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Cross Cultural Communication
Transcript of Cross Cultural Communication
The research is based on Hofstede's Cultural Dimensions
19 - 22 years old
same socio - cultural backgrounds
FIAT 500 "Immigrants"
Commercial #2: FIAT 500 "Abarth"
The Positive Cycle of Culturally Customized Communication
Adaptation or Standardization?
An Analysis aimed at highlighting the Crucial Role of Culture in the Strategic Communication
"Culturally Customized" or "Translation Only" Communication?
Even if the communication is culturally customized, it does not necessarily imply the standing of the cross-cultural dimension.
Hofstede's cultural dimensions
Response to the message
Data Commercial #1
Commercial #3: Barilla "Plus"
Commercial #4: Barilla "Perfect Night"
Companies must be "Tessy" and exploit the advantages of Culturally Customized Customization and of the Cross Cultural Communication.
Cross Cultural Communication is aimed developing an advertising based on the exploitation of convergences and similarities among cultures.
Data Commercial #2
Data Commercial #3
Data Commercial #4
Pr. Mauro Cavallone,
Culturally Customized Communication as a Methodological Approach to Overcome the Adaptation vs Standardization Dilemma
Southern Business Review, USA, August 2013
Marina Belotti, 1014310
Ilaria D'Aleo, 1016675
Marketing Strategies Course, a.y. 14-15