Cultural and cross-cultural customized communication: new theoretical advancements and an empirical analysis on targets of non UE citizens

Publishing Year 2012 Issue 2012/3
Language Italian Pages 23 P. 107-129 File size 520 KB
DOI 10.3280/MC2012-003006
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This article analyses and tests empirically the theory of cultural and cross-cultural customized communication, after having reviewed the recent literature on this topic focusing only on the domestic contest. From a methodological point of view, three focus groups were conducted, involving people belonging to three different ethnic groups (Italian, Albanian, Chinese) in Italy. Their perceptions of several Italian TV advertise- ments are compared. This analysis is based on Hofstede’s model of the manifestations of culture and it highlights points of convergence and differences. Some relevant managerial implications are derived.

Keywords: Culture, empirical research, cross-cultural communication, customized communication, cultural adaptation, points of convergence and differences.

, La comunicazione culturalmente e cross-culturalmente customizzata: nuovi sviluppi teorici e analisi empirica su target di extracomunitari presenti in Italia in "MERCATI E COMPETITIVITÀ" 3/2012, pp 107-129, DOI: 10.3280/MC2012-003006