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
List of Tables
Chapter 1:
Marketing in a Multicultural and Changing World
Table 1.1: Population data
Table 1.2
Table 1.3
List of Sidebars
Chapter 1:
Marketing in a Multicultural and Changing World
Smoking
Global gaffes
Chapter 4:
Marketing Research Across Cultures
Different constructs of quality
Chapter 5:
Branding Across Cultures
Pears' Soap
Chapter 6:
Franchising Across Cultures
When is your pizza hot?
The internationalization of a fashion designer's brand
Chapter 7:
Marketing Across Ethnic Boundaries
Ethnicity and cosmetic surgery
Procter & Gamble
Just great fun
Chapter 8:
E-Marketing Dilemmas Across Cultures
Fons and AOL
Your personal calendar
The Culture Compass
Hello, Peter, did your order arrive?
Chapter 9:
Dilemmas of Strategic Marketing
German cars
B&O
Exercise
Chapter 10:
Develop Your Capacity to Reconcile Dilemmas
Marketing issues