CULTURAL ADAPTATION OF PRODUCTS.docVIP

CULTURAL ADAPTATION OF PRODUCTS Lecturer PhD Catalin Mihail BARBU University of Craiova Email: catarom@ 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. Keywords: product adaptation, international marketing, cultural factors. Definitions of culture Culture is useful for society and Culture is so complex that it is individual because the daily tasks are difficult to define. It is a conscious simplified by the unwritten laws of behavior and consistent with its and involvement in social interactions. elements. According to N.Al.Pop Culture lies in the individual Dumitru Pop, I. (2001, p. 95), culture is consciousness, and individuals learn defined as a group of taught responses culture through socialization (growth of different peoples to variable stimulus. Culture results from a group of culture (Cateora, 2006, p.67). and maturation) and adjust to a new behaviors, beliefs, ways of organization, Managers and marketers should the dominant ideology. The inherited be aware of cultural variables that cultural values represe