Kültürlerarası Farklılıkların Ürün ve Markalar Açısından Değerlendirilmesi

Abstract

With globalization, it is inevitable to take into account the cultural values of the relevant market for the products and brand produced for the international markets. Otherwise, there will be a production which is not suitable for the demands and needs of the relevant market. In other words, products will not address the market. Therefore, in order to operate commercially in different cultures, enterprises can adapt to glocal advertising strategy. With glocal advertising, businesses present their products and services by adapting to the value system and norms of the country they want to operate. In this framework, the study explain that the effects of language, religion, values, attitudes and beliefs and nutrition preferences on the success of the enterprise in the international market. In the study, glocal advertising and cultural diffirences were also mentioned.