Marketing Across Cultures (Culture for Business Series)

Chapter 1: Marketing in a Multicultural and Changing World

Figure 1.1: Changes in life expectancy. Source United Nations Population Statistics and Forecasts, July 2003.

Figure 1.2: Motives for global reach

Chapter 2: Cultural Differences in a Marketing Context: Value Dimensions

Figure 2.1: Relative degree of universalism-particularism for a number of selected countries

Figure 2.2: The global-local dilemma

Figure 2.3: The universal-particular dilemma

Figure 2.4: Relative degree of indivualism-communitarianism for a number of selected countries

Figure 2.5: Relative degree of specific-diffuse orientation for a number of selected countries

Figure 2.6: The specific-diffuse dilemma

Figure 2.7: Relative degree to which a number of selected countries openly display emotions (affective = display, neutral = conceal)

Figure 2.8: The emotional-neutral dilemma

Figure 2.9: The global ingredients of a personal dream

Chapter 3: Cultural Differences in a Marketing Context: Further Value Dimensions

Figure 3.1: Relative orientation to achieved or ascribed status for a number of selected countries

Figure 3.2: From "catastrophe" to "gloire"

Figure 3.3: Relative degree of internal-external control for a number of selected countries

Figure 3.4: Time orientation - sequential/synchronic

Figure 3.5: Don't mess with success

Chapter 5: Branding Across Cultures

Figure 5.1: Perceptual mapping of car marques

Figure 5.2: Apple knowing is disobedience

Figure 5.3: Credit cards and meaningful lives

Figure 5.4: Starbucks - safe and exciting exploration

Figure 5.5: HSBC - the unity of diversity

Figure 5.6: Volvo - dangerous road hogs and safe children

Figure 5.7: Brand archetypes

Chapter 6: Franchising Across Cultures

Figure 6.1: Centralized commonalities versus decentralized variances

Figure 6.2: McDonald's reconciliation

Figure 6.3: The franchisee-franchisor dilemma

Figure 6.4: Exclusive brands versus broad distribution

Chapter 7: Marketing Across Ethnic Boundaries

Figure 7.1: The multi- versus mono-ethnic society dilemma

Figure 7.2: Variation of specific-diffuse and individualistic orientations amongst several US ethnic groups

Figure 7.3: Relative degree to which several US ethnic groups display or conceal emotions

Chapter 8: E-Marketing Dilemmas Across Cultures

Figure 8.1: E-adoption (see Charlesworth, 2003)

Figure 8.2: The emergence of business ecosystems

Figure 8.3: Dell - from product to solution

Figure 8.4: Customized versus global

Figure 8.5: Broad spectra versus deep relationships

Figure 8.6: The unaffordable relationship

Figure 8.7: Face-to-face versus Internet selling

Figure 8.8: High tech and high touch in financial services

Figure 8.9: Uniting inner and outer

Figure 8.10: Premier Pages - the bridge between gift and sale

Chapter 9: Dilemmas of Strategic Marketing

Figure 9.1: Top down versus bottom up

Figure 9.2: Inner-directed push versus outer-directed pull

Figure 9.3: Relative length of time horizon for a selected sample of functional disciplines

Figure 9.4: Reconciling universalism with particularism at Bang & Olufsen

Figure 9.5: Prioritizing reconciliations by cross referencing to business benefits

Chapter 10: Develop Your Capacity to Reconcile Dilemmas

Figure 10.1: The repetition versus familiarity dilemma