Introduction Cuba and the United States are riddled with a rich history intertwined throughout the existence of each country. From the first inhabitants descending from a Native American Tribe, to the Spanish Conquistadors and Christopher Columbus, the recorded history of Cuba and the United States is nearly indistinct. Due to many political and economic events, the two countries have been divided for so long that most people today do not remember a time when the divide did not exist. After nearly 50 years of diplomatic sanctions restricting business and social relationships between the populations and governments of our two countries, the United States has begun to slowly open its political mind to the idea of Cuba as an economic opportunity …show more content…
The brand, message, and communication need to not necessarily be linguistically translated, but it has to be culturally fluent. If the message goes against certain cultural norms or behavior, even if the message is translated correctly, the consumer will not understand it. For example, the beer Budweiser was introduced to the market in Peru but it failed to attract consumers because the Spanish-speaking consumer struggled to pronounce the name of the beer and therefore kept them from ordering it at the bar. According to Denise Pirrotti Hummel (2012), “There is a significant difference between a company that is multinational, and a company that is truly global…The difference is that a multinational company simply operates in multiple nations; a global company has embarked upon the journey of systematically updating its policies, procedures, and systems across multiple …show more content…
Norms, simply understood, are the protocols of the society in question. These protocols are the expected behaviors and relationship in which dealings will be conducted and business will be implemented. In this case we must understand Cuba holistically as a nation. We know it’s a small island country, just 90 miles away from the continental United States, and it belongs to a chain of Caribbean islands. Geographically, it has a tropical climate subject to long growing seasons and prone to hurricanes. Cuban Spanish is the language, and the dominate religion is Roman Catholic. These particular norms only skim the surface of regional and cultural understanding. Norms and expectations may expand to smaller divisions such as regional customs, understanding of government, human rights, extended relations with other governments and most importantly understanding the history of the country including its policies and