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 internationalization process of the companies was started primarily by American multinationals that, having saturated markets in the U.S. were forced to turn into new markets. Gradually, this process has allowed the advent of other companies worldwide no longer necessarily on the stage of the global market. Initially the main strategy implemented by the new…
Globalization is a process that involves the financial and economic markets, with consecutive consequences on society and its cultural dimension. The new technologies, the mass communications evolution, the development of Internet and new means of transport, have contributed to bring the distances down, both spatial and temporal, revolutionizing our habits. Today the world appears…
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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