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.