Tag: Global Advertising

Author: Doris Kündig When operating globally a company must, among other things, raise the question about what and how to communicate. That’s where tradition and cultural values come in. The cultural values forming the basis of society must be analyzed carefully. Whether the society is individualist or collectivist, hierarchical, or family oriented. Whether there is an economic or a dominant political ideology, or there is a religion practiced by a majority. All these values are having an impact on an …