A TYPOLOGY FOR DILEMMAS OF MARKETING

In Business Across Cultures we presented the seven dimensions model of culture in some detail. As well as simply demonstrating cultural differences, this model enables us to characterize commonly occurring dilemmas from the tensions between the values from which they originate.

We can consider the dilemmas that arise across each of the following dimensions:

1. Universalism-particularism. Do people tend to follow standardized rules or do they prefer a flexible approach to unique situations?

2. Individualism-communitarianism. Does the culture foster individual performance and creativity or is the focus on the larger group , leading to cohesion and consensus?

3. Specific-diffuse. What is the degree of involvement in personal relationships (high = diffuse, low = specific)? Does a specific business project come easily, out of which a more diffuse relationship may develop, or do people have to get to know their business partners before they can do any business with them?

4. Neutral-affective. Are emotions controlled or do people display their emotions overtly?

5. Achievement-ascription. Is status and power based on performance or is it more determined by the school people went to or their age, gender, and family background?

6. Sequential-synchronic. Do people organize time in a sequential manner, doing one task at a time, or in parallel, keeping many things active at once?

7. Internal-external control. Are people stimulated by their inner drives and sense of control or are they adaptive to external events that are beyond their control?

To show how this reconciliation can be achieved, let's look at examples of products and brands that have faced these dilemmas. By following the same reconciliation paradigm throughout this book, we can review a variety of basic marketing issues that are affected by culture, ranging from advertising to market research.