http://www.tripylonmedia.com
SIROUS KAVEHERCY
@ DART GROUP GREENSPOT AMSTERDAM
CULTURE
EATS STRATEGY
FOR BREAKFAST
A CONTE...
http://www.tripylonmedia.com
http://www.tripylonmedia.com
http://www.tripylonmedia.com
THERE ARE
AS MANY
TRUTHS
AS THERE ARE
CONTEXTS
http://www.tripylonmedia.com
CONTEXT IS
DRIVEN BY
CULTURE
http://www.tripylonmedia.com
WHAT IS
CULTURE?
http://www.tripylonmedia.com
COLLECTIVE PROGRAMMING
OF THE HUMAN MIND
Prof. Geert Hofstede
http://www.tripylonmedia.com
HISTORY
Dark Ages or
Golden Ages
http://www.tripylonmedia.com
World in 500 BC
http://www.atlasofworldhistory.com/
http://www.tripylonmedia.com
World in 600 AD
http://www.atlasofworldhistory.com/
http://www.tripylonmedia.com
World in 1000 AD
http://www.atlasofworldhistory.com/
http://www.tripylonmedia.com
CULTURE IS HOW
WETHINK
ACT
ORGANIZE
RELATE
PERCEIVE
http://www.tripylonmedia.com
PROF. GEERT HOFSTEDE
5 DIMENSIONS MODEL FOR CULTURAL DIFFERENCES
1. POWER DISTANCE
2. INDIVID...
http://www.tripylonmedia.com
PERCEPTION OF THE
WORLD
Who Has The Power?
http://www.tripylonmedia.com
1. Asia 44,579,000 km2
2. Africa 30,221,000 km2
3. North America 24,256,000 km2
4. South Amer...
http://www.tripylonmedia.com
Mercator Projection
http://www.tripylonmedia.com
Arno Peters Projection
http://www.tripylonmedia.com
Culture & Marketing
http://www.tripylonmedia.com
8%
ME
92%
WE
WORLD POPULATION
INDIVIDUALISTIC VS. COLLECTIVISTIC
http://www.tripylonmedia.com
BRANDING & MARKETING
THEORIES ARE ROOTED IN
INDIVIDUALISM
http://www.tripylonmedia.com
http://www.tripylonmedia.com
Grandparents are encouraged to give
money to grandkids and save on their taxes
http://www.tripylonmedia.com
http://www.tripylonmedia.com
GLOBALIZATION
http://www.tripylonmedia.com
http://www.tripylonmedia.com
PEOPLE ARE
LOYAL TO
CULTURE
NOT STRATEGY
http://www.tripylonmedia.com
IN THE NEW WORLD
YOU MUST EMBRACE
DIVERSITY IN YOUR
LEADERSHIP TO STAY
COMPETITIVE
http://www.tripylonmedia.com
Satya Nadella, CEO Microsoft - India
http://www.tripylonmedia.com
Muhtar Kent, CEO Coca-Cola, Turkey
http://www.tripylonmedia.com
Indra Nooyi, CEO Pepsi-Co, India
http://www.tripylonmedia.com
Larry Page en Sergey Brin, Google Founders, US & Russia
http://www.tripylonmedia.com
Salar Kamangar, CEO YouTube, Iran
http://www.tripylonmedia.com
LOCALIZATION & CULTURE
http://www.tripylonmedia.com
BECOMING A GLOBAL
PLAYER REQUIRES
CULTURAL INSIGHT &
ADAPTABLE STRATEGY
http://www.tripylonmedia.com
IKEA Cracks
China’s Market
http://www.tripylonmedia.com
http://www.tripylonmedia.com
Jonathan Mak, Graphic Design Student, Hong Kong
http://www.tripylonmedia.com
Apple Changes Strategy In India
Opening Small
Stores Across India
Long After
Samsung Did!
http://www.tripylonmedia.com
http://www.tripylonmedia.com
Germany
http://www.tripylonmedia.com
ROMANIA
http://www.tripylonmedia.com
PERSONAL BRANDING
& CULTURE
http://www.tripylonmedia.com
http://www.tripylonmedia.com
http://www.tripylonmedia.com
SOCIAL MEDIA & CULTURE
http://www.tripylonmedia.com
Coca-Cola Social Media Guard
http://www.tripylonmedia.com
Turkish
American
Bulgarian
British
http://www.tripylonmedia.com
Coca-Cola, America Is Beautiful
http://www.tripylonmedia.com
http://www.tripylonmedia.com
http://www.tripylonmedia.com
Line’s Kawaii Characters On TV
http://www.tripylonmedia.com
Facebook
http://www.tripylonmedia.com
70% OF
FACEBOOK USERS
ARE OUTSIDE
NORTH AMERICA
AND WESTERN
EUROPE
http://www.tripylonmedia.com
THIS 70%
GENERATES
THE LEAST
AMOUNT OF
REVENU FOR
FACEBOOK
http://www.tripylonmedia.com
FACEBOOK FACES HUGE
CHALLENGES IN ASIA
1.BUSINESS MODEL
2.COMPETITION
3.CULTURE
http://www.tripylonmedia.com
Asian Messaging Market
370 million
• Japan
• Taiwan
• Thailand
1,100 million
• China
• 80 cou...
http://www.tripylonmedia.com
http://www.tripylonmedia.com
http://www.tripylonmedia.com
http://www.tripylonmedia.com
A Challenge for Advertisers!
http://www.tripylonmedia.com
YOU MAY ALSO FIND THESE
PRESENTATIONS USEFUL
Personal Branding & CultureCultural Relevance In...
http://www.tripylonmedia.com
http://www.tripylonmedia.com
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Culture Eats Strategy for Breakfast - Greenspot by DartGroup Amsterdam - Context For Media, Marketing and Globalization - Sirous Kavehercy

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I was invited by marketing agency Dart Group to speak at a Greenspot gathering in Amsterdam, where I discussed the importance of culture in international business. The audience included marketing and communication professionals from various sectors.
This presentation provides a brief and 360 degree view of culture including historical, social, communicative and organizational aspects of it.

The purpose of the slides is not to provide answers but to present facts, raise questions, start a conversation and trigger the viewer to think differently. This led to a lively and informative discussion in the audience. It is obviously impossible to replace that with written notes.

For a detailed recap please visit the website. If you have questions let me know and I will be happy to share my thoughts with you http://www.tripylonmedia.com.

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Culture Eats Strategy for Breakfast - Greenspot by DartGroup Amsterdam - Context For Media, Marketing and Globalization - Sirous Kavehercy

  1. 1. http://www.tripylonmedia.com SIROUS KAVEHERCY @ DART GROUP GREENSPOT AMSTERDAM CULTURE EATS STRATEGY FOR BREAKFAST A CONTEXT FOR MEDIA, MARKETING & GLOBALIZATION
  2. 2. http://www.tripylonmedia.com
  3. 3. http://www.tripylonmedia.com
  4. 4. http://www.tripylonmedia.com THERE ARE AS MANY TRUTHS AS THERE ARE CONTEXTS
  5. 5. http://www.tripylonmedia.com CONTEXT IS DRIVEN BY CULTURE
  6. 6. http://www.tripylonmedia.com WHAT IS CULTURE?
  7. 7. http://www.tripylonmedia.com COLLECTIVE PROGRAMMING OF THE HUMAN MIND Prof. Geert Hofstede
  8. 8. http://www.tripylonmedia.com HISTORY Dark Ages or Golden Ages
  9. 9. http://www.tripylonmedia.com World in 500 BC http://www.atlasofworldhistory.com/
  10. 10. http://www.tripylonmedia.com World in 600 AD http://www.atlasofworldhistory.com/
  11. 11. http://www.tripylonmedia.com World in 1000 AD http://www.atlasofworldhistory.com/
  12. 12. http://www.tripylonmedia.com CULTURE IS HOW WETHINK ACT ORGANIZE RELATE PERCEIVE
  13. 13. http://www.tripylonmedia.com PROF. GEERT HOFSTEDE 5 DIMENSIONS MODEL FOR CULTURAL DIFFERENCES 1. POWER DISTANCE 2. INDIVIDUALISM VS. COLLECTIVISM 3. MASCULINITY VS. FEMININITY 4. UNCERTAINTY AVOIDANCE 5. LONG-TERM ORIENTATION
  14. 14. http://www.tripylonmedia.com PERCEPTION OF THE WORLD Who Has The Power?
  15. 15. http://www.tripylonmedia.com 1. Asia 44,579,000 km2 2. Africa 30,221,000 km2 3. North America 24,256,000 km2 4. South America 17,819,000 km2 5. Antarctica 13,209,000 km2 6. Europe 9,938,000 km2 7. Australia/Oceania 8,112,000 km2CONTINENTS BY SIZE
  16. 16. http://www.tripylonmedia.com Mercator Projection
  17. 17. http://www.tripylonmedia.com Arno Peters Projection
  18. 18. http://www.tripylonmedia.com Culture & Marketing
  19. 19. http://www.tripylonmedia.com 8% ME 92% WE WORLD POPULATION INDIVIDUALISTIC VS. COLLECTIVISTIC
  20. 20. http://www.tripylonmedia.com BRANDING & MARKETING THEORIES ARE ROOTED IN INDIVIDUALISM
  21. 21. http://www.tripylonmedia.com
  22. 22. http://www.tripylonmedia.com Grandparents are encouraged to give money to grandkids and save on their taxes
  23. 23. http://www.tripylonmedia.com
  24. 24. http://www.tripylonmedia.com GLOBALIZATION
  25. 25. http://www.tripylonmedia.com
  26. 26. http://www.tripylonmedia.com PEOPLE ARE LOYAL TO CULTURE NOT STRATEGY
  27. 27. http://www.tripylonmedia.com IN THE NEW WORLD YOU MUST EMBRACE DIVERSITY IN YOUR LEADERSHIP TO STAY COMPETITIVE
  28. 28. http://www.tripylonmedia.com Satya Nadella, CEO Microsoft - India
  29. 29. http://www.tripylonmedia.com Muhtar Kent, CEO Coca-Cola, Turkey
  30. 30. http://www.tripylonmedia.com Indra Nooyi, CEO Pepsi-Co, India
  31. 31. http://www.tripylonmedia.com Larry Page en Sergey Brin, Google Founders, US & Russia
  32. 32. http://www.tripylonmedia.com Salar Kamangar, CEO YouTube, Iran
  33. 33. http://www.tripylonmedia.com LOCALIZATION & CULTURE
  34. 34. http://www.tripylonmedia.com BECOMING A GLOBAL PLAYER REQUIRES CULTURAL INSIGHT & ADAPTABLE STRATEGY
  35. 35. http://www.tripylonmedia.com IKEA Cracks China’s Market
  36. 36. http://www.tripylonmedia.com
  37. 37. http://www.tripylonmedia.com Jonathan Mak, Graphic Design Student, Hong Kong
  38. 38. http://www.tripylonmedia.com Apple Changes Strategy In India Opening Small Stores Across India Long After Samsung Did!
  39. 39. http://www.tripylonmedia.com
  40. 40. http://www.tripylonmedia.com Germany
  41. 41. http://www.tripylonmedia.com ROMANIA
  42. 42. http://www.tripylonmedia.com PERSONAL BRANDING & CULTURE
  43. 43. http://www.tripylonmedia.com
  44. 44. http://www.tripylonmedia.com
  45. 45. http://www.tripylonmedia.com SOCIAL MEDIA & CULTURE
  46. 46. http://www.tripylonmedia.com Coca-Cola Social Media Guard
  47. 47. http://www.tripylonmedia.com Turkish American Bulgarian British
  48. 48. http://www.tripylonmedia.com Coca-Cola, America Is Beautiful
  49. 49. http://www.tripylonmedia.com
  50. 50. http://www.tripylonmedia.com
  51. 51. http://www.tripylonmedia.com Line’s Kawaii Characters On TV
  52. 52. http://www.tripylonmedia.com Facebook
  53. 53. http://www.tripylonmedia.com 70% OF FACEBOOK USERS ARE OUTSIDE NORTH AMERICA AND WESTERN EUROPE
  54. 54. http://www.tripylonmedia.com THIS 70% GENERATES THE LEAST AMOUNT OF REVENU FOR FACEBOOK
  55. 55. http://www.tripylonmedia.com FACEBOOK FACES HUGE CHALLENGES IN ASIA 1.BUSINESS MODEL 2.COMPETITION 3.CULTURE
  56. 56. http://www.tripylonmedia.com Asian Messaging Market 370 million • Japan • Taiwan • Thailand 1,100 million • China • 80 countries • Expanding globally 36 million • South Korea • 93% market share
  57. 57. http://www.tripylonmedia.com
  58. 58. http://www.tripylonmedia.com
  59. 59. http://www.tripylonmedia.com
  60. 60. http://www.tripylonmedia.com A Challenge for Advertisers!
  61. 61. http://www.tripylonmedia.com YOU MAY ALSO FIND THESE PRESENTATIONS USEFUL Personal Branding & CultureCultural Relevance In Adoption of New Media & Business Models
  62. 62. http://www.tripylonmedia.com
  63. 63. http://www.tripylonmedia.com

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