“approaches to culture and their application / implication to International Marketing Research“ Group Presentation Aachen The Fantastic Five EMIC vs. ETIC Kazembi Zatjirua * Alexander Fischer * Matthias Metzger Marc Oback * Holger Ruban

“There is no such thing as a universal management method or management theory across the globe” Geert Hofstede

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban EMIC versus ETIC Level Differentiation: Level of similarities and differentiation EMIC -Reflects on similarities of cultures (Preferences on valid contructs & concepts, focus on culture-free masses) ETIC -Reflects on differentiation of cultures (Preferences on cultural peculiarities, culture-specific concepts) Individual Purchasing Process Purchasing Process EMIC Approach EMIC Approach ETIC Approach ETIC Approach Design & value preposition of products and services Design & value preposition of products and services Design & value preposition of products and services Design & value preposition of products and services

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban MICRO versus MACRO Level Differentiation: Level of reflection Microlevel -Reflects on phenomenons of individuals (Preferences on sense, thinking, act) Macrolevel -Reflects on general phenomenons of cultural levels (Preferences on cultural value, consumption behaviour and pattern) Individual Purchasing Process Purchasing Process MACROLEVEL MARKETING cultural value, consumption behaviour and pattern MACROLEVEL MARKETING cultural value, consumption behaviour and pattern MICROLEVEL MARKETING phenomenons of individuals MICROLEVEL MARKETING phenomenons of individuals

Level of reflection Focus of refelection Observation Macrolevel Observation Macrolevel Observation Microlevel Observation Microlevel Similarity (etic) Differentiate (emic) Identification of culture independed realities of the microlevel Identification of culture independed realities of the microlevel Description of the uniqueness of individual societies Description of the uniqueness of individual societies Identification of types and subgroups of societies Identification of types and subgroups of societies Description of dimensions for classification of cultures Description of dimensions for classification of cultures Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban

Etic on a micro level (culture independed realities) Hierarchy of Needs (Maslow, A.) Motivation of purchase low-level needs before high-level needs ERG Theory (Alderfer, C.) Existence, Relatedness, Growth Levels of needs to be pursued simultaneously Acquired-Needs Theory (McClelland, D.) Individual‘s specific needs Achievement, Affiliation, Power

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban Etic on a micro level (culture independed realities) Impact on marketing research -Start -Start of purchase decision on the basis of need perception -Multi-stage -Multi-stage process for purchase decision -Process -Process of different time -Understanding -Understanding of the active and sensible actions -Individual -Individual research for each customers / group