出版社：University of Craiova, Faculty of Economics and Business Administration
摘要：In this paper I discussed the factors that influence the cultural adaptation of products. Globalization determines the companies to operate abroad; therefore the firms sell their products to markets where the consumer patterns might differ from their national market. It is of high importance to be able to understand and to adapt to local consumer habits. The culture has a strong influence on products adaptation in particular, and on international marketing in general. Companies must be able to adapt their products, but, in the same time, to keep the note of originality, so that the global image of brand to gain consistency. Global brands provide a larger advantage regarding the marketing activities and costs. Savy companies are capable to recognize and to use cultural differences in their use.
关键词：product adaptation; international marketing; cultural factors.
