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organisations (Doole and Lowe, 2008). Technology is used to complement
many parts of the business and is not just concerned with communications

and virtual websites. Technology is used to collaborate with suppliers and
distributors, aid in strategy development (decision-making software),
database management and customer loyalty, and to gather and

disseminate information. Moreover, technology can be used as a unique
selling point in relation to the processes involved in producing the end

product. Companies such as Bionade have a unique distilling process of
organic raw material to produce a non-alcoholic soft carbonated drink
(Trueman, 2007). This is used as a unique selling point but can be

confusing to consumers; especially in the US market. As such, Bionade
need to make an extra effort in its communication strategies to introduce

this new concept to a new market. In some cultures the diffusion of
innovation (the pace of accepting new technology) is different within many
cultures and countries.

12.5 Product diffusion/high and low context cultures

Typically those in low context cultures with high levels of diffusion embrace

technology better than those in high context countries with low levels of
diffusion (Table 12.1.)

Table 12.1: Diffusion of innovation

High context/fast diffusion High context/slow diffusion

South East Asia/Japan India/Asia

Low context/fast diffusion Low context/slow diffusion

Scandinavia, US and Canada UK/Eastern Europe

High context countries such as South East Asia and Japan and low context

cultures such as Scandanavia, US and Canada accept technology and
innovation more readily than cultures such as the UK, Eastern Europe,

India and parts of Asia. This has implications for international marketers