Annotated outline for thesis on marketing in a multicultural market

Author: Iloka Benneth Chiemelie

Published: 15/12/2013

1. Introduction

1.1.        Background

This section will present a clear understanding of what marketing looks like in a multi-cultural society; the issues and challenges that comes along with such marketing.

1.2.      Importance of study

This section will present the reasons why the research is significant and expected contributions of this research to managers, business and other category of people.

1.3.      Research purpose (including research question and       objectives or hypotheses as appropriate)

This section will basically refine the purpose of the research in a more concise and easy to understand way and define the questions that will be addressed in the process of meeting the research objectives.

1.4.      Limitations

All possible limitations of the research will be discussed in this section. The limitations are expected to come from the scope and application. This is because the scope focuses on marketing only but the whole business process is influenced by other factors such as HRM, Management and Operations. Thus, the research is limited in the sense that it doesn’t allow for these aspects of the business process to be addressed as well.

1.5.      Organisation of study

In order to ensure clear and easy understanding of the research outcome, the research process needs to be carefully organized and this is the purpose of this section.

2.         Literature Review

2.1.      Chapter introduction

This section will present a detailed introduction of the literature review with respect to theories that will be covered.

2.2.      Framework for review

The framework of the review will be drawn out and it will be centred around multi-cultural theories.

2.3.   Marketing issues in multi-cultural context

Figure 1: identified issues

The figure above represents the issues that have been identified for this research and these issues will be discussed substantially. In the process of such discussions, comparison will be made between MNEs in order to present a clear understanding of these issues; how they occur; what causes them; and how they can be mitigated.

3. Ethical considerations

Following the analysis of the issues above, this section will look to present some of the ethical considerations that are applicable to these issues. Such an understanding is geared towards further expanding the reasons why the issues above are deemed significant. It will also serve as the root for defining the recommendations on how such issues can be handled.

4.  Conclusion

With the issues successfully identified, analysed and aligned to their respective ethical considerations, a brief conclusion on the research will be presented in this section. This section will also present recommendations for MNEs on how to handle the issues defined above and also limit or possibly eliminate the ethical considerations.