organizational design 39
performance measurement 39
strategic vision 39
strategy development 39
use of GRA 36–40
Globalization Readiness Assessment (GRA) tool 36–40
Goldberg, M. 171
Goldman Sachs 284
Google 247
Great Wall brand name 99
Gucci 104, 202
Guinness 87, 172
Guthrie, G.M. 151
Index
H
Haig, 177
Hallmark 229
Hansen, D.M. 21
Hard Rock Cafe 94
Harrods 77
Heineken 128–9
Helms, M. 173
Hewlett-packard (HP) 248
hierarchies 4
history 127–8
Hofstede, G. 154
Holland 54, 56–7, 67–8, 88–9, 187, 285
Honda 164
Hot Chocolate 88
Hotmail.com 255
HSBC bank 168, 169
Index
I
IBM 104, 128
ideographic approach 47, 48, 147, 153
IKEA 57
incomes 28
individual-communitarian 50
advertisements/commercials 63–4
celebrating the family 64
comparative 65
German TV 64–5
alone means no friends 70
commitment 68
communitarian yoghurt 67–8
definitions 62–3
distribution
public regulation 65–6
systems 68–9
family
life/values 69–70
restaurants 69
marketing to individualists 71–2
self-sacrificing consumers 66–7
shareholder sovereignty 70
uneconomic levels of service 66
Inland Revenue (UK) 243–4
Intel 284
internal-external control 50, 107
art of refinement 115–16
buying the latest thing 117
consumer orientation 112–13
copying to innovation/improvement 117–18
country comparisons 109–12
definitions 107–8
focus on quality 114
hard sell vs meetings of the mind 113–14
loyalty cards 119
marketing strategy 114–15
modest approach 116–17
technology push/market pull 108–9
trendy/unconventional 116
international trade 28–9
Internet 20
advertising 239
benefits/complexity 234
business ecosystem 233
new interactionist model 235–9
competition/cooperation between business units 236–7
consumers
attitudes, motivators, needs 242
convenience/last minute 240
die-hards 240–1
ethical 240
experimenters 240
homogeneity 242
social shoppers 241
value shoppers 240
country-specific/individual learning 253
dilemmas 237–8
interactionist model 235–9, 247–53
mass customization 245–6
monitoring/controlling 243–5
new distribution channel 236, 238
opportunity/challenge 236
Premier Pages 271–6
pricing strategies 238
spam 253–4
supplier vendor customer chain 271
supply chain management 238
two-way communication 238
US-centric 242–3
viral marketing 254–6
vs face-to-face selling 257–71
see also e-marketing
Ireland 55, 87, 90, 99–100, 114–15
Irish Pub Company 115
Index
J
Jaffray, Piper 239
Japan 55–6, 66–7, 73–5, 76, 89, 101, 103–4, 115–16, 117, 122, 242, 244, 252, 285, 286
Jeppesen, Carl Henrik 295
jingles 85–6
Jordan, Michael 102–3
Index
K
Kaizen 115–16
Kant, Immanuel 134–5
de Kare Silver, Michael 240
Kashani, K.163
Keegan, Victor 275–6
Kentucky Fried Chicken (KFC) 56, 117, 186, 187
Kim Won-june 101
Kirin Beer 101
Knutsen, Anders 287, 288, 294
Komansky, Dave 260
Korea 68–9, 81, 89, 101, 104, 117, 122
Index
L
Land's End 244
language 144–6, 244
Laurent, André 6–7
Law, I. 158
LawNet 80
Lazarsfeld, Menzel, 155
Lego 60–2, 289
Leonardo da Vinci 107
Levi Strauss 204
Likert scale 142
Lineker, Gary 102
L'Oréal 77
loyalty cards 119
Index
M
McDonald's 117, 178, 186, 187–94
Macintosh 123–4
Macrae, C. 175
Makro 56
market
concept 3
economy 34–5
globalization 18–21
models 3–4
market research 133
criticism 134
cross-cultural reliability 149–57
errors 135–6
cross-cultural validity 138–49
international research instruments 138
sampling 136–8
ethnic minorities 157–9
methodologies 133–4
primary
experimentation 135
observation 135
survey research 135
understanding meaning 135
marketing 27
across cultures 15–16
basic cultural mistakes 40–1, 42
as business ideology 6
challenges to 29–30
closed-loop techniques 247
conceptual framework 10
creation of wealth 17
creative tensions 11–12
cultural aspects 6–7
definitions 4, 18, 165
development 5–6
dilemmas 308–9
discipline of 4–5
importance of culture 7–8
indivualist 71–2
new theory 18–24
orientation 6
product life curve 34
promotions 5
segments 78
seven dimensions model 16–17
standardization 21
techniques 48–9
marketing research 133
Marketing Science Institute 292
Marks & Spencer 203
Marlboro 72
Maruyama, 113
mass customization 246
mass manufacturing 59–62
mass media 20
MasterCard 168
Matsuya 117
measurement of meaning see market research
mechanistic approach 107
MediNet 80
Melville, Herman 168
Mercedes Benz 116, 284
Merrill Lynch 258, 259–60, 266
metaphysics 134–5
Mintzberg, Henry 283
Mitsubishi 294
Moore, M. 200
motor cars 5, 64, 76–7, 108–9, 116, 165–6, 170, 284
Motorola 104
multi-tasking 125–6
Index
N
network societies 78–80
neutral-affective 50, 83–5
creating overall feeling tone 89
endorsements by authorities 91–2
friendly service 89
humor 86–7
jingles 85–6
offensive advertising 90
pop songs/artists 87–8
presentation styles 88–9
reconciling 92–4
sales promotion 90
verbalizing emotions 91
Nicole Farhi 201
A C Nielsen 240
Nike 102
nomothetic approach 47, 48, 147, 153
Nostradamus 27
Index
O
Ogilvy & Mather 86
Ogilvy, David 86
order to buy (OTB) 321
organic approach 107–8
organizations
future success 29–30
need for 3
original design manufacturing (ODM) 118
Index
P
Park Gun Woo 126–7
particular see universal-particular
Pears' Soap 177
Pepsi 178
Pepsi A.M. 175
PepsiCo 226–7
pharmaceuticals 91–2
Philips 286
Picard, J. 21
Pierre Cardin 202
Pizza Hut 117, 187, 282–3
Planet Hollywood 94
Plotinus 17
pop songs/artists 87–8
Porsche 284
Porter, Michael 8, 18, 235
positioning theory 281–2
prices 28–9, 238
Procter & Gamble (P&G) 173–4, 221–2
products
birth, growth, maturity 122
categorization 175–6
life curve 34
promotion 90