The need to develop the cross-cultural competence of global brands has become obvious for successful operations in any international context.
Unlike such indicators as market potential and competitiveness, it can be difficult to assess and gauge cultural differences. Analysis gives us a basic understanding of the beliefs, specific linguistic and communicative considerations, food or clothing preferences, traditions, and values of people in Russia.
Such information is essential to developing an effective and realistic global strategy. The impact of the national culture and the understanding of national trends go outside the scope of traditional marketing and advertising services.