How Does Individualism-Collectivism Influence the Sales of Mobile Essay

How Does Individualism-Collectivism Influence the Sales of Mobile Phones in China - Essay Example Whereas, collectivism can be defined as a working culture where people work in groups, form relationships among teams and prioritise the team’s goal before their individual goals (Aldulaimi & Zedan, 2012). It is in this context that marketing strategies are designed based on the culture of a country where the product is to be positioned. Hence, collectivism culture of a target market can be effective for marketing brand with names which are preferred more than the product itself. Consumers who consider other’s opinion to rely on a product can be influenced by the collective marketing strategy such as word of mouth. Whereas, in the individualistic culture, the consumers do not rely on other’s information, rather make choices according to their individual likings. Advertising, packaging and promotions can be some of the factors that influence a change from collectivism culture to individualism culture such as the quality of group of people using the product (Ekeret e, 2001). For instance, the culture that the Chinese people follow to a large extent is collectivism and thus prefer to work in groups with due consideration to the team goal rather than their individual objectives (Hofstede, n.d.). This particular notion of the Chinese culture is observed to create a vast impact over their buying behaviour which can certainly influence mobile phone selling in the economy. The objective of the proposal will be to provide a brief description to the research process intended to be performed focused on the influence created by individualism and collectivism on the sales of mobile phones in China. The evaluations will be reviewed through reviewing literatures and relate them with the cultural marketing strategy adopted by mobile phone companies of China. 2.0. Literature Review 2.1. Individualism and Collectivism According to Markus & Kitayama (1991), individualism and collectivism can de differentiated within a group by the independence and interdepende nce style of working culture. In an individualistic culture, people work as independent targeting their individual goals whereas in collectivistic culture people are interdependent to each other within the group and aim to fulfil the group’s target ahead of their personal targets. As observed by Goncalo & Staw (2004), people in individualistic culture often describes themselves as ‘I’ when using any abstract but in the collectivistic culture people uses the abstract of ‘We’ to describe themselves. According to Bond & Smith (1996), a study demonstrated that Asians tend to conform more to their superiors than the Americans. Conformity prevails more to the collectivistic culture where people abide to certain guidelines that have been drawn by either the team or their superiors. However, in an individualistic culture, conformity is often treated as negative and only the organisations guidelines are being followed. As observed by Davidson & et. al. (1976) , a person’s behaviour is closely linked with the group in collectivistic culture where the goal of the people should not be regarded as solely independent and different from others’, but to encourage the interests of the group. In disparity, the people’s identity in individualisti

English literature Term Paper Example | Topics and Well Written Essays - 1250 words

English literature - Term Paper Example In the 18th century American literature, the autobiography as a literary genre has attained immense popularity which is illustrated by the notable 18th-century autobiographies in English such as Edward Gibbon’s autobiography and Benjamin Franklin’s autobiography. During this period, a more intimate form of autobiography which explores the subject’s emotions came to being, due mainly to the influence of Romanticism, which greatly emphasized the role and the nature of the individual, and Rousseau’s Confessions. From the writer’s perspective, an autobiography is the best means to express one’s individuality in all its components and it helps one in establishing one’s ideas and concepts explicitly to the readers without any mediocrity. The â€Å"self-life-writing† qualifies of an autobiography offer great scope for the writer’s role in literary activity and these qualifies also bring out the advantages and disadvantages of th e autobiography genre. Thus, from the writer’s perspective, autobiographies offer the writer the scope to include anything from human geography to reproach, leave out anything they wish, etc and they can turn their books into a litany, a confession, an apology, a cathartic act, an anthology of anecdotes or gossip, or a space to wash polluted laundry. From the reader’s perspective, the autobiography is an important literary genre which offers the possibility of realizing the inner aspects of a writer without confusion and it helps the readers understand the concepts and ideas that the author emphasizes in his writing. Benjamin Franklin’s Autobiography offers one of the best illustrations of the meaning, characteristics, purpose, advantages and disadvantages of the autobiography as a literary genre and this paper makes a reflective analysis of the autobiography. Autobiography as a literary genre has been a popular means to express one’s emotions and