How important is adaptation in international marketing? What are the basic criteria to deal with foreign firms?
Adaptation is a key concept in international marketing, and willingness to adapt is a crucial attitude. Adaptation, or at least accommodation, is required on small matters as well as large ones. In fact, small, seemingly insignificant situations are often the most crucial. More than tolerance of an alien culture is required.
Affirmative acceptance, that is, open tolerance may be needed as well. Through such affirmative acceptance, adaptation becomes easier because empathy for another's point of view naturally leads to ideas for meeting cultural differences.
As a guide to adaptation, all who wish to deal with individuals, firms, or authorities in foreign countries should be able to meet ten basic criteria:
• open tolerance,
• flexibility,
• humility,
• justice/fairness,
• ability to adjust to varying tempos,
• curiosity/interest,
• knowledge of the country,
• liking for others,
• ability to command respect, and
ability to integrate oneself into the environment.
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