Cultural Insights_lesson 4

According to Hofstede, culture is best defined as…

• Everyone’s personal quirks, 100% unique to each person

• A collective “mind program” distinguishing one group from another

• Universal traits that never change between countries

• Something encoded in our DNA at birth

“Etic” perspective in marketing means…

• Every single market is 100% unique and incomparable

• Culture-bound insights drive all marketing moves

• A universal (culture-free) approach that applies everywhere

• Changing all product features to suit every local whim

The “Emic” view of culture emphasizes…

• Making one global product for everyone on Earth

• Assuming all markets share the same truths

• Focusing on unique, context-specific aspects of each locale

• Ignoring any customs that seem complicated

In Hall’s context paradigm, a “low context” culture usually…

• Relies mainly on hidden meanings and subtle signs

• Views time as flexible (“we’ll do it mañana”)

• Uses direct, explicit communication

• Prefers delicate hints over clear statements

A “high context” culture typically…

• Chooses literal and factual messages only

• Treats time as rigidly as a military drill

• Avoids too much social interaction in business

• Uses indirect cues and deeper context to communicate

From the “Halal Cosmetics” example, the Emic approach highlights…

• Just talking about generic beauty benefits

• Respecting local religious rules like “Wudu”

• A single marketing message for the whole universe

• Pretending local customs don’t exist

Which is a “cultural driver” mentioned in the slides?

• The local climate’s daily humidity level

• Religion

• Wi-Fi speeds in public transport

• A country’s standard currency rate

How does Instagram usage in Indonesia illustrate cross-cultural marketing?

• Hardly affects any major brand

• Brands don’t bother adapting to local social media habits

• Local culture and heavy smartphone use shape marketing tactics

• Online campaigns look the same everywhere

Which Hofstede dimension deals with accepting power differences?

• Individualism vs. Collectivism

• Power Distance

• Masculinity vs. Femininity

• Uncertainty Avoidance

One key takeaway of cross-cultural analysis is that…

• Culture stays exactly the same forever

• All countries share the same core values

• Cultural norms can actually shift over time

• Once we define a culture, it’s set in stone