CAROLINA COBOS. Director of Qype and adjunct Professor at IE School of Communication

Thursday, January 12th, 18:30 – 20:00. María de Molina 27, Sala M-001, 

IE School of Communication – IE University – invites you to the 53rd meeting “Scientists and Professionals in Communication”, where Carolina Cobos Country Manager of Qype Spain, will present a talk in English on our Madrid Campus about “Global Marketing Communications: how to communicate effectively across cultures”. 


Globalization or glocalization? Now that the world is suffering drastic geopolitical changes and economic powers are moving from the US and Europe to Asia, companies have to be prepared to market their products/services in new areas. This means becoming familiar with different habits and behaviors that need to be monitored and understood when planning an effective communications campaign. Taking into account, language, non-verbal communication and values, such as individualism vs. collectivism, religion and traditions is key. The examples speak for themselves: the Swedish furniture giant IKEA had to reconsider the name “FARTFULL” for one of its new desks. A soft drink was introduced into Arab countries with an attractive label that had six-pointed stars. The Arabs interpreted this as pro-Israeli and refused to buy it. The soft drink Fresca was being promoted by a saleswoman in Mexico, who was greeted with laughter and later was embarrassed when she found out fresca is slang for “easy with men/too liberal.” 



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