Acculturation

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Acculturation

The adaptation of a product, strategy, or anything else to fit another culture. Acculturation is often necessary when a product enters a new market in another country (or even another region or population in the same country). For example, Coca-Cola uses slightly different recipes in some countries because each recipe fits cultural tastes better in each area. Acculturation may also be practical: some American car manufacturers had a difficult time selling automobiles in Japan when they first entered that market because their side mirrors were too large to navigate in Japanese traffic.