SDIFM0308

Culture

hofstede 1980 P21 definition of culture 1983 1988

Elements of culture

• attitudes values and beliefs
• religion
• ethnicity
• family
• sex
• aesthetics
• dietary preferences
• material life
• language
• social class
• social interaction
• education

McDonaldisation of culture (Keegan and Green 2008)速食如何改變全世界文化

High and low context cross-cultural comparisons(Hall 19976)

low context explicit swiss german english(US)

high context implicit french english(uk) italian spanish latin american arabian japanese

非常隱晦的，用很深層的意義去表達一個概念

Strengths and weaknesses (Hollensen 2007)

Strengths

• larges sample
• information population
• significant comparisons
• relevant
• best survey

Weaknesses

• assumes that national territory and the linits of the culture correspond
• respondents worked within a single industry
• overlap between dimensions
• definition of dimensions may differ from culture to culture

global brand and communication strategies (Keegan 2008)

Strategic marketing option for the global marketplace:

• product and communication extension (same product diff add)
• product extension and communication adaptation(diff product diff add)