Serena Jacob
Dec 14, 2015

The context of culture: Be aware of local nuances

Although global culture is more homogenous than ever, failure to appreciate local customs, values and even physical gestures can still have a detrimental impact on sales.

Serena Jacob

Globalisation has had a rapid and irreversible impact on consumers in Asia Pacific. Small rural villages are now no strangers to global brands, western fashions can be bought from chain stores across the region and international celebrities can be followed by anyone with an internet connection.

But while international’ holds a very real allure for consumers in many of Asia's markets, there is also an underlying counter phenomenon. Despite being open to exciting new global...

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