Consumer Culture Matters: What Marketers Need to KnowJun 14, 2016 Sharon Shavitt, University of Illinois at Urbana-Champaign
In this half-day workshop, Sharon Shavitt (University of Illinois at Urbana-Champaign) will explore the cultural background “clues” that can help marketers create more effective branding, brand extension, and pricing strategies. She will examine differences/commonalities in the value profiles of Eastern and Western consumers, focusing on the cultural core values that predict consumer motivation. With new findings on Latin American consumers, she will discuss how South American and Hispanic consumers differ from European-American and East Asian consumers and the implications for all types of branding strategies, including luxury branding. This workshop is for researchers and B2B and B2C marketers who want to ensure that their strategies speak to the things that matter to their customers. No passport required.
Wider Gaps in a Flatter World? The Speed of New Product Diffusion in Rich versus Poor CountriesJun 14, 2016 Ashish Sood and Christophe Van den Bulte, 2016, 16-113
Managers should be wary of forecasting how quickly a new product category will gain market traction in poor countries based on its speed of growth in rich countries.
Should You Adapt Your Pricing and Ratings Reaction to a Country’s Cultural and Socioeconomic Setting?Jan 19, 2016 Raoul Kuebler, Koen Pauwels, Gokhan Yildirim, and Thomas Fandrich, 2016, 16-100
Many firms tend to offer similar prices and marketing around the world. How do countries differ in the market’s response? This study analyzes the sensitivity of sales to price and user ratings across 60 developing and developed markets.
The New Emerging Market Multinationals: Disrupting Markets and Building BrandsFeb 25, 2015
Webinar featuring Amitava Chattopadhyay, INSEAD
Emerging markets have created a new breed of savvy and serious multinational competitors (EMNCs).
Robert Kozinets’ Journal Must-Reads from 2014Jan 09, 2015
Robert Kozinets is Professor of Marketing at York University’s Schulich School of Business.
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