“approaches to culture and their application / implication to international marketing research“...

“approaches to culture and their application / implication to

International Marketing Research“

Group PresentationAachen 31.04.2006The Fantastic Five

EMIC vs. ETIC

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger

Marc Oback * Holger Ruban

“There is no such thing as a universal management method or management

theory across the globe”

Geert Hofstede

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban

EMIC versus ETIC LevelEMIC versus ETIC Level

Differentiation: Level of similarities and differentiationDifferentiation: Level of similarities and differentiation

EMIC-Reflects on similarities of cultures(Preferences on valid contructs & concepts, focus on culture-free masses)

ETIC-Reflects on differentiation of cultures(Preferences on cultural peculiarities, culture-specific concepts)

IndividualIndividual

PurchasingProcess

PurchasingProcess

EMICApproach

EMICApproach

ETICApproach

ETICApproach

Design & value preposition

of products and services








MICRO versus MACRO LevelMICRO versus MACRO Level

Differentiation: Level of reflectionDifferentiation: Level of reflection

Microlevel-Reflects on phenomenons of individuals(Preferences on sense, thinking, act)

Macrolevel-Reflects on general phenomenons of cultural levels(Preferences on cultural value, consumption behaviour and pattern)

IndividualIndividual

PurchasingProcess

PurchasingProcess

MACROLEVEL MARKETINGcultural value, consumption

behaviour and pattern

MACROLEVEL MARKETINGcultural value, consumption

behaviour and pattern

MICROLEVEL MARKETINGphenomenons of individualsMICROLEVEL MARKETINGphenomenons of individuals

Level of reflectionLevel of reflection

Focus of refelectionFocus of refelection

ObservationMacrolevel

ObservationMacrolevel

Observation Microlevel

Observation Microlevel

Similarity (etic)Similarity (etic) Differentiate (emic)Differentiate (emic)

Identification of culture independed realities of the microlevel

Identification of culture independed realities of the microlevel

Description of the uniqueness of individual societies

Description of the uniqueness of individual societies

Identification of types and subgroups of societies

Identification of types and subgroups of societies

Description of dimensions for classification of cultures

Description of dimensions for classification of cultures



Etic on a macro level Etic on a macro level

Hofstede’s four dimensions of culture variation (1980, 1991)

individualism vs. collectivism power distance masculinity vs. femininity uncertainty avoidance

Schwartz’s framework (1990)

relations between individual and groups assuring responsible behaviour the role in humankind in the natural and social world

New concepts Nigel Holden (2004) => no B2B marketing, negotiations for e.g. Japan and Germany =>


Example for HofstedeExample for Hofstede


Etic on a macro basis - Identifying of types and subgroupsEtic on a macro basis - Identifying of types and subgroups

Understanding the global marketUnderstanding the global market

Reach ability, receptivity, stability, Reach ability, receptivity, stability, measurability, sustainability and profitabilitymeasurability, sustainability and profitability

=> Market entry strategy=> Market entry strategy => Segmentation=> Segmentation => Product placement=> Product placement

To find clusters (cluster theory)To find clusters (cluster theory)

ProductionProduction EducationEducation Supply ChainSupply Chain

MarketingMarketing

OperationsOperations


Global market segmentation on a macro levelGlobal market segmentation on a macro level

Global market segmentation

• Economic• Technological• Geographic• Cultural• Demographic• Political• Industrial structure

Strategic brand positioning


Conclusions and recommendationsConclusions and recommendations

Global segmentation should Global segmentation should include macro and Micro-level include macro and Micro-level BasesBases


Conclusion and recommendationsConclusion and recommendations

“EMIC (PHONEMIC) VERSES ETIC (PHONETIC)

APPROACHES TO CULTURE AND THEIR

APPLICATION /IMPLICATION TO INTERATIONAL

MARKETING RESEARCH “

Segmentation of markets (using micro-level bases)Segmentation of markets (using micro-level bases)

Bases for segmentation: Lifestyle factors and profit benefits Responses to marketing Cultural traits Attutudes Hybrid factors (values, benefits, demographics)

Micro-segmentation: segments based on behavioural factors consumer responsiveness to elements of the marketing program understanding the nature of consumer orientation towards the product and its appeal

EMIC approach – micro-levelEMIC approach – micro-level

Culture influences consumer behaviour through its manifestations: valuesvalues (centrally held, enduring belief which drives an individual‘s behaviour) heroesheroes ritualsrituals (behaviour repeated over time, involving the consumption of goods) symbolssymbols (language, gestures, pictures)(Hofstede, 1997)

EMIC approach to cross-cultural consumer research: description of the uniqueness of individual societies focus is upon understanding issues from the viewpoint of the subjects being studied provides “culture-rich“ information

What are the components of consumer behaviour? CognitionCognition (memory structures or self-constructuals) AffectAffect (intention formation process and its outcome) AttitudeAttitude (towards an entity) BehaviourBehaviour (individual choices and behaviour patterns)

An individual‘s behaviour is a result of that individual‘s cultural value system.Emic reseachers view culture as inseparable from the individual, as an inherent quality.

Consumer behaviour

Cultural Value System

Symbols

VALUES

Heroes Rituals

Consumer behaviourCognition

AffectBehaviour

MarketingCommunications

MarketingResearch

Interaction of culture and consumer behaviour

Managerial Implications for Segmentation(-Targeting-Positioning)

Cognition Affect Behaviour

What values are considered positive in your consumer's culture

What is the expected level of information in an ad

Does country of origin affect purchase of your product

How do consumers use timeWhat positive values can your product be linked to

Do people attend religious services every week

How do consumers categorise your product

Importance of parents in attitudeformation

Who controls purchasing in thehousehold

What connotation does the languagein your ad have

Which language produces better attitudes towards your product

Does consumption of your product contain symbolic meaning for the consumer

What products are symbols ofnationalism, modernism

What do consumers think aboutthe actors in your ads

Do local ad actors produce betterattitudes

Do people wear your brand justbecause their heroes do

Can your targeted consumers seethemselves as users of your product

Do the actors evoke the image youwish to portray of your products

Is your product connected to anyrituals in the life of your targeted consumer

Does using your product make people feel part of their peer groups

Do foreign consumers use yourproducts differently from domestic consumers

Is your product seen as an integralpart of becoming an adult

Does the ritual usage of your product change as consumer segment changes

Values

Symbols

Heroes

Rituals

Intial move into “similar“ cultures (requires broader etic approach)

Current moves into “new“ and “differing“ cultures (requires emic understanding on mirco-level, before application to etic)

The very name cross-cultural cross-cultural researchresearch embodies both approaches:

To be “cultural“ requires the emic viewpoint, and “cross“ requires the etic perspective

“approaches to culture and their application / implication to international marketing research“...

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