A critical assessment of a marketing execution Essay - 2

A critical assessment of a marketing execution - Essay Example Hofstede makes it easy for people studying in the area of global marketing especially executing efficient strategies to understand concepts in the same area. The Hofstede model emerges on top of other models developed over the past fifteen years because of its application in advertising as well as global marketing. Different global institutions continue to apply the model by Geert Hofstede of national culture during the whole marketing and global branding exercise. Hofstede’s dimensional framework contributes to the development of theories relating to the behaviour depicted by consumers. Other scholars further develop the theory by explaining it in terms of differences that exist in the concepts of personality, self, and identity (Lee, 1966, 112). The elements, then help in explaining differences in the strategy of communication and branding. They also cover processing of information among them variations in categorisation and perception with impact on both mass communication and interpersonal communication aspects. The way marketing works also fall in this category. This paper takes a critical evaluation of the application of Hofstede’s cultural dimensional model in Italy and Canada. At the end, the author of the paper gives his views on the implications of the model when Canadian marketers present their views on the marketing environment in Italy. Cultural elements in Italy and Canada are several and include among others materi al culture, aesthetics, language, religion, education, social organisation as well as values and attitudes. A reflection of values of the society and nature takes place through the language. Canadians speak English while Italians speak Latin. Both Canada and Italy boarder countries some of which speak different languages from what the natives in the two countries speak. The influence of Espanyol in Canada as well as the influence of English and French in Italy leads to the development of sub-cultural languages in form