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One’s destination is never a place, but a new way of seeing things - 7th Issue
Dear Reader, As anticipated in the fifth newsletter (Jan issue), I’m writing to share some exciting news: “Outside Business Hours” - the section dedicated to culture, society, and travels - is now live. *** “The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.” ― Marcel Proust - *** While…
Category : Mudita's digest 09-04-2021 by Maria Antonietta Marino
The curious case of the Iceberg of Ignorance, an "allegedly" relevant study (or so they say) - 6th Issue
It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts - Sir Arthur Conan Doyle - *** Dear Reader, You might have noticed that lately, I’ve been writing about culture and leadership: while there’s quite a lot of interesting material…
Category : Mudita's digest 09-02-2021 by Maria Antonietta Marino
The cultural context in business communication, a cross country comparison
One of the most effective ways to learn about oneself is by taking seriously the cultures of others. It forces you to pay attention to those details of life which differentiate them from you - Edward T. Hall, The Silent Language - *** To continue with the topic of cross-cultural differences in outsourcing…
Category : Articles 03-02-2021 by Maria Antonietta Marino
Leadership styles across cultures, an overview
Go to the people. Live with them. Learn from them. Love them. Start with what they know. Build with what they have. But with the best leaders, when the work is done, the task accomplished, the people will say 'We have done this ourselves'. - Lao Tzu - *** In last week’s article…
Category : Articles 26-01-2021 by Maria Antonietta Marino
Outside Business Hours: when business meets culture - Oddities and Curiosities, 5th Issue
One’s destination is never a place, but a new way of seeing things.; - Henry Miller - *** Dear Reader, Before I tell you about Mudita’s plans for 2021, I would like to wish you a Happy New Year! May 2021 bring you joy, good health, success, and plenty of opportunities to learn and grow. Despite the…
Category : Mudita's digest 20-01-2021 by Maria Antonietta Marino
West meets East: the impact of organizational culture on outsourcing projects
As soon as we start putting our thoughts into words and sentences everything gets distorted, language is just no damn good—I use it because I have to, but I don’t put any trust in it. We never understand each other - Marcel Duchamp - *** An article published by Software Mind indicates India…
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
Language, Thought, and Reality - 4th Issue
Language is the most massive and inclusive art we know, a mountainous and anonymous work of unconscious generations. - Edward Sapir - *** Dear Reader, Please allow me to start this fourth issue of "Oddities & Curiosities" with a huge THANK YOU. Since October, when the 3rd issue landed in your inboxes, several exciting milestones have been…
Category : Mudita's digest 03-12-2020 by Maria Antonietta Marino
The Role Of Chronemics And Proxemics In Communication - 3rd Issue
"For negotiations or meetings, it is always wise to lure others into your territory, or the territory of your choice. You have your bearings, while they see nothing familiar and are subtly placed on the defensive." - Robert Greene, The 48 Laws of Power - *** Dear Reader, Welcome to the third issue of "Oddities &…
Category : Mudita's digest 08-10-2020 by Maria Antonietta Marino
Time Management Across Different Cultures - 2nd Issue
"Aside from velcro, time is the most mysterious substance in the universe. You can't see it or touch it, yet a plumber can charge you upwards of seventy-five dollars per hour for it, without necessarily fixing anything." - Dave Barry - *** Dear Reader, Welcome to the second issue of "Oddities & Curiosities", Mudita's "no-frills", irregular…
Category : Mudita's digest 21-09-2020 by Maria Antonietta Marino
Oddities and Curiosities - 1st Issue
"Great ideas have the power to shift perception to create value where it didn’t exist before." - Alan Philips - *** Dear Reader, Thank you wholeheartedly for subscribing to Mudita's School, and welcome to the first issue of "Oddities & Curiosities", our "no-frills", irregular newsletter. As some of you may already know, Mudita Consultancy is…
Category : Mudita's digest 20-09-2020 by Maria Antonietta Marino
Buyer Personas and the role of lifestyle, values, and beliefs in market segmentation
If I have a handful of silver it is because I work and my wife works, and we do not, as some do, sit idling over a gambling table or gossiping on doorsteps never swept, letting the fields grow to weeds and our children go half-fed! - Pearl S. Buck…
Category : Articles 03-09-2020 by Maria Antonietta Marino
Filipino business ethics and the importance of cultural compatibility in outsourcing
Naim-imbág ti matáy ta malipátanen ngem ti agbiág a maibabaín; (“It's better to be dead and forgotten than to live in shame”) - Tagalog proverb - *** To quote Andrew Quartly, British outsourcing consultant with specialism in Sales and Marketing based in the Philippines, “Outsourcing is an attractive option to all businesses small and…
Category : Articles 09-03-2020 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
Global business networking and the hidden dangers of LinkedIn
1. Ethical concerns as a small (unverified) business owner LinkedIn - “the world’s largest professional network”, boasts over “660+ million users in more than 200 countries and territories worldwide”, has the mission to “connect the world’s professionals to make them more productive and successful” and the vision to “create economic opportunity…
Category : Articles 03-02-2020 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
Food, values and entrepreneurship in diaspora communities
How a people eats is one of the most powerful ways they have to express, and preserve, their cultural identity...To make food choices more scientific is to empty them of their ethnic content and history (Michael Pollan - In Defense of Food: An Eater's Manifesto) What sort of information can we gather…
Category : Articles 06-11-2019 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