INTERNATIONAL

AND CROSS-

CULTURAL PR
Charles Lindquist
Ira Deshmukh
Maris Ackerman
 CROSS-CULTURAL PR
Culture: "The way of life, especially the general

customs and beliefs of a particular group of

people at a particular time"*

Culture. CULTURE | definition in the Cambridge English Dictionary. (n.d.). Retrieved October 2022, from
https://dictionary.cambridge.org/us/dictionary/english/culture

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HOFSTEDES
*Developed by Geert Hofstede, the

CULTRUAL cultural dimensions theory is used to

understand cultural differences

DIMENSIONS
THEORY

ETHNOCENTRISM INDIVIDUALISM VS

The tendency for people to evaluate

COLLECTIVISM
others by the standards of their own
The degree to which people in society

culture are integrated into groups

Nickerson, C. (2022, May). Hofstede’s Cultural Dimensions Theory. Hofstede's cultural dimensions theory. Retrieved October 2022, from
https://www.simplypsychology.org/hofstedes-cultural-dimensions-theory.html
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BEST PRACTICES & CASE

STUDY
McDonald's

Main strategy: adjusting product offer

Name
communications to local markets by effective
segmentation of those markets.
Standardisation: offering similar
products across most stores globally
(McNuggets, McFlurry, etc.)

Adaptation: McDonald's adjusts its

product offerings to meet customer
preferences depending local cultural
norms and markets.

There is also a stark difference in the

communications of the company depending on the
Culture and Country Profile of their target market. LLC, J., & LLC, K. (2022, March). Cross-cultural marketing strategy of McDonald's. Global Marketing Professor. Retrieved October 2022, from
https://globalmarketingprofessor.com/cross-cultural-marketing-strategy-of-mcdonalds/

Racoma, B. (2021, September 9). McDonald's international strategy: Adapting around the world. Day Translations Blog. Retrieved October 2022,
from https://www.daytranslations.com/blog/mcdonalds-international-strategy-adapting-around-the-world/
 CLASS
ACTIVITY
THANK YOU

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ube.com/watch?
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