Usunier & Lee: Views On Marketplace Culture
To successfully compete in business it is imperative you understand the culture of the markets in which you are operating, whether you are in a niche market selling tin products or a global market selling mobile accessories. In historical context, Usunier & Lee (2009) offers that the abstract use of culture as a concept came into prevalent use at the start of the twentieth century. Culture is predominately defined as encompassing a number of interconnected factors. Usunier & Lee (2009) further note that culture can be defined by a plethora of embedded elements; “which are organically interrelated and work as a coherent set.” Usunier & Lee (2009) propose that concomitant elements include knowledge, beliefs and values, arts, law, manners and morals amongst other societal habits. These interconnected components of culture can brought together into a number of themes; firstly material life such as technologies and the consumption of goods and services, secondly language – both in spoken and silent forms and thirdly social interactions, be it among social or peer groups, family units and so forth. Furthermore, aesthetics, religion, education and value system are further themes that comprise the elements of culture. They go on to suggest an umbrella for these elements - four dimensions of culture; language, institutions, material productions and symbolic productions, further noting that a single element can exist concurrently within two or more of these dimensions. Fully understanding these elements of culture within your chosen market enables you to successfully build a marketing and branding strategy that takes into account all the external variables around your company and ideally reach the goal of competitive advantage within the marketplace for your given product or service.
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