Some industry analysts are touting Latin and South America as the next big nuts to crack. But having success in these markets (and with ex-pat Hispanics in America and beyond) will take more than simply translating Anglo-European marketing material into Spanish. The key to success is something called ‘acculturation’ and it has parallels with the Latin American immigrant experience. Only this time, we’re the strangers in a strange land. Read more.
Acculturation the key to cracking the Latin American market
