The Ethnocentric Bias: Why One Size Does Not Fit All in the World of Digital Communication
In this chapter Michael Netzley, PhD at Singapore Management University, discusses the opportunity to see beyond traditional markets. Asia is filled with diverse and fragmented markets, more so than we typically find in the West's mature markets. The larger social media conversation reflects va...
Saved in:
| Main Author: | |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2012
|
| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/4610 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5609/viewcontent/The_Ethnocentric_Bias__Why_One_Size_Does_Not_Fit_All_in_the_World.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Singapore Management University |
| Language: | English |
| Summary: | In this chapter Michael Netzley, PhD at Singapore Management University, discusses the opportunity to see beyond traditional markets. Asia is filled with diverse and fragmented markets, more so than we typically find in the West's mature markets. The larger social media conversation reflects values and market assumptions of these mature markets, and all too often the needs of Asia's many emerging markets go unrepresented. Professional communicators must stop relying on advice crafted within different market conditions and instead lead the way forward by producing solid research as the basis for data-driven communication decisions. |
|---|