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

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Copyright 2002 by Adrienne Marie Tony All Rights Reserved ii
A COMPARATIVE CASE STUDY OF GLOBAL MARKETING AND ETHNOCENTRISM: THE INTERNET AS A MARKETING TOOL AND ITS EFFECT ON THE ETHNOCENTRIC MESSAGES PERCEIVED VIA US COMPANIES MARKETING ACROSS CULTURES. Adrienne Marie Tony, B.S. Mentors: Dorine C. Andrews, D.C.D. Abbas Malek, Ph.D. ABSTRACT This thesis studies ethnocentrism in global marketing, focusing on the Internet as a global marketing medium. It asks whether or not the Internet as a marketing tool aggravates or helps to break down the barriers of Western culture ethnocentrism in cross-cultural marketing messages. The methodology examines three U.S. based company websites marketing to Brazil to test the hypothesis that U.S. based companies promote Western culture ethnocentrism across country and cultural boundaries when marketing through the Internet. This thesis demonstrates that Internet marketing allows for the same cross-cultural and ethnocentrism issues that are inherent in traditional marketing, and it seeks to establish a prototype model for developing culturally sensitive websites. iii
Page 1: 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 and 12: The channels through which ethnocen
Page 13 and 14: CHAPTER 1 LITERATURE REVIEW This th
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
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CHAPTER 3 RESEARCH RESULTS This cha
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Modified CETSCALE Results The respo
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* * * 5.0 4.5 4.0 3.5 3.0 2.5 2.0 1
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The Major Topic/Theme method of dat
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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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