1.

5 Cross Cultural Analysis Platform

Cross Cultural Analysis

Platform

What is Culture?
Culture is the collective programming of the
mind that distinguishes the members of one
category of people from another.
--Geert Hofstede

l Programming: learned Noon Nopi

behavior
l Category: group not true for all indi
vidual behavior

Different Levels of Culture

Environmental For
ces
Material Culture

Material Culture

NORMS

NORMS

Values: e.g. convenience, beauty, hygiene, aff

ection, goal achievement

Emic and Etic

Views on Culture
l Etic:
- Emphasizes culture-free
understanding: marketing
is marketing!
l Emic:
- Emphasizes culture-bou
nd and context-specific u
nderstanding: each mark
et is unique!

Different Levels of Culture

Step 2
Emic

Environmental For
ces
Material Culture

Material Culture

NORMS

NORMS

Values: e.g. convenience, beauty, hygiene, aff

ection, goal achievement

Step 1
Etic

Etic & Emic Example:

Halal Cosmetics
l Etic:
-Catering to beauty and h
ealth
l Emic:
-Respecting Islamic rules
about Wudu during pra
yer
-Hala-friendly cosmetics,
e.g. nail polish

Halls Context Paradigm

l Low Context:
- Greater emphasis on
material culture and lite
ral meaning
- Time is absolute, mon
ochronic
l High Context:
- Greater emphasis on
underlying culture and
hidden meaning
- Time is relative, polyc
hronic

Web and Context: Brazil

l Low Context:
-Greater emphasis on fun
ctional information, more
compartmentalized, more
texts
l High Context:
- Greater emphasis on inf
ormation about personal r
elations, more pictures of
users
Source: de Souza Almeida (2015)

Cultural Drivers
l Religion
l Family
l Government
l School
l Friends
l Social Media

Changes in Asian
Cultural Drivers
l Religion

- Remains strong in many

l Family

- Getting smaller in many

l Government

- Quite active in many

l School

- Always important

l Social Media

- Getting stronger in many

Case: Xiaomi from

China
l Started in 2010, largest
smartphone share in Chi
na in 2014.
l Use social media, forum
and Mi Fan events to
match Noon Nopi.
l Create fan engagement
in product and brand de
velopment.
Source: Hill (2014), Wong (2014)

Case: Facebook in
Indonesia
l Over 70 million Faceboo
k Users, over 90% acces
s it on mobile.
l Coke, Oreo use Faceboo
k as primary advertising
channel.

Source: eMarketer (2015), Wicks (2015)

Hofstedes Model
l Individualism-Collectivism:
- Me versus the We
l Power distance
- Acceptance of power division
l Masculinity-femininity
- Differentiated gender roles
l Uncertainty avoidance
- Tolerance of ambiguity
l Long versus Short term orientation
- Long or short time horizon
l Indulgence versus Restraint
- Emphasis on fun in life

Cross continental comparison of

countries
100
90
80
70
60
50
40
30
20
10
0

Spain
South Korea
United States

Source: http://geert-hofstede.com

Segment Takeaways
l Culture has many layers
l Cultural meaning is context-specific
l Culture interacts with other environ
mental forces
l Cultural drivers change over time
l Countries differ across cultural dime
nsions