The Cultural Dimensions Of The International Adaptation Of Products

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Beliefs, values and customs are the three components of culture which influence the international adaptation of products (Usunier, 1993). These three components have an effect on the individual’s consumption behaviours and the buying pattern. Individuals purchase products due to some references from their own culture. Beliefs, values and customs send direct and indirect messages to customers concerning the assortment of products and services; it is known as the cultural message (Doole & Lowe, 2001). The culture a customer portrays determines and affects their decision process. Organisations must adapt their product to meet the requirements of that specific area of operation. (Usunier, 1993)

Having identified culture using existing theory, the author will interpret it in relation to product adaptation. This entails a clear understanding of what basics assumptions are and in terms of the use of two cultural frameworks. The first framework is Hofstede’s five cultural dimensions; he presents five cultural dimensions which are considered relevant for understanding the influence of culture on international marketing, including adaptation.

According to Holden & Mc Sweeney (2002) and Myers & Tan (2002), Hofstede’s framework has a number of weaknesses and strengths. The key weaknesses include that the study of Hofstede appears to be outdated and consequently obsolete, it seems he doesn’t take into deliberation dissimilar cultural groups in a same country, for example: in Spain

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