localization strategy
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1. What kind of "adaptation" do we call it when we change BOTH the product and the communication when entering a foreign country?
2. What's the best way for an American company (i.e., Kellogg's) to ensure that its advertisements in India don't offend? Where might it go to best understand how to get that message across?
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Solution Summary
What kind of "adaptation" do we call it when we change BOTH the product and the communication when entering a foreign country?
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We call such adaptation as localization strategy. The major advantage of localization strategy is that it allows organizations to exploit market potential in foreign country by adapting to local conditions, such as needs and preferences of local customers, local working practices, customs and culture.
Localization strategy requires significant effort on part of the organization to understand the local market conditions and devise customized strategies to suit local conditions, be it modifying the product attributes and features or adapting marketing communications, advertising and promotions plan to suit local preferences.
"The universal challenge for most companies today is delivering a customer experience that transcends geographical boundaries. And engaging customers regardless ...
Education
- BComm, University of Delhi
- Post Graduate Diploma in Management (Equivalent to MBA), All India Management Association
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