View the step-by-step solution to:

Please response to this thread 1) One additional challenge a global marketing team may experience when creating international advertising campaigns...

Please response to this thread


1) One additional challenge a global marketing team may experience when creating international advertising campaigns is a language barrier. Language mishaps, such as phrases being mistranslated, can backfire on a company because they may offend or insult the host country. A second additional challenge is religion. Kotabe and Helsen (2017) used the Proctor & Gamble example, where the company had to show the hair of another woman in its Saudi Arabian commercial for Pert Plus, since it is a Muslim-country and women can only be in TV commercials if they are veiled.

2) It is important to use expatriates when expanding into new countries because a company can fill managerial and technical skills gaps, and gain international management experience (Kotabe & Helsen, 2017). The following are three benefits of recruiting expatriates for an organization prior to expanding into a new country:

1- Better communication since the expatriate is familiar with the company's home office and its products.

2- The expatriate acts like a liaison between the company and host county because he or she will be embedded in the culture; this can help the company avoid cultural or language mishaps when translating ideas or slogans

3- Career development for the expatriate, which can benefit the company later on; this person may rise to a managerial role and will have the international perspective to develop into a good leader.

Reference:

Kotabe, M., & Helsen, K. (2017). Global marketing management (7th ed.). Hoboken, N.J.: John

           Wiley & Sons, Inc.

Recently Asked Questions

Why Join Course Hero?

Course Hero has all the homework and study help you need to succeed! We’ve got course-specific notes, study guides, and practice tests along with expert tutors.

-

Educational Resources
  • -

    Study Documents

    Find the best study resources around, tagged to your specific courses. Share your own to gain free Course Hero access.

    Browse Documents
  • -

    Question & Answers

    Get one-on-one homework help from our expert tutors—available online 24/7. Ask your own questions or browse existing Q&A threads. Satisfaction guaranteed!

    Ask a Question