ABSTRACT
ABSTRACT: The factors of globalization strongly influence the field of business and marketing. The companies that choose to run their business outside their home country need to make decisions about an appropriate choice of the marketing strategies. Both, the globalization and the adaptation approach in global marketing have advantages and disadvantages. Although the globalization approach is more widely used today, its effectiveness across cultures is questioned. The main goal of this paper is to introduce selected intercultural models that are mostly used in the field of global marketing and serve as the main platform for making decision about how to adapt marketing strategies to local markets in order to reach more effectively the target audience.
