The intercultural Model of national Lebanese Market

Abstract

The paper emphasizes the importance of intercultural marketing approaches in the internationally globalized market. The ethical structure of the population determines the fractionation of consumers’ characteristics on the national market. The paper presents the elements of the intercultural Lebanese model which generate the national specificity of the Lebanese market. The Lebanese cultural model is validated with the dimensions of Hofstede’s model and based on the results of quantitative market research. The paper formulates marketing strategies for the intercultural marketing approach in the Lebanese market.