Global diversity? What happens when Jung meets Hofstede
Dipen MehtaUnited Arab Emirates
INTRODUCTION
There has been enough written and said about archetypes in the past few years in various conferences at ESOMAR. Most of us are familiar with the book 'The Hero & The Outlaw' which in lucid terms explains basic archetypes that are, by and large, universal. However, it is interesting to point out the fact that certain archetypes seem to be more prevalent and applicable to certain cultures and whereas they don't resonate at all with others.
The key question then becomes, 'Is there something that can...