Vol: 13, Issue: 4 2023

Page: 116-121

Cultural Sensitivity in International Marketing: Lessons from Global Brands

Tavishi Yadav

http://doi.org/10.37648/ijtbm.v13i04.009

Cultural sensitivity is an essential success factor in international marketing. Globalization blurs geographical boundaries between nations, and brands must encounter diverse cultural landscapes-whether it propels them to soar or challenges their relevance. The ability to adapt to cultural differences can no longer be a strategy for global brands that are searching for sustainable growth and the right brand equity. This paper explores the role of cultural sensitivity in international marketing, draws lessons from global brands, and provides actionable insights for companies trying to increase their international reach. Based on real-life examples and scholarly analyses, this paper drives home the importance of cultural intelligence, adaptability, technology-based solutions, and the risk of failure by ignoring the subtle elements of culture - missteps and brand reputational damage. This study integrates theoretical approaches with practical case studies to provide comprehensive information for navigating the dynamic interactions between culture and global marketing.