The Culture Code

Topics: Culture, Marketing, Marketing strategy Pages: 3 (789 words) Published: September 22, 2010
Globalization has changed the rules of marketing strategies and effectiveness of a marketing campaign based on the culture of the region. Exploration of rapidly evolving world of modern technology and realization of its best use for today's society depends on large extent on organization’s technical specialty, knowledge, core competencies and strategic marketing and planning. While going through “The Culture Code”, I realized that Rapaille has an interesting view point on the way different cultures view themselves and others. He believes that there are strong codes that are imprinted early in life, and these cultural codes impact on the way we respond to events, what we buy and what we do. Some of his conclusions are amusing and thought-provoking for example - he describes how French “love” their cheese and how Americans “kill” their cheese. The culture code for cheese in America is “Dead”.

The cheese is pasteurized, it is stored in a refrigerator, it is wrapped up in plastic and it tastes bland. On the other hand, the code for cheese in France is “Alive”. Cheese there is kept at room temperature, has a strong aroma and a strong taste. French people buy cheese based on their smell and age. Such observations have implications for marketing, presentation and predictability of success and the sale of ideas in different cultures. Rapaille shows the techniques he has used to improve profitability and practices for Jeep, Nestle and other fortune 100 companies. His book put light on the way every human being acts and lives around the world. He has well supported his arguments about culture with his keen observation and experience by telling all these stories about French, Germans and Japanese people. Understanding American culture to plan your marketing strategy will really help any organization in long run with better results. Method for Determining the Codes

His approach to obtaining cultural data:
Principle 1: You can’t believe what people say.
Principle 2:...
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