CULTURAL ADAPTATION OF PRODUCTS

Abstract

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

Keywords

• product adaptation
• international marketing
• cultural factors