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It’s not only a matter of having a good product, but today, we also talk about the way the product is presented to the consumer which will determine whether or not the consumer will buy the product or service. “Cultural communications are deeper and more complex than spoken or written messages. The essence of effective cross-cultural communication has more to do with releasing the right responses than with sending the “right” messages” (Hall & Hall 1990, p. 4). When a company is choosing its strategy for venturing into a new market it has to know that is important to be aware of the receiving
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According to trade and marketing experts, to standardize a product can be harmful as consumers from assorted cultures would not accept product that do not match their culture. POLYCENTRIC MODEL According to Calof.L, ‘Polycentrism is an individual’s attitude towards going international which is linked consecutive stages in... ... middle of paper ... ...or change to suit local customer needs. Using this strategy can slow down the speed of execution but the companies can have a single, harmonized brand. E.G. : when ‘DOVE’ a Unilever brand creates an advertisement, the set, the colors, the concept remains the same but only the actors and language differ from country to country so that the audience can relate to the commercial.
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