...6.0 Culture and Marketing 6.1 Marketing in a cross-cultural environment As the largest Western European country, France is a nation that takes immense pride in its history and prominent culture. Such cultural identities play a crucial role in French business culture, where appropriate conduct, mutual trust and understanding are the key to an organizations success. There are some problem to adapt the product and marketing with the people in France. That is why some intercultural marketing approach is needed. Culture Culture Management Management Organizations Organizations Communication Communication Marketer within Cross-Border Market Marketer within Cross-Border Market Figure 6.1: Marketing in a cross-cultural environment Source: Browaeys & Price, 2011 (page 229) In a company, marketing is one of important things to make sure the production’s activities are always proceeding. In a textbook written by Browaeys & Price (2011) had stated that, Wall and Rees (2004) divide marketing activities as follows: 1. Market analysis with at least three elements, which are environment analysis, buyer behavior and market research 2. Marketing strategy. Once a market has been scanned using the above tools, the company has to develop a strategy to give meaning and direction to its marketing activities. The strategies that often used are market segmentation and marketing mix. However, these approaches are no longer suitable...
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...secondly, Disneyland Resort Paris (EuroDisney) which opened its doors in 1992, and thirdly, Hong Kong Disneyland, opening its doors in 2005. Case Study Questions 1. The factors that contributed to EuroDisney, now called Disneyland Resort Paris, poor performance during its first year of operation was the lack of knowledge of their target market, cultural differences between the USA and Europe, and the failure to take into account that “Paris is Europe’s most-popular city destination among tourist of all nationalities”. Disney did a bad job at understanding Europeans and their lifestyles. Unfortunately, for Disney the French were neither happy nor receptive to having what they called “America Cultural Imperialism”. Many specially the children welcomed Mickey and his character friends, but there were many against the “cultural Chemobyl”, such as the French Communist Party and many demonstrator who with the following action, of throwing eggs and ketchup at Disney President, Michael Eisner upon his arrival to Paris in 1989, let Disney know they were not welcome.1 The prices were much...
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...Carroll’s essay, “Conversation,” reflects this thought through the analysis of American and French interactions. Her theory that culture is a language developed from her concept of the “unconscious screen”. The culture and language of a person creates a screen, like a foggy window, which makes it impossible for people of different nationalities to see eye to eye. Neither side realizes that there is a misunderstanding; they both think they are being clear. A person’s language gives them a vocabulary, which applies to both one’s thoughts and words. Carroll highlights the cultural misunderstandings concerning the French and Americans. Through instances of daily life like activity like passing someone on the street and the subject matter of an everyday conversation, the misunderstanding that the French are rude and cold to Americans, as well as inclined to make interruptions is revealed. Additionally, the misunderstanding in France that Americans are boring in conversation and are flirtatious is expressed by the day-to-day interactions and different beliefs of the two cultures. Carroll supports her theory with reasons why the French and Americans have these misunderstandings. For example, French believe Americans are flirtatious by their behavior and body language when they are walking down the street. The unconscious screen is portrayed through the American belief that French are cold, when in reality the French consider it rude to go up to stranger and start asking personal questions...
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...Case Study Analysis_WK5 PSY322/Consumer Psychology and Research June 16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. The main realm of subject study is the consumer behaviors in global perspectives. The studies are also aimed to create the sense in the students about how to analyze the case study. So to achieve the said objectives the extensive literature review is conducted including the evaluation of consumer behaviors and their decisions regarding purchases while including the lessons learned by the Apple regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. The consumer behaviors during the field survey administered under subject study are found dissimilar across the cultures. These dissimilarities in behaviors of the customers across the cultures affect the company’s marketing mix strategies. These effects are discussed in sections created below. Likewise the lessons learned from the Walt Disney Company about consumer behavior and purchasing decisions at Hong Kong Disneyland has also been added as a part of study while explaining various issues that may influence the behaviors of the consumers. Lastly the survey administered identifies the reasons behind the Japanese consumers’ behaviors of hating the iPhone...
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...achieve any level of progress or success. "Culture" is defined by Geert Hofstede, as "the collective programming of the mind distinguishing the members of one group or category of people from another". This report will identify national cultural differences between the U.S. and France within the case study "European Negotiations - Southern Candle's Tour De France" . Hofstede's cross-cultural communication theoretical framework will then be primarily used to analyse the cause and effects of these issues. 2.0 Identification of Problems/Issues 3.1 Intercultural Issues - Mr Durand expressed interest in learning more about the design process for making three-dimensional sculptured candles, however Mr Picard's practical decision to take a technical staff member to their meeting may have been inappropriate given Mr Durand's premier position within the company. - The way in which Mrs Dubois accepted Mr Durand's compliment of her French language skills may have been perceived as immodest. In French society, compliments are generally downplayed by the recipient as a sign of humility. Also, to a native French speaker, her exposure to the language over five years could be considered as nominal. - Mr Picard's surprise at their two hour long lunch suggests that he was very much uninformed of French custom and thus unprepared with appropriate topics of conversation to reflect his appreciation of the French culture. - Mr Picard shed his business jacket when...
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...ABOUT THE FRENCH CULTURE. France has a great image around the world, generally speaking. But what is the French culture in reality ? To give you a view of that culture, I will first make a brief description of the country. I think that the culture is linked with the geography, the weather and the history. Then, I will talk about the behaviour of the French people to each other in their own country, and to other persons abroad. Finally I will give you my opinion about all of this and about the French stereotype. I. France as a country a. Geography and weather France has a population of approximately 58 million people and is the largest West European country. Half of the frontiers of France are coasts, the other half is in contact with other European countries. France constitutes a sort of gate between the ocean and Europe. That allows a lot of exchanges of goods and people. Because it is a large country, France has a lot of different relieves. There are mountains in the east and the south, old volcanoes in the middle, the beaches are also very different from one to another : sand, stones, cliffs…That gives different climates : rain in the north and west, hot and dry in the south and east…because of such differences between the regions, the agriculture and the typical food is very heterogeneous. b. A little bit of history Once upon the time was France very important in Europe. A lot of nobles, artists and intellectuals, like philosophers, came to the court of the...
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...If we look at the research findings regarding Belgium’s cultural analysis we realize there isn’t one National culture. There are major distinctions between the two main communities in the country. For that reason it is hard to categorize Belgium’s national culture as a whole. For instance, GLOBE analysis categorizes and group countries in clusters that share similar values and culture aspect to a certain extend, but Belgium position isn’t clear. Sometimes put in the Germanic Cluster with a BelLux subdivision - 1-Sometimes put in the general Germanic cluster - 2- or even in the Latin Europe cluster -3- A look at Belgium’s history is necessary to understand this situation. Indeed, Belgium is at a crossroad between two cultures, the French (Latin)...
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...is CAROLL 03 Main Body of the Report 04 The 3V’s Analysis 04 The Value Chain Analysis 04 The SWOT Analysis 05 The Positioning Matrix 05 Boston Box Matrix 06 Chinese Market Audit 07 Ansoff Matrix 08 Porter’s 5 forces 08 Chinese Customers 09 Chinese Competitors 10 My Strategy 11 More explanation 12 Conclusion 12 Recommendations 13 Bibliography 14 Executive Summary: The aim of this paper is to talk about a French fashion house which is named Caroll, that’s why we will study the company by internal and external audit. What is she doing now how she is doing it? Then, we have to try entering the Chinese market with a study of China’s risks, Chinese habits, competitors… all the market. Then we will try to build a strategy to help Caroll being on the textile market in China. My first part will talk about the current strategy of Caroll; what is the target of Caroll, competitors which market are focus… with some figures, analyses and personal point of view. Then we will take care of the Chinese market with a PESTEL analyze, 5’s forces of Porter, some matrices and tools to get a clearly view of China and specially the textile market. The last part of this study will concern the new marketing strategy to enter this market with a SWOT analysis and concrete action to be as efficient as possible. To conclude we will...
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...Leading Org. Culture & Change Case 1: Four Seasons Goes to Paris 1. What has made Four Seasons successful over the last 30 years? A number of main factors have contributed to the success of Four Seasons over the last 30 years. To begin with, Four Seasons has had an exceptional management team and structure that has had the ability to deliver and maintain its highest and most consistent service standards at each property in a cost-effective manner. These top managers were all world citizen, which means that they are able to act as the local citizens in any country around the world; for example, Italian in Italy, French in France. The process for opening and operating a hotel stays the same, each of their hotels is tailor made and adapted to its national environment. Four Seasons has seven “service culture standards” which are followed by employees all over the world at all times as well as 270 core worldwide operating standards. This gives the Four Seasons a set standard for each property to follow and gives the company some sort of unity from one property to another. Exceptions to the 270 core standards are allowed if it makes local sense and will give the guests a better local feel. Due to Four Season's extensive coverage, standards were often written to allow local flexibility which has contributed their success. The main value that puts Four Seasons ahead of the competition is an exceptional, personal service that puts the customer above all. Four Seasons offers...
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...Introduction: Ever since the concept of globalization has come into existence, the studies of cultural differences, dimensions and attitudes have began to take place and different scientists and observers started coming out with their own set of discoveries and observations (McGregor, 2004). The main reason behind cultural difference and dimensions started when workers of different countries started working together on unified projects and conflicts started arising between the people of different races and culture (Kotler, 2008). Keeping in view of such situations, Dutch Sociologist Gerard Hofstede came up with a study named as Geert Hofstede’s Cultural Dimensions in which he laid stress upon five aspects naming Power Distance Index, Individualism, Masculinity, Uncertainty avoidance index and Long term Orientation. The case study in this paper focuses more towards the cultural difference between employees of Disneyland that are located in different countries. Using Hofstede’s 4 culture dimension, highlighting main cultural differences between United States and France: Disneyland is an American Idea of a theme park which serves as a recreational place for children and families. This theme park originally started from Anaheim, California (United States) and later on after receiving massive response from visitors all around the globe, the directors of the company started off with opening similar type of theme parks with the same name of Disneyland in Orlando (US), Tokyo (Japan) and at...
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...Culture and strategy Culture will inform and drive strategy. This can underpin success or cause difficulties. Newspapers are about news The top management team of a newspaper business had spent the morning in small groups analyzing the changes in the business environment they faced. They concluded that they faced many major challenges, including changing demographics, electronic media and the growth in free newspapers. Also over 70 per cent of their revenue was from the sale of advertising space rather than the newspaper itself. Indeed there seemed to be so many threats that one group decided that ‘the end of the world is nigh!’ In the afternoon they turned their attention to the future strategy of the organization. This quickly became a series of proposals about how they could improve the coverage of news and sport and the physical presentation of the newspaper itself. One of the younger members of the team suggested that they might consider a more fundamental question: ‘. . . whether we are really in the news business or if we are an advertising medium?’ He was met with astonished silence from his colleagues. So, in the morning, these managers were quite able to undertake a ‘rational’ analysis which raised questions about the traditional role of a newspaper. But, in the same afternoon, when it came to what they should do, the paradigm ‘newspapers are about news’ drove their thinking. IKEA In the mid-2000s the Swedish company IKEA was the leader in the European ‘flat-pack’...
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...EURO DISNEYLAND CASE ANALYSIS 6 Cultural differences between United States and France Power distance This dimension deals with the fact that all individuals in societies are not equal, and it expresses the attitude of the culture toward these power inequalities amongst us. Power distance is defined as the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally. It has to do with the fact that a society’s inequality is endorsed by the followers as much as by the leaders. US The fairly low score on Power Distance in combination with the most individualistic culture in the world reflects itself in the following: * The American premise of “liberty and justice for all.” This is evidenced by an explicit emphasis on equal rights in all aspects of American society and government. * Within American organizations, hierarchy is established for convenience, superiors are accessible and managers rely on individual employees and teams for their expertise. * Both managers and employees expect to be consulted and information is shared frequently. At the same time, communication is informal, direct and participative to a degree. * The society is loosely-knit in which the expectation is that people look after themselves and their immediate families only and should not rely (too much) on authorities for support. * There is also...
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...exceeded $340 million than the expectations. Expensiveness, Olympics in Barcelona and various customs of French were not taken into consideration. French government quotas on non-French movies. Ignoring cultural aspects of French are the factors of Euro Disney’s poor performance in the first year. Chinese people lack of knowledge of Disney characters. Size of the park. Not exciting or similar to Chinese amusements parks are the factors for the Disney venture’s loss in Hong Kong. Q2. These factors are foreseeable and controllable. The proper market research could avoid many of the factors. When exploring international markets the cultural aspects must be considered. For example French have their own cartoon characters, promoting them along with the existing Disney mark characters could bring the locals close to the project. Economic situation of the marketing segment should have been taken into consideration to avoid the migration of customers. There should be something exciting in such parks to draw the customers in a new launch. In Hong Kong this is the first mistake which is not addressed. Ignoring self-reference criterion and Ethnocentrism is what seems to me is the major fault. This can be rectified; it is evident from the Paris Disney improvement. Q3. Ethnocentrism is the main issue in Euro Disney development. The above factors depict the lack of knowledge on French culture. Assumptions on the Euro Disney proved wrong. I don’t understand how a company of this stature could...
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...the case throughout history. The editors organize this collection of essays into a roughly chronological order that provides continuity to the argument that terrorism has evolved throughout history, while maintaining signature characteristics that distinguish it from other types of warfare. Beginning with the Zealots and Assassins of pre-medieval history, readers will soon begin to make connections between the various eras of terrorism. Additionally, this chronological arrangement lends itself to understanding that from its earliest stages, terrorism has always been a tactic that “…is the most violent form of psychological warfare (viii), and that “Terrorism is above all a tool, or, if you will, a technique” (50). Pre-French revolution terrorism, the French revolution, and the birth of modern terrorism all the way through to modern religious terrorism are covered in detail. Although the chronological order is loose, it shows that history gives even...
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...ETUDE DE CAS Thai Polyester Company I. A. Identity of the French firm - This firm has a very big success in France: it’s one of the largest chemical groups in France. - The sector of activities is the following: basic chemicals, fine chemicals, pharmaceuticals, textiles, agro-chemicals and fibers). - This firm is used to deal with foreign partners: half of the turnover came from export and foreign subsidiaries especially with the northern hemisphere and Latin America. - The organization is not the best: the group gives autonomy to divisions which were separate legal corporate entities. - The new sector will be the following : manufacturing and marketing of polyester staples and threads I. B. Identity of the Thai firm by Mr Yipsoon - Mr Yipsoon knows very well the Chinese culture because he has Chinese origins. That could be a good point if the firm will have partnership with China in the future. - Mr Yipsoon is one of the few textile magnates in Thailand. He has a very big impact in Thailand in the world of the textile and he knows lot about that branch and the type of management in that branch. - He is used to deal with foreign partners and so he knows the culture of each one and so can deal with them more properly. - The group controls 40% of the Thai market. He has a big impact in this region. - He can not speak English. - He is a good manager. II. Problematic: Is that joint-venture...
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