Executive summary
Over the period, culture has continued to play a
crucial role in the development of marketing strategies in any location.
Liberia has been recognized as one of the rich African countries with
sufficient cultural heritage and the records have shown that their cultural
practices have been inherited from the ancestral practices back in many years.
Some of the cultural practices that have assisted the Liberian to establish a
lasting relationship and growth in international marketing are the virtues of
responsiveness and hospitality. The usage of English in communication as the
national language has significantly enhanced communication leading to
establishment of international marketing in the region. Another common language
spoken in the country is Merico language that comprises the blend of American
language and Liberian cultural language. The analysis of social institutions is
also critical for understanding the nation. Liberia has witnessed the
establishment of three major social institutions that are aimed at enhancing
the preservation of social and cultural practices. the leading faction
comprises 80% of the population and is composed of freed slaves, another group
comprises of the Americo-Liberian and finally, the third group is composed of
immigrants into the nation. . The country is strategically located in the midst
of other nations speaking different languages like French and English. This
aspect has significantly influenced the mode of establishment of international
marketing because the country has multilingual recognition. In consideration of
the religion and aesthetics of the Liberian people, it is critical to consider
that majority of the population are immigrants from the slave trade. During the
era of slave trade, the former occupants of the United States brought with them
culture, tradition and religion from the United States. In this regard, about
40% of the population practices Christianity with mixed aspects of traditions
and culture (Crown, 1999 67). With regard
to the living conditions, the aspect of poor living conditions has adversely
influenced the predominance of cultural practices and religious beliefs to a
greater extent that international marketing has been rendered incompetent on
the quest to establish economic and regional development. Finally,
international marketing has significantly influenced development of the
Liberian economy.
Introduction
Over the period, culture has continued to play a crucial
role in the development of marketing strategies in any location. Cultural
values are significant in the formation of attitude and behavior of specific
people in a social set up. In this regard, the success of international
marketing is largely influenced by the cultural practices available in host
countries. Over the period, Liberia has continued to be on the fore front of
international trade because of the establishment of various aspects of trade.
Liberia has been recognized as one of the rich African countries with
sufficient cultural heritage. Analysis of the Liberian records shows that their
cultural practices have been inherited from the ancestral practices back in
many years. Some of the cultural practices that have assisted the Liberian to establish
a lasting relationship and growth in international marketing are the virtues of
responsiveness. The cultural values of the region stipulate that visitors and
new ideas should be highly regarded and treated with the best accord.
International marketing has been on the rise in the recent past because of the
identification of innovative channels of marketing the countries produce in the
international market where there high competition and high rewards for quality
products. Liberia has been on the fore front for the production of quality
rubber and has been recognized as the world’s leading producer of the
commodity. This capacity has opened up the country for international relations.
Finally, the cultural practices and beliefs have significantly enhanced the
conduction of international marketing and international trade.
Brief discussion of the
country’s relevant history
Liberia is highly rich in cultural practices that
have significant influence on the development of international marketing. Some
cultural practices leading to the success of international marketing in Liberia
is the issue of language factor. The usage of English in communication as the
national language has significantly enhanced communication leading to
establishment of international marketing in the region. Another common language
spoken in the country is Merico language that comprises the blend of American
language and Liberian cultural language (Hans
Mühlbacher, 2006 23). Historical
records show that Liberians have continued to be friendly and accommodative
since the ancestral periods. This aspect has largely contributed to the
enhancement of success in the establishment of international marketing in the
sense that new ideas are highly welcomed and visitors are always welcomed even without
invitation. The republic of Liberia has continued to rely on the services and
support of the external world for the enhancement of trade and development.
Trade has integral contribution to the enhancement of the Liberian economy and
it has significantly enhanced the creation of massive jobs leading to the
development of the economy (Hollensen, 2007 13).
The conduction of trade is an established culture in Liberia that has been
passed from the ancestral links to the current generation. Liberians are liberal
people who have great admiration for their culture and they have continued to
preserve these cultures because they have significant contribution in the
establishment of their behavior and prosperity.
Geographical setting
The country of Liberia is located in the rich West
African regions where it enjoys the benefits of geographical location because
it favors the production of rubber. In reality, the location of the country has
significant impact on the establishment on the cultural foundations in the
region. Analysis conducted on the western African region has shown that
majority of the west African states enjoys a rich cultural heritage
characterized by the warm hospitality and humility. Therefore, the people of
Liberia also share this aspect with the general states of western Africa. Over
the period, researchers have continued to extract evidence to prove the
originality of West African people because of the perspective that they share
many factors in common. The location of Liberia in the geographical West Africa
is significant because it critically impacts on the development of
international marketing. International marketing is extremely beneficial to the
both parties involved in the trade because of the gains derived from the trade.
The geographical location of Liberia has continued to contribute significantly
to the development of trade and international marketing in the region (Isidore Okpewho, 2001 92). The country is
strategically located in the midst of other nations speaking different languages
like French and English. Therefore, this has significantly influenced the mode
of establishment of international marketing because the country has
multilingual recognition. Furthermore, the cultural aspects have benefited the
integration of the western African countries into the region with rich cultures
inherited from the past ancestral linkages. Studies conducted by international
markerers have established that culture has strong relations with geographical
establishment because some aspects of relations are dictated by the
environment. The social set up of the western Africans are largely influenced
by the environment (Kumar, 2000 45). The
location of the country is also beneficial in the consideration of the slave
trade era where indigenous local were captured for slavery. Location of the
country around the ocean is detrimental because it reduces the responsiveness
to the international market. This is based on the historical of slave trade
where members were captured and sold to the international communities.
Social institutions in Liberia
The establishment of social institutions in a nation
is extremely beneficial because they help in the enhancement of cultural and
social practices. It is a common aspect to witness the existence of more than
one social institution in a given state that is formed to preserve the cultural
and social aspect of the nation. In the same regard, Liberia has witnessed the
establishment of three major social institutions that are aimed at enhancing
the preservation of social and cultural practices. The classification of the
social institutions in Liberia was largely characterized by the significance of
their formation that was inspired different aspects of prevailing
circumstances. Therefore, the classification of social institutions in the
republic of Liberia is based on factors that led to the division of the groups
and the subsequent formation of radical groups. However, it is evident that the
aim of establishing these groups is to aid in the preservation of cultural
practices and aspects that have been borrowed from the ancestors. The issue of
gender is another daunting social institution in the republic of Liberia.
Social issues related to gender can be ascertained in the analysis of roles,
behaviors, ethics and other community perceptions. This indigenous African
state is characterized by strict gender rules that enhance spatiality between
the sexes (Masaaki Kotabe, 2008 293). The
institution of gender and social set up has significant influence on the
formation of culture because the there are specific roles designated for the
male or the female members of the society. The rigidity in accepting the task
belongs to the opposite sex has been issue that transcended from the ancestral
teachings and the locals strictly observe this rule. They claim that men must
not perform the chores that belong to the women. This attribute of disparity
has resulted in the establishment of rivalry between the men and women of the
nation. In this aspect, Liberia is listed as one of the countries with
significant gender disparity. Gender disparity in Liberia is characterized by
high cases of gender inequality. Apart from the social institution of gender,
other social institutions characterizing the republic of Liberia are listed as
follows.
The largest faction of Liberian cultural practices
preservation is composed of the citizens who were previously captured under
slave trade regime but managed to return to their homeland. The cultural
aspects of these people are strongly embedded together in the rural set up.
Analysis shows that this group comprises the majority of the population that
amount to a total of 80% (Moran, 2008 102).
The marketing aspect represented by this faction of the Liberian population is
limited because of the exposure and reduced level of development. It is
extremely beneficial for the international marketers to establish the theme of
their expansion and establishment in various regions. The cultural faction
represented by this significant percentage of people influences the operation
of trade in the region because of their disposable income. The international
establishment of international marketing is highly dependent on the aspects of
cultural establishment and recognition. To a greater extent, the responsive of
international market and its commodities are ascertained by the development of
social and cultural aspects. The aspects of culture dictate the amount of usage
of international commodities. The aspect of international marketing in not
accepted by this faction of the population because of the perceived suffering
they experienced during the era of slave trade. However, international
marketing can articulate the usage of diverse methods that can enable the
locals to adopt the usage of these international commodities (Moran, 2008 94). Over the period, the world
market has been established to provide services for the nations willing and
able trade on the same platform. On the other hand, the culture exhibited by
this faction of the Liberians represents preservation of cultural practices.
The rural Liberian dwellers pose the ancestral practices and continue to
perform the practices that aid in the betterment of their traditions. This
faction of the population has not adopted the benefits of technology and
innovation.
The second faction of the Liberian cultural set up
is the Americo-Liberians that majorly reside in the urban area and composed of
settlers. Notably, these settlers have their cultures that are significantly
different from the cultures exhibited by the locals of Liberia. The analysis
reveals that their culture is responsive and therefore, beneficial in promoting
the advents of international marketing. The aspect of international marketing
largely considers the aspect of language because it involves the transfer of
information between different communities speaking different languages. This
group of Liberians is more suited for the activity of international marketing
because they are multilingual and can easily communicated with the origins from
other locations (Olukoju, 2006 86).
International marketing has been on the rise and the benefits are evident with
various countries registering increase in the volume of trade.
The state of Liberia is also composed of diverse
cultures from other nations. This aspect constitutes the third faction that is
majorly composed of immigrants from other nations in the nearby territories and
internationally. The presence of these people in the lands of Liberia has
significant effects because they dilute the cultures of Liberia by introducing
radically new cultures. One vital point is that this faction is as a result of
international marketing that has resulted in the migration of people and
communities into the region of Liberia. International marketing involves the
transfer of people and information from a cross the global environment. Liberia
has been the host of many nationals who have significantly influenced the
conduction of business and enhancement of economic development (Sak Onkvisit, 2008 20). Culture has
significant role in enhancing the development and the conduction of business
activities. The cultural beliefs and practices have significant aspects in
orienting international business with the home cultures thereby enhancing the
boost of business performance. Over the period, the global regime has
experienced increase in the performance of business that has led to the
formation of world market. it is critical that global nations embrace the idea
of international marketing to enhance economic growth and development of these
nations. The growth of individual economies will significantly impact on the
performance of world market.
Religion and Aesthetics
In consideration of the religion and aesthetics of
the Liberian people, it is critical to consider that majority of the population
are immigrants from the slave trade. During the era of slave trade, the former
occupants of the United States brought with them culture, tradition and
religion from the United States. In this regard, about 40% of the population
practices Christianity with mixed aspects of traditions and culture. Christian
denomination practices in the country include Lutheran, Baptist, Episcopalian, Presbyterian, Roman Catholic
and African Methodist Episcopal. Significant number of the population (20%)
practice Muslim religion (Masaaki Kotabe, 2008
17). Even though the country has imposed ant discriminatory rules
against religion, sources from within the country has shown that there exists
religious discrimination against the Muslims in Liberia. The cultural aspect of
Liberia encourages Aesthetics where they venture in the production of artifacts
and other valuables. This art is embodied in the cultural practices where it
has continued to act as one of the determinants of sales for the massive
population. The aesthetics in Liberia have been molded and shaped with the
inspirations of the rich and cultural African practices. The cultural practices
in the region have been extremely beneficial because the people of Liberia have
resorted to the designing of aesthetics for the sole reason of preserving
culture that has been passed from ancestral relations. In this regard,
international marketing will significantly influence the operations of the
country by opening up the region for international trade. International trade
has the impact of enhancing the performance of local economy because it
increases the benefits earned from the sale of surplus commodities.
Living conditions
Liberia is an emerging third economy with
significant low economic performance. Over the period, the nation of Liberia
has continued to suffer because of insecurity both at the national level and at
the state institutions. The case of rising insecurity in the region can be
evidenced by increasing cases violence and crime that occurs throughout the
area. Reports have shown that foreigners provide the best target for the
robbers and kidnappers. Because of the adversity in the development and
economic performance, the people of Liberia live under adverse living
conditions because majority of the population are poor and cannot afford
descent education and basic needs. The aspect of poor living conditions has
adversely influenced the predominance of cultural practices and religious
beliefs to a greater extent that international marketing has been rendered
incompetent on the quest to establish economic and regional development. In
this regard, the poor living standard has adversely affected the enhancement of
international marketing in the nation of Liberia.
Languages
As an African nation located on the western parts of
the continent, the nation of Liberia largely speaks American English because
they were colonized by America. Apart from English, there are also other major
languages spoken Liberia that has enhanced transfer of ideas and information
between the citizens. Apart from the local dialect, the people of Liberia have
perfected the art of speaking in English and Americo-Liberia which is a
language that blends English with the native Local language (Moran, 2008 72). The country is composed of
16 tribes that have significant dialect. Therefore, it is evident that the
nation of Liberia has significant amount of dialects that are used in for
communication.
Comments
Over the period,
international marketing has led to the enhancement of economic growth in
participating nations. The success of international marketing is largely
dependent on the cultural practices and beliefs available in the targeted
nation. In this regard, Liberia has continued to experience significant aspect
international trade with the other nations in the world market because it has
the capacity to trade in rubber. Reports about the nation has highlighted that
the country has remarkable observation of cultural beliefs and social practices
because they impact on their behaviors. The location of the country on the rich
western African regions has also significantly contributed in the observation
of culture because that reflects on the observation of culture. International
marketing has largely enhanced the performance of the Liberian economy because
it has opened up the region to engage in trading activities with the other
nations at the global market.
References
Crown, J. R. (1999). Marketing
in Liberia , 1-22.
Hans Mühlbacher, H. L.
(2006). International Marketing: A Global Perspective. New York:
CengageBrain.
Hollensen, S. (2007). Global
Marketing: A Decision-Oriented Approach , 700.
Isidore Okpewho, C. B.
(2001). The African diaspora: African origins and New World identities ,
334.
Kumar, V. (2000). International
marketing research , 430.
Masaaki Kotabe, K. H.
(2008). Global Marketing Management. United Kingdom: John Wiley &
Sons.
Moran, M. H. (2008).
The Violence of Democracy. Liberia: , 200.
Olukoju, A. (2006). Culture
And Customs of Liberia , 154.
Sak Onkvisit, J. J.
(2008). Strategy and Theory . International Marketing: , 710.
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