Many American fast food sellers have engaged in product adaptation, changing their menus to accommodate consumer tastes in countries like India and Japan. Other Western firms doing business abroad have engaged in promotion adaptation. Which of the following factors would most likely prompt a firm to use the latter strategy?

Question

Quizplus · Accepted Answer

Promotion adaptation is often necessary when literacy rates vary across different markets. In countries with lower literacy rates, firms may need to rely more on visual or oral communication methods rather than written promotional materials to effectively reach their target audience.

Many American Fast Food Sellers Have Engaged in Product Adaptation