Bridging market paradoxes - cross-cultural experiences in different categories

Saul Feldman

Understanding the growing 'glo-cal' culture is complicated. While major trends do exist, they often collide with local particularities, before converging with these cultural nuances is distinctive ways, and then finally merging together to form something completely new and different.

Bridging market paradoxes – cross-cultural experiences in different categories

Saul FeldmanFOCOS Latinoamerica, Argentina

INTRODUCTION

Saying that market research needs to take the cultural dimension into account is the most obvious of obviousness. However, knowing how, in what way and under what circumstances we need to make a cultural analysis is not that obvious. Furthermore, making culture an integral part of our research tools and involving it in our internal analytical procedures is an even odder idea, a pending, complex task that is not easy to approach.

This is because when we speak about culture in connection with the markets...

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