Cross-Cultural Marketing
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Transcript Cross-Cultural Marketing
Cross-Cultural Marketing
Rafael Capurro
Hochschule der Medien (HdM)
Sommersemester 2006
Source: Marc Hermeking: Culture and Internet Consumption1
http://jcmc.indiana.edu/vol11/issue1/hermeking.html
Introduction
Culture-free products: like ICT
Culture-bound products: like food
(difficult/non difficult to standardize)
-> The latter notion needs to be revised
because tecnical systems are subject
to cultural influences.
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1. Cultural Differences in the
Consumtion of the Internet
The Internet as a product of ICT is a
marketable good.
The Internet is a new channel of
communication through which
marketing communication can be
spread.
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1. Cultural differences…
Consumption research is an essential
precondition for appropriate product
design.
Try to uncover how much, by whom,
where, at what time, for what
purpose, and according to whose
preferences the Internet is used and
how it is used
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1. Cultural differences…
The Worldwide Disparity
2000: most Internet users in USA (147
Mio), followed by Europe (91 Mio) and
Asia Pacific Basin (75 Mio).
2005: USA (48%), Canada & Australia
(46%), Germany (36%)…-> Digital
Divide.
Cultures with low Uncertainty Avoidance
are more open to the Internet as new
medium of communication.
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1. Cultural differences…
The correlation with low Uncertainty
Avoidance was weakened by high
rates of literacy and international
trade – but not by a high economic
development.
Individualism as a (positive)
correlation for Internet use.
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1. Cultural differences…
Role of Cultural Communication Styles:
Individualistic cultures (egalitarian, democratic
nature of the Internet)
High/low-context communication (Hall):
shared vs. transmitted information
High Individualism -> low-context (explicit,
direct, formal, written) (Swiss, Germans,
Scandinavians, Anglo-Americans, English)
Collectivism -> high-context (implicit, informal,
symbolic, pictures) (Japanese, Arabs, Latin
American, Italian-Spanish, French)
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1. Cultural Differences…
High-context cultures: Indirect and
transformational advertising
messages creating emotions through
pictures and entertainment (France,
Japan)
Low-context cultures: direct and
rational advertising messages
providing product information
(Germany, USA)
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2. Implied Cultural Concepts
Cateora‘s model of the international
marketing environment
„uncontrollables“ (legislation, politics,
economy, topographic facts,
infrastructure, standards of technology…)
„controllables“ (marketing strategies and
instruments)
But: this model is based on the concept of
national culture (as Hofstede‘s)
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2. Implied…
Hofstede‘s model is based on five
cultural dimensions (80 countries):
Hierarchy
Group orientation (Individualism)
Gender Roles (Masculinity)
Trust
Risk-taking (Uncertainty Avoidance)
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2. Implied…
Hall‘s model (only a few countries are
mentioned):
High- vs. Low Context (shared vs.
Transmitted information)
Explicit vs. Indirect communication style
(formal/informal, written/symbolic)
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3. Cultural Influences on Website
Design
Site Quality (usability)
Establishment of trust
Creation of positive effect during
website use
-> more trust correlates to culturallyfamiliar communication style
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3. Cultural influences…
Culture-related design criteria:
Correlation between content appeal and
layout:
Layout: written text -> information/rational
i.e. low-context communication
Layout: visual picture ->
entertainment/emotional, i.e. high-context
communication
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3. Cultural influences…
Structural design criteria:
Content appeal
Layout
Length of pages
Multimedia presentation
Interactivity
Structure of content
Total volume of website
Degree of navigation support
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4. Some general findings
Websites of global companies tend to be
strongly standardized
dominated by rational content appeals
text-heavy layout presenting small pictures
only
Low multimedia presentation
High interactivity
Large website volume
Deeply structured content
Intensive navigation support
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4. Some general…
Amazon Homepages:
High-context: France www.amazon.fr
Low-context: Germany www.amazon.de
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4. Some general
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4. Some general…
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4. Some general…
In the Old Economy, websites of
companies representig industrial
goods and primarily adressing
business users (B2B) tend to be
standardized to a similar degree.
ABB UK and ABB France
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4. Some general…
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4. Some general…
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4. Some general…
The general nature of these websites
corresponds to
Low-context (explicit) communication
Monochronic (linear) time orientation
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4. Some general…
Websites that address consumers
(B2C) reveal different tendencies:
High-interest (durble) products: modest
standardization
High-context (indirect) cultures exhibit a
higher degree of cultural adaptation,
more colored backgrounds, larger
pictures, animated illustrations
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4. Some general…
Multimodality tends to be higher in highcontext (symbolic) cultures
Navigation support tends to be less
intensive in high-context (symbolic)
cultures (frequent use of icons)
-> for instance: Sony USA (low-context) vs.
Sony Japan (high-context)
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4. Some general…
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4. Some general…
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4. Some general…
Websites representing global brands
of non-durable, low-interest products
reveal a higher degree of cultural
adaptation.
-> Coca Cola USA / Coca Cola Italy
See Okazaki (2005): Analysis of 206
homages of US companies in four
European countries (durable/nondurable products)
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4. Some general…
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4. Some general…
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4. Some general…
Local websites of global consumer
brands occasionally seem to be more
standardized worldwide.
See
websites of French food brand (tend to
represent high-context (implicit) style
Websites of German car brand (tend to
represent low-context (explicit) style
(Mercedes-Benz in Italy, Lancia in
Germany)
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4. Some general…
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4. Some general…
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4. Some general…
The „country-of-origin“ effect is
difficult to achieve successfully: it
works only in case the images of the
product are positively related in the
targeted countries (otherwise trust is
created by culture-specific
adaptations)
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4. Some results…
Verbal headlines or slogans differ
quite the same respect
Other linguistic aspects (like the use
of „we“, logical styles, forms of
rational expression…) could provide
for additional cues for cultural
adaptation.
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4. Some results…
Degree of website adaptation with
respect to the represented product:
B2B: low-context (explicit, written): ABB
(industrial goods)
B2C: high(er) adaptation: durables
(Sony), non-durables (Coca-Cola)
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4. Some results…
Too many websites are still
characterized by a dominant lowcontext (rational, text-heavy) style
A country‘s low rate of Internet
consumption could be considered as a
general indicator for low quota of
culturally appropriate websites.
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