Download - Culture Eats Strategy for Breakfast - Greenspot Amsterdam - Sirous Kavehercy

http://www.tripylonmedia.com

SIROUS KAVEHERCY @ DART GROUP GREENSPOT AMSTERDAM

CULTURE EATS STRATEGY FOR BREAKFAST

A CONTEXT FOR MEDIA, MARKETING & GLOBALIZATION




THERE ARE AS MANY TRUTHS AS THERE ARE CONTEXTS


CONTEXT IS DRIVEN BY

CULTURE


WHAT IS CULTURE?


COLLECTIVE PROGRAMMING OF THE HUMAN MIND

Prof. Geert Hofstede


HISTORY

Dark Ages or Golden Ages


World in 500 BC http://www.atlasofworldhistory.com/


World in 600 AD http://www.atlasofworldhistory.com/


World in 1000 AD http://www.atlasofworldhistory.com/


CULTURE IS HOW WE

THINK ACT ORGANIZE RELATE PERCEIVE


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


PERCEPTION OF THE WORLD

Who Has The Power?


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


Mercator Projection


Arno Peters Projection


Culture & Marketing


8% ME

92% WE

WORLD POPULATION INDIVIDUALISTIC VS. COLLECTIVISTIC


BRANDING & MARKETING

THEORIES ARE ROOTED IN

INDIVIDUALISM



Grandparents are encouraged to give money to grandkids and save on their taxes



GLOBALIZATION



PEOPLE ARE LOYAL TO

CULTURE NOT STRATEGY


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


LOCALIZATION & CULTURE


BECOMING A GLOBAL PLAYER REQUIRES

CULTURAL INSIGHT & ADAPTABLE STRATEGY


IKEA Cracks Chinas Market


http://www.tripylonmedia.comJonathan Mak, Graphic Design Student, Hong Kong


Apple Changes Strategy In India

Opening Small Stores Across India

Long After

Samsung Did!



Germany


ROMANIA


PERSONAL BRANDING & CULTURE




SOCIAL MEDIA & CULTURE


Coca-Cola Social Media Guard


Turkish

American

Bulgarian

British


Coca-Cola, America Is Beautiful



http://www.tripylonmedia.comLines Kawaii Characters On TV


Facebook


70% OF FACEBOOK USERS

ARE OUTSIDE NORTH AMERICA AND WESTERN

EUROPE


THIS 70% GENERATES THE LEAST AMOUNT OF REVENU FOR FACEBOOK


FACEBOOK FACES HUGE CHALLENGES IN ASIA

1.BUSINESS MODEL 2.COMPETITION 3.CULTURE


Asian Messaging Market

370 million Japan Taiwan Thailand

1,100 million China 80 countries Expanding globally

36 million South Korea 93% market share





A Challenge for Advertisers!


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