Cross-Cultural Communication – Navigating Product Design in a Global-Local Context
Multinational companies often face the challenge of balancing global brand consistency with local market preferences. How can Paul and Pat navigate this tension, especially when cultural differences lead to misunderstandings?
At a glance
Industry Focus
Global FMCG - Beauty
Key Company
GlobaBeauty Inc.
Key Cultures
Canadian and Thai
Core Challenge
Global Branding vs. Local Preferences
Abstract
GlobaBeauty Inc., a fictional Canadian FMCG company specializing in skincare and personal care products, faces a cross-cultural communication challenge in launching its luxury line, Lumière Botanique, in Southeast Asia. Paul, a Canadian project manager overseeing regional branding, and Pat, his Thai counterpart tasked with local market execution. While Paul emphasizes strict adherence to global branding guidelines, Pat advocates for packaging adaptations and cultural nuances to better resonate with Thai consumers seeking distinctiveness in a crowded skincare market.
Framed within cultural dimension models, this case study analyzes how differing national cultures shape professional interactions, communication preferences, and strategic priorities. Drawing on academic literature and real-world business insights, the case illustrates the tension between global consistency and local responsiveness. The case study also offers an opportunity to explore practical strategies for fostering intercultural collaboration, enhancing cultural sensitivity, and achieving business alignment across diverse teams.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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