Abstract
« To succeed internationally, we need to understand the cultures of the world; and we have all the cultures of the world represented right here - a tremendous competitive advantage. »
― Ernest Thompson, Proctor and Gamble
Nowadays, globalisation, which is a phenomenon mainly generated by the application of new technologies such as Information Systems and Internet, represents a "survival" challenge for international firms.Changes of consumption, modernity and the integration of minorities tend to suggest that an adaptation of products and services is necessary and even obliged. (C.f. Maslow Pyramid, where a need creates a need more important and more complicated to realize)This implies the application of modern principles of free trade in a global market. That is why international companies need to reach the necessary competitiveness to obtain positive results in order to elaborate contents for global satisfaction. It is undoubtedly an obligation to reach the results expected.
