4. • 8 different Business Studies
• 5,000 business students
• 1,000 first year students
School of business and economics
Windesheim is one of the largest of the 39 Universities of Applied Sciences in the Netherlands with over
21.500 students. It offers study programmes in 87 different disciplines, which are grouped within the
various departments. The emphasis is on a student-focused, practice-oriented education.
5.
6. Sander Janssens Msc (email: aj.janssens@windesheim.nl )
18 years work experience international marketing in companies and international marketing
consultant. Specialisation: marketing communication, services marketing
10 years educational experience
Coordinator Minor International business Studies, marketing across cultures, global marketing,
Coordinator Hong Kong Business case contest
International lecturing experience, Paris, Lyon France, Katowice Poland, Nordhausen Germany,
Platteville Wisconsin USA, Tampere Finland.
Positioning and branding across cultures "
7. • Stereotypes
• Values
• Cultural iceberg
• The very unfortunate Egyptian
engineer
• Levels of mental programming
• Cultural onion
• Self reference criterion
• Bedtime story
Positioning and branding across cultures "
9. Day Case work students
Tuesday
15.15-17.15
Group II
Introduction intercultural theory
Introduction intercultural
exercises
Stereotyping, cultural iceberg,
Hofstede theory
• Students are divided into groups
• Each group gets assigned to a European country
• Find examples of country culture compared to Turkey
• Check out values of Hofstede compare to Turkey
• Cultural moodboard
• Find a consumer commercial from the country which
you explain culturally
Choose consumer product
Wednesday
09.00-12.15
Group II
Introduction branding
positioning
Choose a target segment
Develop a persona
Positioning statement
Short Promotional video (youtube
style)
• Choose a target segment
• Visualize a persona in another culture.
• Develop passion brand
• Develop a positioning statement that fits with the
local culture (use positioning diamond)
• Develop a advertising concept 1 product
Thursday
13.30-16.30
Group II
Synthesis Intercultural Branding Preparation (anglo saxon style of presenting )
Group presentations of the final results
Country, culture, products, ,
10. Stereotype <-> Culture
Definition of stereotype
a widely held but fixed and oversimplified image or idea
of a particular type of person or thing
11. Stereotypes are powerful
• “Germans are all punctual but don’t have a
sense of humor, people from Great Britain do
and always have their tea at 5 pm in the
afternoon, Italian men pick up girls all the
time, the French eat baguette, cheese and
frogs’ legs.
Jeremy Clarkson Meets the Neighbours - Germany Pt 3
http://www.youtube.com/watch?v=UdrsrjSpXnE&feature=related
13. Francois Hollande's Camel Eaten By Family In
Timbuktu, Mali
According to French Magazine Valeurs Actualites (Current Values), who quoted sources close to
the French Minister of Defense Jean-Yves Le Drian, the camel ended up as a typical Saharan
tajine stew.
24. Mother child relation
Cultural aspects
Netherlands USA
Effort should be rewarded Result should be rewarded
Emotional support during
process is important
Support in achieving the
result
Just behave normally, that is
crazy enough
“Outdo the ordinary “
Good is good enough Go for the top, excellent
result
25. Values help explaining different
cultures but ……
Can you explain the following examples on the basis
of underlying values ?
• Men wearing ties
• Women wearing high heels
• Americans holding their fork in their right hand
whereas Europeans use their right hand
• 2 or three kisses when greeting as an expression
of difference in values?
26.
27. SRC, the self reference criterion
Example SRC Dinner habits: USA versus Europe
• Not asking the waiter for the bill but instead waiting for
it, assuming that it will be on the table automatically,
as an example of relying on the SRC
Attribution
• Whereby people explain the world around them by
attributing opinions, traits and causes to people or
things they observe
• Many cultural mistakes are made due to SRC and
attribution; assuming that what you are used to will
occur in any other kind of context in the same way.
28. Platinum rule
Treat people like THEY would like to be
treated, not the way you’d like to be
treated.
True or false ?
