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Key reading

cultural innovation

Coca-Cola on cultural insight

This article discusses how the global beverage brand manages to stay culturally relevant, despite its long heritage. It shows how, while Coca-Cola has embraced a "better world" brand positioning for the last 100 years, it has needed to regularly refresh its marketing communications to suit the prevailing mood of the time.
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Why cultural innovation gets results

This article suggests that cultural innovation is a superior approach to functional improvement.

Conducting and integrating cultural analysis

How culture, routinely ignored by "traditional" market research, can be an inspiring source of insights.

Semiotics can make brands magical

This paper gives guidance on how to use the 'inside-out' research approach of semiotics.


Latest articles

How Mattel made Barbie relevant again

This event report discusses how Mattel, the toy manufacturer, transformed its iconic Barbie brand to suit changing consumer attitudes and preferences.

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Cultural embeddedness of products: a new measurement of culture and its effects

This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses the scale in accordance with standard procedures.

How an indie Maui hotel found a social voice

This event report outlines how the Ka'anapali Beach Hotel took on far larger competitors by emphasising its Hawaiian authenticity.

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