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Research papers

Construction of otherness via cross-cultural advertising

This paper focuses on the question of semiotics of brand communication. Lotman's’ concept of semiosphere and three types of semiotic relations between imagined our brand and other brands, hindering the brand's acceptance in particular market,...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Triin Vihalemm
Company: KANTAR TNS Malaysia
November 1, 1997

Research papers

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

Research papers

A constructive approach to advertising testing

This paper proposes that advertising work, and therefore testing, be viewed from a new theoretical perspective; that of modern semiology. This perspective gives new insight into the constructive nature of meaning, the system of signification, the...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Elizabeth Glaros
November 1, 1997

Research papers

To comfortably borrow or to own

In this paper we describe various examples of the common practises of customising imported concepts or creative ideas to Asian markets. We see that many efforts are aimed to enable the target only to borrow these ideas. We argue that the essential...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Authors: Paramita Mohamad, Claire Littlewood Koch
November 1, 1997

Research papers

Ethnography and cross-cultural research

As cross-cultural marketing becomes more important, the need for tools and perspectives to understand the global consumer becomes more pronounced. This paper offers practical advice on using ethnographic methods as a foundation for consumer analysis...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Hy Mariampolski
Company: QualiData Research Inc.
November 1, 1997

Research papers

Enhancing the flow of meaning across cultural borders of mind and land

This paper examines some nine qualitative procedures intended to increase the meaningfulness of qualitative data obtained from diverse cultures. These devices are not new or unfamiliar. This paper makes a case for using these tools more deliberately...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Priya Tandan
Company: KANTAR TNS Malaysia
November 1, 1997

Research papers

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

Research papers

Understanding the Chinese consumer

This article presents the first-hand experience of undertaking qualitative research in China for both mass market and luxury products. It shows, in particular, the power of projective techniques and the methods of in-depth analysis commonly used in...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Authors: Laurence Parisot, Anne Panis-lelong, Christophe Jourdain
Company: IFOP
November 1, 1997

Research papers

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