Cultural differences still matter: Adapting products and positioning for international success

  • Manuel Au-Yong-Oliveira GOVCOPP, Department of Economics, Management, Industrial Engineering and Tourism - University of Aveiro, Portugal. http://orcid.org/0000-0002-2154-6171
  • Rafael José Reis de Sousa Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, Portugal
  • Ramiro Gonçalves University of Trás-os-Montes e Alto Douro, Portugal and INESC TEC, Faculty of Engineering, University of Porto, Portugal http://orcid.org/0000-0001-8698-866X

Abstract

This article focuses on technology-based companies and the way they perceive the influence of cultural and social differences on their internationalization process. As national cultures and institutions differ from country to country and even more so between different continents, we herein discuss the adaptation of products and services to the cultures and institutions of each environment, for the optimization of sales and product positioning. An in-depth example of a platform that is for sale in different countries, including Portugal and Mozambique, was described. In addition, results from interviews and a questionnaire administered to Portuguese internationalized companies were analyzed. A review of the existing literature was also performed. The strategic notion of positioning is central to organizational success and should differ from context to context, where necessary. Namely, different economic and education conditions lead to distinct behaviors, which have a repercussion on the position to be adopted in order to sell products abroad.

Author Biographies

Manuel Au-Yong-Oliveira, GOVCOPP, Department of Economics, Management, Industrial Engineering and Tourism - University of Aveiro, Portugal.

Master's in Management Director - University of Aveiro.

Member of the Executive Committee - DEGEIT - University of Aveiro.

Rafael José Reis de Sousa, Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, Portugal

Master's in Management student - University of Aveiro. 

Ramiro Gonçalves, University of Trás-os-Montes e Alto Douro, Portugal and INESC TEC, Faculty of Engineering, University of Porto, Portugal

Director of Informatics PhD programme.

Vice-Director of Web Science and Technology PhD programme.

Published
2017-08-30
How to Cite
AU-YONG-OLIVEIRA, Manuel; REIS DE SOUSA, Rafael José; GONÇALVES, Ramiro. Cultural differences still matter: Adapting products and positioning for international success. Journal on Advances in Theoretical and Applied Informatics, [S.l.], v. 3, n. 1, p. 103-110, aug. 2017. ISSN 2447-5033. Available at: <http://revista.univem.edu.br/jadi/article/view/2460>. Date accessed: 19 nov. 2017.