Marketing in Culturally Distant Countries

Giovanna Magnani is Associate Professor of International Business and Management at the Department of Economics and Management of the University of Pavia (Italy) where she is vice director of the Ph.D. program in applied economics and management. Giovanna is co-chair of the annual ENTERYNG Workshop (ENTreprenEurship Research workshop for YouNG scholars) in partnership with EIASM (The European Institute for Advanced Studies in Management) and SIMA (Italian Society of Management). She has been visiting scholar at the University of Queensland (Australia), IAELyon Management School (France), and Georgia State University (US). Dr. Magnani's research interests span the fields of international entrepreneurship and international business in particular uncertainty-coping strategies, the role of learning and cognition in entering foreign distant markets, global value chain dynamics, and their re-configuration in consequence to the adoption of new technologies. She has published in many international and national refereed journals. In 2018, her work was recognized with the International Business Review best paper of the year award, and in 2020, she received the European Management Journal's best paper of the year award.

• 1. Introduction: A Multi-Level Cultural Contexts Framework.- 2. Marketing in “Distant” Countries.- 3. A Review of Culture-Bound Approaches to International Marketing and Emerging Paradoxes.- 4. The Cultural Adaptation of the Marketing Mix.- 5. Managing the “4Ps” in Culturally-Distant Countries: From Theory to Business Practice.