The strategy of differentiated standardisation consists, on one hand, of understanding the cultural, social and individual diversity of your target group and markets – local, regional and global. On the other hand, your strategy will enable you to capitalize on existing similarities for a standardized marketing approach.

intercultural marketing develops the optimal strategic fit between differentiation and standardisation to immediately increase your success and reputation in the market.

Every culture produces specific pictures, symbols, colours and forms of meaning. Markets create their own regulations and game rules. In addition, every region has particular behaviour norms, rules of conduct, specific attitudes, dispositions and habits. 

At the same time, a huge group of people exists who might be called global citizens. They cultivate their own life-style and consumer behaviour across their own cultural sphere. So, within their needs and values, they create a new global citizen culture.

Thus, in planning a marketing strategy, for a company it is often adequate only to differentiate parts of the marketing-mix, for instance the colour, the taste or the price of a product. 

A well-known American soft drink, for example, offers over 100 taste variations of one single product around the world. On the other hand side, a single colour could lead to decreased sales figures. That happened to a pharmaceutical working in Asia as they entered the market with a white vitamin drop. The colour white symbolise death in some parts of Asia and for the customers the drops couldn´t be associated with healthy living.

Besides the global issues, also in local and regional markets international comparatives are these days reality. Alone the European Union with over 27 members; offers a wide field for intercultural misunderstandings.

To be aware of the cultural diversity, the involvement of the knowledge in your marketing and the added value of internal intercultural resources will be key factors in your success; particularly for smaller and mid-size companies.