Cultural, including linguistic, diversity is alive, well, and thriving in many countries. Local entrepreneurs and international companies such as Google, Yahoo, and Microsoft that capitalize on that diversity are positioned to succeed. That success depends, however, in large part on
A) their ability to creatively impose their product on others.
B) their capacity to take a biocultural approach to marketing.
C) external market forces that have little to do with people's cultural, including linguistic, preferences.
D) their ability to hire workers from the markets they hope to enter and teach them the values of their corporate culture.
E) their capacity to follow one of the main lessons of applied anthropology, that external inputs fit best when tailored properly to local settings.

Question

Quizplus · Accepted Answer

The best way for companies to succeed in culturally and linguistically diverse markets is to follow the main lesson of applied anthropology, which is that external inputs fit best when tailored properly to local settings. This involves customizing products and marketing strategies to fit the specific cultural and linguistic preferences of the local population. This approach is more effective than trying to impose products or values on others, as it shows respect for local cultures and values. Companies that take a biocultural approach to marketing and are able to hire workers from the markets they hope to enter and teach them the values of their corporate culture are more likely to succeed in culturally diverse markets. However, external market forces that have little to do with people's cultural, including linguistic, preferences are not the most important factor in determining success in these markets.

Cultural, Including Linguistic, Diversity Is Alive, Well, and Thriving in Many