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

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sensitive as personal interaction is necessary to neutralize the possible cultural barriers to business exchange (108). Perhaps the Internet can be seen as an attempt to make the most of this personal interaction because of its two-way architecture. Again, this may be a step in the right direction, but certainly not a solution to overcoming ethnocentrism issues in this type of marketing. This review has attempted to bring together the relevant thoughts that have been circulated over the years in relation to global marketing, the cultural issues therein and the new technology that is taking over the global marketing scene. Obviously much had been written and discussed on all of these topics independently, however little has been written to find a correlation between the U.S. related ethnocentrism involved in global marketing and the advent of the Internet. Therefore the question is, “Does the Internet continue to foster the problem of U.S. ethnocentrism in global marketing, or is it a marketing tool that U.S. companies can leverage to help to overcome it?” 27
CHAPTER 2 METHODOLOGY As discussed in the literature review, the testable hypothesis of this thesis is: U.S. based companies continue to promote Western culture ethnocentrism across country and cultural boundries when marketing through the Interent. Subsequently, the primary research question is: “Does the Internet amplify, or perpetuate, the problem of U.S. Western culture ethnocentrism in global marketing practices, or is the Internet a marketing tool that can be used to reduce it?” The questions examined as subsets of this one overarching question are: (a) How has Western culture ethnocenrism been experienced through traditional marketing communications? (b) How can the level of ethnocenricity in a communication be measured? (c) What characteristics of the Internet offer the potential for minimizing ethnocentrism in marketing communication? (d) Have U.S. companies that market to other cultures leveraged the Internet to Testing the Hypothesis reduce the Western culture ethnocentric experience? According to King, Keohane and Verba in their book Designing Social Inquiry, a good way to begin testing a hypothesis is to formulate the hypothesis so that larger generalizations can be made (10). The contribution of this project shall hopefully 28
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 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: 17). There is the possibility of co
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
Page 63 and 64: GM, would clearly have the least et
Page 65 and 66: phrase “Quality Care” would be
Page 67 and 68: y Ford. Chrysler fell short of the
Page 69 and 70: you would very rarely see a blond i
Page 71 and 72: punctuality and time limits. Americ
Page 73 and 74: Figure 3-16: Chrysler Using Camping
Page 75 and 76: issue of lack of online access by w
Page 77 and 78: The relationship between Western et
Page 79 and 80: taken the time to learn how to tran
Page 81 and 82: to determine the Internet’s impac
Page 83 and 84: eport by Adbrands.net named General
Page 85 and 86: 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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