THE EVOLUTION OF THE RESEARCH LANDSCAPE ON MARKETING STRATEGIES IN CROSS-CULTURAL CONTEXT: A BIBLIOMETRIC PERSPECTIVE

Abstract

This study focuses a comprehensive bibliometric analysis of the research landscape on marketing strategies in cross-cultural contexts. It provides a current analysis of how businesses are navigating the challenges and opportunities presented by diverse cultural markets. Additionally, the integration of sustainability and ethical considerations into marketing strategies has become a critical focus, reflecting consumers' growing demand for socially responsible brands. The data was collected from the Scopus database, by exploring the evolution of scholarly contributions in this domain, identifying key trends, influential authors, and prominent journals. By analyzing citation patterns, co-authorship networks, and keyword occurrences, the study reveals the growing importance of cultural sensitivity in global marketing practices. To analyzed the data, the researcher used various analytical tools such as Microsoft Excel, OpenRefine software, Harzing’s Publish and Perish software and VOSviewer and WordArt tools. The findings revealed several significant trends and patterns. This bibliometric perspective not only maps the intellectual structure of the field but also uncovers gaps and opportunities for future research. The study serves as a valuable resource for academics and practitioners aiming to understand the complexities of marketing strategies in an increasingly interconnected world.