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Cultural Adaptation Of Products

Author

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  • Catalin Mihail BARBU

    (University of Craiova, Romania)

Abstract

In this paper I discussed the factors that influence the cultural adaptation of products. Globalization determines the companies to operate abroad; therefore the firms sell their products to markets where the consumer patterns might differ from their national market. It is of high importance to be able to understand and to adapt to local consumer habits. The culture has a strong influence on products adaptation in particular, and on international marketing in general. Companies must be able to adapt their products, but, in the same time, to keep the note of originality, so that the global image of brand to gain consistency. Global brands provide a larger advantage regarding the marketing activities and costs. Savy companies are capable to recognize and to use cultural differences in their use.

Suggested Citation

  • Catalin Mihail BARBU, 2011. "Cultural Adaptation Of Products," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 105-110, May.
    • Handle: RePEc:aio:manmar:v:ix:y:2011:i:1:p:105-110
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    Cited by:

    1. Cristinel Constantin, 2012. "Post-Hoc Segmentation Using Marketing Research," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 12(3), pages 39-48.

    More about this item

    Keywords

    product adaptation; international marketing; cultural factors.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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