Page 258 - GLOBAL STRATEGIC MARKETING

with technological-led products as geographic segmentation is of
paramount importance. The products need to be established in fast

diffusion countries that accept and consume the new technology before
introducing them into slow diffusion countries. Although, consumers and
businesses accept technology more readily in fast diffusion countries,

face-to-face negotiations are more appropriate in high context cultures
(indirect communication) and more than low context cultures (where

technology can be used for more direct communication). Therefore, there
are cultures which rely on implicit relationships where face to face
negotiations (Japan, Latin America, Italy and Spain) are more appropriate

rather than using technology to conclude a business deal.