The elementary role of culture in International Marketing has been more than demonstrated through the years and the experiences of different brands. Valentina Giraldo Feb 19, 20 | 15 min read what-is-the-importance-of-culture-in-international-marketing Precisely, in this article we want to share some very good examples of organizations that, indeed, have taken this aspect into account to succeed and consolidate in new frontiers. Also, we will mention some cases in which companies, even large corporations, put culture aside or studied it in the wrong way, which logically entailed negative consequences. Of course, before talking about these cases and examples, we will explain in detail why culture is important in International Marketing and what its key factors are, as well as how this aspect should be valued when it comes to the Internet and social networks.

Ready for this learning journey? Then follow us! Why is culture so important in International Marketing? David Viscott once said that “the world is a puzzle whose pieces each of us put together in different ways.” This phrase from the distinguished American psychiatrist makes us reflect on the different perspectives that each person has in their environment. Taking this into account, imagine how many differences Latvia WhatsApp Number List there will be between those individuals who, in addition to having their own reasoning and evaluations, operate in different countries, which are not similar in traditions, languages ​​and other cultural elements. For this reason, a company that aspires to internationalize cannot think that users from other countries have consumption patterns, preferences and valuations identical to the people of the nation in which it already operates. Rather, you must take on the challenge of understanding the cultural elements of the target market to overcome language, semantic, ideological and other barriers . Only in this way will it be able to naturally penetrate into a new nation and consolidate itself as a friendly, close commercial alternative that truly understands the consumer and their needs or problems. 4 factors that can boost the value of culture in International Marketing Taking into account the culture in International Marketing and effectively breaking into a certain market and country demands much more than conviction, desire and effort. It is also necessary to consider and apply different factors, such as:1.

Organizational Culture oriented towards internationalization Basically, it consists of making the minds of employees, managers and directors go beyond the borders of the country where the company is located . For this, it is essential to observe it as part of a global environment, in which the Internet, social networks and new technologies allow it to reach consumers in any country. It is about the company breathing, thinking and consuming internationalization. This can be achieved by implementing it as a pillar of the organizational culture, which is very useful even when establishing company growth projections. Among other things, they should become common department practice: assess cultural variables of different nations, be aware of consumer trends abroad, worry about understanding the way of speaking, searching and expressing oneself in the target countries beyond literal translations, understand the viability of penetration in the target market based on the profile of the national consumer, stimulate the exchange of cultural references among collaborators, among others. 2. Expansion objectives defined from the beginning Logically, a company that thinks about internationalization has to take on the task of projecting the foreign markets it wants to reach , determining the reasons why they are viable and even defining strategies to penetrate those environments.

Although it does not have the financial, human and technological resources to do so, laying the foundations for internationalization is still necessary, and it can be done from the very conception of the business. Having a clear and well-founded plan helps to obtain sources of financing, commercial allies and many other key elements for internationalization. When you have a business plan aimed at international expansion, the process of mobilizing resources and efforts to prepare the company to carry out this growth is much more natural. 3. Work teams with the presence of natives of the target countriesIt is evident that the most qualified collaborator to understand and analyze the culture of a country is the one who was born, lived and was educated in it. For this reason, a company that aspires to internationalize must open its payroll to people of different nationalities , especially those belonging to the target countries. Thus, he gains one more reason to be able to adapt naturally to new markets and implement communication and attraction actions that really connect with the public from abroad. 4. Market research directed to the target country These investigations, although they have culture as a fundamental aspect, go beyond traditions, consumption profiles and other characteristics of the target audience.

They also take into account particular environmental factors from an economic, social and even political point of view. Another important point of analysis is the possible competitors and the levels of consumption and variety of the market segment that is being targeted. What are the risks of not taking culture into account in International Marketing? Cold and generic experience In the soft drinks segment there is a peculiar story that, surely, for many may seem like a vile hoax. It is about the resounding victory of Inca , a traditional Peruvian soft drink brand, against the “almighty” corporation behind Coca-Cola. It was over 20 years ago, and it’s true! So much so that Coca Cola had no choice but to buy 49% of the shares of Lindley , the centennial manufacturer and marketer Inca Kola, in order to lead the Peruvian market. But what caused that fateful point in Coca Cola’s almost immaculate track record?

It is not very difficult to guess: not hitting when understanding culture as part of International Marketing. Unlike Inca, Coca Cola did not manage to project its soda as a versatile drink, which complements multiple dishes and recipes of a gastronomy as rich as Peruvian. In this way, the Peruvian customer’s experience when consuming Coca Cola and interacting with the brand was cold and generic , which did not hinder the connection necessary for the consolidation of the brand in that nation. Difficulty understanding the commercial offer While the previous case is a legend, this is the story that could be, but was not. It is about the Taco Bell shipwreck in the country of tacos , in the largest market in Latin America, and in turn in the closest destination. This established chain of fast food restaurants, specializing in Tex-Mex cuisine, experienced multiple failures when trying to position itself in Mexico. Only on his first attempt, in 1992, did he run into problems and difficulties due to poor product placement and poor use of language.

For example, he called one of his main dishes ” Taco Crjiente “, a term with little weight for the common Mexican, who did not see any meaning and appeal to this offer. This led to the brand changing the name of the dish ” Tacostada ” later, but perhaps it was too late to be credible for the demanding Mexican market. Products with counterproductive meanings The car market is one of the most globalized, and also one of the ones that has presented the most errors when assessing culture in International Marketing. Specifically, in this segment we find many cases of mistakes with the names , due to the fact that they were not changed when it comes to marketing the cars in new regions or countries. Some cases, such as the Mitsubishi Pajero in Spain, the Mazda Laputa and the Nissan Moco in countries with large Spanish-speaking communities, such as the United States, have become obscene and embarrassing for the brand. nissan mucus Others, such as the Fiat Marea in Latin America, show how a product can be associated with negative characteristics due to semantic and linguistic vagaries. In the case of the Marea, Fiat had great success by marketing it in Europe with a comfortable and holiday car, ideal for touring the Mediterranean coasts. However, in the Hispanic world, many users, when comparing a car with the word “tide”, associated it with the fact that it was an uncomfortable and wobbly car, unable to provide a smooth ride.

Leave a Reply

Your email address will not be published.