Question

Big global firms have well-established business practices and systems. Why can't they simply impose their systems and products and strong brands on consumers in emerging markets?

How important is it for global firms to adapt to the local culture? Why?

Answer 1

Due to their higher growth rates, frequently much higher than in the developed economies of North America and Europe, emerging economies in Asia , Latin America, Africa and the Middle East have been touted as hot destinations for exporters in recent years. But with a great chance, great danger always follows. Emerging markets may have political and economic conditions that are unpredictable. Stories about rampant graft, red tape and the lack of security of intellectual property can make it feel too difficult to approach an otherwise lucrative market. Then, far from home, there are the technological and cultural difficulties of doing business.

Language is an evident but sometimes overlooked aspect of the culture of a nation. They may skip implicit cultural influences as corporations clearly interpret U.S. advertisements, advertising and product directions. You must take the essence of what English means instead of a translation and come up with local versions, preferably with the participation of local workers. In the U.S. , for example, "new" is a positive trait, but in traditionalist societies it does not have such a positive connotation.

Although customers may have a desire for your product in various communities, your presentation must adhere to local traditions. The culture of the country where you are selling the goods must be taken into account in the packaging and guidance. In the local culture, colours and forms which mean different things, and the directions have to be specific to areas where there may be insufficient resources and instruments popular in the U.S. Before adjusting your product presence, get acquainted with local circumstances.