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The Global Code

Autor Clotaire Rapaille
en Limba Engleză Hardback – 29 sep 2015

For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives love, health, and money, for instance are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services.

Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed.

Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. "The Global Code" is an invaluable glimpse at how our new multi-sphere world is affecting us all."

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Specificații

ISBN-13: 9781137279712
ISBN-10: 1137279710
Pagini: 304
Dimensiuni: 163 x 244 x 25 mm
Greutate: 0.45 kg
Editura: St. Martin's Press

Notă biografică

Clotaire Rapaille

Cuprins

Preface

Introduction: The Global Code
Discovering The Global Mind

Part One

The Global Tribe

1

Who They Are

2

Where They Live

3

How They Travel

Part Two

How they set the standards

4

The Global Code for Beauty

5

The Global Code for Luxury

6

The Global Code for Pleasure

Part Three

aspirational global codes

7

The Global Code for Survival

8

The Global Code for Adaptability and change

9

The global code for leadership

Part Four

our future and our new philosophy

10

The Global Code for Higher Education

11

The Global Code for Millennials

12

The Great Divide: the U-curve

Global Brands, Global Leaders and a Global World
Conclusion: A New Set of Glasses
Acknowledgements
Homework for the Global Tribe
Biography
Bibliography