FACTORS INFLUENCING PRODUCT CUSTOMISATION: A STUDY ON GLOBAL PRODUCT
Building: Discovery Kartika
Room: KHARISMA BALL ROOM
Date: 2010-04-29 03:15 PM – 05:00 PM
Last modified: 2010-04-26
Abstract
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This study intends to determine the relationship between cultural factors and customization strategy of a global controversial product using Playboy magazine as a research target. Through a content analysis of four nation editions the relationship between Hofstede’s cultural dimensions and articles of Playboy magazine are hypothesized and tested. Result found that femininity significantly influences the type of written article on the magazine.
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Keywords: customization, Hofstede’s cultural dimension, global product
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