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Forgiveness In Individualistic and Collectivist Cultures

Do not be concerned with the faults of other persons. Do not see others' faults with a hateful mind. There is an old saying that if you stop seeing others' faults, then naturally seniors and venerated and juniors are revered. Do not imitate others' faults; just cultivate virtue. Buddha prohibited…

Category : Articles   09-02-2021   by Maria Antonietta Marino

Challenges in cross cultural marketing and advertising

Understanding languages and other cultures builds bridges. It is the fastest way to bring the world closer together and to Truth. Through understanding, people will be able to see their similarities before differences. - Suzy Kassem - *** "The world’s worst advertising gaffe": a cross-cultural perspective on the "D&G Loves China" campaign.   In two…

Category : Articles   15-11-2020   by Maria Antonietta Marino

Ethnocentrism, the biggest threat to global organizations

If anyone, no matter who, were given the opportunity of choosing from amongst all the nations in the world the set of beliefs which he thought best, he would inevitably—after careful considerations of their relative merits—choose that of his own country. Everyone without exception believes his own native customs, and…

Category : Articles   27-02-2020   by Maria Antonietta Marino

Buyer personas: an introduction to psychographic segmentation

What really decides consumers to buy or not to buy is the content of your advertising, not its form. - David Ogilvy - Last week’s article gave us an insight into a McDonald’s marketing campaign implemented in 2012 that targeted minority groups and its unfortunate outcome: not only the language was not…

Category : Articles   27-01-2020   by Maria Antonietta Marino

Reasons why market research matters in cross cultural advertising

  I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language. -David Ogilvy - David Mackenzie Ogilvy, the British entrepreneur often regarded as “the Father of Advertising”, the man who former chairman and chief executive…

Category : Articles   20-01-2020   by Maria Antonietta Marino

"Where do babies come from?”: a tale of misunderstandings and corporate negligence

In a previous article we’ve discussed about ethnocentrism - “ technical name for this view of things in which one's own group is the center of everything, and all others are scaled and rated with reference to it.”- with regard to people management, this week we’ll look at the same…

Category : Articles   02-12-2019   by Maria Antonietta Marino

Cheap burgers are no laughing matter: McD's and the impact of cultural differences in outsourced marketing campaigns

In two previous posts - "Global Sales and The Customer Journey: The Effect of Cultural Values On Individual Choices", and "Consumer Segmentation: The Influence of Cultural Factors On Purchasing Behaviour" - we've talked about the cultural dimension known as Collectivims/Individualism to briefly explain the correlation between culture and consumer behavior: to…

Category : Articles   07-10-2019   by Maria Antonietta Marino

Consumer segmentation: the influence of cultural factors on purchasing behaviour

Authors Thomas Petit and Alan Zakon once observed that "Advertising must be compatible with the values of the consumer if it is to influence behaviour. Advertising is an educating and not a forcing process. It interprets the want-satisfying qualities of the product for the consumer. To do this, it must…

Category : Articles   30-08-2019   by Maria Antonietta Marino

Global Sales and the Customer Journey: the effect of cultural values on individual choices

Are individual choices truly “individual” and an indication of our own personal preference? In a study conducted for Stannford University in 1999, 29 Asian and 27 European-American citizens recruited at the San Francisco International Airport were asked to fill in a short questionnaire and told that afterwards they would receive a…

Category : Articles   30-07-2019   by Maria Antonietta Marino

Marketing Relativism: Glocalized Tea vs Globalized Coffee

The hallmarks of a potentially successful copywriter include: obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Commercials depend more on pictures than words. - David…

Category : Articles   16-07-2019   by Maria Antonietta Marino

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