discussions.
Brindha, S. (2017). Why business english. IUP Journal of English Studies, 12(1), 64-69.
Retrieved from http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/1891293178?accountid=12085
Brinhda’s discussion of Business English is a five-page article that concisely
explains what Business English is and how it is used to enhance business
transactions. This success is immensely owed to Business English being the
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lingua franca of the business world. Other advantages are improved market shares
acquisition and increased customer retention. The article admonishes potential
foreign business professionals to learn Business English to improve their odds of
being effective business communicators and participants in the international
business arena. This article explains rewards that come from being able to adapt
cross-culturally, although the focus is on being able to speak an accepted
language. It also raises questions: is it time to adopt a more inclusive standard for
globalizing firms that may not be speakers of the English language? Furthermore,
why is assimilation rather than integration a more effective means of
communicating in the business world? Moreover, does this apply to other aspects
of intercultural interaction in the business world?
Dombi, J. (2011). English as a Lingua Franca in Intercultural Communication. Bulletin of
the Transilvania University of Brasov, Series IV: Philology & Cultural Studies, 4((53)
1), 183–186. Retrieved from https://search-ebscohost-
com.ezproxy.liberty.edu/login.aspx?
direct=true&db=asn&AN=73764029&site=ehost-live&scope=site
As the title has implied, establishing a Lingua France for intercultural communication is
thrown on the table for discussion, more specifically the English language. It has already
been established as the Lingua Franca of international business communication and is
discusses as a Lingua Franca for general intercultural communication spaces. It highlights
the need for the native English speaker’s need to impose “standard English” on non-
native English speakers instead of allowing diversification of English across different
cultures. It is implied that this need to project native speaker standard on a non-native
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English speaker negates mutual understanding and accommodation when negotiating.
Many factors play into the inability of non-native English speakers picking up the
English speaker's standard of communicating such as geographical barriers and
pedagogical impediments. This discussion highlights the need for effective intercultural
communication that can easily tie into international marketing communication to reach
international consumers with consideration to more forms of intercultural communicative
negotiations.
Hellekjaer, G. O., & Fairway, T. (2015). The mismatch between the unmet need for and
supply of occupational english skills: An investigation of higher educated
government staff in norway. Higher Education: The International Journal of Higher
Education Research, 70(6), 1033-1050.
doi:http://dx.doi.org.ezproxy.liberty.edu/10.1007/s10734-015-9882-x
This article discusses the importance of occupational or Business English,
specifically in professional and academic settings in Nordic countries with the
integration of research visuals. The authors utilize research information to
demonstrate the effects of English in the ministerial and directorate (government)
departments as the Lingua Franca. This data also supports the overall rationale
behind the research: the need for occupational English speakers in governmental
stations. Hellekjaer and Fairway conducted a study online to gather information to
determine how many employees in the different ministerial departments use
English professionally on a consistent occasion. The result showed that 89 percent
of participants used English at work. Albeit, the article focuses on occupational
English, it does highlight the fact that finding effective communication across
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cultures is extremely difficult when there is a language barrier that not even
effective channels can fix to make marketing communication reception positive.
Realistically, work is required to resolve this issue that has not been addressed
until the recent expansion of globalization.
Petrovska, I. (2018). Teaching Intercultural Communication in the Global Language
Classroom. Horizons Series A, 23, 545–553. https://doi-
org.ezproxy.liberty.edu/10.20544/HORIZONS.A.23.2.18.P40
Using information technology to enhance the learning of intercultural communication in
the classroom is the topic of discussion in the article. Students are members of an
intercultural classroom due to the increase in globalization, new communication
technologies that have sprung up, and the increase in immigration. All of which makes
intercultural communication important for all aspects of life. It will make it so for
students to communicate with different cultures and interact free of judgment. It will
create an opportunity for those that poor intercultural communicators or travelers to
become more adept at the different cultural spheres and learn how to operate within these
spheres and communicatively engage individuals or the collective, bringing down
linguistic barriers. Intercultural communication is an essential tool that goes beyond the
classroom and goes beyond just language but it also inspires a level of awareness of
varying cultures to make intercultural interactions easier and far less inundating.
