{"id":14,"date":"2022-09-29T12:46:35","date_gmt":"2022-09-29T10:46:35","guid":{"rendered":"https:\/\/people.unil.ch\/jeanclaudeusunier\/?page_id=14"},"modified":"2022-11-30T15:27:36","modified_gmt":"2022-11-30T14:27:36","slug":"accueil","status":"publish","type":"page","link":"https:\/\/people.unil.ch\/jeanclaudeusunier\/accueil\/","title":{"rendered":"Bienvenue sur le site du Professeur J.-C. Usunier \/ Welcome on J.-C. Usunier Website"},"content":{"rendered":"\n

Diversit\u00e9 et Marketing International dans les \u00ab\u00a0Villages Globaux\u00a0\u00bb<\/strong>

Ma vision est que la diversit\u00e9 et les diff\u00e9rences entre les \u00ab\u00a0villages globaux\u00a0\u00bb repr\u00e9sentent des opportunit\u00e9s plut\u00f4t que des contraintes, aussi bien pour les entreprises que pour les consommateurs. La diversit\u00e9 culturelle permet d’augmenter la gamme des solutions possibles pour r\u00e9soudre des probl\u00e8mes complexes. La diversit\u00e9 des langues offre une magnifique multiplicit\u00e9 de sons, de sens, et de m\u00e9taphores. Nos diff\u00e9rences de visions du monde nous offrent l’occasion d’accro\u00eetre notre compr\u00e9hension des diff\u00e9rents \u00ab\u00a0villages\u00a0\u00bb d’un monde en voie de globalisation.<\/p>\n\n\n\n

Mon credo est que le Marketing International et le Management Compar\u00e9 ne devraient pas viser \u00e0 rendre le monde des entreprises et des consommateurs de plus en plus similaire et standardis\u00e9. A long terme, un monde ennuyeux en sortirait. La diversit\u00e9 enrichit les options, les alternatives, et les solutions. La plupart d’entre nous ont encore une base identitaire, des origines et des racines. C’est pourquoi, beaucoup gardent leur identit\u00e9 locale tout en appartenant \u00e0 la communaut\u00e9 globale. Soyons prudent avec la standardisation \u00e0 outrance.<\/p>\n\n\n\n

Diversity in International Markets: Marketing in the global villages<\/strong><\/p>\n\n\n\n

My basic assumption is that diversity and differences in the global villages are key assets for all of us, including companies and consumers. Cultural diversity increases the range of alternatives available to us in order to deal with complex problems. The variety of languages offers a magnificent range of sounds, meanings, and metaphors. We have different mindsets: it is an opportunity for increasing our understanding across villages in a globalizing world.

My belief is that International Marketing and Comparative Management should not focus on making the world of companies and consumers increasingly similar and standardized. In the long term, we would be bored. Diversity helps us enrich our options, alternatives, and solutions. Most of us will keep their homebase, their origins and roots, that is, we will keep our local identity while belonging to the global community. Let’s be prudent with the standard !<\/p>\n\n\n\n

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Diversit\u00e9 et Marketing International dans les \u00ab\u00a0Villages Globaux\u00a0\u00bb Ma vision est que la diversit\u00e9 et les diff\u00e9rences entre les \u00ab\u00a0villages globaux\u00a0\u00bb repr\u00e9sentent des opportunit\u00e9s plut\u00f4t que des contraintes,…<\/p>\n","protected":false},"author":1001133,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"class_list":["post-14","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/people.unil.ch\/jeanclaudeusunier\/wp-json\/wp\/v2\/pages\/14","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/people.unil.ch\/jeanclaudeusunier\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/people.unil.ch\/jeanclaudeusunier\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/people.unil.ch\/jeanclaudeusunier\/wp-json\/wp\/v2\/users\/1001133"}],"replies":[{"embeddable":true,"href":"https:\/\/people.unil.ch\/jeanclaudeusunier\/wp-json\/wp\/v2\/comments?post=14"}],"version-history":[{"count":0,"href":"https:\/\/people.unil.ch\/jeanclaudeusunier\/wp-json\/wp\/v2\/pages\/14\/revisions"}],"wp:attachment":[{"href":"https:\/\/people.unil.ch\/jeanclaudeusunier\/wp-json\/wp\/v2\/media?parent=14"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}