Trends travel

MRS Yorkshire look at research in a dilemma between global and local.

THIS EVENT TOOK PLACE IN 2012. WE WILL UPDATE THE CALENDAR WITH A NEW MRS YORKSHIRE EVENT SOON.

How global are your customers? How local is your product? How much do you need to know of the Japanese culture if there is a Manga boom in the UK?

Globalisation seemed to promise an increasingly streamlined consumer segment of cosmopolitans. Instead we see a growing fragmentation of consumer trends. Culture is a key variable to understand and explore this diversity and can help to detect cross-cultural differences as well as commonalities. Products and marketing messages always take place in such a cultural context. Through the lens of semiotic analysis these cultural artefacts become accessible.

Speaker: Katrin Horn MA, Senior Lecturer, Leeds Metropolitan University, Consumer Behaviour Analyst. Katrin joined Leeds Metropolitan University in 2004, where her main areas of teaching and research gravitate around Consumer Behaviour, Retail Marketing, Marketing Research and Global Marketing. Her degree in Japanese Studies and Business Studies at Freie Universität Berlin (Germany) as well as her work with several regional and multinational companies has directed her focus on cross-cultural differences and commonalities as a recurring theme in research as well as the application of theory in consultancy projects.

Time: 6pm until 8pm