From Intuitive to Formal Cultural Knowledge: Reading Culture Through Archetypes

Anjali Puri, Poonam Kumar

As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams working within their own cultures.

From Intuitive to Formal Cultural Knowledge: Reading Culture Through Archetypes

Anjali Puri, Poonam Kumar

THE GROWING INADEQUACY OF INTUITIVE KNOWLEDGE

The importance of cultural sensitivity and differentiation in global marketing efforts has long been acknowledged, as has the importance of grounding consumer understanding in solid cultural knowledge. However, as global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams working within their own cultures. The term cultural knowledge is used here to refer...

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