Abstract:

Cultural sensitivity - understanding the differences that occur across the peoples who inhabit the global village -results in better research designs and better interpretation of results, and helps a global marketer to better understand how to communicate more effectively with an ever-widening and diversifying consumer base. This paper demonstrates that cultural differences are very real.The next step is to show to understand and interpret these differences. Finally, this paper shows what we have endeavored to do, operationally, to more efficiently collect and interpret global consumer information.