Intercultural Marketing

Intercultural Marketing
Advertising and Culture
Lecturer Frédéric LE THEUFF
1
NSYSU - EMBA ISUGA France 20 septembre 200
5
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
2
5
U.S. Invented Technology
9 0%
Color TVs 1 0%
4 0% 1970
Audiotape Recorders 0% NOW
1 0%
Videotape Recorders 1%
9 9%
Machine Tools
3 5%
Telephones 9 9%
2 5%
Semiconductors 8 9%
6 4%
9 8%
Computers
7 4%
0 20 40 60 80 100
3
5
Anthony GIDDENS (British sociologist)
« Globalization is the reason for the revival of local

cultural identities in different parts of the
world »
4
5
Definitions of Culture
1952 : Research paper of Kroeber KLUCKHOHN
164 definitions
5
5
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 »
6
5
Essentials elements of Culture
1- Language
2- Institutions
3- Material productions
4- Symbolic productions
7
5
Dimensions of Culture
Two « Fathers » of cultural dimensions
Edward HALL
Geert HOFSTEDE
8
5
Edward HALL
3 variables of Culture
1- High-context and Low-context cultures

2- Dimensions of time
3- Relationship of Man with Nature and Space
9
5
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
10
5
Edward HALL
2- Dimensions of time
* Time orientation toward the Past, Present, or Future

* Time is linear or circular
* Monochronic and polychronic time
11
5
Edward HALL
3- Relationship of man with Nature and Space
* Mastery, Harmony, Subjugation to nature

* Proxemic : Intimity, Personnal or Social areas
12
5
Geert HOFSTEDE
Five dimensions of National Culture
1- Power distance
2- Individualism/collectivism
3- Masculinity/Feminity
4- Uncertainty avoidance
5- Long/Short term orientation
13
5
Geert HOFSTEDE
1- Power distance
PDI can be defined as « the extent to which less
powerful members of a society accept and expect
that power is distributed unequally »
14
5
Geert HOFSTEDE
IDV 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 »
15
5
Geert HOFSTEDE
MAS 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 »
16
5
Geert HOFSTEDE
UAI can be defined as « the extent to which people
feel threatened by uncertainty and ambiguity and
try to avoid these situations »
17
5
Geert HOFSTEDE

LTO is « the extent to which a society exhibits a
pragmatic future oriented perspective rather
than a conventional historic or short-term point
of view »
18
5
HOFSTEDE'S FIVE DIMENSIONS FOR FRANCE
100
90 86 %
80
71 %
68 %
70
60
50
43 %
39 %
40
France
30
20
10
19
5
HOFTEDE'S FIVE DMENSIONS FOR TAIWAN
100
90
87 %
80
69 %
70
58 %
60
50 45 %
40
Taïwan
30
20
17 %
10
20
5
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)
21
5
* 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
22
5
* 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
23
5
* 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
24
5

*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
25
5
Case study
« Brand USA – Selling Uncle Sam like

Uncle Ben’s »
26
5

Intercultural Marketing

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Intercultural Marketing

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Intercultural Marketing

Advertising and Culture

Lecturer Frédéric LE THEUFF

Why talk about Intercultural or Cross-cultural Marketing ?

1- International marketing : American Marketing Thought

« Globalization is the reason for the revival of local

1952 : Research paper of Kroeber KLUCKHOHN

Geert HOFSTEDE (sociologist)

Essentials elements of Culture

Two « Fathers » of cultural dimensions

1- High-context and Low-context cultures

1- High-context and Low-context cultures

* High-context : message is part of the context

* Time orientation toward the Past, Present, or Future

3- Relationship of man with Nature and Space

* Mastery, Harmony, Subjugation to nature

5- Long/Short term orientation

* Low Uncertainty avoidance : result is more important

5- Long/Short term orientation

« Brand USA – Selling Uncle Sam like

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