BUSINESS EXCELLENCE PROCESS

BUSINESS EXCELLENCE CONSULTING
.... CONSULTING OPPORTUNITIES
... Assessment Center
... Business Process Engineering
... Change Mangement
... Coaching and Mentoring
... Competency Mapping
... Computer Based Training
Tools Design
... Cultural Adaptation of Products
... Cultural Adaptation Post Mergers
and Acquisitions
... Designing HR Processes
... Designing Learning/Development
Processes & Departments
... Managing Innovation Centers
... Organization Surveys
... Succession Planning

ORGANIZATIONAL DEVELOPMENT

SOFT SKILL ENHANCEMENTS

EMOTIONAL INTELLIGENCE

Culture has been called the software of the mind. Culture is the pattern of behavior and thinking that people learn, create, and share. Culture distinguishes one human group from other. A people's culture includes their beliefs, rules of behavior, language, rituals, art, technology, styles of dress, food, religion, political and economic systems. Organizations are increasingly becoming multicultural and it is one of the major challenges to have a competitive global advantage.

Culture is prescriptive. It prescribes the kinds of behavior considered acceptable in the society. The prescriptive characteristic of culture simplifies a consumer’s decision-making process by limiting product choices to those, which are socially acceptable. These characteristics can also create problems for the products not in tune with the consumer’s cultural beliefs.

It is important to note that a product is a focal element of the marketing mix. There are, however, differences that need to be considered when selecting the products to be marketed and the marketing programs to be run.

Domestic buyers are generally more susceptible to cultural and social forces than are industrial buyers. The influence of socio-cultural factors is most apparent in the purchase of nondurable products such as clothing, foods, etc. there are expectations however, that make the international marketer’s task more interesting and challenging. Government regulations, the size and sophistication of the potential buyer’s operations, and the context within which the product or service is to be used all have an impact on the marketing effort. 

An understanding of buyer behavior is central to successful marketing of a product. To develop effective marketing programs, the marketing manager must have knowledge of the needs and wants of potential buyers, how they arise, and how and where they are likely to be satisfied. Buyer behavior is affected by many factors. Class, education, age, and psychosocial traits are some of the factors useful in distinguishing different buyer groups.

Based on the above a product needs to be adapted to suit the local culture for which it is supposed to be marketed. Many a times it has happened that the international players have faltered in the market place due to their lack of understanding of the local culture, their reluctance to adaptation and more emphasis on standardization.

Mc Donalds one of the world’s largest fast food joints when ventured into India modified its products to suit the local needs. They removed all the beef products from their menu taking into consideration sentiments of the Indian culture. Also introduction of “aloo-tikki burger” was one such cultural adaptation so as to be able to thrive in a place which differs a lot in its cultural aspects as compared to the West.

Thus, global companies need to develop a capability to conduct cross-cultural analysis of buyer behavior. Such a capability can help these companies optimally balance the competitive benefits to be derived from effectiveness and efficiency.

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