1) One additional challenge a global marketing team may experience when creating international advertising campaigns is a language barrier. Language mishaps, such as phrases being mistranslated, can backfire on a company because they may offend or insult the host country. A second additional challenge is religion. Kotabe and Helsen (2017) used the Proctor & Gamble example, where the company had to show the hair of another woman in its Saudi Arabian commercial for Pert Plus, since it is a Muslim-country and women can only be in TV commercials if they are veiled.
2) It is important to use expatriates when expanding into new countries because a company can fill managerial and technical skills gaps, and gain international management experience (Kotabe & Helsen, 2017). The following are three benefits of recruiting expatriates for an organization prior to expanding into a new country:
1- Better communication since the expatriate is familiar with the company’s home office and its products.
2- The expatriate acts like a liaison between the company and host county because he or she will be embedded in the culture; this can help the company avoid cultural or language mishaps when translating ideas or slogans
3- Career development for the expatriate, which can benefit the company later on; this person may rise to a managerial role and will have the international perspective to develop into a good leader.
Kotabe, M., & Helsen, K. (2017). Global marketing management (7th ed.). Hoboken, N.J.: John
Wiley & Sons, Inc.
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