Liu, Jonathan and Wilson, Jonathan (2014) Unpacking culture using Delphi. In: BAM2014 Proceedings. British Academy of Management (BAM), London, UK. ISBN 978-0-9549608-7-2

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Abstract

Following a phenomenological Expert Delphi Study of academics and practitioners, findings suggest that: a by-product of post-industrialism, Globalization, and Web2.0 is the value of investigating culture from an associated, rather than a disassociated state; cultural understanding and its application beyond simply defining and classifying has become the rate-determining step; and that national identity, whilst widely used, is not the most insightful unit. Furthermore, culture cannot be judged on a linear scale – it is dynamic, contextual, and perishable. For these reasons it is argued that when culture is measured, it should be viewed as something which is symbiotic and osmotic. The paper reports findings of field work done in decamping culture and branding with establishing their relationship and interdependence.

Item Type:	Conference Proceedings
Title of Proceedings:	BAM2014 Proceedings
Additional Information:	[1] Paper 232, in Track theme 'Research Methodology', presented at BAM2014 - The Role of the Business School in Supporting Economic and Social Development, held 9-11 September 2014, held Belfast Waterfront, Belfast, Northern Ireland. [2] The Conference Proceedings from the 2014 British Academy of Management Conference, hosted by the Ulster University, are, as a collective publication, the property of the Academy. Authors of papers submitted to, and presented at, the Conference retain the rights to their individual paper. These proceedings are published by the British Academy of Management (BAM) and distributed free of charge to 2014 conference delegates.
Uncontrolled Keywords:	cross-cultural experiments, Delphi, branding and brand management
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Organisation Publisher Publisher
Last Modified:	14 Oct 2016 09:28
URI:	http://gala.gre.ac.uk/id/eprint/12153

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