Answer to Question 1
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Answer to Question 2
The following rules serve as summary of how culture and its appreciation may serve as tool to secure success:
Embrace local culture: Many corporate credos include a promise to be the best possible corporate citizen in every community in which they operate. Showing sensitivity to local customer shapes local acceptance and builds employee morale. More importantly, it contributes to a deeper understanding of the market and keeps the marketer from inadvertently doing something to alienate constituents.
Build relationships: Each country market has its own unique set of constituents who need to be identified and nurtured. Establishing and nurturing local ties at the various stages of the market-development cycle develops relationships that can be invaluable in expansion and countering political risk.
Employ locals to gain cultural knowledge: The single best way to understand a market is to grow with it by developing human resources and business partnerships.
Help employees understand you: Employing locals will give a marketer a valuable asset in market development. However, these employees also need their own process of adjustment in order to be effective.
Adapt products and processes to local markets: Nowhere is commitment to local markets as evident as in product offerings. The firm needs to understand the local market and accordingly manufacture its products to suit the domestic needs.
Coordinate by region: The transfer of best practices is critical, especially in areas that have cultural similarities.
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