As discussed in Chapter 5 of our textbook, Culture underlies the family, the educational system, religion, and the social class system. The network of social organizations generates overlapping roles and status positions. These values and roles have a huge effect on people's preferences and on marketers' options. A company that does not understand a country's culture will most likely fail in that country.
An example of culture differences is when people in India shake hands, they sometimes shake hands rather limply. This is because in India, a soft handshake conveys respect, and not as a sign of weakness or disinterest.
Another example of culture differences in other countries is selling Broadway plays to other countries. The rights to reproduce Broadway plays are increasingly being sold overseas. However, the plays encounter some difficulty in translating cultural idioms and humor in other languages.
Can you think of any companies that have gone through a cultural roadblock? If so, what did they do to overcome this problem?
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