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This presentation provides a brief and 360 degree view of culture including historical, social, communicative and organizational aspects of it. The purpose of the slides is not to provide answers but to present facts, raise questions, start a conversation and trigger the viewer to think differently. This led to a lively and informative discussion in the audience. It is obviously impossible to replace that with written notes. For a detailed recap please visit the website. If you have questions let me know and I will be happy to share my thoughts with you http://www.tripylonmedia.com
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http://www.tripylonmedia.com
SIROUS KAVEHERCY @ DART GROUP GREENSPOT AMSTERDAM
CULTURE EATS STRATEGY FOR BREAKFAST
A CONTEXT FOR MEDIA, MARKETING & GLOBALIZATION
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THERE ARE AS MANY TRUTHS AS THERE ARE CONTEXTS
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CONTEXT IS DRIVEN BY
CULTURE
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WHAT IS CULTURE?
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COLLECTIVE PROGRAMMING OF THE HUMAN MIND
Prof. Geert Hofstede
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HISTORY
Dark Ages or Golden Ages
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World in 500 BC http://www.atlasofworldhistory.com/
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World in 600 AD http://www.atlasofworldhistory.com/
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World in 1000 AD http://www.atlasofworldhistory.com/
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CULTURE IS HOW WE
THINK ACT ORGANIZE RELATE PERCEIVE
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PROF. GEERT HOFSTEDE 5 DIMENSIONS MODEL FOR CULTURAL DIFFERENCES
1. POWER DISTANCE 2. INDIVIDUALISM VS. COLLECTIVISM 3. MASCULINITY VS. FEMININITY 4. UNCERTAINTY AVOIDANCE 5. LONG-TERM ORIENTATION
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PERCEPTION OF THE WORLD
Who Has The Power?
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1. Asia 44,579,000 km2 2. Africa 30,221,000 km2 3. North America 24,256,000 km2 4. South America 17,819,000 km2
5. Antarctica 13,209,000 km2 6. Europe 9,938,000 km2 7. Australia/Oceania 8,112,000 km2
CONTINENTS BY SIZE
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Mercator Projection
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Arno Peters Projection
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Culture & Marketing
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8% ME
92% WE
WORLD POPULATION INDIVIDUALISTIC VS. COLLECTIVISTIC
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BRANDING & MARKETING
THEORIES ARE ROOTED IN
INDIVIDUALISM
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Grandparents are encouraged to give money to grandkids and save on their taxes
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GLOBALIZATION
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PEOPLE ARE LOYAL TO
CULTURE NOT STRATEGY
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IN THE NEW WORLD YOU MUST EMBRACE DIVERSITY IN YOUR
LEADERSHIP TO STAY COMPETITIVE
http://www.tripylonmedia.comSatya Nadella, CEO Microsoft - India
http://www.tripylonmedia.comMuhtar Kent, CEO Coca-Cola, Turkey
http://www.tripylonmedia.comIndra Nooyi, CEO Pepsi-Co, India
http://www.tripylonmedia.comLarry Page en Sergey Brin, Google Founders, US & Russia
http://www.tripylonmedia.comSalar Kamangar, CEO YouTube, Iran
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LOCALIZATION & CULTURE
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BECOMING A GLOBAL PLAYER REQUIRES
CULTURAL INSIGHT & ADAPTABLE STRATEGY
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IKEA Cracks Chinas Market
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http://www.tripylonmedia.comJonathan Mak, Graphic Design Student, Hong Kong
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Apple Changes Strategy In India
Opening Small Stores Across India
Long After
Samsung Did!
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Germany
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ROMANIA
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PERSONAL BRANDING & CULTURE
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SOCIAL MEDIA & CULTURE
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Coca-Cola Social Media Guard
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Turkish
American
Bulgarian
British
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Coca-Cola, America Is Beautiful
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http://www.tripylonmedia.comLines Kawaii Characters On TV
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70% OF FACEBOOK USERS
ARE OUTSIDE NORTH AMERICA AND WESTERN
EUROPE
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THIS 70% GENERATES THE LEAST AMOUNT OF REVENU FOR FACEBOOK
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FACEBOOK FACES HUGE CHALLENGES IN ASIA
1.BUSINESS MODEL 2.COMPETITION 3.CULTURE
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Asian Messaging Market
370 million Japan Taiwan Thailand
1,100 million China 80 countries Expanding globally
36 million South Korea 93% market share
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A Challenge for Advertisers!
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Personal Branding & Culture Cultural Relevance In Adoption of New Media & Business Models
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