THE
CULTURAL DIMENSION OF BUSINESS RESEARCH V
The Fifth Doctoral Seminar on the Cultural Embeddedness
of Marketing, Consumer and Organizational Research
Arranged
by University of Southern Denmark – Odense Main Campus;
From
June 1. 2002 morning to June 8. 2002 late afternoon.
Prepared by
Professor
Dominique Bouchet
Director
of Doctoral Programs in Business and Social Sciences,
University of Southern Denmark
Chair of this Seminar
25
students and 3 colleagues joined the course
Picture: WE HAD 28 PARTICIPANST FROM 13 DIFFERENT COUNTRIES
a picture from the
4th seminar
SLIDES: DOM, FUAT, GULIZ, LARS,
LISA, ROMAIN, RUSS, SØREN,
Faculty:
Søren
Askegaard
Russell
Belk
Dominique
Bouchet
Lars
Thøger Christensen
A.
Fuat Fırat
Güliz
Ger
Romain
Laufer
Lisa
Peñaloza
The seminar secretary is: Commercial Translator Secretary Christina
Langkilde
Department of Marketing, SDU-Odense University, Campusvej 55, DK-5230
Odense M, Denmark
Phone:
(45) 6550 3264; Fax: (45) 6615 5129, e.mail: cll@sam.sdu.dk
Early
morning view from the conference center
(over
the sea and the bridge).
OBJECTIVE
OF THE SEMINAR
This
doctoral seminar deals with the cultural dimension in business research.
The purpose of the seminar is to draw the attention of researchers to the
cultural factors in business research in order to broaden, deepen and
update their understanding of the phenomena they wish to examine in the
field of business.
The
questions asked, the issues addressed and the methods used in all research
projects are embedded in a culture. A critical self-awareness of this
embeddedness not only raises the level of scientificity of the research,
it also enlightens the researcher as it provides a new perspective not
only in cross-cultural but in all research.
For
example, to renovate advertising, it is necessary to be aware that
contemporary consumers perceive themselves and advertising in a different
way than their parents did. Postmodern consumers have a tacit
understanding of semiotics. They play different roles, sample different
statuses, pursue different ideals. Analysing organisations requires an
understanding of the presentation of self, rituals and symbols, and the
cultural dimensions of communication. An appreciation of cultural
differences is mandatory to international marketing but also to human
resource management.
The
purpose of this doctoral seminar is 1) to provide PhD students and junior
researchers with insights about the cultural context of their research
project: a context of which they are not always aware, and have not always
been properly trained to take into consideration, 2) to help PhD students
and junior researchers working on a cross cultural project to improve
their approach.
Basic
concepts and advanced methods of the cultural approach to business
research will be introduced by outstanding researchers working at the
interface of cultural analysis and business. Examples of how those
concepts are fruitful to contemporary business research will be given.
Participants will be helped by the senior researchers to perceive the
cultural dimension of their own research projects.
Furthermore,
many a contemporary research project cannot fully be captured by a single
conventional discipline or method. A cross-cultural and interdisciplinary
theoretical and methodological perspective is, therefore, at the core of
this seminar.
Among
other approaches, emphasis is placed – depending on faculty
participation – on the relevance that theories encountered in
anthropology, cultural analysis, ethnomethodology, ethnology,
epistemology, hermeneutics, history of ideas, literary criticism,
phenomenology, psychology, semiotics, social psychology, sociology, and
systems theory have for business research.
Keywords
are: complexity, content analysis, creativity, culture, exoticism,
globalism, legitimacy, localization, meaning myths, norms, relativism,
rituals, roles, the sacred, status, symbols, values, Weltanschauung,.
There
will be an emphasis on each participant's own research project, since the
main purpose of this course is to enable the researchers to reconsider
their research project from perspectives different from conventional
business research in order to generate more meaningful questions and
alternative hypotheses, as well as theoretical insights into their own
research, resulting in a more up-to-date, interdisciplinary, reflexive
research.
The
seminar will achieve these objectives not only through the exposure to the
cultural context of business research as a whole, but also through relying
on the diversity of cultural backgrounds and research traditions that the
doctoral students will bring with them. Therefore, the students will be
requested to present their research problems and research perspectives at
the beginning of the seminar.
Active
participation during the seminar is a must. Readings before and after the
seminar will be required.
Seminar
location
Registration
(Saturday June 1 between 9 and 10 am) and first day at the University in
Odense and then in a conference center in Nyborg.
Meet
Saturday morning at the University of Southern Denmark – Odense Main Campus Campusvej 55, DK-5230
Odense M (Main entrance – left of the road as you arrive). We will
arrange for transfer to Kystgaarden
where you will stay the following days (from Sunday June 2 to Saturday
June 8. 2002 late afternoon). TELL THE SEMINAR SECRETARY WHEN YOU PLAN TO
ARRIVE AND HAVE HER HELP YOU WITH ROOM RESERVATION FOR FRIDAY NIGHT IF
NEEDED (this reservation is not included in the seminar. We originally
planned to start later Saturday, but as many of you arrive already
Thursday and Friday, we found this solution better).
Nearest
airport :
Copenhagen (150 kms, trains from airport to Nyborg. Do NOT fly to Odense
airport). Also possible: Billund (120 kms) buses to Odense or to
Fredericia, Kolding and then train to Odense. Also possible: Hamburg and
then train to Odense (3-4 hours) Nearest train station: Odense. The
conference center where we will be from the second day and on is
Kystgaarden, Østerøvej 119, DK-5800 Nyborg, It is located 0.8 km / 0.5
mile from Nyborg Railway Station and it’s telephone number is:
(45) 65 31 02 33. Nyborg is 30 kms east of Odense on the coast. But
remember the first day is at the University in Odense. Buses go to the
university from the railway station and the center hotels.
Evaluation
What
will be evaluated is the capacity the students have shown to enrich their
perspectives. This will be done on the basis of two compulsory written
essays. The first one to apply to the seminar and the second one to be
sent to the seminar chair before August 15, 2002. Certificates of
participation will be sent only to those attending the entire seminar and
found to meet the evaluation criteria in a satisfactory manner.
Language
of the seminar
The
seminar will be held in English.
Participants
(incl. submission of application)
Applicants
from any country are invited to attend this fifth doctoral seminar. The
first four seminars (spring 1995, spring 1997, fall 1998 and spring 2000)
included participants from Europe and North America and Asia, but
participants from Australia, and Latin America are encouraged to come as
well. Former seminar participants evaluated the four first seminars in the
most positive terms; we will happily provide email addresses for last
year’s attendees as well as evaluations. All applicants are required to
submit a two or three page (5-7000 characters) description of their PhD
projects to the program chair Dominique Bouchet at Odense University. This
description should include a paragraph presenting the expectations the
applicants has of this seminar. In order to ensure the quality of
individual tutoring, the number of student participants will be limited to
26.
Seminar
fee
The
seminar fee, which includes meals and lodgings from Saturday morning June
1 to Saturday afternoon June 8 is 1.200 euros. Payments can be made by
money transfer to…* Or payed in Euros or Danish Crowns to Secretary
Christina Langkilde on arrival.
Next
Seminar
The
seminar is organized every 18 to 24 months. Seminar VI is therefore
planned to be held some time between November-December 2003 and June 2004.
Most likely in June 2004.
PROGRAM
The
program extends over a period of eight days, from Saturday late afternoon
June 1 to Saturday afternoon June 8, 2002. It mixes state-of-the art and
critical reviews of cultural business research with participant
presentations and discussions of their own research in order to generate
new perspectives and ideas to the research projects presented.
Theoretical presentations by
senior faculty members will alternate with reports and discussions by the
participants.
Friday,
May 31:
From
what I have read in the mails. Many of you are planning to arrive Friday
and some even before that day. We can get you a cheaper room in Odense
hotels for Friday May 31 night(there is a youth hostel too) provided you
send an e.mail to Christina. If you are there already Friday morning the
PhD students at the University of Southern Denmark will most probably
arrange a tour for you. We can also arrange for cheap lodgings for
Saturday June 8 night.
Saturday,
June 1: (at University of Southern Denmark - Odense Campus)
Morning:
9.00-10.00 am. Registration at the main entrance of the University of
Southern Denmark in Odense.
10.00
–10.15 am.
“Introduction
to the presentation session.” by Professor Dominique Bouchet
10.15
am. – 12.30 pm.
Students
will make up to ten minutes presentations of their research projects and
each project will be discussed with particular attention to its cultural
aspects.
Lunch:
12.30 – 1.15 pm.
Afternoon:
1.15
– 2. pm. Introducing our campus. A 45ms walk around the campus.
2.
– 6.30 pm. Students presentations continued.
Dinner:
7 pm.
Evening:
Saturday
night we have only 14 rooms at the conference center
Bus
to conference center for those who have a room there.
The
others will take a train at Odense Station Sunday Morning
Sunday,
June 2: (at Kystgaarden Conference Center)
Morning:
10.00 –12 am.
“The
reality and the ambiguity of the cultural dimension.” by Professor Dominique
Bouchet
Lunch:
12. – 1 pm.
1.
pm. – 2. pm. Relaxing on the beach (provided the weather is fine).
Afternoon:
2. – 5 pm.
•
“Culture, Legitimacy and Management. Systems of Legitimacy : Concept,
History and Intercultural Comparison. Organization, Culture and Marketing:
The case of comparing Procter and L’Oréal.” by Professor Romain
Laufer.
5
– 7 pm. Group discussions
Possibilities
of having a personal interview with Professor Romain Laufer
Dinner:
7 pm.
Evening:
8
– 10 pm.
*Parallel
group session where the students can more intensively discuss in three to
four small groups what they have experienced in relation to their research
project.
Monday,
June 3:
Morning:
9 am – 10 am.
•
“Doing Cultural Research that Matters.” by Professor Russell Belk.
10
am – 12 pm.
•
“Which Theoretical and Ethical Approaches for Cross-Cultural Analysis
and Cultural Analysis in Organization and Business Research.” a panel
discussion with and between the students, Professor Russell Belk, Professor
Dominique Bouchet, Professor A. Fuat Fırat, Professor Güliz
Ger, Professor Romain Laufer & Associate Professor Lisa
Peñaloza.
The
panel will also answer questions by students
Lunch:
12 – 1 pm.
1.
pm. – 2. pm. Walking and discussing on the beach.
Afternoon:
2. – 5. pm.
•
“Doing Cross-Cultural Research in a Global World: Rationales, Examples,
Methods, and Issues for Future Research.” by Professor Russell Belk
5
– 7 pm. Group discussions
Dinner:
7 pm.
Evening:
8
– 10 pm.
*Parallel
group session where the students can more intensively discuss in three to
four small groups what they have experienced in relation to their research
project.
Tuesday,
June 4:
Morning:
9 am. – 12 am.
•
“Communication as a process of organizing.” by Professor Lars Thøger
Christensen.
Lunch:
12 – 1 pm.
1.
pm. – 2. pm. Walking and discussing on the beach.
Possibilities
of having a personal interview with Professor Lars Thøger Christensen
Afternoon:
2. – 5. pm.
•
“Generaciones: Mexicano/a, Mexican-American and Chicana/o Consumers
Speak on Culture and the Market." The topics are organized in two
areas : 1) Latino/a culture – historic background and consumption issues,
and 2) issues of market versus democratic inclusion.” by Associate
Professor Lisa Peñaloza.
5
– 7 pm. Group discussions
Dinner:
7 pm.
Evening:
8
– 10 pm.
*Parallel
group session where the students can more intensively discuss in three to
four small groups what they have experienced in relation to their research
project.
Wednesday,
June 5:
Morning:
9 am. – 12 pm.
•
“Ethnographic Research Methods to go "Beyond the Global Babble"
Doing research in multiple cultures or subcultures. Research methods to
study the everyday life, the daily (consumers') experience of the
local-global encounters.” by Professor Güliz Ger
Lunch:
12 – 1 pm.
1.
pm. – 2. pm. Walking and discussing on the beach.
Afternoon:
2. – 7 pm.
Sightseeing
and shopping in Nyborg (walking). We will also try to arrange for a drive
on the Island of Fyn. Please send us an e.mail if you are interested in
such a tour.
2
– 7 pm. Group discussions or beach activities for those who stay at the
conference center.
Dinner:
7 pm.
Evening:
8
– 10 pm.
*Parallel
group session where the students can more intensively discuss in three to
four small groups what they have experienced in relation to their research
project.
Thursday,
June 6:
Morning:
9 am. – 12 am.
•
“Marketing and Culture in the Age of Globalization : How globalization
processes affect the concept and the experience of culture and influences
cultural dynamics. What new approaches to the cultural dimensions of
international business are emerging under the combined effects of
globalization and global marketing.” by Professor Søren Askegaard
Lunch:
12 – 1 pm.
1.
pm. – 2. pm. Walking and discussing on the beach.
Possibilities
of having a personal interview with Professor Søren Askegaard.
Afternoon:
2 – 5 pm.
•
“Which Methods for Cross-Cultural Analysis and Cultural Analysis in
Organization and Business Research.” discussion between the students and
Professor Søren Askegaard, Professor Russell Belk, Professor
Dominique Bouchet, Professor A. Fuat Fırat, Professor Güliz
Ger & Associate Professor Lisa Peñaloza.
5
– 7 pm. Group discussions
Dinner:
7 pm.
Evening:
8
– 10 pm.
Individual
interviews: Possibilities of asking questions to Professor Russell Belk,
Professor Dominique Bouchet, Professor A. Fuat Fırat,
Professor Güliz Ger & Associate Professor Lisa Peñaloza
Friday,
June 7:
Morning:
9 am. - 12 am.
•
“Exploring Cultural Diversity. A Method grounded in Theory.”by
Professor Dominique Bouchet
Lunch:
12 – 1 pm.
1.
pm. – 2. pm. Walking and discussing on the beach
Afternoon:
2 – 5 pm.
5
– 7 pm. Group discussions
Dinner:
7 pm.
Evening:
8
– 10 pm.
*Parallel
group session where the students can more intensively discuss in three to
four small groups what they have experienced in relation to their research
project.
Saturday,
June 8:
Morning:
9 am. – 10.30 am.
•
“Exploring Postmodern Culture(s).”by Professor A. Fuat Fırat
:
10.30 am. - 12 am.
•
“Culture,
Subculture, Organisation, Society, Image, Identity… Dealing with
fundamental concepts.” by Professor Dominique Bouchet
Lunch:
12 – 1 pm.
1.
pm. – 2. pm. Walking and discussing on the beach
Afternoon:
2 – 3.30 pm.
•
“Research
questions. Methodological Problems” discussion between the students and
Professor Russell Belk, Professor Dominique Bouchet, Professor
A. Fuat Fırat, Professor Güliz Ger & Associate
Professor Lisa Peñaloza.
End
of seminar.
However:
14 rooms are on hold for Saturday night for those who wish
to stay overnight at the conference center. Room and eventually dinner and
breakfast will be charged extra.
Every
30 minutes a train leaves Nyborg to Copenhagen Kastrup Airport which is 1½
hour away by train. Depending of necessity, we will also help participants
to get to Billund Airport.
Sunday,
June 9:
*Possibility
of an excursion together with local PhD students.
LITERATURE
The
literature will be chosen depending of the field of research of the
participants and will be communicated upon registration. Participants will
be asked to read about one to three hundred pages of informative and
inspiring literature before they come to the seminar.
The
participants will also asked to read the other participants descriptions
of their PhD projects.
Here
is what each faculty member would like you to have read before coming to
the seminar. Please let us (Christina cll@sam.sdu.dk
or Dominique dom@sam.sdu.dk) know if
you have difficulty in finding this literature in your local library.
Søren Askegaard:
Appadurai, Arjun
(1990), “Disjuncture and Difference in the Global Cultural Economy”, Global
Culture, M. Featherstone, ed., London: Sage, 295-310.
Arnould, Eric J. &
Linda L. Price (2000), “Authenticating Acts and Authoritative
Performances”, The Why of Consumption, S. Ratneshwar, D.G. Mick
& C. Huffman, eds., London: Routledge, 140-163.
Askegaard, Søren
& Dannie Kjeldgaard (2002), “The Water Fish Swin In? Relations
between Marketing and Culture in the Age of Globalization”, Perspectives
on Marketing Relationships, T. Knudsen, S. Askegaard & N. Jørgensen,
eds., Copenhagen: Thomson, 13-35.
Bauman, Zygmunt
(1999), “Introduction”, in Culture as Praxis, London: Sage,
i-lv.
Liechty, Mark (1995),
“Media, Markets and Modernization. Youth Identities and the Lived
Experience of Modernity in Kathmandu, Nepal”, Youth Cultures. A
Cross-Cultural Perspective, V. Amit-Talai & H. Wulff, eds.,
London: Routledge, 166-201.
Ritzer, George (2001),
“Globalization Theory: Lessons from the Exportation of McDonaldization
and the New Means of Consumption”, Explorations in the Sociology of
Consumption, London: Sage, 160-180.
Wilk, Richard (1995),
“Learning to be Local in Belize: Global Systems of Common Difference”,
Worlds Apart, D. Miller, ed., London: Routledge, 110-133.
Russell
Belk:
Globalization
and the Challenges of a New Century: A Reader (Patrick O'Meara, Howard
Mehlinger, and Mathew Krain, eds., Indiana University Press, 2000 --
namely the chapters by Samuel P. Huntington, "The Clash of
Civilizations?" (pp. 3-22; originally in Foreign Affairs, 72 (3),
1993); and by Kofi Anan, "The Politics of Globalization" (pp.
125-130).
Chapter
two ("Facing the Nation”) of Steven Kemper's book Buying and
Believing: Sri Lankan Advertising and Consumers in a Transnational World (pp.
44-73; Chicago University Press, 2001).
Dominique
Bouchet:
-
Bouchet, Dominique. 1991.
"Marketing as a Specific Form of Communication." Pp. 31-51 in Semiotic
Approaches. Marketing and Semiotics: The Copenhagen Symposium, edited
by Christian Alsted, Hanne Hartvig Larsen, and David Mick. Copenhagen: Nyt
Nordisk Forlag Arnold Busk.
—.
1995a. "Marketing and the Redifinition of Ethnicity." Pp. 68-104
in Marketing in a Multicultural World. Ethnicity, Nationalism, and
Cultural Identity, edited by Janeen Arnold Costa and Gary J. Bamossy.
Thousand Oaks - London - New Delhi: Sage.
—.
1996. Avoiding cross cultural misunderstandings. Aarhus, Denmark: Afveje.
Costa,
Janeen Arnold, and Gary J. Bamossy (Eds.). 1995. Marketing in a
Multicultural World. Ethnicity, Nationalism, and Cultural Identity.
Thousand Oaks - London - New Delhi: Sage.
Lars
Thøger Christensen
Putnam,
L.L., Phillips, N. & Chapman, P. (1996), “Metaphors of communication
and organization”. In S.R. Clegg, C. Hardy & W. Nord (eds), Handbook
of Organization Studies. London: Sage, pp. 375-408.
Christensen,
L.T. and Cheney, G. (2000), “Self-Absorption and Self-Seduction in the
Corporate Identity Game”. In M. Schultz, M.J. Hatch & M. H. Larsen
(eds.), The Expressive Organization. Oxford: Oxford University Press,
pp.246-270.
Christensen,
L.T. (forthcoming), “Corporate Communication: The Challenge of
Transparency.” Corporate Communication: An International Journal, Vol.
7/3, August 2002. We will e.mail it to you.
A.
Fuat Flrat
A. Fuat Fırat and Alladi Venkatesh, "Liberatory Postmodernism
and the Reenchantment of Consumption," Journal of Consumer
Research, vol. 22, December 1995, 239-267.
(Received best article award)
Costa,
Janeen Arnold, and Gary J. Bamossy (Eds.). 1995. Marketing in a
Multicultural World. Ethnicity, Nationalism, and Cultural Identity.
Thousand Oaks - London - New Delhi: Sage.
A. Fuat Fırat, “The
Meanings and Messages of Las Vegas: The Present of Our Future,” M@n@gement, 4, 3, 2001, 101-120.
In doing the
readings, consider the following questions/issues:
Burawoy, Michael 1998, "The
Extended Case Method," Sociological Theory, 16:1(March) 4-33.
Among his publications are the following books:
- Management public. Gestion et légitimité. Paris: Dalloz. 1980 (With Alain Burlaud).
- Co-editor ( with M.
Orillard) of La confiance
en question, L’Harmattan, Paris 2000.
Odense University of Southern Denmark:
http://www.sdu.dk
http://www.sam.sdu.dk/~dom/priv/cvdom.htm