The authors realized the importance of being flexible in cultural values in the current environment of today’s economy. This environment is called ‘globalization’ that has become an interesting topic in the academic world. Beyond the different challenges, the most important challenge regarding to the thesis topic is the cultural challenge. The authors have combined these elements and  wanted to investigate how these factors influence marketing advertising in the Middle East.

Hence, the purpose of this thesis is to reach an understanding about how cultural differences in global marketing advertising can be handled by global companies in the Middle East. 

The findings of the thesis reflect upon the question of "how global companies can better address cultural differences in marketing advertising in the Middle East" by first understanding and respecting the culture and religion of the region, following the regulations and guidelines for advertising in every specific country, cooperating with local agencies and adapting the marketing advertising strategy with a glocal ‘think global, act local’ approach.