intercultural marketing
TRANSCRIPT
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Advertising and Culture
Lecturer Frédéric LE THEUFF
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Why talk about Intercultural or Cross-cultural Marketing ?
1- International marketing : American Marketing Thought
2- World markets : Globalization
3- Global markets : Global consumer ?
4- No Global Consumer because of… Culture
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Color TVs
Audiotape Recorders
Videotape Recorders
Machine Tools
Telephones
Semiconductors
Computers7 4%
9 8%6 4%
8 9%2 5%
9 9%3 5%
9 9%1%
1 0%0%
4 0%1 0%
9 0%
0 20 40 60 80 100
1 9 7 0
N O W
U.S. Invented Technology
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Intercultural MarketingIntercultural Marketing
Anthony GIDDENS (British sociologist)
« Globalization is the reason for the revival of local cultural identities in different parts of the world »
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Definitions of Culture
1952 : Research paper of Kroeber KLUCKHOHN
164 definitions
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Definitions of Culture
Clifford GEERTZ (anthropologist)« Culture is a set of control mechanisms, plans, recipes,
rules, instructions, for the governing of behavior »
Geert HOFSTEDE (sociologist)« The collective mental programming of the people in an
environnement. Culture is not a characteristic of individuals; it encompasses a number of people who were conditioned by the same education and life experience »
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Essentials elements of Culture
1- Language2- Institutions3- Material productions4- Symbolic productions
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Dimensions of Culture
Two « Fathers » of cultural dimensions
Edward HALLGeert HOFSTEDE
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Edward HALL
3 variables of Culture
1- High-context and Low-context cultures2- Dimensions of time3- Relationship of Man with Nature and Space
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Edward HALL
1- High-context and Low-context cultures
* High-context : message is part of the context* Low-context : messages are explicit, direct and
unambiguous
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Edward HALL
2- Dimensions of time
* Time orientation toward the Past, Present, or Future* Time is linear or circular* Monochronic and polychronic time
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Edward HALL
3- Relationship of man with Nature and Space
* Mastery, Harmony, Subjugation to nature* Proxemic : Intimity, Personnal or Social areas
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Geert HOFSTEDEFive dimensions of National Culture
1- Power distance2- Individualism/collectivism3- Masculinity/Feminity4- Uncertainty avoidance5- Long/Short term orientation
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Geert HOFSTEDEFive dimensions of National Culture
1- Power distancePDI can be defined as « the extent to which less
powerful members of a society accept and expect that power is distributed unequally »
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Geert HOFSTEDEFive dimensions of National Culture
2- Individualism/collectivismIDV can be defined as « people looking after
themselves and their immediate family only, versus people belonging to in-groups that look after them in exchange for loyalty »
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Geert HOFSTEDEFive dimensions of National Culture
3- Masculinity/FeminityMAS can be defined as follows: « The dominant
values in a masculine society are achievement and success; the dominant values in a feminine society are caring for others and quality of life »
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Geert HOFSTEDEFive dimensions of National Culture
4- Uncertainty avoidanceUAI can be defined as « the extent to which people
feel threatened by uncertainty and ambiguity and try to avoid these situations »
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural MarketingGeert HOFSTEDEFive dimensions of National Culture
5- Long/Short term orientationLTO is « the extent to which a society exhibits a
pragmatic future oriented perspective rather than a conventional historic or short-term point of view »
NSYSU - EMBA ISUGA France 20 septembre 2005
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68 %
86 %
71 %
43 % 39 %
0
10
20
30
40
50
60
70
80
90
100
HOFSTEDE'S FIVE DIMENSIONS FOR FRANCE
France
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58 %
69 %
17 %
45 %
87 %
0
10
20
30
40
50
60
70
80
90
100
HOFTEDE'S FIVE DMENSIONS FOR TAIWAN
Taïwan
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Intercultural MarketingIntercultural Marketing
Consequences for Advertising
1- Power Distance* Large Power Distance : Status symbols, the elder
advises the younger* Small Power Distance : the daughter advises the
mother (younger advises elder)
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Consequences for Advertising
2- Individualism/collectivism* Individualistic cultures : - frequent use of « You, We, I » - « Treat yourself right »* Collectivistic cultures : - showing people as part of groups- being alone means you have no friends
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Consequences for Advertising
3- Masculinity/Feminity* Masculinity : strong need to win, to be succesful,
wish to dominate« Being the first », « Be the best »* Feminity : caring, softness, understatement« True refinement comes from within » VOLVO ads
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Consequences for Advertising
4- Uncertainty avoidance* Strong Uncertainty avoidance : need for explanations,
structure, testing, scientific proof« The best in the test » or «Test winner »
* Low Uncertainty avoidance : result is more important
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Consequences for Advertising
5- Long/Short term orientation
*Long term orientation : - values are « Save for tomorrow »- symbols are thick trees, explicit referral to future
generation*Short term orientation : Urgency, living in the now and not thinking about
future
NSYSU - EMBA ISUGA France 20 septembre 2005
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Intercultural MarketingIntercultural Marketing
Case study
« Brand USA – Selling Uncle Sam like Uncle Ben’s »