How can International Companies adapt their customer communication tools to the cultures of Greece, Lithuania and the Nederlands?

Abstract: The globalization led international companies to expand in all the continents and to operate in many countries with different cultures and etiquette. In every different culture with its own traditions, values and behavior, an international company has the need, in order to be successful, to modify their management planning, the expansion strategies and of course the customer communication tools concerning the products and the clients. Many companies have a big variety of products and when it comes to promote them in different cultures, they need to plan a whole new publicity campaign and a new advertisement planning. Or do they?  We aim to answer our research question which is How can International Companies adapt their customer communication tools to the cultures of Greece, Lithuania and The Nederlands, by examining theory which concludes Cross-Cultural Theory, Communication and Hofstede’s study, and also the empirical study from the countries we chose to focus our research: Greece, Lithuania and The Nederlands. The different cultures of a South-European country, and Eastern-European country and a Western-European country, is a quite representative combination to compare and conclude finally how can international companies adapt their customer communication tools. When it comes to the advertisement and the communication tools, we are referring mostly to television spots and video clips, printed material, promotion products with the brand on them, and many others. Our goal is to find the difference between them in the specific countries we chose, and how an international company modifies them, in what point and what does it take into account. With our short but important research journey we are going to answer the research question and contribute to the academic and business community by reaching our goal.