A basic of international marketing

One of the most fundamental truths of international marketing is "don't think that because you know a country you will know its neighboor". Because so many things change, in so many borders in the world! And don't get flawed by things like sharing the same language...

Let's look at Chile and Argentina. Yes, they share the same basic language (though you would be surprised at the number of different words), the same basic history (Spanish occupancy, revolutions led by the Spanish families settled there, periods of richness based on natural resources exploitation, far-right dictatorships during part of the XXth century), the same passion for grilled meat. But then, we shouldn't overlook the differences. The very different political landscape over the past 20 years, the differences in terms of European settlement (that contribute to explain why you feel everything in Santiago so organised and the stronger rule of Law), the stronger fascination by brands by the Argentinean consumers (and the price orientation of Chileans), the macro-economic picture (just look at inflation rates and you will astonished), the glamour of Argentinians vs the practicality of Chileans.

If understanding one's market and consumers is the key for good marketing, then, don't assume. Deep dive! Live with your consumers, breath the same air. Understand the differences vs the markets you know. Because, at that, it is the root for success!