Intercultural communications

Glocalities provides strategic insights into cultural differences and similarities in values between and across countries, markets and cultures to fine-tune your intercultural marketing and communications.

How do countries differ from each other regarding values and cultural norms? How can you glocalize your organization or brand to adapt to local cultures and trends? Glocalities provides strategic insights into cultural differences and similarities in values between and across countries, markets and cultures to fine-tune your intercultural marketing and communications.

 

Glocalize your organization and brands

Multinationals and international organizations operate on two levels. At the global level, they are riding the wave of globalization, establishing a global brand name and managing a diverse staff of employees from different countries. At the local level, they have to adapt to local cultures, demands, and needs. This dual challenge of globalization and localization is called glocalization. Glocalities offers the market intelligence to address this globalization challenge by analyzing countries or markets based on values, lifestyles, trends and attitudes.

 


CASE: Market entry strategy in China

China's size and growth offers an opportunity, but it can also be a pitfall. Where do you start? Every target audience that you select in China is sizeable. However, choosing, understanding and reaching the right consumer segment is a significant challenge for western marketers.


Comparing dominant values in China with those in Europe provides a strong framework to understand the challenges Europeans have to overcome when entering the Chinese market. The Chinese, for example, get satisfaction for a great part from the material rewards of their work: they feel happy when they can spend money. Compared to Europeans, buying new things is one of the most beautiful things in life for the Chinese. They think a person may only enjoy something when he/she has earned it, while Europeans more often believe that people may also enjoy something without having earned it. Europeans indicate more often than Chinese that people think too little about what is important in life. How do you glocalize your marketing strategy by adapting to cultural differences like the above?

 

Cultural differences between Chinese (red line) compared with Europeans (black line)

Martijn Lampert
Martijn Lampert
+31 20 589 83 70