Woche 5

Optimistic:

• Western concept of democracy, human rights, liberal econonmy, increased living quality
• A global, cosmopolitan mindset to find solutions for global problems

Pessimisic:

• Globalization destroys cultural traditions
• Globalization formed populations into a uniform market
• Globalization/global cultural mainstram has caused fear of "cultural imperialism" and provoked political resistance

Advantage: Creative Innovation: Combination of cultural elements fosters cultural innovation in: arts, music food etc

Disadvatage: Identity conflicts / cultural alienation (Entfremdung)

The global perspective: Local market differentiation - Growing trend (towards localization) driven by the desire for more cultural identity

The local perspective: Separate identities in a multi-cultural society - Growing trend by create a singular sub-group identity and self-expression

Both trends want to different themself from the mainstream

Local Market Differentiation involves customizing products, services, and marketing strategies to meet the specific cultural and economic characteristics of a particular geographic area. The goal is to stand out from competitors by tailoring offerings to the unique needs and preferences of the local customer base

1. Diversify the workforce of a multinational corporation
2. Target a diverse consumer base
3. Creating own culutal products (Spotify, Netflix)

Multicutluralism means the acceptance and promotion of ethnic/Cultural/biological etc. pluralism

• Consumer are fractionalized into different sub-groups and define themselves by individual interest and activities, rather than traditional standarts of their demograpfic cluster
• These sub-groups can take their own forms and do not necessarily act in the markets best interest = Companies have less controll over their consumer base

Brand communities:

• Group of people who are linked by a "shared belief around a brand"
• Organically and voluntarily formed through individual identification or initiated by the company

Companys contribution: Tell a story / build a culture / connect a tribe / keep authenticity

Consumer tribes:

• Group of people who are linked by a shared interest, passion, purpose
• Organically and voultarily formed, value-crating community driven by consumer needs, wishes, experiences
• Consmer beome "co-creators"

Companys contribution:

• Listen To your tribe, talk through your tribe and stay authentic
• Invest in purpose and identity-construction and storytelling
• No conumer control - enter a cultural conversation with the tribe

• Cultural imperialism refers to the spread of the cultural influences of a dominant or powerful nation to other societies (Technologal or economic superiority)
• This process can lead to a dominance of the culture, values and lifestyles of the dominant nation, influencing or even displacing local cultures