Cross-cultural Adaptation of Procter & Gamble
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This paper examines Procter and Gamble's (P&G) cross-cultural adaptation strategies. The paper claims that cross-cultural adaptation is essential for any company that wants to survive the globalization process. The adaptation required is to both the internal and the external environment. The paper includes graphs to illustrate this. It concludes that P&G's power to create successful brands for diverse populations worldwide is one of the most valuable keys of success for the giant manufacturer.
From the Paper:"The company provides products for a wide range of customers: mid-income (Tide), higher income (Ariel), male (Gillette), female (Always), normal hair (Herbal essences), special care (Pantene), special need (Head and Shoulders), etc. The product portfolio diversification is one of the company's growth strategies. This is done by acquiring new products, such as Gillette or by engaging in strategic partnership, such as the one with Wrigley Co. One other growth strategy is innovation for existing products: new flavors, new recipes, new effects, new packaging, and so one. Finally, one other strategy is to keep fresh the customer's awareness through permanent promotional activity."
Sample of Sources Used:
- Chew, S. & Denemark, R. eds. 1996. The Underdevelopment of Development: Essays in Honor of Andre Gunder Frank, Sage Publishers: Thousand Oaks, CA: pp. 17-56 and 363-404.
- Colgate-Palmolive corporate website: www.colgate.com
- Eukanuba corporate website: www.eukanuba.com
- Frank, A. G. 1967. Capitalism and Underdevelopment in Latin America. Penguin Books: London
- Hill's corporate website: www.hillspet.com
Cite this Research Paper:
Cross-cultural Adaptation of Procter & Gamble (2008, July 22) Retrieved December 12, 2019, from https://www.academon.com/research-paper/cross-cultural-adaptation-of-procter-gamble-105991/
"Cross-cultural Adaptation of Procter & Gamble" 22 July 2008. Web. 12 December. 2019. <https://www.academon.com/research-paper/cross-cultural-adaptation-of-procter-gamble-105991/>