Marketing and Cultures: Impact of Culture on Marketing Strategies in Asian Countries

Event Date & Time

November 14, 2019 – 7 PM to 9:30 pm


Nathalie Prime

Event Details

Speaker's Profile

Nathalie Prime is Professor of International Marketing and Cross-Cultural Management at ESCP-Europe Business School in Paris.

She holds a Doctorate in Business Administration (International Marketing) from the University of Grenoble. She is scientific director of the Master in Marketing Sales and Services in Vietnam (ESCP Europe / Sorbonne university) and visiting professor at Sorbonne University Abu Dhabi (SUAD).

Her industry work notably concerns the automotive and the retailing sectors. Her geographical and cultural areas of interests are Europe and fast growing economies in South Asia, Africa and the Middle-East.

Her current research projects deal with the modernization processes observed in emerging markets, targeting issues revolving around polycultural identities in consumption and legitimacy seeking by foreign companies.

Her book in collaboration with Jean-Claude Usunier (Professor at HEC Lausanne), Marketing International, Développement des Marchés et Management Multiculturel (2nd edition, Editions Vuibert, Paris), was awarded the Prize of the Académie des Sciences Commerciales in 2004. This approach was deeply expanded in 2018 in the book Marketing International, Marchés, cultures et organisations with Jean-Claude Usunier (Pearson Village mondial, 2nd edition).

Nathalie has taught in different institutions in Asia (India & Vietnam); Africa (Algeria, Morocco, South Africa, Senegal, Togo, Ivory Coast & Madagascar); the Middle East (Lebanon, Bahrain & Abu Dhabi) and several European countries.

We shall also welcome Mitsuyo Delcourt, a marketing professional of Japanese origin who has worked with Nathalie on cultural marketing in the context of Japan and has also done inter-cultural training with French companies.

Mitsuyo has long been a lover of Indian culture, philosophy and particularly textiles, arts and crafts.

Event Description

How does one market a car brand in India, Vietnam and Lebanon ? How has MacDonald’s adapted its iconic American hamburger and fries to the Chinese and the Indian markets ? Does Decathlon sell sporting goods in the same manner in France and in India ? How has IKEA adapted its store design to accommodate Indian families? .

In this epoch of global markets, cultural knowledge and insight is vital in selling in different national contexts, and can be a make or break factor. Consumers and customers have different product requirements, expectations of price, quality and service, cultural preferences (and taboos) and consuming habits, and respond to different kinds of messaging, across different countries. Within a diverse country like India, there are also regional cultural differences that have to be taken into account when selling a product or service.

Nathalie will first give an overview of the concepts of cultural marketing, illustrating them with special reference to India compared to other Asian markets.

This will be followed by a free interaction with Nathalie, as well as a sharing of marketing experiences of participants in different cultural contexts.

Nathalie has many interesting stories to tell and insights to share from different cultural marketing cases she has researched or supervised.

Mitsuyo will add her perspective on marketing in Japan, compared with India.

Event Break-up

7:00 – 7:30 pm : First drink and social time
7:30 – 8:30 pm : Presentation and discussion (along with drinks and snacks)
8:30 – 9:30 pm : Social time and food (for those who choose to stay for a meal)

Participation Fee

Pay as you go.

Mode of Payment:

Directly to the restaurant.


Restaurant Les Minimes, 36 rue de Turenne, 75003 Paris
(two minutes from the Place des Vosges)
Metros St.Paul, Chemin Vert, Bastille

There is no minimum spending required, only a drink needs to be purchased.
They have Happy Hour till 8pm (drinks as low as 3 euros), and a good range of snacks and eats at reasonable price.
Importantly, we will have a separate (semi-private) space to ourselves as you can see in the above photo, for both the discussion and for mingling freely.

Restaurant Les Minimes, 36 rue de Turenne, 75003 Paris - IPA France AfterWork

Restaurant Les Minimes, 36 rue de Turenne, 75003 Paris - IPA France AfterWork

Tenue de Ville

Timely arrival requested to facilitate better interactions with the speaker, members and guests

RSVP closed as this is a past event.