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

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LIST OF TABLES Table 2-1: Language Questions 36 Table 2-2: Message Questions 37 Table 2-3: Image Questions 38 Table 2-4: Content Questions 38 Table 2-5: Branding Questions 39 Table 2-6: Cultural Positioning Questions 40 Table 3-1: Demographics of Interview Subjects 45 Table E-1: Case Study of GM Website 102 Table E-2: Case Study of GM Website (continued) 104 Table E-3: Case Study of Chrysler Website 106 Table E-4: Case Study of GM Website (continued) 108 Table E-5: Case Study of Ford Website 110 Table E-6: Case Study of GM Website (continued) 112 viii
LIST OF FIGURES Figure 3-1: Graphical Representation of Survey Data 48 Figure 3-2: Graphical Representation of Same Survey Data-Varying Perspective 49 Figure 3-3: GM Uses Good Translation and Grammar 54 Figure 3-4: Ford’s Use of Quality Care 56 Figure 3-5: Ford’s Environmental Message 57 Figure 3-6: GM’s Environmental Message 57 Figure 3-7: The GM site Uses Colors of the Brazilian Flag 58 Figure 3-8: GM Uses Many Photos of People 58 Figure 3-9: GM Photos Authentically Brazilian 59 Figure 3-10: GM Homepage 59 Figure 3-11: Kid’s Section/Animation on the Ford Site 60 Figure 3-12: Chrysler Homepage 60 Figure 3-13: Chrysler Site Uses Inappropriate Photos 61 Figure 3-14: Ford’s “wow” Logo 62 Figure 3-15: GM Family Photo 63 Figure 3-16: Chrysler Using Camping Gear Photo 64 Figure 5-1: A Prototype Model for Developing Culturally Sensitive Websites 79 ix
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: Cultural Positioning 74 Discussion
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
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
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
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issue of lack of online access by w
Page 77 and 78:
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
Page 93 and 94:
Would you classify this as U.S. Eth
Page 95 and 96:
Interview with Carla Lopez: Date: N
Page 97 and 98:
APPENDIX B 88
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8. We should purchase products manu
Page 101 and 102:
Qualitative Interview Questions Mar
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Marketing Factor 3: Image The actua
Page 105 and 106:
Marketing Factor 5: Branding Does t
Page 107 and 108:
Confidentiality Statement Signed by
Page 109 and 110:
Raw Data from Scaled Survey Subject
Page 111 and 112:
Table E-1: Case Study of General Mo
Page 113 and 114:
Table E-2: Case Study of General Mo
Page 115 and 116:
Table E-3: Case Study of Chrysler W
Page 117 and 118:
Table E-4: Case Study of Chrysler W
Page 119 and 120:
Table E-5: Case Study of Ford Websi
Page 121 and 122:
Table E-6: Case Study of Ford Websi
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WORKS CITED Adorno, T.W., et al. Th
Page 125 and 126:
Lee, Dong-Jin and M. Joseph Sirgy.
Page 127 and 128:
Usunier, Jean-Claude. Marketing Acr
Page 129:
Sharma, Subhash, and Terence A. Shi
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