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La comunicazione culturalmente e cross-culturalmente customizzata: nuovi sviluppi teorici e analisi empirica su target di extracomunitari presenti in Italia

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  • n.d.

Abstract

Il lavoro prende in esame la teoria della comunicazione culturalmente e cross-culturalmente customizzata allo scopo di sottoporla a verifica empirica, dopo averla attualizzata alla luce dei pi? recenti contributi della letteratura focalizzandosi sulla sola dimensione domestica. Dal punto di vista metodologico sono stati realizzati tre focus group con persone appartenenti a tre diverse etnie presenti nel nostro paese (italiani, albanesi e cinesi) al fine di mettere a confronto le loro percezioni di alcune pubblicit? televisive trasmesse in Italia. L?analisi, che ha assunto come riferimento il modello delle manifestazioni della cultura di Hofstede, ha messo in evidenza convergenze e divergenze, dalle quali ? possibile trarre alcune rilevanti implicazioni manageriali.

Suggested Citation

  • n.d., 2012. "La comunicazione culturalmente e cross-culturalmente customizzata: nuovi sviluppi teorici e analisi empirica su target di extracomunitari presenti in Italia," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2012(3), pages 107-129.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2012-003006
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