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Comparaison des cultures allemande et française et implications marketing

Author

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  • D. Mendel

    (Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

L'objectif de cet article est d'étudier les différences culturelles entre la France et l'Allemagne et leurs implications marketing. Après une introduction sur les recherches dans le domaine des comparaisons culturelles, nous analysons dans la première partie différentes dimensions sur lesquelles repose la culture: la sécurité, les normes, la relation homme/nature, l'identité individuelle et nationale, la famille, la religion, la conception du temps et l'organisation du travail et la distance hiérarchique. La deuxième partie présente les comportements des individus et groupes à l'égard de la consommation, par référence aux valeurs et mœurs étudiées dans la première partie, et les implications marketing sur la communication, le produit, la distribution et le prix.

Suggested Citation

  • D. Mendel, 1991. "Comparaison des cultures allemande et française et implications marketing," Post-Print hal-02014498, HAL.
    • Handle: RePEc:hal:journl:hal-02014498
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    Cited by:

    1. Jean-Marc Decaudin & Meriem Mengi Elayoubi, 2010. "Une comparaison des jugements de publicités par les consommateurs Italiens et Français : une explication par les variables d'exécution publicitaire," Post-Print hal-02101564, HAL.

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