Cultural Adaptation and Creative Solutions in International Marketing Communications
Keywords:
International marketing, cultural adaptation, creative approach, marketing communications, global brandsAbstract
This study explores the importance of cultural adaptation and creative approaches in international marketing communications. It analyzes successful strategies of global brands based on Geert Hofstede’s cultural dimensions and Edward Hall’s concepts of culture. Specifically, the role of cultural adaptation and creative approaches is demonstrated through case studies of McDonald’s and Coca-Cola. The findings indicate that cultural adaptation and creative strategies enhance the competitiveness of brands.
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