Features of cross-cultural marketing in international entrepreneurship

Modern conditions of globalization dictate new rules for companies seeking to expand their presence beyond national markets. In this context, cross-cultural marketing takes on special importance as a tool for adapting promotion strategies to diverse cultural environments. This article explores the key features of cross-cultural marketing within the framework of international entrepreneurship, focusing on the impact of cultural differences on brand perception, consumer behavior, and communication effectiveness. The paper analyzes both the challenges associated with language barriers and legal norms, as well as the opportunities offered by flexibility in adaptation. The research is based on the analysis of scientific literature, case studies and comparative methods, which allows us to identify the main trends and offer recommendations for business. The results highlight the need for a deep understanding of local traditions and needs, as well as the ability of companies to quickly adjust their approaches to achieve success on the global stage. The conducted research demonstrates that cross-cultural marketing is an integral part of the success of international entrepreneurship. It has been established that cultural differences have an impact on all aspects of product promotion, from the choice of messages to the format of communications.