Resources Library by ANA

Cultural adaptation and differences from a South African perspective

This paper describes and explains ethnic diversity within South Africa, and how this translates in terms of cultural adaptation, differences and change pre and post apartheid, and potentially in the future. The hypothesis presented is that ethnicity...

Catalogue: Ethnic Marketing 2000

Authors: Debi Fletcher, Tessa Pintusewitz

July 1, 2000

From 'gizmo geeks' to 'toy freaks'

This paper looks at the use of cultural differences to help segmentation at a socio-cultural level rather than solely at a demographic or psychographic level. It uses Geert Hofstede’s cultural dimensions to understand consumer mindsets and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Author: Dipen Mehta

June 15, 1998

Asian youth and implications for marketing strategies

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997. Asian youth...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Authors: Mariko Yasue, Gu Xiang Wen

Company: Dentsu Macromill Insight

June 15, 1998

The perfect fit- Model, script, and the cultural ethos

With an increasing globalisation of brands, there is a need to communicate similar brand images and values to consumers all over the world. While this is necessary, it is also important to recognise, understand and interpret the cultural context of...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Authors: Shruti Sharma, Neerja Wable

November 1, 1997

Cross-cultural consumer targets in a context of rapid social change

This paper is based on a completed study conducted in 1996 and 1997 in Poland, Hungary, the Czech Republic and Slovakia. The general objectives are to identify similarities and differences among the countries and to locate the key dimensions of...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Authors: Christine Woesler Panafieu, Daniel Weber, Agnieszka Krason

November 1, 1997

Researching the global Latin world

This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a ground- level qualitative research study encompassing fourteen Spanish- speaking countries, territories and...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Author: Hal Daume

November 1, 1997

Polo Jeans Company

The Polo Jeans Company is a new division of Polo Ralph Lauren with a line-up of jeans and casual wear designed to attract the youth market. First launched in the United States in 1996 the Polo Jeans Company was introduced to the Canadian market at...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Melinda Head, Bénédicte Cohen, Stanley Marcovici

Company: Head Research Inc.

October 22, 1997

Myths and realities of the global young consumer

This paper examines the extent to which the old cliche think global, act local is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets on a global basis. A global strategy is valid...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: David Thomson, Graham Woodham

October 22, 1997

Global advertising for children's products. Are you joking?

The paper describes the work that has been carried out with 7 year old children in Brazil, France, and Armenia. It was shown that the educational program has an influence on the responses that children give when their advertising memorization is...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Eliane Karsaklian

October 22, 1997