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Jean-Claude Usunier is an Honorary Professor of Marketing at HEC Lausanne, Switzerland, [1] and author of various books on marketing and culture, including International Marketing: A Cultural Approach, Marketing Across Cultures and International and Cross-Cultural Management Research.
Source: [2]
(listed in order of first year of publication)
The University of Lausanne in Lausanne, Switzerland was founded in 1537 as a school of Protestant theology, before being made a university in 1890. The university is the second oldest in Switzerland, and one of the oldest universities in the world to be in continuous operation. As of fall 2017, about 15,000 students and 3,300 employees studied and worked at the university. Approximately 1,500 international students attend the university, which has a wide curriculum including exchange programs with other universities.
Ethnography is a branch of anthropology and the systematic study of individual cultures. Ethnography explores cultural phenomena from the point of view of the subject of the study. Ethnography is also a type of social research that involves examining the behavior of the participants in a given social situation and understanding the group members' own interpretation of such behavior.
In marketing, corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Although corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. The ways in which corporate brands and other brands interact is known as the corporate brand architecture.
Gerard Hendrik (Geert) Hofstede was a Dutch social psychologist, IBM employee, and Professor Emeritus of Organizational Anthropology and International Management at Maastricht University in the Netherlands, well known for his pioneering research on cross-cultural groups and organizations.
Marketing strategy is an organization's promotional efforts to allocate its resources across a wide range of platforms and channels to increase its sales and achieve sustainable competitive advantage within its corresponding market.
Communication studies or communication science is an academic discipline that deals with processes of human communication and behavior, patterns of communication in interpersonal relationships, social interactions and communication in different cultures. Communication is commonly defined as giving, receiving or exchanging ideas, information, signals or messages through appropriate media, enabling individuals or groups to persuade, to seek information, to give information or to express emotions effectively. Communication studies is a social science that uses various methods of empirical investigation and critical analysis to develop a body of knowledge that encompasses a range of topics, from face-to-face conversation at a level of individual agency and interaction to social and cultural communication systems at a macro level.
Intercultural communication is a discipline that studies communication across different cultures and social groups, or how culture affects communication. It describes the wide range of communication processes and problems that naturally appear within an organization or social context made up of individuals from different religious, social, ethnic, and educational backgrounds. In this sense, it seeks to understand how people from different countries and cultures act, communicate, and perceive the world around them. Intercultural communication focuses on the recognition and respect of those with cultural differences. The goal is mutual adaptation between two or more distinct cultures which leads to biculturalism/multiculturalism rather than complete assimilation. It promotes the development of cultural sensitivity and allows for empathic understanding across different cultures.
Nation branding aims to measure, build and manage the reputation of countries. In the book Diplomacy in a Globalizing World: Theories and Practices, the authors define nation branding as "the application of corporate marketing concepts and techniques to countries, in the interests of enhancing their reputation in international relations." Many nations try to make brands in order to build relationships between different actors that are not restricted to nations. It extends to public and private sectors in a nation and helps with nationalism. States also want to participate in multilateral projects. Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasize their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports - is just as important as what they actually produce and sell." This is also referred to as country-of-origin effect.
Cross-cultural psychology is the scientific study of human behavior and mental processes, including both their variability and invariance, under diverse cultural conditions. Through expanding research methodologies to recognize cultural variance in behavior, language, and meaning it seeks to extend and develop psychology. Since psychology as an academic discipline was developed largely in North America and Europe, some psychologists became concerned that constructs and phenomena accepted as universal were not as invariant as previously assumed, especially since many attempts to replicate notable experiments in other cultures had varying success. Since there are questions as to whether theories dealing with central themes, such as affect, cognition, conceptions of the self, and issues such as psychopathology, anxiety, and depression, may lack external validity when "exported" to other cultural contexts, cross-cultural psychology re-examines them using methodologies designed to factor in cultural differences so as to account for cultural variance. Some critics have pointed to methodological flaws in cross-cultural psychological research, and claim that serious shortcomings in the theoretical and methodological bases used impede, rather than help the scientific search for universal principles in psychology. Cross-cultural psychologists are turning more to the study of how differences (variance) occur, rather than searching for universals in the style of physics or chemistry.
The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The practice of marketing has been known for millennia, but the term "marketing" used to describe commercial activities assisting the buying and selling of products or services came into popular use in the late nineteenth century. The study of the history of marketing as an academic field emerged in the early twentieth century.
Culture is a concept that encompasses the social behavior, institutions, and norms found in human societies, as well as the knowledge, beliefs, arts, laws, customs, capabilities, and habits of the individuals in these groups. Culture is often originated from or attributed to a specific region or location.
HEC Lausanne, also called the Faculty of Business and Economics of the University of Lausanne, is the affiliated business school of the University of Lausanne. Since 1911, HEC Lausanne has been developing teaching and research in the field of business and economics. HEC Lausanne offers Bachelor’s, Master’s, and PhD degrees, as well as executive education, professional certification, and professional development programs, including a part-time Executive MBA, short, open courses, and tailor-made programs for organizations.
This is a bibliography of works related the subject of tourism.
Hofstede's cultural dimensions theory is a framework for cross-cultural psychology, developed by Geert Hofstede. It shows the effects of a society's culture on the values of its members, and how these values relate to behavior, using a structure derived from factor analysis.
This is a bibliography of advertising.
Derek F. Abell is the founding president and Professor Emeritus at the European School of Management and Technology (ESMT) in Berlin. In 2012, he also became the international dean at HSM Educação in Sao Paulo, Brazil. He is a published author of books and academic journal articles, mostly in the fields of strategic marketing, general management, leadership, and executive responsibilities. One of his most significant contributions has been the creation of the Three Dimensional Business Definition Model.
Jean-Pierre Danthine is a Swiss-Belgian economist and deputy chairman of the Swiss National Bank from 2012 to 2015. He has published numerous articles and books.
European management is defined as "cross-cultural, societal management based on an interdisciplinary approach" and has three characteristics:
Robert MacArthur Shields is a Canadian sociologist and cultural theorist. He is Professor and Henry Marshall Tory Endowed Research Chair at University of Alberta. Shields directs the City Region Studies Centre in the Faculty of Extension. From 1991 to 2004 he rose to Professor of Sociology and Directed the Institute for Interdisciplinary Studies at Carleton University, Ottawa Canada, with an interlude in 1995-97 as a lecturer in Culture and Communications at Lancaster University, Lancaster UK.
Cultural agility is a term employed in talent management to design a complex competency based on skills whose command allows an individual or an organization to perform successfully in cross-cultural situations. Cultural agility has been conceptualized as an individual's ability to comfortably and effectively work in different cultures and with people from different cultures, national origins, generations, gender, etc. People with cultural agility are able to "build trust, gain credibility, communicate, and collaborate effectively across cultures". The concept appears to overlap with others such as cross-cultural competence and cultural intelligence. The subject has been linked to studying abroad, foreign talent acquisition, immigrants and refugees, career success, sports coaching, leadership development, and global business. Currently, the term is often associated with research carried out by Paula Caligiuri, and a few others like Marisa Cleveland, and Zeinab Shawky Younis. On psychological aspects, the command of cultural agility resources may be facilitated by personality traits like extraversion, openness, and predisposition to novelty seeking, but also by appropriate learning. Self-assessment has been pointed out as a practical approach to evaluate the level of competence reached by cultural agility trainees.
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