The need for recognizing the cultural differences.

When we think of leaders in marketing and branding sectors, Disney comes to our mind first. Disney has geniuses in promoting its brand, magnificent marketers, leaders in the theme park industry, and a universally recognized brand. Then what could possibly go wrong with its expansion into Hong Kong and the Asia­Pacific market? It was cultural misunderstanding which led Disney to unpredicted headaches and problems when expanding into global markets and working with other cultures. The lesson to be learned here is to spend time and money in understanding your overseas markets and the culture where you will be doing business.