Research on International Pharmaceutical Marketing Strategies from a Cross-Cultural Perspective
DOI:
https://doi.org/10.71204/y0vbjt88Keywords:
Cross-Cultural Marketing, International Pharmaceutical Market, Pharmaceutical Marketing Strategy, Cultural Differences, Cultural AdaptationAbstract
This study grounded in the realities of economic globalization and the deepening internationalization of the pharmaceutical industry, focuses on the core cross-cultural marketing challenges faced by multinational pharmaceutical companies. It systematically reviews existing research findings on international pharmaceutical marketing strategies from a cross-cultural perspective. Three major gaps currently exist in this field: insufficient integration of classical cross-cultural theories with the specific characteristics of the pharmaceutical industry, incomplete coverage of emerging markets, and lagging research on adaptation to digital scenarios. This review constructs a systematic analytical framework to integrate existing theoretical and empirical research, clarifying the field's research trajectory and existing limitations. It provides scientific reference for multinational pharmaceutical companies in formulating cross-cultural marketing strategies while pointing the way for future research in this area, thereby contributing to the healthy and orderly development of the global pharmaceutical market.
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Copyright (c) 2026 Xiaoqi Shao (Author)
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