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Commercial Campaign Development: The Account of Semiotics of Professional Crosscultural Communication

Иностранные языки и коммуникативные технологии
Институт базового образования (ИБО)
Кафедра иностранных языков и коммуникативных технологий
Академическая группа
Научный руководитель
PhD, prof. Kuznetsov A.N.
Название тезиса
Commercial Campaign Development: The Account of Semiotics of Professional Crosscultural Communication

Globalization brings about this new era, where more companies become multinational/transnational, and market expansion at global scale, thus, associates with new challenges.

One of the most urgent issues of rapid market expansion is the need to carefully adapt marketing strategies to the norms of new customers’ cultures. Hence, to treat the latter in the proper way, it is of paramount importance to indicate a key factor that would be used for clustering customers and differentiation between groups.

Culture is the collective programming of mind [1]. As any culture is characterized by certain unique signs, it is vital to consider pragmatics as means of correlation between signs and their interpreters [2]. Thus, it is logical to pose pragmatic cultural specifics as a parameter for localizing a strategy for a new audience.

Previously, scholars (G. Hofstede, R.D. Lewis, etc.) studied national and business cultural profiles. However, no research aimed at discovering peculiarities of adapting international marketing strategies to Russian (R) market has been conducted yet.

For our research, it seems reasonable to choose a second culture that would be contrasting enough to R one, and significant in terms of current economic relations with R. France (F) meets the two aforementioned parameters.

Hence, the research question may read as:

What are the key aspects of crosscultural business interaction between F and R in terms of adapting F marketing strategies to R market?

In order to answer this question, a set of objectives should be accomplished:

- study the national and business profiles of R and F cultures;

- study the sign systems that fall into paradigms of the two cultures;

- conduct a survey to reveal the differences in perception between representatives of the cultures;

- identify the most proper way of adapting F marketing strategies to R market.

The experiment started in 2016 with Euralis company; certain findings have been analyzed in terms of semiotic pragmatics. It is also planned to take diverse options, and work with the marketing strategies of Renault, Citroёn, Danone, Mars and Lois Vuitton.


1. Hofstede, G., Hofstede, G.J., Minkov, M. Cultures and Organizations: Software of the Mind. McGraw-Hill USA, 2010.

2. Morris, Ch. W. Foundations of the theory of signs. The University of Chicago Press, 1938.