The number of businesses seeking to conduct trade globally is ever on an increasing trend. As these businesses explore different global locations for their business operations, they also encounter an increase in variations of culture from one country to another. Different cultures embrace and consume different approaches and business models. It is possible to find that a particular business methodology or model that may be legally acceptable in one nation may be refuted or even banned in another nation. It is also possible to find that what may be socially acceptable tin one region may be socially unacceptable in another region even if the law may not hinder such a thing. As a result, it is important for any business considering trading in a new country to take into account the cultural differences that may sharply influence their operation in the foreign host country (Lee, Bang and Ha 2).
For example, a company may find itself facing a great culture collision when it comes to advertising campaigns. It is possible and common to find a billboard of semi-naked model promoting designer underwear or a body lotion in the United States of America, and no one will raise uproar concerning the semi-naked model. On the contrary, if such an advertisement was to be carried out in a country like Kenya on the African continent, it will be perceived as offensive, obscene, and insensitive. Consequently, it will attract a great public uproar and ridicule and the intended customers my shy off from the purchase of such a product. A good example was depicted from a Kenyan Model promoting the sale of the Vaseline Cocoa butter body lotion.
Source:http://kenyanbachelor.blogspot.com/2014/01/sheila-mwanyigha-billboard-pictures-if.html
The advert received negative reviews amongst a majority of the population and even got the attention of a consumer-governing agency that threatened to seek legal redress.
It is thus paramount for any company intending to carry out business activities in another country that is not their mother country to be on the lookout when it comes to cultural differences. If these were ignored, operating in such countries would most obviously be impossible or strained.
Works Cited
Lee, Cheong-A, et al. "An analysis of cultural impact on international business performance via foreign market entry mode: case of South Korean MNCs ." Journal of Management and Marketing Research (2011): 1-8.
