A critical analysis of cross-cultural marketing on global brand positioning: A case study of a Nigerian startup in Lagos, Nigeria
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- NGN 5000
Background of the study
Cross-cultural marketing is pivotal in shaping global brand positioning, particularly for startups seeking to enter diverse international markets. Nigerian startups in Lagos face the unique challenge of transcending local cultural nuances to appeal to a global audience. By incorporating cross-cultural marketing strategies, these startups strive to communicate their brand values and product benefits across different cultural contexts (Adeyemi, 2023). The integration of diverse cultural insights into marketing campaigns allows for the creation of messages that resonate with a broader consumer base, ultimately strengthening global brand positioning. However, the complexity of cultural differences, including language barriers and varying consumer expectations, requires a nuanced approach to ensure effective communication and brand consistency (Oluwaseun, 2024). This study critically analyzes the impact of cross-cultural marketing strategies on global brand positioning for a Nigerian startup. It examines how the startup tailors its marketing messages to overcome cultural barriers and build a cohesive global identity while retaining its indigenous brand essence (Afolabi, 2025).
Statement of the problem
Nigerian startups aiming for global market penetration often struggle with the effective implementation of cross-cultural marketing strategies. Despite recognizing the importance of cultural adaptation, challenges such as inconsistent messaging, misinterpretation of cultural cues, and limited market research impede the development of a strong global brand position (Adeyemi, 2023). These issues create a disconnect between the brand’s intended identity and its global perception, ultimately affecting market competitiveness. This study seeks to identify the barriers to successful cross-cultural marketing and explore strategies that can bridge the gap between local authenticity and global appeal (Oluwaseun, 2024).
Objectives of the Study
To critically analyze the role of cross-cultural marketing in global brand positioning.
To identify challenges faced by Nigerian startups in implementing cross-cultural marketing strategies.
To propose recommendations for improving global brand positioning through effective cross-cultural communication.
Research Questions
How does cross-cultural marketing influence global brand positioning for Nigerian startups?
What are the major challenges in implementing cross-cultural marketing strategies?
How can Nigerian startups optimize cross-cultural marketing to enhance their global brand image?
Significance of the study
This study is significant as it offers critical insights into the challenges and opportunities associated with cross-cultural marketing for global brand positioning. Its findings will guide Nigerian startups in refining their marketing strategies to achieve a robust and appealing global presence (Afolabi, 2025).
Scope and Limitations of the Study
This study is limited to a critical analysis of cross-cultural marketing on global brand positioning within a Nigerian startup in Lagos, Nigeria.
Definitions of Terms
Cross-Cultural Marketing: Strategies designed to communicate and resonate with consumers from different cultural backgrounds.
Global Brand Positioning: The process of establishing a brand’s identity and reputation in international markets.
Nigerian Startup: A newly established business operating within Nigeria with ambitions to enter global markets.
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