Cultural Frameworks
- Culture: Culture is shared elements. It is about how people meet, greet, and interact with each other. It is shared in a certain region and passed through generations. Culture develops as the solution to problems and is shaped by environmental constraints.
- Behaviors: Actions that we can observe.
- Values: Shared solutions towards actions.
- Norms: Behavior standards within a group or society.
- Attitude: Positive or negative views towards things, people, or ideas.
Analyzing Global Markets & Entry
- Descriptive Approaches to Culture: Frameworks (such as Hofstede’s Cultural Dimensions and Triandis’ framework) help predict consumer and employee behavior across different cultural markets.
- Dynamic Approach to Culture: How globalization changes consumers at a psychological level and how cultural meanings shift dynamically.
- Environmental Analysis & Market Sizing: Conducting thorough market research to assess new international opportunities, cultural preferences, and economic feasibility before entry.
Building Iconic Brands Globally
- Culturally Focused Marketing: Developing targeted marketing strategies and product adjustments that resonate with local cultural values and ethnic consumer segments.
- Global Brand Audits: Assessing a brand’s position, strengths, and cultural resonance across international borders.
- Country Image Strategies: Managing and countering negative country-of-origin stereotypes when expanding brands into new geographic markets.
Reference: Coursera course, Global Marketing by the University of Illinois Urbana-Champaign.