Download or read book The Influence of High and Low context Cultures on Positioning of Cosmetic Brands written by Anonym and published by . This book was released on 2018-09-22 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of Applied Sciences Stuttgart, language: English, abstract: Nowadays the number of brands is significantly increasing, but interchangeability is included in the daily schedule of change: some brands don't work in specific markets and end to exist while simultaneously many new brands enter the markets. Contact to brands happens on a daily basis - consumers experience a plethora of offer and advertising of brands which is more and more getting an overtaxing and "oversaturation" to them. Purchase decisions are influenced by diverse complex factors and communication plays an increasingly important role. Not only social media and all manner of visual advertisements unconsciously do influence it but also verbal recommendations clearly leave its marks. But how does the positioning of brands works? The connection of the brand and its unique business model has to be sold and is more than decisive to achieve a strong and successful positioning. Currently not only one type of key customer dominates the markets but diverse target groups have to be addressed what more and more complicates the positioning process. But which influence does culture has on the positioning of brands? Is the procedure of advertising in different cultures the complete opposite? What is the deeper understanding of brands and positioning? What especially differentiates Cosmetic Brands? How does positioning created for a target group in a high-context culture differ from the one created for a low-context culture? The research question focusses on the question if specific criteria of cultures in an anthropological culture concept influence the positioning of Cosmetic brands and if there is an existing correlation. The objective of this assignment is to show if there is a clear difference in positioning Cosmetic brands in the two different
Download or read book The influence of culture on brand positioning strategy written by Guido Maiwald and published by GRIN Verlag. This book was released on 2013-02-08 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Essay from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: In order to increase the saleability of a brand or product and at the same time to minimize the costs of production and advertisement, marketing companies or departments try to internationalize or ‘globalize’ production processes as well as marketing strategies. One challenge of these goals lies in differences between the mindset of consumers, being consequence of differences in culture. This work will focus the meaning of ‘culture’ and the question which ‘ingredients’ define culture. In the following chapters strategies of cross-cultural surveys within marketing strategies for brands and products will be examined.
Download or read book The Culture Map written by Erin Meyer and published by PublicAffairs. This book was released on 2014-05-27 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: An international business expert helps you understand and navigate cultural differences in this insightful and practical guide, perfect for both your work and personal life. Americans precede anything negative with three nice comments; French, Dutch, Israelis, and Germans get straight to the point; Latin Americans and Asians are steeped in hierarchy; Scandinavians think the best boss is just one of the crowd. It's no surprise that when they try and talk to each other, chaos breaks out. In The Culture Map, INSEAD professor Erin Meyer is your guide through this subtle, sometimes treacherous terrain in which people from starkly different backgrounds are expected to work harmoniously together. She provides a field-tested model for decoding how cultural differences impact international business, and combines a smart analytical framework with practical, actionable advice.
Download or read book Positioning Multi Country Brands written by Rajeev Batra and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: We suggest and show that multi-country brands should position themselves consistently across markets more on those specific imagery attributes that are themselves more consistently valued across countries. Leveraging prior research, we first identify four life values that are relatively more equal in their cross-national importance (universalism, benevolence, self-direction, achievement) versus two that are not (hedonism and power), and link specific brand imagery attributes (e.g., traditional, energetic, independent, rugged) to these life values. Using an extensive proprietary field-data set on consumer perceptions and preferences from 22 countries on over 1,700 brands, we then show, in an attribute-level analysis, that greater global consistency of a brand's image decreases brand attitudes if the specific image attribute is one of those that is not consistently desired worldwide. Importantly, the attitudinal impact of a multi-country brand's positioning consistency is also moderated by the heterogeneity of the brand's competitive set across its markets. Implications are discussed for global brand management theory and practice.
Download or read book Consumer Culture Theory written by Eric J. Arnould and published by SAGE. This book was released on 2018-06-30 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities of consumer culture by looking at how it affects personal identity, social interactions and the consuming human being. A field which is characterised as being theoretically challenging is made accessible through learning features that include case study material, critical reflection, research directions, further reading and a broad mix of the types of consumers and consumption contexts including emerging markets and economies. The structure of the book is designed to help students map the field in the way it is interpreted by researchers and follows the conceptual mapping in the classic Arnould & Thompson 2005 journal article. The book is organised into three parts - the Consumption Identity, Marketplace Cultures and the Socio-Historic Patterning of Consumption. Insight is offered into both the historical roots of consumer culture and the everyday experiences of navigating the contemporary marketplace. The book is supported by a collection of international case studies and real world scenarios, including: How Fashion Bloggers Rule the Fashion World; the Kendall Jenner Pepsi Commercial; Professional Beer Pong, Military Recruiting Campaigns, The World Health Organization and the Corporatization of Education. The go-to text for anyone new to CCT or postgraduate students writing a CCT-related thesis.
Download or read book Towards Consumer 4 0 Insights and Opportunities under the Marketing 4 0 Scenario written by Maria Pilar Martinez-Ruiz and published by Frontiers Media SA. This book was released on 2021-02-17 with total page 147 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Journal of Marketing written by and published by . This book was released on 1998 with total page 556 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book International Retailing written by Brenda Sternquist and published by Bloomsbury Publishing USA. This book was released on 2018-01-25 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Revised edition of International retailing, c2007.
Download or read book International Business written by Oded Shenkar and published by SAGE. This book was released on 2008 with total page 617 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by two leading international business scholars, the Second Edition of International Business takes a truly global perspective that goes beyond the United States, presents the latest concepts, tools and events and adopts integrated and problem-solving approaches for all chapters. The book highlights the role of culture, politics and legal issues in international business and illustrates how they influence institutions, structures and processes that permeate all functions of business. This is the only international business textbook that offers dedicated discussion of small and mid-size international firms (where many students are likely to be employed) in addition to large multinational enterprises. It is also the only text to offer chapters on corruption, e-commerce, and international entrepreneurship. The book offers a highly integrated and action-focused approach to the field that helps the reader make explicit connections across concepts and functions, develops the skill to address various IB issues and problems, and most importantly, broadens understanding of the global business environment and its repercussions for executives. In addition to superior internal integration of the various issues discussed in the book (for example this may be the only IB text where the chapter on finance and accounting has specific references to culture and how it affects those functions), the book provides easy to understand links to functional business areas, thus enabling better integration within the BA or MBA business curriculum. This book is suitable for both undergraduate and graduate business students taking such courses as international business, international Management, Global Business, Global Business Strategy, Multinational Management, Foreign Direct Investment.
Download or read book Introducing Intercultural Communication written by Shuang Liu and published by SAGE. This book was released on 2010-11-09 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Books on intercultural communication are rarely written with an intercultural readership in mind. In contrast, this multinational team of authors has put together an introduction to communicating across cultures that uses examples and case studies from around the world. The book further covers essential new topics, including international conflict, social networking, migration, and the effects technology and mass media play in the globalization of communication. Written to be accessible for international students too, this text situates communication theory in a truly global perspective. Each chapter brings to life the links between theory and practice and between the global and the local, introducing key theories and their practical applications. Along the way, you will be supported with first-rate learning resources, including: • theory corners with concise, boxed-out digests of key theoretical concepts • case illustrations putting the main points of each chapter into context • learning objectives, discussion questions, key terms and further reading framing each chapter and stimulating further discussion • a companion website containing resources for instructors, including multiple choice questions, presentation slides, exercises and activities, and teaching notes. This book will not merely guide you to success in your studies, but will teach you to become a more critical consumer of information and understand the influence of your own culture on how you view yourself and others.
Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1973-10 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Download or read book International Management written by Carl Rodrigues and published by South Western Educational Publishing. This book was released on 2001 with total page 726 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Management teaches the managerial process in a global context and illustrates how culture affects the managerial process. The second edition of International Management has been updated and revised to reflect the most recent research, laws, cases, examples and the pervasive impact of technology on global business to provide the most current perspectives of international management.
Download or read book Communities in Action written by National Academies of Sciences, Engineering, and Medicine and published by National Academies Press. This book was released on 2017-04-27 with total page 583 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the United States, some populations suffer from far greater disparities in health than others. Those disparities are caused not only by fundamental differences in health status across segments of the population, but also because of inequities in factors that impact health status, so-called determinants of health. Only part of an individual's health status depends on his or her behavior and choice; community-wide problems like poverty, unemployment, poor education, inadequate housing, poor public transportation, interpersonal violence, and decaying neighborhoods also contribute to health inequities, as well as the historic and ongoing interplay of structures, policies, and norms that shape lives. When these factors are not optimal in a community, it does not mean they are intractable: such inequities can be mitigated by social policies that can shape health in powerful ways. Communities in Action: Pathways to Health Equity seeks to delineate the causes of and the solutions to health inequities in the United States. This report focuses on what communities can do to promote health equity, what actions are needed by the many and varied stakeholders that are part of communities or support them, as well as the root causes and structural barriers that need to be overcome.
Download or read book Crying in H Mart written by Michelle Zauner and published by Vintage. This book was released on 2021-04-20 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: #1 NEW YORK TIMES BESTSELLER • From the indie rock sensation known as Japanese Breakfast, an unforgettable memoir about family, food, grief, love, and growing up Korean American—“in losing her mother and cooking to bring her back to life, Zauner became herself” (NPR). • CELEBRATING OVER ONE YEAR ON THE NEW YORK TIMES BESTSELLER LIST In this exquisite story of family, food, grief, and endurance, Michelle Zauner proves herself far more than a dazzling singer, songwriter, and guitarist. With humor and heart, she tells of growing up one of the few Asian American kids at her school in Eugene, Oregon; of struggling with her mother's particular, high expectations of her; of a painful adolescence; of treasured months spent in her grandmother's tiny apartment in Seoul, where she and her mother would bond, late at night, over heaping plates of food. As she grew up, moving to the East Coast for college, finding work in the restaurant industry, and performing gigs with her fledgling band--and meeting the man who would become her husband--her Koreanness began to feel ever more distant, even as she found the life she wanted to live. It was her mother's diagnosis of terminal cancer, when Michelle was twenty-five, that forced a reckoning with her identity and brought her to reclaim the gifts of taste, language, and history her mother had given her. Vivacious and plainspoken, lyrical and honest, Zauner's voice is as radiantly alive on the page as it is onstage. Rich with intimate anecdotes that will resonate widely, and complete with family photos, Crying in H Mart is a book to cherish, share, and reread.
Download or read book The Cambridge Handbook of the International Psychology of Women written by Fanny M. Cheung and published by Cambridge University Press. This book was released on 2020-08-06 with total page 1524 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is a growing knowledge base in understanding the differences and similarities between women and men, as well as the diversities among women and sexualities. Although genetic and biological characteristics define human beings conventionally as women and men, their experiences are contextualized in multiple dimensions in terms of gender, sexuality, class, age, ethnicity, and other social dimensions. Beyond the biological and genetic basis of gender differences, gender intersects with culture and other social locations which affect the socialization and development of women across their life span. This handbook provides a comprehensive and up-to-date resource to understand the intersectionality of gender differences, to dispel myths, and to examine gender-relevant as well as culturally relevant implications and appropriate interventions. Featuring a truly international mix of contributors, and incorporating cross-cultural research and comparative perspectives, this handbook will inform mainstream psychology of the international literature on the psychology of women and gender.
Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1970-12 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
