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The impact of cultural differences on visual perception

A man is literally what he thinks, his character being the complete sum of all his thoughts. - James Allen, As a Man Thinketh - *** If you were asked which three items of these five best belong together, which ones would you choose, and why? If you chose three items that share similar…

Category : Articles   18-01-2021   by admin

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

II/II. National culture, international business strategy and common misunderstandings between the East and the West

It's dreadful what little things lead people to misunderstand each other. - L.M. Montgomery - In the previous article we’ve briefly explored the theory behind social connections, harmony, consensus in the Confucian-Asian cluster: relationships founded on the principles of Confucianism tend to be characterised by continuity and reciprocation, hierarchy and preservation of…

Category : Articles   15-01-2020   by Maria Antonietta Marino

"Giving and losing "face": honour, social reputation and networking in Asian countries"

People will never forget how you made them feel. - Maya Angelou - While Maya Angelou’s quote is universal and likely to resonate with most people regardless of their cultural background, interactions between Westerners and members of Asian cultures may be negatively affected by the poor understanding of “face”, a concept relevant…

Category : Articles   27-12-2019   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

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