“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 macro level  Hofstede’s four dimensions of culture variation (1980, 1991)  individualism vs. collectivism  power distance  masculinity vs. femininity  uncertainty avoidance  Schwartz’s framework (1990)  relations between individual and groups  assuring responsible behaviour  the role in humankind in the natural and social world  New concepts  Nigel Holden (2004) => no B2B marketing, negotiations for e.g. Japan and Germany =>

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban Example for Hofstede

Etic on a macro basis - Identifying of types and subgroups Understanding the global market Reach ability, receptivity, stability, measurability, sustainability and profitability => Market entry strategy => Segmentation => Product placement To find clusters (cluster theory) Production Education Supply Chain Marketing Operations

Global market segmentation on a macro level  Global market segmentation Economic Technological Geographic Cultural Demographic Political Industrial structure Strategic brand positioning

Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban Conclusions and recommendations Global segmentation should include macro and Micro-level Bases

Conclusion and recommendations