Culture Eats Strategy for Breakfast - Greenspot Amsterdam - Sirous Kavehercy
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Transcript of Culture Eats Strategy for Breakfast - Greenspot Amsterdam - Sirous Kavehercy
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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
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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
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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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Facebook
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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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YOU MAY ALSO FIND THESE PRESENTATIONS USEFUL
Personal Branding & Culture Cultural Relevance In Adoption of New Media & Business Models
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