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Transcript
Intercultural marketing approach Slide 11.6 ⢠Adapting products and marketing strategies to the consumer preferences ⢠Cultural identification with a product (Usunier & Lee, 2005): - Notion of identity (desire to reproduce the national culture, as it is-to feel at home) - Notion of exoticism (desire to experience other values, different ways of living) ⢠Consumers share cultural characteristics: - Geographical cultural affinity zones (resemble national cultural groups - Cultural affinity classes (teenage from Japan, Europe & Japan tend to share common values, behaviour & interests) Browaeys and Price, Understanding Cross-cultural Management, 1st Edition, © Pearson Education Limited 2009
