From Adaptation to Standardization: The Positive Cycle of Cross-Culturally Customized Communication

This work is based upon the findings of de Mooij (2005), Okazaki (2007), Cavallone (2007; 2012), Michiels (2010), and Reinoza (2011) related to the concepts of adaptation versus standardization and culturally and cross-culturally customized communication. It considers the theoretical constructs associated with these ideas, specifically focusing on the communication of Italian companies in foreign markets. The objective is to identify cultural convergences and divergences emerging from the analysis of commercial advertising in the American media by testing their efficacy and comparing the acceptances among similar targets residing in different countries. From an operative point of view, focus groups were conducted with Americans and Italians who were shown commercials that had been broadcast in the US by Italian companies. Finally, the article concludes with the implications for management and with the proposed steps to be taken for further development of the research.