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Woche 5

The Cultural Environment

The Cultural Environment

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Cartes-fiches 10
Langue Deutsch
Catégorie Gestion d'entreprise
Niveau Université
Crée / Actualisé 21.12.2023 / 10.01.2024
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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:

  1. Diversify the workforce of a multinational corporation
  2. Target a diverse consumer base
  3. 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

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