How do manners and customs influence the global marketing?

To begin with, manners and customs are fundamental elements of culture and have to be considered in global marketing campaigns. Understanding manners and customs is vital in establishing effective communication. For instance, use of right and left hand for meetings and greetings. In Indonesia, one should eat, offer a gift and shake hands with the right hand. Shaking with the left hand is not considered a proper etiquette. In Asia, it is best to present business cards or gifts or to pass dishes of food using the right hand or both.

Greeting arriving travellers by waving flags is a Danish tradition. Coca-Cola decided to apply this tradition to Denmark’s biggest airport. People could take flags from an outdoor ad of the classic logo of Coca-Cola and welcome their returning relatives and friends and offer them a warm welcome to the “happiest country in the world”.

Enjoy the commercial!

Picture Source

Video Source

Are you up for Glocalising? Do as McDonald's!

McDonald's, as a global company, chooses the Glocalisation Strategy.
("Think Global, Act Local")

This strategy combines two words which are "globalisation" and "localisation".

Based on this framework, the development and distribution of products or services intended for the global market but is more likely to succeed when they are customized, adapted to suit local culture and behaviour.

Below there are some examples of McDonald's Glocalisation Strategy:


In Japan
▪ Tamago burger
Hamburger with a beef patty, pepper sauce, bacon, and a poached egg. Served with or without cheese 
Picture Source

In France
▪ Croque Monsieur
Grilled ham and cheese sandwich
Picture Source

In Chile
▪ McPollo
Guacamole (avocado paste) McPollo burger
Picture Source






In Greece & In Cyprus
▪ GreekMac
Consisting of two burger patties wrapped in a pita with yogurt sauce, tomato slices, iceberg lettuce and onions.
Picture Source

In Philippines
▪ McRice
Sticky rice fans can enjoy the McRice burger in the Philippines with either chicken or beef patties.
Picture Source










In India
▪ Maharaja Mac
The Big Mac is replaced by the Maharaja Mac, which was originally a mutton burger, but is now a chicken burger.
Beef and pork products are not served to cater to Indian religious sensitivities. 
Picture Source

How language can affect the global marketing?

Language can be described as the mirror of the culture and undoubtedly is the key element to a country's culture. For example, when there are four languages in a country we have to research for four separate cultures properly before we engage in successful global business ventures. It is necessary to examine thoroughly differences in gestures, dialect and expressions in order to have an effective communication.

Picture source

This Dutch advertisement actually means "Mama, that one, that one, that one ..." "Please". In English, this could easily sound as though the child is telling her mother to die, in spite of the fact that the word is not pronounced the same way in the two languages.