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The power distance index is a measurement of how much the less powerful members of a society view and accept the distribution of power within their society. The higher the PDI value, the more accepting of authoritarian control the less powerful members are. A lower PDI value would indicate that members of the society lean more towards equity and are more like to share their opinions and ideas (How to sell, 2013).

Countries that have a large PDI value tend to have larger gaps between the wealthy and the poor, and they are also more likely to have a more centralized power structure with the government holding most of the power (How to sell, 2013).

When marketing in countries with large PDI values, a marketing manager will need to recognize how the society views accepts the distribution of power in their country. They would also need to understand the distribution of wealth based on the PDI value, as they will be working to develop a campaign that will lead to successful distribution. Recognizing that members of a society with a large PDI value are accepting of those in power making most of the decisions, the marketing manager would need to determine who the customer is and target that audience. For example, if the government oversees acquiring all the goods for a country, then there is not much point in marketing to the people. The manager would also need to be mindful of pricing in this market. A higher PDI indicates a wider gap between those that have money and those that do not. If the marketing manager wants to attract a larger portion of the population, they will need to be mindful of the wealth gap and set their prices lower (How to sell, 2013).

They can also take advantage of the larger PDI and work it to their advantage by engaging the consumers with ideas and imagery that they hold dear and relate to. For example, a marketing campaign could enlist people of authority in society to endorse the product. Since the less powerful in the society are used to decisions being made by those of higher status, having someone of authority endorse the product would give it a stamp of approval and help sell it (How to sell, 2013).