From the course: International Marketing Foundations

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PESTCL framework: Social factors

PESTCL framework: Social factors

From the course: International Marketing Foundations

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PESTCL framework: Social factors

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- If you really want to stretch your comfort zones, attend a wedding in a different country, and under a different religion from where you grew up. I think you'll see different values, traditions, symbols, and language on display. There are four key components to a social or cultural analysis when you're assessing a new country. The first relates to values. Values can change from family to family. I'm sure you can probably tell some good stories from when you've gone to a holiday meal at someone else's house. Those shifts can be even more significant when you look at the values from country to country. Check out the website below to gain an appreciation for the different types of value orientations that occur around the world. This site has very useful comparison charts to help get you started. The next key component is the customs or traditions used in business. These vary from country to country as well. In the US…

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