Woche 5
The Cultural Environment
The Cultural Environment
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Lernkarten
Globalization has led money, technology, goods, cultures, illnesses, ideas move swiftly across borders.
This has lead to 4 global trends in culture. Which are they?
- Cultural Homogenization (universalization) - Global merging - Deeper connection between the local and the distant
- Cultural Hybridity - We are mixing different cultural items
- Cultural Differentiation - Underneath the surface we are still different and enjoy this difference - The increased Closeness has brought disparities which we increased to cherish: Local Market differentioation/Seperate identites in a multi-cultural society
- Cultural Fractionalization - We are becoming increasingliy different and detached from each other - Consumer become "co-creators" of the meaning of the brand
Trend 1 - Name optimistic/pessimistic views of global cultural homogenization:
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
Trend 2 - Cultural hybridization
Name an advantage and a disadvantage of cultural hybridity;
Advantage: Creative Innovation: Combination of cultural elements fosters cultural innovation in: arts, music food etc
Disadvatage: Identity conflicts / cultural alienation (Entfremdung)
Trend 3 - Cultural differentation
It can be seen from two perspectives:
- The global perspective
- The local perspective
Give a brief describtion of these two perspectives:
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
Trend 3 - What is local market differentiation?
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
Trend 3 - Give 3 expamples for local market differentitation:
- Diversify the workforce of a multinational corporation
- Target a diverse consumer base
- Creating own culutal products (Spotify, Netflix)
Trend 3 - "Separate identities in a multi-cultural society"
Multicutluralism means the acceptance and promotion of ethnic/Cultural/biological etc. pluralism
Trend 4 - Cultural fractionalization: What are the challenges for businesses?
- 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
Trend 4 Cultural Fractionalization- Consumer can organize themselves in brand communities and consumer tribes.
Give a description and what companys can contribute to form those communities.
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
Describe the meaning of culutral imperialism:
- 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
