Navigating Intercultural Market Entry Between Ghana and Hungary: A CAGE Distance Model Approach

This study explores intercultural marketing strategies between Ghana and Hungary through the application of the CAGE Distance Model, which categorizes international differences into four dimensions: cultural, administrative, geographic, and economic. The study addresses a significant gap in the literature, as most empirical applications of the CAGE framework focus on Western or Asian contexts, leaving Africa–Eastern Europe business relationships largely unexplored. Key findings reveal that cultural differences shape branding and communication, administrative inconsistencies affect compliance and entry modes, geographic barriers hinder logistics, and economic disparities influence pricing and segmentation. The model proves effective in identifying strategic challenges and guiding internationalisation decisions. The conclusions confirm that distance dimensions significantly impact marketing strategies and that the model is adaptable across emerging and developed markets. Recommendations urge multinational enterprises to conduct in-depth market research, invest in cultural training, and leverage digital tools to overcome barriers.