Cross-cultural marketing: successful practices of strategy adaptation in different countries

the article discusses issues related to successful practices of adapting cross-cultural marketing strategies in different countries. In the context of globalization, this area is becoming a key tool for companies seeking to quickly and effectively adapt their functions and steps to different cultural contexts. The relevance of the topic is due to the need to take into account differences between countries in the context of values, customs, norms, traditions, etc. These factors have a powerful impact on consumer preferences and behavioral manifestations, which, in turn, directly affects the success of international marketing efforts. The purpose of the study is to analyze the implementation of adaptation mechanisms, identify factors that contribute to improving the effectiveness of cross-cultural marketing communications. Among the most obvious contradictions, it is advisable to point out differences in approaches to the degree of local adaptation of strategies, as well as differences in the assessment of the role of cultural determinants in consumer decision-making. It was concluded that flexibility and an in-depth understanding of the characteristics of target markets act as determining factors for the effective implementation of the communication mechanism. The article will be useful for both researchers in the field of international marketing and practitioners involved in the development of global strategies, brand adaptation in foreign markets.

adaptation, brand, globalization, cross-cultural marketing, cultural differences, localization, consumer behavior, strategy