Morton Foods has decided to introduce a new line of turkey products to the American consumer. Turkey steaks resemble beefsteak in taste but are made from turkey meat, and are leaner and healthier for a variety of reasons. However, the company is concerned that the product will not be accepted in America. If Morton Foods follows a strategy of _____, they are more likely to have a successful introduction of the new product.

Question

Quizplus · Accepted Answer

The strategy of cultural congruence involves marketing products similar to ones already on the market in a manner as congruent as possible with existing cultural norms, thereby minimizing resistance.

Morton Foods Has Decided to Introduce a New Line of Turkey