tailieunhanh - Doing business across cultures_9

Để đạt được một khởi động thành công quốc tế của một sản phẩm, cả khía cạnh chức năng và toàn diện cần phải được hòa giải. Nếu một sản phẩm được cảm nhận hoàn toàn như là một tích lũy của các đặc tính chức năng trong một nền văn hóa | MARKETING ACROSS CULTURES individuals of a particular culture. Therefore when attempting research at the holistic edge of products suddenly all functional characteristics acquire a different meaning. In some cultures for example safety is very much linked to the color of the car while in other cultures safety has much to do with the performance of the car and its reliability. More drivers of red cars than green cars are involved in accidents in many western cultures this may be explained by drivers who are more adventurous seeking a surrogate Ferrari as the family car. The color red has meaning over and above the functional aspect of the color. To achieve a successful international launch of a product both the functional and holistic aspects need to be reconciled. If a product is perceived purely as an accumulation of functional characteristics in one culture while in another the feel of the whole is more dominant international advertising becomes a nightmare. Consider a watch. In the US it needs to be functional while in Italy it adds to or confirms the status or lifestyle of the person wearing it. And you just need to look at the tremendous success of Swatch to see that a reconciliation of both thanks also to the introduction of quartz technology can lead to international success. Would you have imagined that Volvo could have international success with a convertible version of its car knowing that its status was derived only from safety Let s represent what these have reconciled graphically Figure The market researcher needs to be aware that both aspects need to be critically evaluated as a basis from which reconciliation is possible. For the more technical aspects of achieving functional and holistic aspects of market research we refer the reader to Usunier 1996 and de Mooij 1997 . 219 BUSINESS ACROSS CULTURES Figure The function-whole concept dilemma The emic-etic dilemma This dilemma was elicited by Sapir in 1929 and refers fundamentally to the degree