Author: Monika Sidler
Standardized brands could benefit from large-volume production and transfer of expertise. But globalization has not produced globally uniform consumers. Coca-Cola changed its strategy from “think global, act local” to “think local, act local”.
“The fashion industry tends to present the ideal woman’s figure as slim (standard). Black teens connect a full figure with health and fertility (cultural value).”
What we purchase, and why we do so, is influenced by our cultural values. These vary across nations. Even people with similar lifestyles do not behave as a consistent group. We marketers use values to position our product against competitive brands. This positioning is the basis for segmentation which again is the foundation for the communication strategy.
How to learn more about different cultures without drowning in work? This country comparison tool helps you understand the differences in consumer behavior (= what and why we buy).
Want to know more about cultural paradoxes? This contribution is a short extract from the book “Global Marketing and Advertising”, 4th edition written by Marieke de Mooij.
Thanks for the Geert Hofstede comparison tool between countries to see the values for the 5 dimensions. It is very useful to understand other cultures and gives an hint how to behave in business situations.