Nov 16, 2013

international marketing: cross cultures model

Let me start this pompous post* on cross cultures worldwide by undermining my credibility: my international marketing experience is not at all THAT international. 

Nevertheless, I'm interested in globalization and worldwide business cultures. Particularly, I was looking to learn about what market approach works depending on the targeted regions or countries.

So I did some reading about the Lewis Cross Culture Model, very interesting tool for international marketing specialists, such as myself. This Model was published in the 90s, but the cultural categories couldn't have changed much since, therefore the recommended behaviours, communication manners and channels remain pretty much the same.

The Lewis model offers a blueprint for cultural analysis and simplifies cultures' categorization. Valid, marketing-applicable conclusions can be drawn from understanding the particularities of each category, as well as recommendations regarding the best way to interact with each typology.