Global Communications Research Report 1

To: Prof. Joel Smith

From: Alexis Curiel, Aylin Angulo and Kevin Albauer (AAK Co.)
Date: 04/19/18
Subject: ​Recommendation Report for the Global Expansion of AAK Co.

On October 4th, after receiving approval of our proposal, AAK Co. sought out to create an
education program to inform Spaniards about cardiovascular disease and how best to prevent it.
Through much research, we found that Spain's leading cause of death are non-communicable
disease, and more specifically, cardiovascular disease.

To further our research, AAK Co. got into contact with the Madrid Main Hospital and conversed
to Dr. Alfredo to get a better understanding of the different risk and protective factors that aren’t
common in the United States. From this, we found that spaniards have a much higher rate of
smoking tobacco. It has been shown that Spaniards are 36% more likely to participate in the
smoking of cigarettes. We also found that spaniards are much more likely to eat foods like bread
or foods with mass amounts of oil. The average Spaniard eats 3 slices a bread a day and at least a
cup of oil. All of these factors are directly associated with cardiovascular disease. From this, we
were able to gather and understand the need of an educational program concerning
cardiovascular disease.

We recommend that AAK Co. proceed with expanding their cardiovascular education program
to the country of Spain. We recommend that the company look into partnering with the local
hospitals in Madrid to implement their education program and aid in the rising crisis.

Attached below is our completed recommendation report which focuses on cultural variables,
writing, speaking, and marketing.
Global Communications Research Report 2

Table of Contents:

➢ Executive Summary….………………………………………………………………………… 3

➢ Acknowledgements…………………………..……………………………………………….... 4

➢ Introduction………………………………………………………………….…………………. 5

➢ Research Question…………………………………………………………………....………… 6

➢ Methods Used to Produce the Report……………..……………………………………………. 6

➢ Main Section of Information…………………………………...…………………………….. 7-8

● Cultural Variables……………………………………………………………………….7

● Writing…………………………………………………………………………………..7

● Speaking………………………………………………………………………………...7

● Marketing………………………………………………………………………………..8

➢ Conclusion ……………………………………………………………………………………....9

➢ Annotated Bibliography ……………………………………………………………………10-12

➢ Tip Sheet ….…………………………………………………………………………..………. 13

Global Communications Research Report 3

Executive Summary:

As we are attempting to expand the operations of AAK Co., Professor Joel Smith requested that
we research a location that would be ideal for our business. We were tasked with finding a
location in an international setting that has had rising financial successes, as well as a location
that was in need of our experience in cardiovascular disease prevention.

AAK Co. has been working out of the United States of America with gaining success in the
southwestern region. We found that with domestic profits come new opportunity and with the
expansion to an international location we are set to make an even larger impact against
cardiovascular disease than we thought possible. The focus was to find a location where we
could make the most impact with the greatest financial gain for AAK Co.

To fulfill the request from Prof. Smith as outlined in the October 4th proposal we completed the
following tasks. Locate a new international market. Create a relationship with said new
international marketplace. Execute a plan that establishes AAK Co. in this new international
marketplace. We also looked into the causes and relationships of cardiovascular disease and
prevalence in the our new international marketplace. All was considered before completing our
finalization for localization to Spain.

Spain was chosen as the most appropriate location for expanding AAK Co. The country has been
moving up in financial and political influence over the past 15 years. There is also more research
and government dollars that are going into healthcare for Spain. Also, we have found that the
leading cause of death, cardiovascular disease, is also the exact purpose of our business. Our
education and outreach programs have done increasing success in the southwestern region and
we can move our way through Spain, starting with Madrid, using our previous model of success.

It is with this research and background that we recommend that AAK Co. proceed with
expanding their cardiovascular education program to the country of Spain. We recommend that
the company look into partnering with the local hospitals in Madrid to implement their education
program and aid in the rising crisis.
Global Communications Research Report 4

Acknowledgements:

We would like to thank our CEO, Joel Smith, for the support and funding to aid our research of
preventing cardiovascular disease in Spain. We would also like to thank our support team in Spain who
have helped us gain knowledge about the cultural differences. We would also like to thank Alfredo from
the Madrid Main Hospital for teaching us about specialized risk factors for CVD in Spanish citizens.
Global Communications Research Report 5

Introduction:
AAK Co. is using electronic sources of information and direct sources from Madrid, Spain to consider
what the best way is for the company to expand their cardiovascular disease prevention program. The
group has come to the consensus that the best way to begin this process by researching and understanding
the speaking and writing barriers that exist between the US and Spain.

The first reason is that Spain has a much higher rate of smoking tobacco. Nearly 80% of spaniards have
smoked at least one cigarette a day. As we know, smoking tobacco is a risk factor that can lead to the
acquiring of cardiovascular disease. The second reason is that Spain is one of the leading consumers of
oils and breads. Amongst the research that we did about this, this is also something that is a risk factor for
the deadly cardiovascular disease. From this, we can see the need for our companies program in Spain.

Spain's recreational activities and diets are amongst the main reasons why we believe that AAK Co.
should expand its program over to Spain. Through our research and experience, we feel that our company
can provide an exceptional service to the country of Spain. One of the biggest concerns that we have
about this, is the difference in cultures. As a company based in the United States, the way we originally
do things are not going to resonate as much with the people of Spain. So it’s very important that we
manage to incorporate the culture of spain, so that the information that we provide to them through our
program relates with their people.

Research Question:
Global Communications Research Report 6

How can prevention and education help stifle cardiovascular disease in Spain?

Methods Used to Produce the Report:

After completing the proposal and defining our research topic, we began to utilize various outlets to gain
information. We utilized peer-reviewed journal articles which compared cardiovascular health in the US
to Spain. We also researched the Spanish culture by utilizing books which discussed the different dialects.
We used peer-reviewed articles which discussed marketing techniques in Spain. To gain a higher
understand of the vocabulary in Spain, we used various language websites such as Rosetta Stone and
Britannica.

Once we gathered out sources all three of the group members worked together to complete the
information that was needed for our project. We believed that it would be better if we all worked together
on the project, so that we can each have a say in what the final end product would be for the documents.
Despite not having a clear indication of who was supposed to do what, we all worked well together and
contributed equal amounts to our final version of the project. The project is a combination of all of our
voices and our input.
Global Communications Research Report 7

Main Section of Information:

Cultural Variables:

We wanted to find what cultural barriers could play into our expansion plans. There are plenty of things
that we might have to fight against. The main issues that arise are the ​barriers like socio-demographics,
clinical measures, and degree of health literacy, as well as cultural and social factors. (Falgas, 2017)

The economic status of Spain over the past 15 years was also looked into, and found that they have had
great trade and investment rapport with the United States. They have also increased the amount of
research that they have been investing into healthcare themselves. AAK Co. will be able to use available
research and funds to more effectively move into Spain and get our education and outreach program in
country. (Myro, 2015)

Writing:

Castilian Spanish is very similar to other latin american forms of spanish, but there is one major
grammatical difference that should be noted when writing. “Vosotros” is used rather than “nosotros” in
Spain. Vosotros is the proper way of conjugating “them”. This is a major due to most other forms of
Spanish utilizing “nosotros”. (Fernandez, 2002)

Another major difference between Spanish and English is the placement of adjectives. Typically in
English, the adjective is used before the noun. For example, the blue dog. In spanish, the adjective is
placed after the noun. For example, el perro azul. (Fernandez, 2002)

Speaking:

Level three of the Customer-Based Brand Equity pyramid, which depicts how to effectively create a
brand, talks about brand response which directly leads to resonance and loyalty of the brand (Keller,
2001). Brand response relies highly on an individual’s experience with the company (Keller, 2001). To
build strong brand response, AAK Co. will need to effectively communicate with its consumers using
culturally appropriate dialogue with partners and consumers (Keller, 2001).

Translators, who are aware of cultural variations in Spain, will be needed with the globalization process
of AAK Co. It is crucial that our translators are either native Spaniards or aware of the linguistic
differences throughout Spain. There are also linguistic differences throughout Spanish-speaking countries.
Due to this reason, it is critical that our translators either have specializations in Spain or are native
Spaniards.

There are also a multitude of different dialects and languages throughout the country of Spain due to
various regions ​(Mar-Molinero, 2002)​. Dialects can vary from similar to clearly distinct depending on the
Global Communications Research Report 8

specific region. Castilian and Spanish are the two main languages spoken in Spain. Castilian is more
commonly used around Northern Spain, whereas Spanish is used in the south ​(Mar-Molinero, 2002)​.
The differences in language and dialect will affect the translators and college students chosen to work for
AAK Co.

Our company will focus into primarily hiring students who speak both dialects. AAK Co. will be
expanding to the capital of Spain, Madrid, where there is a high influx of people from other regions due to
tourism and the size of the city. Keeping this in mind, we would like our translators and college student to
be able to fully engage with our program participants by communicating in their native tongue.

Marketing:

One of the biggest problems that AAK Co. is going to run into, is figuring out how to effectively use
marketing strategies to catch the attention of our audience. Since we are based in the United States, the
way the US does marketing can drastically vary from the way that other countries do their marketing.
Since cardiovascular disease is something that is very common in Spain, as we have mention prior, so it’s
something that a lot of spaniards can relate to. So, we have the audience that we need, we just need to
figure out what’s the best way to captivate and spark interest in our audience.

Upon further research, we found that marketing is most effective when there is more than one cultural
reference made. We found that, to effectively educate the people of Spain about the ever deadly
cardiovascular diseases, AAK Co. has to find a way to incorporate different cultures in their program. To
get the results that we want from our programs, we need to be able to move in and out of cultures and
subcultures and implement a multicultural strategy within our marketing. When individuals feel like the
program isn’t made directly for them, the chances of them actually taking it seriously is much low. It’s
important to find a way to make the program as relatable as possible to the citizens of Madrid.

Our company will focus on creating and implementing a program that is multicultural friendly. We will
be altering our US program, to better fit the needs of spain.
Global Communications Research Report 9

Conclusion:

After concluding our research, we would like to tailor a prevention program to fit the Spanish needs. The
program will have to take into account cultural differences between Spain and the US. Our expansion to
Spain will not just replicate our current US program, but instead create a brand new curriculum
specifically based on the Spanish lifestyle.

To successfully enter the market, AAK Co. will have to gain an understanding about the universal health
care system and how it will impact our prevention program. Also, AAK Co. will have to gain the trust and
approval of the Spanish citizens. To gain credibility and a reputation, we will partner with various
institutions and hospital in Madrid.

AAK Co. will make the transition over the next few months to getting our localization team over to Spain.
From there we will make our marketing team get the initial education started. From there we will move to
having residents take over as our full time employees. Finally we will grow out from Madrid as we
continue to make strides in the fight against cardiovascular disease.
Global Communications Research Report 10

Annotated Bibliography:

Topic of Choice
Arroyo-Almaraz, I., & Van-Wyk, C. (2011). Multicultural Marketing in Spain; perspectives on
communications directed at immigrant population groups. ​Revista Latina De Comunicacion
Social, ​2011.

This research article focused on marketing in spain. Since there a many cultural
differences between the United States and Spain, it is very important to understand what’s the
best way for us to advertise our programs. This article set out to find if an advertisement that
includes more than one cultural reference will do better than one with only one. The results
showed that there is a difference and, especially in Spain, there is a preference with
advertisements with more than one cultural reference.
This article also presents us with some interesting information regarding what is best
when advertising in Spain. They give us four specific factors that have to be taken into account
when marketing in Spain and they are: emotive, economic, structural and cultural. It then goes on
to describe them individually and give us a better understanding of each factor. So this was
something that was very beneficial.

Haro, J. M., Tyrovolas, S., Garin, N., Diaz-Torne, C., Carmona, L., Sanchez-Riera, L., . . .
Murray, C. J. (2014). The burden of disease in Spain: Results from the global burden of disease
study 2010. ​BMC Medicine,12​(1).

Our research project deals with our company expanding our healthy program concerning
cardiovascular disease to Spain. In order to do this, research on cardiovascular disease in Spain
has to be done. This study presented the results for the mortality rates in Spain and introduce us
to what the leading cause of death is in Spain. As a result, we see that it is non-communicable
diseases that are the causing the most deaths in Spain. Specifically, this study specifies that it;s
cardiovascular disease and circulatory diseases that cause the most deaths. The article then goes
on to say that health education programs are something that could be greatly benefited from in
Spain. So this article gives us reassurance that our company has business in Spain.

Cultural Variables
Falgas, I., Ramos, Z., Herrera, L., Qureshi, A., Chavez, L., Bonal, C., ... & Alegría, M. (2017).
Barriers to and Correlates of Retention in Behavioral Health Treatment Among Latinos in 2
Different Host Countries: The United States and Spain. ​Journal of public health management
and practice: JPHMP​, ​23​(1), e20-e27.
Global Communications Research Report 11

This study was to see how behavior and healthcare were able to cross perceived barriers
for first and second generation Latinos residing in Spain. The research was to see how healthcare
was perceived through barriers like socio-demographics, clinical measures, and degree of health
literacy, as well as cultural and social factors. The results found that people were willing to make
changes if they thought it was going to work and as long as they knew where to turn.
Our barrier that we’re going to have to cross for our company will be making sure that
the patients can trust the information that we’re giving them is in their best interest. Also, we will
need to be as accessible as possible through our outreach program to build that trust and change
behaviors to healthy habits.

Myro, R. (2015). Foreign direct investment in Spain. ​SEFO-Spanish Economic and Financial
Outlook​, ​4​(1), 37-45.

This journal outlines the how over the past 15 years there has been quite an increase in
the amount of foreign investing both into and out of Spain. Spain has played an important role as
a destination for and a source of foreign investment.
The correlation that is drawn from increased stock trading and increased financial
stability throughout the country is what we would look for before moving our company into
another country. Our goals include the spreading of information about healthy lifestyle changes.
With increased medical research and development budgets, this is a prime opportunity to get our
message across with the support of new data that is coming from their own government.

Writing
Fernandez, J. M., & Fernandez, F. M. (2002). Madrid perceptions of regional varieties in Spain.
Handbook of perceptual dialectology​, ​2​, 295-320.

The article observes linguistic varieties in the spanish language. One of the main studies
focuses on the attitudes of Spaniards with different dialects throughout Spain. They survey
individuals who reside in different regions of Spain, which belong to different counties. Each
country has different laws and views on their economic statuses.
AAK Co. is working diligently to make sure that we are able to keep a good rapport with
the Spanish people as we want to use the language that they will understand the best. Our goal is
to always be professional and well read so that our message is heard and understood as
completely as possible.

Speaking
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong
brands.
Global Communications Research Report 12

This article relates how effective communication can be used to create a stronger brand
presence. It also highlights how to build a brand and brand resonance. We use this as a way to
make sure that we are writing in such a way that places AAK Co. in a positive light and is
professional in how we look to future investors as well.

Mar-Molinero, C. ​The politics of language in the Spanish-speaking world: from colonization to

globalization​. Routledge, 2002.

This article focused on the different dialects in the spanish language and the politics
behind. They explained how certain regions’ dialects are affected by the politics, economics
statuses, and the background of the population. The article also compares and contrasts Castilian
and Spanish.
We know that we have a responsibility to our customer to not offend as there are different
dialects that we need to continues to monitor. Again we want out message to not get lost in
translation.
Global Communications Research Report 13

Tip Sheet Spain 101:

➢ Where is Madrid located?

❖ Madrid is located exactly in the middle of Spain. Due to its location and high elevation,
Madrid’s summers are dry and its winters are very chilly. It is also the capital and houses
approximately 3.166 million people.

➢ What language do they speak in Madrid?

❖ Spanish is the official language of Madrid. English is also widely understood due to the
high influx of tourists. In certain areas people will speak Basque, Galician, and Catalan
which are different Spanish dialects.

➢ What is Castilian Spanish?

❖ Castilian Spanish is the most common form of Spanish spoken in Spain. Castilian differs
from other Latin American Spanish regions due to its unique C and Z sound differences.
Grammar also varies due to the addition of “vosotros” which is a proper way of saying
“them”. The vocabulary is also very different. For example, other Latin American
countries refer to juice as “jugo” while Spaniards refer to juice as “zumo”.

For more information visit:

https://www.rosettastone.com/lp/spanish/castilian-vs-latin-american-spanish/

https://www.goabroad.com/articles/jobs-abroad/the-ultimate-guide-to-spain