El marketing intercultural como estrategia de internacionalización: Expansión de la marca de moda colombiana Undergold en el mercado latinoamericano

Abstract

Undergold, a Colombian fashion brand, has not yet achieved strong consolidation in Latin American markets due to the lack of cultural adaptation in its internationalization strategy. To identify the cultural and commercial barriers that hinder Under gold’s expansion across Latin America and propose intercultural marketing strategies to improve its regional positioning. A mixed-method research approach was adopted, conducting a comparative market analysis in selected target countries and gathering qualitative data through expert interviews, integrating quantitative and qualitative findings. Significant differences were identified in consumer preferences, values, and purchasing behaviors across Latin America, highlighting that Under gold’s current strategy does not effectively connect with local cultural particularities and confirming the existence of both cultural and commercial barriers. Based on these findings, marketing strategies adapted to each cultural context are proposed, including collaborations with local influencers, localized messaging, and product adjustments, emphasizing the importance of intercultural sensitivity for the successful international expansion of Undergold.