Terre solidali and FAO Somalia: International cooperation and cross-cultural marketing

The case describes how cultural differences can lead to deep misunderstandings, both in the communication processes and in the interpretation of any actions to be taken. The aim of this case is to highlight how cultural distances are able to influence the formal and substantive aspects of the strategies and policies carried out by international organizations. The specifics of the Somali social fabric i.e. its conformation in clans and networks, obliges us to take into serious consideration the management of cultural variables, implying the involvement of several stakeholders, opinion leaders, information nodes and pressure groups. It would appear necessary to underline how the cultural distance factor and the issues that stem from it condition the consumer goods context, as opposed to that of services. This implies that organizations and firms should consider every and all evaluations in reference to strategic alternatives possible on the continuum of standardization and adaptation.