Cultural sensitivity and marketing

Finally rigid services like banks & insurance started realizing the importance of culture in designing the offerings. Latest is,

LIC's new international joint venture company - Indo-Saudi Insurance Company -- will be the first to introduce takaful. This Arabic word means 'guaranteeing each other' or joint guarantee. ...Takaful can be described as cooperative insurance where policyholders contribute a certain amount of money to a common pool. Each member pays his subscription (premium) to help those that need assistance.

Via Rediff.