ملخص
How do you sell a Norwegian invention, Cheese in a Tube, to a world used to cheese coming as a block or in slices? This is something Kavli has succeeded in doing despite established cultural norms for cheese and related food products. Adapting to new cultural environments requires a reexamination of the market mix and positioning of the product, especially when the product has a strong home country cultural specificity. More distant markets have different preferences and environments and may require some degree of adaptation of the firm’s marketing mix. The capacity of the firm to adapt to these differences and to respond to this challenge can make the difference for the future survival and long-term success of the firm.
اللغة الأصلية | الإنجليزيّة |
---|---|
عنوان منشور المضيف | Intercultural Management in Practice |
العنوان الفرعي لمنشور المضيف | Learning to Lead Diverse Global Organizations |
ناشر | Emerald Group Publishing Ltd. |
الصفحات | 27-34 |
عدد الصفحات | 8 |
رقم المعيار الدولي للكتب (الإلكتروني) | 9781839828263 |
رقم المعيار الدولي للكتب (المطبوع) | 9781839828270 |
المعرِّفات الرقمية للأشياء | |
حالة النشر | نُشِر - 1 يناير 2021 |
منشور خارجيًا | نعم |