The globalisation of the modern world and appearance of companies that have their offices in numerous countries all over the world contribute to the increased importance of tolerance and improved comprehending of at least basic peculiarities of various cultures (Five steps to avoiding cultural mistakes 2014). In other words, when running a business internationally, a company should exclude any probability of cultural mistakes that can offend feelings of bearers of a certain mentality and decrease the popularity of a brand (Five steps to avoiding cultural mistakes 2014). For this reason, it is vital to adhere to strategies that could help to minimise the risk of these mistakes appearance (Chahal n.d). First, one should mind the peculiarities of the local market and the target audience when introducing a new good or brand (Chahal n.d).
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The investigation of local cultures should precondition the further spread of a company to a certain region (Sinha 2010). Moreover, it is also necessary to avoid generalising by using local insights. In other words, the population is not homogeneous in its structure (LaPlante 2005), and a brand team should appeal to the interests of a certain specific group that could be interested in services or products suggested by a new actor. Finally, it is also critical to understand what methods could be used to win a certain market (Chahal n.d). The nature of these actions should not be inappropriate for locals. To avoid cultural mistakes that have the pernicious impact on the image of a certain company or brand, it is crucial to investigate the peculiarities of the local environment and understand the main behavioural patterns exercised by bearers of a certain culture (Chahal n.d). Only under these conditions, the risk of certain cultural mistake will be decreased, and a company will obtain a unique opportunity to win a new market.
At the moment, we could observe the tendency towards the centralization of advertising campaigns run by numerous companies and the creation of a single approach that should be used when promoting a certain service or good. The great positive effect of this approach is obvious (Chahal n.d). Companies became able to introduce more influential and customer-oriented campaigns that improve their image and contribute to increased incomes. For this reason, one could predict the further rise in the popularity of this practice (Payne n.d). The fact is that the exploration of the given approach helps a company to respond to the new challenges that appear in the course of its functioning in the most efficient way.
Moreover, brand teams that work to create the unique proposal obviously consider the above-mentioned local peculiarities that might result in the increased or decreased level of interest to a new product. With this in mind, companies obtain a powerful tool that could help them to become more flexible and consider the interests of various population groups (LaPlante 2005). Additionally, the further evolution of means of transport and digital devices predetermines the increased paces of globalisation (Sinha 2010). Under these conditions, the adherence to the approach that rests on the well-thought-out advertising campaign which is provided by the head office seems the only perspective for the further evolution of business (Payne n.d) as it provides numerous opportunities for the further growth.
Altogether, globalisation and international markets condition the great importance of the creation of a unique approach that will be able to consider local cultural peculiarities and provide the companies with an opportunity to impact peoples choice by appealing to their interests and peculiarities of mentality.
Chahal, M n.d., How to make global marketing locally relevant, Web.
Five steps to avoiding cultural mistakes 2014, Web.
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LaPlante, A 2005, When Does Culture Matter in Marketing?
Payne, N n.d., The Costly (and Humorous) Impact of Cultural Blunders, Web.
Sinha, R 2010, How To Avoid Cultural Mistakes In India Business. Web.