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EMIC vs. ETIC
approaches to culture and their application /
implication to International Marketing Research
Group Presentation Aachen 31.04.2006 The
Fantastic Five
Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
2
There is no such thing as a universal management
method or management theory across the globe
Geert Hofstede
3
EMIC versus ETIC Level Differentiation Level of
similarities and differentiation EMIC -Reflects
on similarities of cultures (Preferences on
valid contructs concepts, focus on culture-free
masses) ETIC -Reflects on differentiation of
cultures (Preferences on cultural peculiarities,
culture-specific concepts)
Individual
Purchasing Process
EMIC Approach
ETIC Approach
Design value preposition of products and
services
Design value preposition of products and
services
Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
4
MICRO versus MACRO Level Differentiation Level
of reflection Microlevel -Reflects on
phenomenons of individuals (Preferences on
sense, thinking, act) Macrolevel -Reflects on
general phenomenons of cultural
levels (Preferences on cultural value,
consumption behaviour and pattern)

Individual
Purchasing Process
MACROLEVEL MARKETING cultural value, consumption
behaviour and pattern
MICROLEVEL MARKETING phenomenons of individuals
Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
5
Level of reflection
Focus of refelection
Similarity (etic)
Differentiate (emic)
Observation Microlevel
Identification of culture independed realities
of the microlevel
Description of the uniqueness of individual
societies
Observation Macrolevel
Identification of types and subgroups of
societies
Description of dimensions for classification of
cultures
Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
6

• Etic on a macro level
• Hofstedes four dimensions of culture variation
  (1980, 1991)
• individualism vs. collectivism
• power distance
• masculinity vs. femininity
• uncertainty avoidance
• Schwartzs framework (1990)
• relations between individual and groups
• assuring responsible behaviour
• the role in humankind in the natural and social
  world
• New concepts
• Nigel Holden (2004) gt no B2B marketing,
  negotiations for e.g. Japan and Germany gt

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
7

• Example for Hofstede

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
8

• Etic on a macro basis - Identifying of types and
  subgroups
• Understanding the global market
• Reach ability, receptivity, stability,
• measurability, sustainability and profitability
• gt Market entry strategy
• gt Segmentation
• gt Product placement
• To find clusters (cluster theory)
• Production
• Education
• Supply Chain

Marketing
Operations
Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
9

• Global market segmentation on a macro level

Global market segmentation

• Economic
• Technological
• Geographic
• Cultural
• Demographic
• Political
• Industrial structure

Strategic brand positioning
Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
10

• Conclusions and recommendations
• Global segmentation should
• include macro and Micro-level
• Bases

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
11

• Conclusion and recommendations

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban