The document discusses how culture and microcultures influence consumer behavior and provides key information for marketers. It defines culture as commonly held societal beliefs that define what is socially gratifying. Marketers use cultural information to explain and predict behavior. The document outlines five core societal values that determine how consumers behave within a culture: individualism, masculinity, power distance, uncertainty avoidance, and long-term orientation. It also discusses how cultural norms provide meaning and value to objects and activities for consumers.
iCompass - Imagineer the possibilities, Realize your potentialSatya Chari
"iCompass" - Imagineering one\'s potential with the confluence of information, collaboration, cooperation, participation and motivation enabled by technology....supported by commerce, if so desired.
This is a presentation about the fusion of Collaboration and Learning. It shows that it is possible to map the theory of collaboration to the the theory of learning.
Reciprocal mentoring and leaner voice. This learning@school workshop focused on how intergenerational dialogue can benefit both people. It also explored the importance of looking for mentors who do not think like you - stretch outside your comfort zone to grow.
Excelsior’s business is in the field of Skill Development. This is in line with the growing opportunities of Skills Training in Indian Education system. Right from the early ages, students ignore the importance of basic skills like Table Manners, Public Speaking, Communication and Grooming and Excelsior bridges that gap without affecting the students’ busy academic schedule. It conducts interactive workshops for the K-12 segment in areas important for their all round development.
For the thousands of Engineering and Management institutes, Skills Training continues to be a pain area which Excelsior addresses through its researched content and highly interactive workshops conducted only by IIM Alumni with years of experience. Excelsior also provides these students a platform to prove their talent by inviting companies to the campus leveraging its vast IIM Alumni network and strong industry tie-ups.
Crafting Program Objectives with the Four C'sSean Kennedy
Many organizations organize leadership development around a competency model. That's understandable, but competencies alone aren't enough to drive great program design. We need to get much more specific. Here's one way of doing it.
iCompass - Imagineer the possibilities, Realize your potentialSatya Chari
"iCompass" - Imagineering one\'s potential with the confluence of information, collaboration, cooperation, participation and motivation enabled by technology....supported by commerce, if so desired.
This is a presentation about the fusion of Collaboration and Learning. It shows that it is possible to map the theory of collaboration to the the theory of learning.
Reciprocal mentoring and leaner voice. This learning@school workshop focused on how intergenerational dialogue can benefit both people. It also explored the importance of looking for mentors who do not think like you - stretch outside your comfort zone to grow.
Excelsior’s business is in the field of Skill Development. This is in line with the growing opportunities of Skills Training in Indian Education system. Right from the early ages, students ignore the importance of basic skills like Table Manners, Public Speaking, Communication and Grooming and Excelsior bridges that gap without affecting the students’ busy academic schedule. It conducts interactive workshops for the K-12 segment in areas important for their all round development.
For the thousands of Engineering and Management institutes, Skills Training continues to be a pain area which Excelsior addresses through its researched content and highly interactive workshops conducted only by IIM Alumni with years of experience. Excelsior also provides these students a platform to prove their talent by inviting companies to the campus leveraging its vast IIM Alumni network and strong industry tie-ups.
Crafting Program Objectives with the Four C'sSean Kennedy
Many organizations organize leadership development around a competency model. That's understandable, but competencies alone aren't enough to drive great program design. We need to get much more specific. Here's one way of doing it.
How to create personas and how to segement your audience in a meaningful way.
Hammad Khan of Zabisco presented this slideshow to a crowd of 50 digital decision makers for a Figaro Digital seminar in November 2011.
Presentation giving during BLUG Conference at Antwerp 23 -3-2012
"Company regulation versus personal individuality, how do you get your employees to be responsible partners in a Social Business and how do you weigh freedom versus restriction? The whole Social Business idea is based on the idea of each individual having an intrinsic value to the organization that isn't necessarily linked to its role within the organization alone. This begs the question of how to tap this resource without losing control and how to implement and regulate the changes that are going to be needed. How much of this can you regulate (top-down) and how much do you allow to evolve (bottom-up)? Setting up predefined structures and communities (pushing) versus allowing users to instigate the community building, allowing free input and self-empowerment (pulling).
This session will highlight the difficulties and choices a company will face while making the transition into a Social Business and offer ideas and guidelines on how to do so."
Developing a Product Behaviour Framework: Mobile Insights lead to Product Use...Merlien Institute
Presented by Isaac Rogers, CIO, 20/20 Research & MC Lai, Head of Qualitative, Ipsos
at Market Research in the Mobile World Asia-Pacific
30-31 January 2013, Kuala Lumpur, Malaysia
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
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Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
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LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
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Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
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- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
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Presented by Vladimir Iglovikov:
- https://www.linkedin.com/in/iglovikov/
- https://x.com/viglovikov
- https://www.instagram.com/ternaus/
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Created out of a necessity for superior performance in Kaggle competitions, Albumentations has grown to become a widely used tool among data scientists and machine learning practitioners.
This case study covers various aspects, including:
People: The contributors and community that have supported Albumentations.
Metrics: The success indicators such as downloads, daily active users, GitHub stars, and financial contributions.
Challenges: The hurdles in monetizing open-source projects and measuring user engagement.
Development Practices: Best practices for creating, maintaining, and scaling open-source libraries, including code hygiene, CI/CD, and fast iteration.
Community Building: Strategies for making adoption easy, iterating quickly, and fostering a vibrant, engaged community.
Marketing: Both online and offline marketing tactics, focusing on real, impactful interactions and collaborations.
Mental Health: Maintaining balance and not feeling pressured by user demands.
Key insights include the importance of automation, making the adoption process seamless, and leveraging offline interactions for marketing. The presentation also emphasizes the need for continuous small improvements and building a friendly, inclusive community that contributes to the project's growth.
Vladimir Iglovikov brings his extensive experience as a Kaggle Grandmaster, ex-Staff ML Engineer at Lyft, sharing valuable lessons and practical advice for anyone looking to enhance the adoption of their open-source projects.
Explore more about Albumentations and join the community at:
GitHub: https://github.com/albumentations-team/albumentations
Website: https://albumentations.ai/
LinkedIn: https://www.linkedin.com/company/100504475
Twitter: https://x.com/albumentations
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
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GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
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Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
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We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
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We’ve spent the first 4 weeks of class discussing the internal factors that affect consumer behavior. We learned about memory, how consumers organize information and attitudes. And we discussed how your values, personality and lifestyle can influence your behavior. For the next few weeks, we’re going to be discussing the EXTERNAL factors that affect us – factors like culture, reference groups, peers, your social class and your family. We’ll also learn how a consumer’s situation – the timing and conditions – affect how decisions are made.
This week, we’re going to discuss cultures and micro-cultures and their influence on consumer behavior.
Here’s the Consumer Value Framework we’ve been using throughout the course. You’ll see that the external influences – like the internal influences we’ve been discussing – all factor into how consumers define and seek value.
So what is culture? The textbook definition of culture is ‘the commonly held societal beliefs that define what is socially gratifying.’ The definition includes the idea of value, doesn’t it? Because of that, marketers use information about cultures to explain and to try to predict behavior.
Some examples are shown here… since the U.S. culture makes drinking wine illegal for those <18, marketers would not target this audience. Globally, wine consumption isn’t as regulated, so marketers could include family members in advertising and messaging. Certain types of food – like pork, are more acceptable to some cultures than others. Work culture – the familiarity between supervisors and employees – also varies across countries. And physical demonstrativeness – hugging or kissing -- has a different meaning in the U.S. than in many other regions. Marketers must take this intelligence into account when developing products, messaging, and marketing plans.
But culture is also helpful to consumers – it gives meaning to objects and determines what is valuable. The text pointed out that Japanese have small refrigerators compared to the U.S. – food is purchased and prepared fresh more frequently in Japan. Culture also gives meaning to activities – not every culture takes a daily shower – some don’t even have ready access to fresh water. And culture helps with expectations about communication – how much physical distance is comfortable, whether eye contact is acceptable, how you should address strangers.
Within cultures, there are norms – the rules for expected behaviors – and sanctions – the penalties associated with not following the norms. Although norms are fairly long-lasting, they can change over time… let’s look at some examples.
Within the United States, the use of credit cards – especially since the economic downturn – has been a changing norm. Similarly, attitudes toward saving have changed. Movie rating systems – PG (parental guidance), PG 13 (parental guidance for those under 13) – seem to have shifted too, with greater openness to violent and sexual situations for younger children’s viewing. Breastfeeding overall – and in public – has more widespread acceptance as a norm than 20 years ago. Viewpoints about immunizations are becoming mixed – with some parents advocating against some immunizations. The U.S. has begun to catch up with other cultures with regard to sustainability – including the use of bottled water.
So where does culture come from? It’s sourced from 2 areas – your physical environment and your traditions. The culture of the Northeastern U.S. is very different from the Southeast…. The heat of the S.E. tends to slow down the pace of the culture there… while the N.E. is more hurried. Cultural traditions – like the roles of men and women, beliefs about education and work – are shown in societal values – values that help determine what’s important to the culture and its members.
The Theory of Core Societal Values links culture with 5 characteristics. The first 3 are shown here. Cultures with high individualism are focused on self-achievement more than those focused on the collective, where loyalty to a group will affect behavior. The level of masculinity in a culture doesn’t refer to the roles of men or women, but more the types of attitudes valued by the culture – masculine attitudes are associated with assertiveness and control – feminine attitudes are linked to community and caring. We can look at messaging to ‘back into’ what these values are in a culture. Take a look at 2 very different commercials for cosmetics… can you tell how the 2 countries differ in the core values of individualism and masculinity? Power distance is the third societal value – this is the extent to which authority exists among different groups and the extent to which people accept those divisions. Lower power distance cultures are more likely to accept the use of first names, regardless of rank. Higher power distance cultures are more protective of status– with access to places and activities only available to those with the highest rank.
Uncertainty avoidance is pretty straightforward – it’s a cultural preference for the known vs comfort with risk. Societies that are risk averse will be less likely to try new products – marketers must work harder – doing more upfront research and more education – to help these consumers become comfortable and trusting about the value associated with a new product or service. Note, though, that even cultures that are comfortable with risk will begin to avoid uncertainty with high involvement decisions – like choosing a treatment center if you have cancer. Long-term orientation is also fairly self-explanatory – consumers will consider the long term affects of their relationship with a product and the marketer as they make their decision. The cosmetics commercial from Korea – that identified the ‘natural’ characteristics of its product – seemed to have a longer term orientation than the botox commercial from the U.S., which seemed to focus on the ‘here and now.’
Here’s a ‘scorecard’ of core values across country. The higher the score, the more prevalent that value is in the culture. The U.K and China are more masculine in culture than Brazil and Russia. Russia is by far the most risk averse culture. The US, Australia and UK are more individualistic than China or India. The net insight, not surprisingly, is that marketers must adjust their business plans by country. Easiest transitions are with cultures that are ‘close-in’ – either geographically or culturally.
Where do we get culture? We learn from our current environment…OR if we move to a new culture, we pick up cues from the new environment. If you think of the university as a culture, you likely noticed the etiquette, symbols, and relationships at Northwood – as you were considering enrollment and after your acceptance. Maybe you asked questions like “will I fit here?” “are these people like me?” or even “what do I need to do to succeed here.” Those are questions associated with acculturation.
Marketers offering products and services to other cultures need to be sensitive to the elements of that culture – the direction tag on the left is clearly in need of some modification for Western culture- to communicate more effectively. Accurate use of language – common terms – is often overlooked by marketers as they transition to new cultures
Here are additional examples of how cultural differences affect the perceived value of a product or service – marketers need to invest in research and cultural experts to ensure their programs are relevant and effective.
Elements that are affect our perception of our current culture include our family, our school, religious organizations and the media. Examples of how each influence affects behavior are shown in Exhibit 8.8. Take a look at the attached video – where college students talk about being acculturated into the U.S.
Every culture has multiple micro-cultures within it. A micro-culture is a smaller group within a culture that shares common values. Take a look at the example chart – how many of these micro-cultures to you belong to? We’ll have a discussion board and an assignment that examines this idea more deeply.
Just as cultures are important for marketers as they look for new product opportunities and decide on the type and content of messaging, micro-culture differences give marketers more segments to target – and more nuances to consider as they develop marketing plans. This chart shows the 9 regional micro-cultures North America. If you’re from Michigan, our regional microculture is the foundry. I went to school in Athens, GA – the heart of Dixie. And my company is headquartered in St. Louis – the Breadbasket of the U.S. – each of those regions had differences that were borne out in the foods, clothing, and even language of consumers.
Core societal values can vary by region, as shown in this exhibit – some of these values may be open to debate, depending on your experiences in the region.
Gender represents another micro-culture – the roles associated with gender will affect the products and communications directed toward each group. As you view the attached video, consider whether you agree / disagree with the findings presented here.
Age is another micro-culture – with generations having similar values and preferences…. But to some extent, age is perception… some days I feel like I’m 29, some days it seems like I have the feelings of a 13-year old – I can’t say that I feel my biological age most days – until I talk with someone who doesn’t know about the Vietnam War, or John F. Kennedy’s ‘ask not’ speech. Then I find myself seeking out someone who is my age so I can feel connected on those issues. What age are YOU?
Religious microcultures can affect daily life – with Western societies calling the weekend Saturday and Sunday, while Middle Eastern societies have Thursday and Friday as weekends. Religious beliefs can affect attitudes toward possessions – the type(s) of food and drink that are acceptable, how you spend money and how you dress.
Ethnic micro-cultures can influence culture overall. In the United States, we see ethnic micro-cultures affecting the foods available to us – think about the Hispanic influenced, Indian influenced, Asian influenced cuisines that are now more widely available and accepted. Similarly, ethnic micro-cultures have affected music, clothing styles, and language.
Social class is also a micro-culture – social classes are defined by shared lifestyles, interests, wealth, status, education and socioeconomic positions – they are typically defined by your occupation, possessions, values, and your personal performance. Let’s look at the Social Classes in the U.S.
This schematic defines 6 social classes. Most of the population falls in the bottom of this bubble – working class, working poor, and the poorest represent 55% of the U.S. population. For these consumers, incomes are $40,000 or less. Think about Maslow’s hierarchy of human development that we talked about a few weeks ago – for these consumers, getting basic needs met – food, shelter, safety – are their priority. Now think about the messages – in advertising – in stores -- most prevalent in the U.S. Are marketers targeting this group? Some, maybe, but not many. Another 30% of the population falls in the middle class – earning $70,000 annually. About 15% of the population is considered upper-middle class, earning $150,000 annually. It seems like much of the media targets the middle and upper-middle class – where discretionary spending is more likely -- for these consumers have moved up Maslow’s hierarchy into levels that deal with acceptance and self-development. Finally, the top 1% of the population is called the ‘capitalist class’ – earning $2 million annually.
Street microcultures are a relatively new concept – reflecting consumers’ associations that reflect their interests.. Sports and music have been around for awhile, but we’ve seen the development of street cultures like goth, gamers, and virtual gamers more recently. Would Facebook be considered a street microculture?
Generational micro-cultures offer marketers a wealth of details to ‘link’ to with messaging. Millennials, born between 1976 and 1989 are called the Echo generation. They are also considered the “networked” generation. Key values required of marketers are to be honest, use humor, clear messaging, show product. Fickle – less brand loyal… want to keep on trend, be accepted by peers
Generation X, born between 1965 and 1975 are the group forming families, having children, buying homes and new cars. This generation tends to be late starters in adopting new ideas, likely to use credit, look for value
Younger boomers – born between 1956 and 1964 were considered yuppies (young urban professionals) a few years ago – now they’ve become muppies (mature urban professionals). This group generally delayed marriage / family, built incomes, powerful in number, seek quality / style and spend to get it, buy for children and grandchildren, loyal to brands, demand services
Older boomers – born between 1946 and 1955 are the economy – representing the greatest share of income, voting power, and political influence.
The Silent Generation -- born between during the Great Depression and World War II -- is growing… Many of this generation focus on their cognitive age – age you perceive yourself to be – manifests in feelings, actions and interests. Thrifty with money, wait for good value, prospects for luxury, travel, health care and financial services – messaging should be sensitive to age. Market segmentation very important – beyond age, income, employment, gender – to include healthy, activity level, discretionary time, engagement.
Finally, the oldest generation is the GI Generation, born prior to the Depression and WW II. But they were strongly affected by both. As the oldest generation, marketers must change messaging to meet needs for larger print, brighter colors, slower pacing. Timing is also important for marketers reaching this group – with advertising earlier in the day, more newspaper and AM radio listeners.
Watch this clip about ben and jerry’s – and note the microcultures the brand is targeting…
While we’ve focused on the cultural differences affecting consumer behavior, we can’t neglect attention to demographic trends as well. Countries facing declining birth rates – like several in Europe – will begin to see cultural shifts as the population ages. Countries – like several in the Middle East and Far East – that have seen increased consumer affluence – are experiencing ‘growing pains’ as the infrastructure and culture stretches to include the products and services that are now of interest to consumers with more buying power. Longer lifespans are affecting the culture in the U.S. – creating demands for different health care services, for example. And we discussed cultural diversity – as countries expand the presence of ethnicities, their culture will shift.
Here’s a chart that shows expected birthrates and life expectancy by country – a forecast for marketers to consider as they develop marketing programs. This week, assignments and discussion boards will focus on culture and micro-culture – I’d like you to interview someone from a different culture – key questions are included in the assignment. I’d also like you to write a short essay about at least 5 microcultures you belong to.. Check the class folder for guidelines and tips. We’ll have a discussion board about micro –cultures to help you begin identifying the groups you’re part of – and that you want to write about. Have a good week!