Intercultural Marketing

NSYSU - EMBA ISUGA France 20 septembre 2005

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Intercultural MarketingIntercultural Marketing

Advertising and Culture

Lecturer Frédéric LE THEUFF


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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


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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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Anthony GIDDENS (British sociologist)

« Globalization is the reason for the revival of local cultural identities in different parts of the world »


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Definitions of Culture

1952 : Research paper of Kroeber KLUCKHOHN

164 definitions


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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 »


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Essentials elements of Culture

1- Language2- Institutions3- Material productions4- Symbolic productions


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Dimensions of Culture

Two « Fathers » of cultural dimensions

Edward HALLGeert HOFSTEDE


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Edward HALL

3 variables of Culture

1- High-context and Low-context cultures2- Dimensions of time3- Relationship of Man with Nature and Space


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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


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Edward HALL

2- Dimensions of time

* Time orientation toward the Past, Present, or Future* Time is linear or circular* Monochronic and polychronic time


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Edward HALL

3- Relationship of man with Nature and Space

* Mastery, Harmony, Subjugation to nature* Proxemic : Intimity, Personnal or Social areas


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Geert HOFSTEDEFive dimensions of National Culture

1- Power distance2- Individualism/collectivism3- Masculinity/Feminity4- Uncertainty avoidance5- Long/Short term orientation


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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 »


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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 »


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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 »


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4- Uncertainty avoidanceUAI can be defined as « the extent to which people

feel threatened by uncertainty and ambiguity and try to avoid these situations »


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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 »


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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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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)


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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


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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


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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


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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


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Case study

« Brand USA – Selling Uncle Sam like Uncle Ben’s »

Intercultural Marketing

Documents

intercultural marketingu

intercultural marketingwhy

dimensions of time

lowcontext cultures

time orientation

polychronic time

international marketing

crosscultural marketing