Culture as a system of value

Culture as a system of value  

Edward hall

Geet Hofstede

Fons Trompenaard

Globlizationn integration

Challenges                            Opportunity

Cross cultural com                  economic   economy of scale

Challenges  >>> oppp             centralized decision making  , advertising    standadsidglobal approach  

                                                    Convergence of interest

Adaptation

Assismilatin best practice everywhere

Clash of nations  foreign policy

Ethnocentric                                                          geocentric

Lafarge                                                         challenge of adaptation and challenge of/ assimilating the best of all words

Challenges of cross cultural communication

Focus   : frame workd of cultural value

    Hofstede

Reference reading

What is globalization

Blackwell publisher

What are the features of international advertising

100% transfer to

Partial adjustments

                     Languahe/ creative and then the position

Describe adverise campaign

Global concept, eectio, local execution

Refelction of what the value sof societ is  >>> advertising

Semiotic  >>  looking at the different interpretations of the same object   / looking at cross cultural interpretations

 Advertising framework

                                  HYBRID

Global

100 transfer

Partiel

Hat the values

Advertising is a lreflect of the sociert

Culture = value

Jean noel Kapperer  Reflection = Mirror

                                                                                     L’analyse systemique

Hofstede approach                                            Edgar   Morin  socioligts

Value are always changing, its impossible to say this culture is like,  

Domestic                                                >>>>>>   int

Spain>>port>>>Europe

Stage thory   Uppsala model   you want to close the gap between domestic and int. market

• Culture  is the most important fact
• Oppositit of stage theory born global

Step by step    BORN GLOBAL

Read abt Johansson   Uppsala model

Theodor lent globoalissatio

Strategy >>>>>>>>>>>>>>>performance

                     Globalization   MODERATION  IF ONE TNG CHANGE ? OTHER RHING AS WELL

                          CULTURE                     MEDIATING  BRING SMTH TOGETHER  

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