EMIC vs. ETIC

“approaches to culture and their application / implication to International Marketing Research“

Group Presentation Aachen 31.04.2006

The Fantastic Five Kazembi Zatjirua * Alexander Fischer * Matthias Metzger Marc Oback * Holger Ruban

“There is no such thing as a universal management method or management theory across the globe”

Geert Hofstede

EMIC versus ETIC Level Differentiation: Level of similarities and differentiation EMIC

Reflects on similarities of cultures (Preferences on valid contructs & concepts, focus on culture-free masses)

ETIC

-Reflects on differentiation of cultures (Preferences on cultural peculiarities, culture-specific concepts) Individual

EMIC Approach Design & value preposition of products and services

Purchasing Process

Design & value preposition of products and services

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger *

Marc Oback

* Holger Ruban

ETIC Approach

MICRO versus MACRO Level Differentiation: Level of reflection Microlevel

Reflects on phenomenons of individuals (Preferences on sense, thinking, act)

Macrolevel

-Reflects on general phenomenons of cultural levels (Preferences on cultural value, consumption behaviour and pattern) Individual

MACROLEVEL MARKETING

cultural value, consumption behaviour and pattern Purchasing Process

MICROLEVEL MARKETING

phenomenons of individuals Kazembi Zatjirua * Alexander Fischer * Matthias Metzger *

Marc Oback

* Holger Ruban

Level of reflection Similarity (etic) Focus of refelection Differentiate (emic) Observation Microlevel

Identification of culture independed realities of the microlevel Description of the uniqueness of individual societies

Observation Macrolevel

Identification of types and subgroups of societies Description of dimensions for classification of cultures Kazembi Zatjirua * Alexander Fischer * Matthias Metzger *

Marc Oback

* Holger Ruban

Etic on a macro level

 Hofstede’s four dimensions of culture variation (1980, 1991)     individualism vs. collectivism power distance masculinity vs. femininity uncertainty avoidance  Schwartz’s framework (1990)    relations between individual and groups assuring responsible behaviour the role in humankind in the natural and social world  New concepts  Nigel Holden (2004) => no B2B marketing, negotiations for e.g. Japan and Germany => Kazembi Zatjirua * Alexander Fischer * Matthias Metzger *

Marc Oback

* Holger Ruban

Example for Hofstede

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger *

Marc Oback

* Holger Ruban

Etic on a macro basis - Identifying of types and subgroups



Understanding the global market



Reach ability, receptivity, stability, measurability, sustainability and profitability

  

=> Market entry strategy => Segmentation => Product placement Marketing



To find clusters (cluster theory)

  

Production Education Supply Chain Operations

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger *

Marc Oback

* Holger Ruban

Global market segmentation on a macro level

 Global market segmentation • Economic • Technological • Geographic • Cultural • Demographic • Political • Industrial structure Strategic brand positioning Kazembi Zatjirua * Alexander Fischer * Matthias Metzger *

Marc Oback

* Holger Ruban

Conclusions and recommendations



Global segmentation should include macro and Micro-level Bases

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger *

Marc Oback

* Holger Ruban

Conclusion and recommendations

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger *

Marc Oback

* Holger Ruban

“EMIC (PHONEMIC) VERSES ETIC (PHONETIC) APPROACHES TO CULTURE AND THEIR APPLICATION /IMPLICATION TO INTERATIONAL MARKETING RESEARCH “

Segmentation of markets (using micro-level bases)

Micro-segmentation: segments based on behavioural factors  consumer responsiveness to elements of the marketing  program understanding the nature of consumer orientation towards the product and its appeal Bases for segmentation:  Lifestyle factors and profit benefits  Responses to marketing  Cultural traits  Attutudes  Hybrid factors (values, benefits, demographics)

EMIC approach – micro-level

EMIC approach to cross-cultural consumer research:  description of the uniqueness of individual societies  focus is upon understanding issues from the viewpoint of  the subjects being studied provides “culture-rich“ information Culture influences consumer behaviour through its manifestations:  values (centrally held, enduring belief which drives an individual‘s behaviour)  heroes  rituals (behaviour repeated over time, involving the  consumption of goods) symbols (language, gestures, pictures)

(Hofstede, 1997)

Consumer behaviour

An individual‘s behaviour is a result of that individual‘s cultural value system.

Emic reseachers view culture as inseparable from the individual, as an inherent quality.

What are the components of consumer behaviour?

 Cognition (memory structures or self-constructuals)  Affect (intention formation process and its outcome)  Attitude (towards an entity)  Behaviour (individual choices and behaviour patterns)

Interaction of culture and consumer behaviour

Cultural Value System Symbols VALUES Heroes Rituals Marketing Communications Marketing Research Consumer behaviour Cognition Affect Behaviour

Managerial Implications for Segmentation

(-Targeting-Positioning)

Cognition Values

What values are considered positive in your consumer's culture

Affect

What is the expected level of information in an ad How do consumers use time How do consumers categorise your product What positive values can your product be linked to Importance of parents in attitude formation

Behaviour

Does country of origin affect purchase of your product Do people attend religious services every week Who controls purchasing in the household

Symbols

What connotation does the language in your ad have What products are symbols of nationalism, modernism

Heroes

What do consumers think about the actors in your ads Can your targeted consumers see themselves as users of your product Which language produces better attitudes towards your product Do local ad actors produce better attitudes Do the actors evoke the image you wish to portray of your products Does consumption of your product contain symbolic meaning for the consumer Do people wear your brand just because their heroes do

Rituals

Is your product connected to any rituals in the life of your targeted consumer Is your product seen as an integral part of becoming an adult Does using your product make people feel part of their peer groups Do foreign consumers use your products differently from domestic consumers Does the ritual usage of your product change as consumer segment changes

The very name cross-cultural research embodies both approaches: To be “cultural“ requires the emic viewpoint, and “cross“ requires the etic perspective

Intial move into “similar“ cultures (requires broader etic approach) Current moves into “new“ and “differing“ cultures (requires emic understanding on mirco-level, before application to etic)