Understanding Culture In International Business
Culture plays an extremely important role in a business whether is local or international. Every business plan needs marketing strategies and advertising plans to popularize itself and make its presence known. This is where culture plays a huge role. For example, to popularize clothing brand in the United States, the company should advertise in such a way so that people relate to their surrounding environment and feel the need for it.
Cultural values of a new country can make or break the business. It decides if the type of business sis suited for the people or not. Without understanding the culture of a country a business should not venture into that market.
Take an example of TGIF restaurant which has now become international by setting up its business in India. They have opened more than 40 restaurants across India which includes all the important cities. Their main aim was not to cater to the American tourists obviously but to cater to the local crowd as well. India is a Hindu dominated country that does not eat beef. Also, India is a country that has all the major religions and Muslims do not eat pork. Most of the food served in these restaurants contains only lamb or chicken and not the other kind of meats. They have to do this for respecting the country’s cultural views.
Culture serves several purposes for the local community and defines what they wear, eat and how they run their lives. A product or service should encumber all their values and only then will it be accepted.
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