Cultural awareness key to international market success 

Published on Apr 28, 2025  

Caribbean businesses seeking to break into overseas markets must prioritise cultural understanding when developing market penetration strategies, according to Shanoy Harris Coombs, CEO of Infinity Integrated Marketing Communications and Events Ltd (Infinity IMC).

Harris Coombs, who is trained in Intercultural Communication and International Development and has worked with several International organisations over the years, delivered the remarks during her presentation, Market Penetration Strategies, at the recent Export Expansion Clinic Launch hosted by the Ministry of Agriculture and Fisheries in Jamaica.

She outlined three critical areas for businesses aiming to expand into the European Union and United States: overcoming market entry barriers, product branding and positioning, and leveraging digital marketing.

A key takeaway from her address was the role of cultural awareness as the foundation for success in all three areas. 

“You need to know who you’re selling to, understand their likes, their dislikes, their preferences,” she said.

“You also need to understand that you’re coming from a place where advertising and marketing may mean something very different in Jamaica from what it means in Trinidad—and even more so when you go into European and American markets.”

Harris Coombs explained that market access is not only about logistics and compliance but also hinges on understanding how to communicate effectively with target audiences across regions.