An integrated framework for cross-cultural marketing analysis through media case studies
Abstract
This paper examines representations of US–French cross-cultural marketing conflict in Emily in Paris and considers their value for marketing education. Using qualitative media-based case analysis, it applies an integrated framework combining Hofstede, Hall, Trompenaars, Meyer, and Ter-Minasova to three campaign cases: Hästens Beds, Maison Lavaux, and McDonald’s McBaguette. The analysis shows that the conflicts arise from contrasting approaches to communication, persuasion, risk, brand positioning, symbolic meaning, and performance evaluation. Across the cases, resolution occurs through strategic hybridisation: the negotiated integration of global brand consistency, local cultural meaning, symbolic legitimacy, and performance objectives rather than the dominance of one marketing logic. The paper contributes a multidimensional framework and a proposed instructional model for cross-cultural marketing education, treating fictional scenes as analytical simulations rather than evidence of actual French or US marketing practice. This article is also included in The Business & Management Collection, which can be accessed at https://hstalks.com/business/.
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Author's Biography
Dr Olga Stognieva is an Associate Professor at the School of Foreign Languages, HSE University, Moscow, Russia. Her research focuses on cross-cultural communication, English for Specific Purposes (ESP), artificial intelligence in education, and instructional design. She has developed the online platform ESP Lesson Builder https://esplessonbuilder.com/ for creating professionally oriented ESP materials. She has authored 60 scholarly publications. Dr Stognieva holds membership in the Asia TEFL organisation.
Yana Pluzhnikova is a Scientific Assistant at the School of Foreign Languages, HSE University, Moscow, Russia, and a Marketing Analyst at Yandex. Her research interests include media-based learning, English for Specific Purposes, and cross-cultural marketing. She assists the HSE faculty in the preparation of instructional materials and focuses on the use of media case studies for developing students’ analytical and cross-cultural competencies in marketing-related contexts. She has authored four academic conference papers that received best paper awards at international conferences.
