Today's economic environment is characterized by globalization. Rapidly evolving technology is making a decisive contribution to this, removing spatial and temporal barriers and facilitating communication. Nowadays, two partners who are 10,000 km apart can successfully establish a mutually beneficial business relationship, even if they do not meet face-to-face. In this context, the international marketplace is open to companies, whether they are large multinationals or small companies wishing to take advantage of global opportunities. Web tools and platforms enable brands around the world to reach an international audience, but only the brand that manages to convey the message that is best suited to different cultural consumer categories will be able to leverage this opportunity. That's when our Shagle app comes into play, enabling the use of online conferencing technology for businesses without any limits. 

Socio-economic context

In this socio-economic context, where technology plays an important role, consumer behavior has also changed dramatically. Today's consumer is more informed, easier to engage with other potential brand customers, engage in professional conversations, or even communicate with brand communication managers. When a particular need arises, the modern consumer sits down at a computer and asks about the best products available that can meet their needs - they don't shop around looking for the best deal.

Impact on users

These consumers, who are active and engaged with a brand, can become completely unpredictable. They can change their behavior very quickly depending on trends. Businesses need to be transparent to maintain a good relationship with their potential customers, whether from their home country or elsewhere. In this environment, where the rules of the game are changing day by day, creating a brand image in a new market becomes a challenge, even for large companies with the ability to spend huge budgets on such activities.

Communication as an important part of business

Communicating the brand message and communicating brand values to target audiences from a particular foreign culture is a complex process that needs to be sensitive to the target culture and adapt to its limitations. It involves in-depth research into the socio-economic and cultural context. To effectively communicate the brand message to a foreign audience, it is necessary to find and use those elements to which they are receptive and to avoid those that may have a negative connotation.

A bit of theory

According to one of Edward Hall's most current theories of intercultural communication, there are two main styles of communication. The first style, called "high context", is typical of English, German, Scandinavian, or Swiss cultures and is characterized by a direct, explicit approach, both in writing and verbally. The second style, called 'low context', is characteristic of Asian cultures, where there is a greater emphasis on non-verbal language (e.g. body language, where silence has a profound meaning). The principles of these two styles apply not only to communicate but also to the target market website.