1) One additional challenge a global marketing team may experience when creating international advertising campaigns is a language barrier.
1) One additional challenge a global marketing team may experience when creating international advertising campaigns is a language barrier. Language mishaps, such as phrases being mistranslated, can backfire on a company because they may offend or insult the host country. A second additional challenge is religion. Kotabe and Helsen (2017) used the Proctor & Gamble example, where the company had to show the hair of another woman in […]
