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Leveraging Cultural Diversity in Emerging Markets by Finn Majlergaard, Marcus Goncalves

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Chapter 8

Commonalities in Cultures: Fruitful Reconciliations

Recently, a French retail chain invited Gugin to have a look at its expansion strategy from a cultural point of view, to see where there would be the biggest cultural benefits. Prior to the meeting we did some research on behavioral, occupational, and social patterns in a number of different countries and found out that this retail chain and its brand would have a cultural fit in the Scandinavian countries, some parts of North America, Canada, and in Germany. When we presented our findings and suggestions to the client they were silent for a very long time until the marketing director said that they were not comfortable about expanding into non-French-speaking countries.

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