Riassunto analitico
Le differenze culturali hanno una profonda influenza nel determinare la strategia internazionale, quindi è necessario che la cultura sia ben compresa dalle aziende al fine di attuare strategie di marketing internazionale efficaci. Prima che le aziende internazionali investano tempo, sforzi e risorse sostanziali nell'educazione culturale, devono essere convinte della significativa influenza che la cultura ha e della sua influenza sul mercato di riferimento. Allo stesso tempo, la cultura è anche un fattore chiave che incide sui processi e i risultati delle negoziazioni, portando al fatto che la conduzione delle singole negoziazioni differisce da cultura a cultura. Il successo sarà, perciò, raggiunto da quelle aziende che comprendono il loro ambiente e imparano a influenzarne i risultati.
In particolare, è richiesta la cosiddetta alfabetizzazione interculturale, il che significa una comprensione di come le differenze culturali tra e all'interno delle nazioni possono influenzare il modo in cui vengono praticati gli affari. A volte è facile dimenticare quanto siano veramente diverse le culture, a causa del fenomeno di convergenza verso una cultura comune mondiale scatenata con il modernismo e la globalizzazione.
Cultural differences have a profound influence in determining the international strategy, so it is a necessity that culture be well understood by companies in order to implement effective international marketing strategies. Before international firms invest substantial time, effort and resources on cultural education and understanding, they need to be convinced of the significant influence that culture have and its influence on their target market. At the same time, culture is also a key factor affecting negotiation processes and outcomes, leading to the fact that negotiation practices differ from culture to culture. Success will be achieved by those organizations that understand their environment and learn to influence its outcomes.
In particular, it is required the so-called cross-cultural literacy, which means an understanding of how cultural differences across and within nations can affect the way business is practiced. It is sometimes easy to forget how deeply different cultures really are, due to the phenomenon of convergence to a world common culture unleashed with modernism and globalization.
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Abstract
Cultural differences have a profound influence in determining the international strategy, so it is a necessity that culture be well understood by companies in order to implement effective international marketing strategies. Before international firms invest substantial time, effort and resources on cultural education and understanding, they need to be convinced of the significant influence that culture have and its influence on their target market. At the same time, culture is also a key factor affecting negotiation processes and outcomes, leading to the fact that negotiation practices differ from culture to culture. Success will be achieved by those organizations that understand their environment and learn to influence its outcomes.
In particular, it is required the so-called cross-cultural literacy, which means an understanding of how cultural differences across and within nations can affect the way business is practiced. It is sometimes easy to forget how deeply different cultures really are, due to the phenomenon of convergence to a world common culture unleashed with modernism and globalization.
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