As a rule, understanding different cultures, traditions, and customs requires deep and comprehensive qualitative research. In this case, investigating cultures in which the brand competes should focus on historical and case studies, phenomenology, ethnography, and grounded theory (Hoover, 2021). These are some of the most common approaches involving the study of people’s past, certain groups and specific personalities in culture, the worldview and reaction of citizens to certain phenomena, and problems in social spheres. Furthermore, the consultancy is recommended to additionally address the methods of obtaining data based on interviews, observation, document analysis, and focus groups (Hoover, 2021). Often, appealing to these tactics gives a better understanding of peoples’ experiences, behavior, communication, and activities to draw more objective conclusions and make informed decisions. Indeed, the presented research strategies and techniques for getting the necessary information are not exhaustive. Nevertheless, their application is sufficient to reveal the diversity and multiplicity of different cultures that the brand must consider in every possible way.
Armed with the facts and details obtained, the consultancy can change its actions, focusing primarily not only on the benefits for the company but also on the values of consumers in a particular society and country. It is known that many consumers prefer brands whose beliefs and values coincide with their own (Cox, 2019). For example, in Indonesia, it would be appropriate to focus on charity, and in New Zealand, on environmental actions. Consequently, the socially responsible behavior of an organization following the cultural norms of a particular country will not only contribute to solving global problems and increasing the company’s income. Moreover, it will become for creating and maintaining the firm’s intangible assets, which are crucial in the conditions of modern competition in the market.
References
Cox, T.A. (2019). How corporate social responsibility influences buying decisions. Clutch. Web.
Hoover, L. (2021). 5 qualitative research designs and research methods. Grand Canyon University. Web.