Адаптация деятельности международных корпораций к локальным рынкам с учетом культурного кода

Аннотация

We live in an era of worldwide globalization and gloсalization at the same time. In this environment, it is vital for companies to consider the specifics of each market. This study aims to identify and substantiate the need to follow the cultural code when adapting the company's activities to local markets, suggest its scheme. The study considers companies represented in more than 1 market (country). The subject of the research is the tools and methods of adaptation to the conditions of local markets when introducing the company's products to new markets based on the cultural code. In the course of the study, new approaches to the adaptation of companies to new markets have been developed. The study contains the author's view of the concept of a cultural code.