Summary
Many multinationals default to researching within US and European settings, missing out on the rich opportunities yielded by other cultures. We’ll inspire you to embrace the power of international and intercultural research, providing practical techniques to approach this work with sensitivity and impact. We’ll explore when and why to broaden your research, the benefits and trade-offs, and how to operationalize these methods to unlock deeper insights and fuel innovation across cultures.
Key Insights
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Cultural understanding is crucial for global business success.
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Local customs can significantly influence professional interactions.
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Sephora's failure in South Korea exemplifies a lack of cultural adaptation.
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'Culturalization' goes deeper than 'localization', requiring continuous engagement with local cultures.
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Researching local environments helps uncover hidden consumer behaviors.
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Effective strategies include ethnography and participatory research methods.
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Cultural insights can lead to innovative product offerings tailored to local tastes.
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Cross-cultural researchers play a vital role in business decision-making.
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Understanding the historical context of a culture can drive effective marketing strategies.
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A business must align its entire organization to successfully adapt to local markets.
Notable Quotes
"One Filipino participant asked me how old I was, which caught me off guard."
"Understanding local culture is often the make or break for success in global expansions."
"Sephora missed the point because they focused on bold cosmetics that didn’t align with local preferences."
"Culturalization requires continuously understanding the culture and behaviors of the ecosystem."
"IKEA made local adaptations like lowering their countertops for the Indian market."
"In the Philippines, the teeny culture reflects resourcefulness and adaptability."
"Spotify found success in the Philippines by offering a weekly subscription model."
"It's essential to define what cultural aspects are relevant to your domain and how to analyze them."
"Cultural considerations in research include understanding local holidays and societal norms."
"The best local adaptations fit seamlessly into experiences."
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