A Comparative Case Study of Global Marketing and Ethnocentrism ...

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Results from the modified CETSCALE and the qualitative interviews show that Internet marketing does indeed allow for the same cross-cultural and ethnocentrism issues that are inherent in traditional marketing. It neither overcomes ethnocentric marketing, nor makes it worse. Merely, it acts as yet another tool through which marketers can manipulate messages being sent to consumers. Key findings in the results also show that people are sensitive to ethnocentric presentations in marketing, and cross-culturally marketed websites demonstrate varying levels of cultural sensitivity. Furthermore, certain marketing factors, such as language and image, have the most significant impact on the cultural sensitivity of a website. 3
CHAPTER 1 LITERATURE REVIEW This thesis explores the cultural issues companies encounter in global marketing. There has been much discussion in recent years concerning global marketing, and it seems impossible to talk about doing business globally without considering the impact of cultural differences as on message and brand. Additionally, one cannot begin global marketing discussion without focusing on the Internet as a key in the marketing mix. The hypothesis argues that U.S. based companies continue to promote Western culture ethnocentrism across country and cultural boundries when marketing through the Interent. In preparation for testing this hypothesis, this thesis will explore several questions: 1) (a) How has Western culture ethnocenrism been experienced through traditional marketing communications? (b) Is there are way to measure the level of ethnocenricity in a communication? 2) What characteristics of the Internet offer the potential for eliminating ethnocentrism in marketing communication? 3) Have U.S. companies that market to other cultures leveraged the Internet to reduce the Western culture ethnocentric experience? 4
Page 1 and 2: A COMPARATIVE CASE STUDY OF GLOBAL
Page 3 and 4: A COMPARATIVE CASE STUDY OF GLOBAL
Page 5 and 6: TABLE OF CONTENTS Introduction 1 Ch
Page 7 and 8: Cultural Positioning 74 Discussion
Page 9 and 10: LIST OF FIGURES Figure 3-1: Graphic
Page 11: The channels through which ethnocen
Page 15 and 16: from the point of the in-group (Sin
Page 17 and 18: we are “we” because of being po
Page 19 and 20: vital to appreciating one’s own c
Page 21 and 22: (3) self-interest concerns, (4) rec
Page 23 and 24: More discoveries were made to suppo
Page 25 and 26: cross-cultural decisions (2). The l
Page 27 and 28: In home markets self-reference crit
Page 29 and 30: The examples to this point have all
Page 31 and 32: channels in a particular country is
Page 33 and 34: media, he suggests that Internet we
Page 35 and 36: 17). There is the possibility of co
Page 37 and 38: CHAPTER 2 METHODOLOGY As discussed
Page 39 and 40: were given the list of websites to
Page 41 and 42: modified CETSCALE to measure the et
Page 43 and 44: exploratory interviews, require sig
Page 45 and 46: another language. When message mean
Page 47 and 48: Table 2-3: Image questions (not in
Page 49 and 50: Therefore, the way people are portr
Page 51 and 52: Testing Survey Questions As discuss
Page 53 and 54: CHAPTER 3 RESEARCH RESULTS This cha
Page 55 and 56: Modified CETSCALE Results The respo
Page 57 and 58: * * * 5.0 4.5 4.0 3.5 3.0 2.5 2.0 1
Page 59 and 60: The Major Topic/Theme method of dat
Page 61 and 62: esponse scores given to these state
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GM, would clearly have the least et
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phrase “Quality Care” would be
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y Ford. Chrysler fell short of the
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you would very rarely see a blond i
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punctuality and time limits. Americ
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Figure 3-16: Chrysler Using Camping
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issue of lack of online access by w
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The relationship between Western et
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taken the time to learn how to tran
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to determine the Internet’s impac
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eport by Adbrands.net named General
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Finally, all six of the marketing f
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selling activities within the cultu
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specific to the companies that were
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APPENDIX A 82
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Would you classify this as U.S. Eth
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Interview with Carla Lopez: Date: N
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APPENDIX B 88
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8. We should purchase products manu
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Qualitative Interview Questions Mar
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Marketing Factor 3: Image The actua
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Marketing Factor 5: Branding Does t
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Confidentiality Statement Signed by
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Raw Data from Scaled Survey Subject
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Table E-1: Case Study of General Mo
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Table E-2: Case Study of General Mo
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Table E-3: Case Study of Chrysler W
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Table E-4: Case Study of Chrysler W
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Table E-5: Case Study of Ford Websi
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Table E-6: Case Study of Ford Websi
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WORKS CITED Adorno, T.W., et al. Th
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Lee, Dong-Jin and M. Joseph Sirgy.
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Usunier, Jean-Claude. Marketing Acr
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Sharma, Subhash, and Terence A. Shi
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