Storytelling and International Marketing Strategy

Based on ethnographic fieldwork in the world of Indian marketers in multinational corporations and advertising agencies, we examine the assumptions about consumers they employ in developing international marketing strategies. Through a careful analysis of the stories managers tell about consumers and markets, we uncover international marketing’s ideology about how consumers are and how they will be. We use these stories to question many of the taken-for-granted ideas about market development that can be found in academic textbooks, papers and organizational discourse.


Julien Cayla and Lisa Penaloza (2007) ,"Storytelling and International Marketing Strategy", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 8--8.


Julien Cayla, AGSM, University of New South Wales, Australia
Lisa Penaloza, University of Utah, United States


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


Gaze Reflects Loss Aversion

Feng Sheng, University of Pennsylvania, USA
Arjun Ramakrishnan, University of Pennsylvania, USA
Darsol Seok, University of Pennsylvania, USA
Puti Cen, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More


When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness

Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

Read More


Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors

Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.