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

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