Title: Government, law and structure: where is transparency and what does it mean for marketing strategy?

Authors: Camille P. Schuster, Phil Harris

Addresses: California State University San Marcos, 333 S. Twin Oaks Valley Road, San Marcos, CA 92096, USA. ' University of Chester, UK

Abstract: Marketing strategy is constrained by the rules and regulations of the location (country, region, regional trade area) in which companies do business. The role of government and the rule of law are major elements that create a structure determining the amount of transparency that exists for conducting business activities. By examining the role of government and rule of law across cultures, the structure for doing business in a specific location can be determined. Given the structural constraints in each culture, a decision tree is created to determine when and how to adapt business activities for success.

Keywords: government role; rule of law; structure; transparency; politics; globalisation; cross-cultural; marketing strategy; culture; business activities.

DOI: 10.1504/IJBEX.2009.024449

International Journal of Business Excellence, 2009 Vol.2 No.3/4, pp.301 - 316

Available online: 04 Apr 2009 *

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