Liu, Jonathan and Wilson, Jonathan (2014) Unpacking Culture Using Delphi. In: János, Fojitik, (ed.) Elméleti Igényességgel – A Gyakorlat Igényei Szerint… Tanulmányok Rekettye Gábor 70. Születésnapjára. Publikon Publishing, Hungary, pp. 45-66. ISBN 978-615-5457-26-5

PDF 12853_Wilson_Unpacking_culture_using_Delphi_(bk._chapter)_2014.pdf - Published Version Restricted to Repository staff only Download (1MB)

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:	Book Section
Uncontrolled Keywords:	Cross-Cultural Experiments, Delphi Technique, Hybridization, Emic vs. Etic, Branding and Brand Management, Country of Origin Effects
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	14 Oct 2016 09:30
URI:	http://gala.gre.ac.uk/id/eprint/12853

Actions (login required)

View Item

Downloads