Weitere Kapitel dieses Buchs durch Wischen aufrufen
International marketing decisions are the result of complex trade-offs between global standardization and local adaptation. Similarities are too substantial and differences go too deep to be ignored. This chapter tries to articulate similarities and differences in local consumer experience across multiple contexts. It shows how language can be used as a discovery tool, along with depth interviews and checks of researchers’ interpretations by informants, to generate cognitive maps of consumption and taste experiences. Local words, used as emic signals, are combined into full profiles of the local experiences as narratives linking people to products and taste. Local profiles can then be merged to derive differences dealing with creolization patterns, local consumption experience, local preferences, perceptions and associations as well as commonalities emergent from within the contexts studied. The comparative thick description framework is applied to the beer consumption experience in ten countries (China, Croatia, France, Germany, Japan, Thailand, Tunisia, Turkey, El Salvador, Mexico) and 9 languages.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Andersen, P. H., & Strandskov, J. (1998). International market selection: A cognitive mapping perspective. Journal of Global Marketing,11(3), 65–84.
Brannen, M. Y. (1992). “Bwana Mickey”: Constructing cultural consumption at Tokyo Disneyland. In Joseph J. Tobin (Ed.), Re-Made in Japan (pp. 216–234). New Haven, CT: Yale University Press.
Brun, I., Durif, F., & Ricard, L. (2014). E-relationship marketing: A cognitive mapping introspection in the banking sector. European Journal of Marketing,48(3/4), 572–594. CrossRef
Brislin, R. W., Kushner, K., Cherrie, C. & Yong, M. (1986). Intercultural interactions: A practical guide. Newbury Park, CA: Sage.
Christensen, G. L., & Olson, J. C. (2002). Mapping consumers’ mental models with ZMET. Psychology & Marketing,19(6), 477–501. CrossRef
Eden, C. (1992). On the nature of cognitive maps. Journal of Management Studies,29(3), 261–265. CrossRef
Geertz, C. (1973). Thick description: Toward an interpretive theory of culture. In C. Geertz (Ed.), The interpretation of cultures: Selected essays (pp. 3–30). New-York: Basic Books.
Geertz, C. (1983). Local knowledge. New York: Basic books.
Ger, G., Askegaard, S., & Christensen, A. (1999). Experiential nature of product-place images: Image as a narrative. Advances in Consumer Research,26, 165–169.
He, J., & van de Vijver, F. J. R. (2015). Bridging etic and emic approaches in cross-cultural management research. In N. Holden, S. Michailova, & S. Tietze (Eds.), The Routledge companion to cross-cultural management (pp. 189–197). New York: Routledge.
Howes, D. (1996). Commodities and cultural borders. In D. Howes (Ed.), Cross-cultural consumption (pp. 1–18). London: Routledge. CrossRef
Jain, S. C. (1989). Standardization of international marketing strategy: Some research hypotheses. Journal of Marketing,53(January), 70–79. CrossRef
Jones, S. (1985). The analysis of depth interviews. In R. Walker (Ed.), Applied qualitative research. Gower: Aldershot.
Kissmeyer, A. (2011). The Japanese craft beer market. Scandinavian Brewers’ Review,68(5), 30–31.
Kragh, S. U., & Djursaa, M. (2001). Product syntax and cross-cultural marketing strategies. European Journal of Marketing,35(11/12), 1301–1321. CrossRef
Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(3), 92–102.
Papageorgiou, E. I., & Salmeron, J. L. (2013). A review of fuzzy cognitive maps research during the last decade. IEEE Transactions on Fuzzy Systems,21(1), 66–79. CrossRef
Polsa, P. (2007). Comparability in cross-cultural qualitative market research. Academy of Marketing Science Review,8, 1–20.
Ponterotto, J. G. (2006). Brief note on the origins, evolution, and meaning of the qualitative research concept thick description. The Qualitative Report,11(3), 538–549.
Ryle, G. (1968). The thinking of thoughts: What is ‘le Penseur’ doing? University Lectures, no. 18, 1968, University of Saskatchewan.
Usunier, J.-C. (2011). Language as a resource to assess cross-cultural equivalence in quantitative management research. Journal of World Business,46(3), 314–319. CrossRef
Usunier, J.-C., & Sbizzera, S. (2013). Comparative thick description: Articulating similarities and differences in local consumer experience. International Marketing Review,30(1), 42–55. CrossRef
WHO, World Health Organization (2017). Global Health Observatory (GHO) data—Country statistics. http://www.who.int/gho/countries/en/. Accessed February 12, 2017.
- Comparative Thick Description: Articulating Similarities and Differences in Local Beer Consumption Experience
Best Practices für Web-Exzellenz im Online-Handel/© venimo | Fotolia