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......There are of course numerous challenges. The criteria of acceptance is something that a company must identify right from the very beginning. In addition, it must be underlines that within the same society, different social groups may have different perspectives and preferences and therefore, different consumer behaviour. The language is a key factor because it is the main tool which communication uses. A brand name might be meaningful in a country and absurd in another. Slogans must be locally adapted and even the names of the products, the packaging and the advertising. For a company operating worldwide this constitutes a high challenge in the sense that it must maintain synergy while managing to address the different cultural needs with the very same product or service
Globalization has the advantage of creating a potentially world-wide market. And the medium to support it is the internet. E-commerce can not exist without e-marketing and e-advertising is a must. This too must be culturally adapted depending on the frequency of internet usage, the financial power of acquisition, the welfare quality of life and the orientation towards certain life styles. The visual part of the message which is conveyed online is the most important one.

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