Intercultural Marketing as a Tool for Enhancing Corporate Competitiveness

Despite the growing importance of intercultural marketing in global consumer markets, limited research has examined how intercultural marketing factors interact and contribute to corporate competitiveness within internationally recognised consumer brands. Therefore, this case study investigates these relationships using the example of a globally recognised consumer brand. Drawing on Hofstede’s Cultural Dimensions Theory and intercultural marketing literature, this study investigates the relationships between event marketing, consumer behaviour and sales factors using the case of Red Bull in the global energy drink industry. Data obtained from 50 respondents were analysed using affinity diagrams, relationship diagrams, linear regression and the Analytic Hierarchy Process (AHP). The results confirmed positive relationships between event marketing and consumer behaviour (r = 0.401) and between consumer behaviour and sales factors (r = 0.400). The study contributes to international marketing literature by proposing an integrated framework linking intercultural marketing activities with corporate competitiveness and identifying the most influential marketing sub-criteria. The study further focuses on the identification and comparison of sub-criteria using the Analytic Hierarchy Process (AHP) method.