Professional Documents
Culture Documents
MULTINATIONAL STRATEGIES
PRODUCT
STRATEGY
STANDARDIZED
COMMUNICATIONS
LOCALIZED
COMMUNICATIONS
STANDARDIZED
PRODUCT
Global strategy:
Uniform Product/ Uniform
Message
Mixed Strategy:
Uniform Product/
Customized Message
LOCALIZED
PRODUCT
Mixed strategy:
Customized Product/
Uniform Message
Local Strategy:
Customized Product/
Customized Message
Cross-Cultural
Psychographic Segmentation
The only ultimate truth possible is that humans are both
deeply the same and obviously different.
Acculturation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Acculturation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall