Global Marketing Strategies Adapted to the Culture and Business Dynamics of Colombia

Abstract

Small and medium-sized enterprises (SMEs) in Colombia can implement global marketing strategies adapted to the country's cultural and commercial characteristics. It is emphasized that replicating foreign models without considering the local context can lead to rejection or low effectiveness. In cities like Cúcuta, marked by a strong sense of cultural identity, it is essential to contextualize messages, products, and communication channels.

The research emphasizes the importance of combining elements of international standardization with cultural, visual, and linguistic adaptations that connect with Colombian consumers. It is recommended to integrate digital strategies, such as social media, alongside traditional media, to achieve greater reach and emotional connection.

It also suggests that SMEs must strengthen their technological capabilities and human capital through training and strategic alliances. Only in this way will they be able to compete globally without losing their local identity, improving their positioning and sustainability in international markets.