Präsident der Humboldt - Universität zu Berlin

Prof. Dr. Christoph Markschies

• A Introductive Remarks

  • A.1  Preface

  • A.2 Technical comments

  • A.3 Introduction

    • A.3.1  Expanding markets in the Asian century and its challenges

    • A.3.2 Subject and question framework

    • A.3.3 Research framework

    • A.3.4 Literature

    • A.3.5 Roots

    • A.3.6 Structure

  • A.4  The Landscape: Area and Business Studies

    • A.4.1  The starting point

    • A.4.2 Implementing cultural capital: The call for a more direct dialogue with the corporate world

  • A.5  Indonesia: The complex sphere of marketing - starting points

    • A.5.1  A visual introduction

    • A.5.2 Indonesia: An Introduction

    • A.5.3 Geographical framework

    • A.5.4 Population and demographics

      • A.5.4.1  Population data

      • A.5.4.2 Ethnic groups

      • A.5.4.3 Languages

    • A.5.5 Religion

      • A.5.5.1  Indian religions

      • A.5.5.2 Islam

      • A.5.5.3 Christian religions

    • A.5.6 Social consequence of ethnic and religious pluralism in Indonesia

    • A.5.7 History

      • A.5.7.1  Pre-Colonial Times

      • A.5.7.2 Colonial times

      • A.5.7.3 On the way to independence

      • A.5.7.4 Sukarno

      • A.5.7.5 Soeharto

      • A.5.7.6 Post-Soeharto Indonesia

    • A.5.8 A short economic history from independence until today

      • A.5.8.1  The Asian Crisis

      • A.5.8.2 Current situation

• B Basic theoretical concepts of globalization and international marketing International marketing in a global era

  • B.1  Global dynamics and culture: Between globalization and localization

    • B.1.1  Introduction

    • B.1.2 Globalization and the world economy

    • B.1.3 The globalization debate: the area of conflict between critics and supporters of globalization

    • B.1.4 Defining “globalization”

  • B.2 The global economic map: Internationalization trends in business

    • B.2.1  The global environment

    • B.2.2 The market contours

      • B.2.2.1  Drivers of globalization processes influencing marketing strategies

      • B.2.2.2 Phases of internal business economic strategies

    • B.2.3 Globalization and marketing

      • B.2.3.1  The dilemmas

      • B.2.3.2 The standpoints

      • B.2.3.3 Globalization and consumption

  • B.3 Global players in Southeast Asia: The role of the MNC

  • B.4 International Marketing: Meaning and subject in a global environment

    • B.4.1  An introduction to marketing

      • B.4.1.1  Definition

      • B.4.1.2 The marketing process

      • B.4.1.3 Defining international marketing

      • B.4.1.4 Elements or factors of international marketing

    • B.4.2 Ethnocentrism and other problems facing international marketers

  • B.5 Developing global marketing strategies: Risks and organizational matters

    • B.5.1  Determining the risks

    • B.5.2 International strategies

    • B.5.3 Organizational theories of MNCs

  • B.6 The idea of the global consumer: An old debate and a new view

    • B.6.1  Theoretical starting points

    • B.6.2 Practical reality

    • B.6.3 Glocalization of consumers

    • B.6.4 Consumer culture

  • B.7 Culture, a multidimensional construct: possible repercussions on advertising

    • B.7.1  Culture and international marketing

      • B.7.1.1  Introduction

• C Transforming International Marketing into Intercultural Marketing: The Integrative, Multidimensional Analytical diagram and its Implementation in Indonesia

  • C.1  Typologies of cultures as dilemmas for international marketing and their influence on selected aspects of consumer behaviour

    • C.1.1  Introduction

    • C.1.2  Approaching the construct “culture“

      • C.1.2.1  Definitions

      • C.1.2.2 Theoretical basis

    • C.1.3 Starting point of the research framework

    • C.1.4 Theoretical basis and methods of analysis

    • C.1.5 The integrative analytical diagram for intercultural marketing

  • C.2 The orientations

    • C.2.1  Rule Orientation

      • C.2.1.1  Definition

      • C.2.1.2 The orientation’s cultural foundations

      • C.2.1.3 The orientation’s impact on consumer behaviour and international marketing

    • C.2.2 Social orientation

      • C.2.2.1  Definition

      • C.2.2.2 The orientation’s cultural foundations

      • C.2.2.3 Implications for consumer behaviour and international marketing

    • C.2.3 Relationship Orientation

      • C.2.3.1  Definition

      • C.2.3.2 The orientation’s cultural foundations in Indonesia

      • C.2.3.3 Implications for consumer behaviour and international marketing

    • C.2.4 Emotional orientation

      • C.2.4.1  Definition

      • C.2.4.2 The orientation’s cultural foundations

      • C.2.4.3 Implications for consumer behaviour and international marketing

    • C.2.5 Status Orientation

      • C.2.5.1  Definition

      • C.2.5.2 The orientation’s cultural foundations

      • C.2.5.3 Implications for consumer behaviour and international marketing

    • C.2.6 Control Orientation

      • C.2.6.1  Definition

      • C.2.6.2 The orientation’s cultural foundations

      • C.2.6.3 Implications for consumer behaviour and international marketing

    • C.2.7 Time Orientation

      • C.2.7.1  Definition

      • C.2.7.2 The orientation’s cultural foundations

      • C.2.7.3 The orientation’s impact on marketing and consumer behaviour

    • C.2.8 Power Orientation

      • C.2.8.1  Definition

      • C.2.8.2 The orientation’s cultural foundations in Indonesia

      • C.2.8.3 Implications for consumer behaviour and international marketing

    • C.2.9 Gender Orientation

      • C.2.9.1  Definition

      • C.2.9.2 The orientation’s cultural foundations

      • C.2.9.3 Implications for consumer behaviour and international marketing

    • C.2.10 Risk Orientation

      • C.2.10.1  Definition

      • C.2.10.2 The orientation’s cultural foundations

      • C.2.10.3 The orientation’s impact on consumer behaviour and international marketing

  • C.3 Concluding discussion of the analytical diagram

    • C.3.1  Critical appreciation of the analytical diagram

    • C.3.2 Results for Indonesia

      • C.3.2.1  Status-driven behaviour, prestige as a motivator and consumption patterns

      • C.3.2.2 Symbols of setting oneself apart

    • C.3.3  Culture as variable or context

      • C.3.3.1  Differentiated standardization strategy

• D Practical section: Feysen Busana Muslim - Reconciling the global-local dilemma by means of understanding cultural peculiarities

  • D.1  Course of action

  • D.2 Social mixture – Part of the “practices” and source for intercultural marketing

    • D.2.1  Preliminary remarks

    • D.2.2 Re-Islamization in Indonesia and its ramifications on consumers

      • D.2.2.1  The new Islamic middle class: The target group of the Unilever Group

      • D.2.2.2 End of the theoretical introduction and transition to the corporate reaction to the Re-Islamization trend in Indonesia

  • D.3 Case-study

    • D.3.1  Setting the context

    • D.3.2 The market environment

    • D.3.3 Unilever: the global player

      • D.3.3.1  Introduction

    • D.3.4 Unilever in Asia

    • D.3.5 Unilever Indonesia

      • D.3.5.1  UI’s financial performance

    • D.3.6 Strategy

      • D.3.6.1  Cosmetics and Toiletries in Indonesia

    • D.3.7 The Sunsilk brand: Local Touch for Global Success

    • D.3.8 Sunsilk campaigns and brand personality

      • D.3.8.1  Sunsilk and local adaptations

      • D.3.8.2 Sunsilk key facts

    • D.3.9  Marketing strategy

      • D.3.9.1  Endorsement choice

      • D.3.9.2 Advertising campaign

      • D.3.9.3 Campaign execution

    • D.3.10 Outcome

      • D.3.10.1  Outcome from a sociological perspective

• E An assessment: Concluding review and future prospects

  • E.1  Summary of the findings

    • E.1.1  Recommended course of action

• Abbreviations and acronyms

• Bibliography

• Statutory Declaration - Eidesstattliche Versicherung

• Table B-1 Orientation and organizational structure

• Table B-2 The nine lifestyle segments for Indonesia (AC Nielsen Indonesia 2004)

• Table C-1 Hofstede Country Scores (of randomly selected Asian countries)

• Table D-1 Worldwide Unilever turnover in million US$

• Table D-2 Seventy years of Unilever in Indonesia

• Table D-3 UI financial performance (1996 and 1999-2003)

• Table D-4 Threats and opportunities analysis: Situation of Unilever's Sunsilk in Indonesia 2004

• Figure A-1 Structure of content

• Figure A-1 Map of Indonesia

• Figure A-2 Intra-societal complexities (“intra-gesellschaftliche Problemlagen“) – SABE-Model

• Figure B-1 Globalization Drivers

• Figure B-2 Strategies and timeline

• Figure B-3 Development stages of motorization

• Figure B-4 A Simple Marketing System

• Figure B-5 The four Ps: the marketing mix

• Figure B-6 Marketing analysis, planning, implementation and control

• Figure B-7 Elements or Factors of International Marketing

• Figure B-8 The global consumer hypothesis

• Figure B-9 Major segmentation bases

• Figure B-10 Psychographic segments in Indonesia

• Figure B-11 Characteristics and trends of “consumer culture”

• Figure B-12 Boris Becker for Tag Heuer (image, courtesy of Tag Heuer)

• Figure B-13 Tag Heuer in China (1)

• Figure B-14 Tag Heuer in China (2)

• Figure C-1 Pictorial representation of the defining premises of culture

• Figure C-2 Pyramid of Uniqueness in Mental Programming

• Figure C-3 Analytical diagram for intercultural marketing

• Figure C-4 Hofstede Country Scores (of randomly selected Asian countries)

• Figure C-5 Indonesia scoring rather particularistically

• Figure C-6 Le Meridien Jakarta CRM

• Figure C-7 Credit cards in Singapore and their CRM schemes

• Figure C-8 Titanium Card in Singapore "Power corrupts. Use it wisely"

• Figure C-9 Localized advertising campaigns (1)

• Figure C-10 Localized advertising campaigns (2)

• Figure C-11 Advertising and festive days

• Figure C-12 Twisting tradition: BMW’s award-winning ads in Singapore (1)

• Figure C-13 Twisting tradition: BMW’s award-winning ads in Singapore (2)

• Figure C-14 Localization of the 4 Ps in Singapore

• Figure C-15 Localized marketing approaches in Singapore (ad, courtesy of Miele)

• Figure C-16 Glashütte’s tribute to its Singaporean customers

• Figure C-17 Indonesia scoring rather collectivistically

• Figure C-18 Correlations between different orientations

• Figure C-19 Advertising and purchasing decisions (1)

• Figure C-20 Advertising and purchasing decisions (2)

• Figure C-21 Collectivism and visual language

• Figure C-22 Housing developments in Indonesia

• Figure C-23 Lewin's life circles (author's adaptation)

• Figure C-24 Indonesia scoring rather diffusely

• Figure C-25 Correlations between different orientations

• Figure C-26 Product presentations in diffuse-oriented societies

• Figure C-27 Communication in diffuse and specific societies

• Figure C-28 Endorsements in diffuse-oriented societies (1)

• Figure C-29 Endorsements in diffuse-oriented societies (2)

• Figure C-30 Endorsements in diffuse-oriented societies (3)

• Figure C-31 Inneke Koesherawati endorsing Unilever's Sunsilk in Indonesia

• Figure C-32 Indonesia scoring "in the middle"

• Figure C-33 Correlations between different orientations

• Figure C-34 Emotional visual language in Indonesia (left) and Malaysia (right)

• Figure C-35 Emotional visual language in Indonesia (1)

• Figure C-36 Emotional visual language in Indonesia (2)

• Figure C-37 Emotional visual language in Indonesia (3)

• Figure C-38 Emotional visual language in Indonesia (4)

• Figure C-39 Emotional visual language in Malaysia

• Figure C-40 Correlations between different orientations

• Figure C-41 Indonesia scoring highly status-oriented

• Figure C-42 Advertisements for skin whitening products

• Figure C-43 BMW ads in Singapore (1)

• Figure C-44 BMW ads in Singapore (2)

• Figure C-45 BMW ads in Indonesia

• Figure C-46 Wempe advertising campaign clearly reflects a "doing orientation"

• Figure C-47 DeBeers new "A diamond forever" campaign reflecting a "doing approach"

• Figure C-48 The status orientation in Indonesia

• Figure C-49 Foreign names evoke status in all fields of business

• Figure C-50 Examples of traditional retailing in Indonesia and presentation of products

• Figure C-51 Maslow's Hierarchy of Needs (1)

• Figure C-52 Maslow's Hierarchy of Needs (2) (adapted from HS, lecture October 2004)

• Figure C-53 Trilogy of needs

• Figure C-54 Indonesia scoring rather externally controlled

• Figure C-55 Interaction with consumers in externally- and internally-oriented companies

• Figure C-56 Possible results of an inner-controlled (directed) market approach (images, courtesy of Coke)

• Figure C-57 M-time versus P-time cultures and timing

• Figure C-58 Time zones and their relatedness

• Figure C-59 Indonesia scoring rather short-term oriented

• Figure C-60 Worldly existence of humans: time bar versus time circle

• Figure C-61 An example of short-termism in advertising (image, courtesy of GMC)

• Figure C-62 Harmonious sentiments as indicators of long-termism

• Figure C-63 Harmonious sentiments as indicators of long-termism

• Figure C-64 Short-termism in Indonesian advertising campaigns for banking products

• Figure C-65 Indonesia scoring as rather highly power oriented

• Figure C-66 Power distance in advertising campaigns

• Figure C-67 Product endorsements in Indonesia

• Figure C-68 Product endorsements in Singapore

• Figure C-69 Imitating European architectural styles in order to add status to buildings

• Figure C-70 Indonesia scoring rather femininely oriented

• Figure C-71 Car design and the gender orientation (images, courtesy of Citroen, Ford)

• Figure C-72 Watch makers and their campaigns in Indonesia. What might be the more appropriate approach?

• Figure C-73 Caring in advertising campaigns in Indonesia

• Figure C-74 Indonesia’s rather low score on the risk orientation

• Figure C-75 Perceived risk in Indonesia and Germany

• Figure C-76 Diffusion of Innovation

• Figure C-77 Value orientations and their position within the culture onion

• Figure C-78 Value orientation results for Indonesia (1)

• Figure C-79 Value orientations for Indonesa

• Figure C-80 Correlation between status and power orientation

• Figure C-81 Status and power orientations over the course of time in Indonesia

• Figure C-82 Culture as a variable

• Figure C-83 Culture as context

• Figure C-84 Between standardization and differentiation

• Figure C-85 Differentiated standardization (adapted from chartbook, Müller and Gelbrich)

• Figure C-86 Regional (Asia-Pacific) campaign Mercedes-Benz & Me (online campaign of the year)

• Figure C-87 Variable versus steady elements of the structuralist model of culture

• Figure C-88 Turnover by selected luxury goods companies by geographic region

• Figure D-1 Procedure overview (Part C and D)

• Figure D-2 Islamization trends in product development

• Figure D-3 Examples of “Feysen Busana Muslim”

• Figure D-4 Orientations and practices over the course of time (1)

• Figure D-5 Orientations and practices over the course of time (2)

• Figure D-6 Opportunities in D&E markets

• Figure D-7 Unilever’s mission

• Figure D-8 Some of Unilever’s brands

• Figure D-9 Unilever in D&E markets

• Figure D-10 Lux and Lifebuoy and their local executions

• Figure D-11 Geographic reach and turnover

• Figure D-12 Sachet packaging

• Figure D-13 Personal care in D&E markets

• Figure D-14 Local executions of global brands

• Figure D-15 Sunsilk brand communications

• Figure D-16 L’Oreal brand communication

• Figure D-17 Global needs but local preferences

• Figure D-18 Local adaptations under the Sunsilk brand umbrella

• Figure D-19 Sunsilk market performance and market share

• Figure D-20 Sunsilk’s “Segar dan Bersih” endorsement

• Figure D-21 Inneke Koesherawati endorsing Sunsilk (official ads)

• Figure D-22 Advertising campaign of Sunsilk “Segar dan Bersih”