Abstract:
This paper illustrates the main findings of a multi-country study carried out by Market Dynamics International between May and September 1999 on behalf of RAI International, the content provider for the international market (via cable and satellite) of RAI - Radio Televisione Italiana. The paper explores the issue of what cultural identity means in todayâs global world; what superficial and deeper changes cultural identities undergo (the original, the current, the local) when transplanted elsewhere (or inherited or adopted); how the original identity gets integrated into and combines with other cultural identities (within the same person, or a cultural community, and in different countries); and which identity features are the strongest and the weakest. It illustrates the benefits of using a rather unconventional, although rigorous, methodological approach to culture-specific multi-country research, from both the client's and the researcher's points of view.
This could also be of interest:
Research Papers
Image development and consumer reality
Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery
Author: Stephan Grünewald
Company: IFM Mannheim
June 15, 1994
Research Papers
Image and soul
Catalogue: International Automotive Marketing Conference 1994
Author: Philippe H. Defechereux
 
June 15, 1994
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)