When company leads into a foreign market, it must take into account many variables depending on the different characteristics of a company belonging to another country. As regard the second strategy, nowadays preferred by companies in their international marketing actions, the so-called localization has demonstrated corporations flexibility and their desire to differentiates themselves from country to country, from market to market, going down in the bottom of local reality to maintain control over the global market. In this way the enterprise adapts themselves locally changing their characters.
Localization is understood according to two meaning, the first is the strategy of brand change according to the context and to fully adapts to the environment that progressively found, even at the cost of giving up their dominant characters, and the second meaning the localization is viewed as a movement, born in reaction to the previous globalizing movements. The localization offers alternative sale channels and distribution of a product, able to put in contact the various countries of the world on an equal level.
These different communication strategies are used depending on the conditions that the firm faces country by country . They do not overlap, but live together . The values of globalization coexist side by side with national values. The communication is the main instrument that the brand adopts for evolving and adapting itself to local realities .
It is a marketing approach, also called “intercultural marketing”, which is increasingly adopted by multinational companies, in order to develop products saleable in different areas of the globe, and that all have the same strategic importance for the future development of the company. The intercultural marketing is, therefore, a key element of the overall strategy of a business, which seeks to integrate similarities and differences in a harmonious and acceptable set to a wider audience as possible.
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