How to Achieve Success Through Cultural Entrepreneurship

Abstract

Today, most markets are seeking more than just a one-time exchange or transaction with customers. The focus of market-driven companies is on developing and sustaining relationships with their customers. Successful companies recognize that creating, communicating, and delivering value to their customers is extremely important. Marketing facilitates the exchange process and the development of relationships by carefully examining the needs and wants of consumers, developing a product or service that satisfies these needs, offering it at a certain price, making it available through a particular place or channel of distribution, and developing a program of promotion or communication to create awareness and interest. Global culture always influences how we think, feel, and behave. Because of the cultural diversity of the Indonesia, nowhere is there a greater potential for inaccurate communication and misunderstanding. Cultural pluralism depends on cultural inclusion a commitment to acknowledge, respect, and adapt to others who are differently from us. Culture and communication are inseparable. The way we communicate, what we believe, what we say, the language choices we use, and the nonverbal signals we employ are all a function of the culture we acquire. How we speak and relate nonverbally to others is learned from the culture in which we grow up. In modern society, numerous individuals, groups, and agencies constantly try to influence people’s ideas, feelings, or actions. At one time, persuasion was seen as something that one person “did to” another, following the linear magic bullet model. Now we know that influence is determined by both sources and receivers, following the simultaneous transactions model. Some cultural identities are more important than others. In a communication encounter, the greater the number of cultures the participants share, the greater the accuracy of their messages and the more satisfied they are with their exchange. We are living in an age of swiftly changing and developing communication technology in the millennium era. Mediated communication differs from face-to-face communication. Some elements of the communication process are absent or severely curtailed when people use media, including opportunities for role-taking and the availability of feedback.