There are cases in which the corporate image varies depending on the country in which it settles. This may be a structural differentiation about the company, or it can affect the marketed product. A significant example is the Unilever launches on the international markets to the same product but with different trademarks from country to…
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…
The globalization of the economies and commercial companies has led, over time, to an intensification of communication with consumers of different languages and culture. Within the framework of the international marketing strategies, advertising plays a key role. But we have to start from the principle, from those discipline that govern these global interchanges: Marketing. Marketing…
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