Jean Monnet, the founder of the European Community, once declared, "If I were again facing the challenge to integrate Europe, I would probably start with culture." Culture is the context in which things happen. Whether you develop, market, sell or purchase products for a global audience or interact with people from around the world -- even if they work in the next cubicle -- you must address the issues of culture to be effective.
How and why do the needs of people from one country differ from those in a different country? How do you assess this? In this presentation we examine definitions of culture and consider how cultural differences are expressed. We will then explore the use of tools called cultural models, review the variables that define these models of culture, and weigh their usefulness. We also discuss how to develop a customized model of culture for your particular context.
Overcoming Cultural Barriers to Global Marketing was presented by Nancy Hoft, of Nancy Hoft Consulting and is previously recorded. To learn more or download this event, please visit our site at www.fxconferences.com
