COMMUNICATION AND LOCAL CULTURE
Expansion into new markets with an existing product and communicating in ways that were successful in the home market is utopia. Companies that successfully develop their business globally have learned that introducing an offer into a new market should involve adjusting both the product and the communication style. A “One size fits all” approach will not work. Local culture determines expectations about style, content, and how information about the product is delivered.
If your company is planning to enter a new market or to expand its presence overseas, take into account local conditions and expectations for communication, marketing, and internal communications. The content, symbols and colors should be converted so that their reception is exactly as intended.
In the training program:
• building a communication strategy and plan,
• designing content intended for different audiences,
• dimensions of cultures and their impact on how information is expected to be transmitted,
• examples of good and bad campaigns adapted to local markets.