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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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Sirous Kavehercy
Sirous Kavehercy

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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http://www.tripylonmedia.com SIROUS KAVEHERCY @ DART GROUP GREENSPOT AMSTERDAM CULTURE EATS STRATEGY FOR BREAKFAST A CONTEXT FOR MEDIA, MARKETING & GLOBALIZATION
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. INDIVIDUALISM VS. COLLECTIVISM 3. MASCULINITY VS. FEMININITY 4. UNCERTAINTY AVOIDANCE 5. LONG-TERM ORIENTATION
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 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
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 countries • Expanding globally 36 million • South Korea • 93% market share
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 Adoption of New Media & Business Models
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