60 Hofstede identifies four cultural dimensions that differentiate countries: 61 59Ĭonsumer behavior may reflect cultural differences that can be pronounced across countries.
Internet users spend an average of 32 hours per month, compared with 16 hours globally.
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Once the butt of jokes like “Why do you need a rear-window defroster on a Skoda? To keep your hands warm when pushing it,” the Czech carmaker Skoda was acquired by VW, which invested to upgrade quality and image and offer an affordable option to lower-income consumers worldwide. Increasingly shared needs and wants have created global markets for more standardized products, particularly among the young middle class. The vast penetration of the Internet, the spread of cable and satellite TV, and the global linking of telecommunications networks have led to a convergence of lifestyles.
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One Chinese commercial has a child showing China’s first NBA star Yao Ming how to dunk an Oreo cookie. The company also tailors its marketing efforts to better connect with local consumers. In an example of reverse innovation, Kraft successfully introduced some of these new flavors into other countries. Indonesia has a chocolate-and-peanut variety Argentina has banana and dulce de leche varieties. In China, the cookie was made less sweet and with different fillings, such as green tea ice cream, grape-peach, mango-orange, and raspberry-strawberry. When research showed cultural differences in taste preferences-Chinese found the cookies too sweet whereas Indians found them too bitter-new formulas were introduced across markets.
To help ensure global understanding, Kraft created a brand book with a CD in an Oreo-shaped box that summarized brand management fundamentals-what needed to be common across countries, what could be changed, and what could not. OREO In launching its Oreo brand of cookies worldwide, Kraft chose to adopt a consistent global positioning, “Milk’s Favorite Cookie.” Although not necessarily highly relevant in all countries, it did reinforce generally desirable associations like nurturing, caring, and health. A good example of the latter strategy is Oreo cookies. At the other extreme is an adapted marketing program in which the company, consistent with the marketing concept, believes consumer needs vary and tailors marketing to each target group. 52 At one extreme is a standardized marketing program worldwide, which promises the lowest costs Table 8.1 summarizes some pros and cons. International companies must decide how much to adapt their marketing strategy to local conditions.
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