China is another market context where challenges are specific and dominant due both to the dramatic distinction between the Chinese language and Romantic or Latin-based tongues and due to China's isolated and distinctly defined cultural nature. In both of these, we consider that there is a real and difficult obstruction for organizations seeking to establish a meaningful identity.
In consideration of the example of Foster's beer, for one, we are given a narrative detailing a long and difficult process by which the Australian beer distributor was eventually able to penetrate the market. For Foster's, one of the biggest problems was its prior strategic dependence on its name and Australian identity, which are easily and charmingly conveyed in advertisement in America. In a non-English speaking market, this is a harder association to draw. Such is to say that "The brand name is an essential part of marketing and it not only helps to identify a product but also creates value through consumers' association with the brand (Kohli, Harich, & Leuthesser, 2004). Cultural differences are therefore of major concern when managing brands in China." (Chung, 2) This is especially true coming from the Australian market, where the association between the brand name and a high standard of quality would negatively translate to mean high cost in the Chinese market, where income is decidedly more modest.
Another instance comes to us from China of cultural barriers creating a distinct challenge for internet search engine giant, Google. Google's ideology places it in a spot of unparalleled challenge, even further observable as it attempts
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