Analyse cultural differences and how to consider them in marketing

Résumé du document

The assignment is handled in as a written paper : Read thoroughly Chapter 1 in Usunier and Lee (2013). Write, based on Figure 1.1. Sources of culture, an analysis where you compare french culture to Israeli culture (table 1.1 attached below). You must use mandatory topics such as food, political contex and nationalism, corporate, labor and business culture ; and link those topics to academic references. You must use other sources (at least 5) as well since there are many books and articles about cultural differences. Keep in mind that business culture differs a bit from national culture and it is valuable to learn about workplace and business culture as well, and not only the national culture.

Extraits

[...] Analyze cultural differences and how to consider them in Marketing Introduction to the concept of culture The first issue is to define the culture and its components. There is no culture but cultures In the ethnological sense of the word . There is a culture common to a group of people (values, traditions, history, gastronomy . ) but the authors Bollinger and Hofstede defined in their book "Cultural differences in management" published in 1987 culture as" Collective programming of the human mind that makes it possible to distinguish members of one class of individuals from another. [...]

[...] (https://www.cairn.info) The sociologist and anthropologist Hofstede led to bring out the different business cultural models a study at IBM in different subsidiaries and 38 professions in 20 languages. He conducted this study around different items such as hierarchical distance, individualism or collectivism, masculinity, control of uncertainty; Short or long-term orientation and the degree of indulgence or severity. The results of these studies spring on the site : https://www.hofstede-insights.com. Regarding the hierarchical distance the contrast is strong between France is Israel with respectively a score of 68 for France and 13 for Israel where the professional structure is much more egalitarian with fewer attributes of power. [...]

[...] It includes the concrete objects produced by the group." (https://www.glossaire-international.com) According to Goodenough : "It is a set of beliefs and norms shared by a group of people, who help the individual to decide what is, what can be, as we feel, what to do and how to proceed to achieve it." (https://www.glossaire-international.com) The Intercultural Specialist Trompenaars highlighted the contrast between trend towards universalism that highlights principles and rules that must be applied everywhere and the particularism which leads to the thought that our own cultural norms would be significant contrary to those of other groups . An example may be notion of time and right time for dinner or to go to sleep . The Authors Kluckhohn & Strodbeck , anthropologists and sociologists emphasize the fact that humanity shares biological features and characteristics that lead to the preference of certain solutions to the universal problems of society linked with our cultural values. Israeli and French cultures. [...]

[...] The spirit of the lights of the 18thTh Century has spread on the world and has inspired many courts like that of Frederick II or advent of the Revolution and American Independence. The French culture was the subject of a ministry from the years 60 led by a great writer André Malraux who contributed "also to the cultural radiance of France in the world." France Israel comparison and the role of marketing Food : The food is very diversified in France due to several centuries of gastronomy, the heritage of a country of agricultural tradition and the influence of the neighboring countries gastronomy like Italy and Spain. [...]

[...] The American economist Theodore Levitt studied the relevant degree of trade policy adaptation to local culture to meet domestic needs by introducing its theory "think global act local An acceptable compromise for achieving economies of scale has been highlighted with the notion of glocal portmanteau word including global and local . In some cases a regional approach of groups of countries with similarities is advocated by large groups such as L'Oréal, Nestlé rather than a more costly and not always justified country approach. Ethnic marketing is also another way to meet the needs of communities. There are two levels of ethnic marketing. The first translates into marketing actions that aim a specific community in a single country. [...]