The Role of Cross-cultural Analysis in Choosing the International Marketing Strategy of Adaptation or Standardization

Abstract

Nowadays most of the companies successfully sell goods by crossing the borders of the domestic country. However international corporations often face problems, connected with cultural differences in consumer behavior as well as distinctions in their perception of foreign products. Thus, for achieving the success on the international markets, a company should take precise actions before launching a new product, selecting appropriate marketing strategies and carrying out cross-cultural marketing research.