When business go international, numerous commonly accepted management theories related to objective declarations, branding and marketing are Western developments that do not equate. What plays well in your home might not decrease so well in foreign environments. The author suggests that a business carry out a complete evaluation of its whole international marketing strategy - from its objective and vision, to its portfolio, placing and item use, to its interactions and ad campaign.
Throughout the conversation, she challenges supervisors to let go of their preconceived concepts and persistence on consistency and standardization, which they might believe is being affordable, however in truth will never ever prosper in scratching customers where they itch. To be really reliable, international marketing methods should articulate not the culture-bound values of one specific business, however the values of the stakeholders in all of the nations where the business runs. If not, stakeholders somewhere else might have problems relating to the business.
Tailoring Your Strategy to Fit the Culture case study solution
PUBLICATION DATE: June 15, 2010 PRODUCT #: IIR026-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING