If your company does have international operations, do you think the selected strategy is working? Would you change anything about your company’s strategy?
Answer preview
Language is one of the cultural differences it encounters in the international market (Gurung & Prater, 2017). Language is a concept of communication which is a necessary aspect of the trade. Macy’s incorporated as of 2011 launched its online trading store through the Macy.com entry point. This was its first step at joining the international trading scene. It opened its products to the world allowing people over to making purchase transactions through the internet. Being that Macy’s is an American company, the language it uses is English. This may present a challenge for customers as not all countries are English-speaking. Information may also be lost or corrupted in translation. For example, a German’s translations of the slogan ‘come alive with Pepsi’ was presented as ‘come out of the grave with Pepsi’.
