{"id":11908,"date":"2008-09-02T03:25:00","date_gmt":"2008-09-02T03:25:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/book-review-the-culture-code\/"},"modified":"2017-04-07T00:24:43","modified_gmt":"2017-04-07T00:24:43","slug":"book-review-the-culture-code","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ja\/book-review-the-culture-code\/","title":{"rendered":"\u66f8\u8a55:\u300c\u30ab\u30eb\u30c1\u30e3\u30fc\u30b3\u30fc\u30c9\u300d"},"content":{"rendered":"

\"SIS\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u95a2\u9023\u306e\u66f8\u7c4d\u30b7\u30ea\u30fc\u30ba\u306e\u4e00\u74b0\u3068\u3057\u3066\u3001\u30af\u30ed\u30c6\u30fc\u30eb\u30fb\u30e9\u30d1\u30a4\u30e6\u306e\u8457\u66f8\u300c\u30ab\u30eb\u30c1\u30e3\u30fc \u30b3\u30fc\u30c9\u300d\u3092\u30ec\u30d3\u30e5\u30fc\u3057\u307e\u3057\u305f\u3002\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0 \u30ea\u30b5\u30fc\u30c1\u306b\u304a\u3044\u3066\u3001\u30e9\u30d1\u30a4\u30e6\u306f\u72ec\u81ea\u306e\u30b9\u30bf\u30a4\u30eb\u3068\u4eba\u9593\u884c\u52d5\u306b\u95a2\u3059\u308b\u72ec\u81ea\u306e\u7406\u8ad6\u3067\u77e5\u3089\u308c\u3066\u3044\u307e\u3059\u3002\u5f7c\u306f\u5f93\u6765\u306e\u30d5\u30a9\u30fc\u30ab\u30b9 \u30b0\u30eb\u30fc\u30d7\u3092\u5426\u5b9a\u3059\u308b\u3053\u3068\u3067\u77e5\u3089\u308c\u3066\u304a\u308a\u3001\u305d\u306e\u4ee3\u308f\u308a\u306b\u3001\u6df1\u304f\u6839\u4ed8\u3044\u305f\u611f\u60c5\u3084\u614b\u5ea6\u3092\u5f15\u304d\u51fa\u3059\u305f\u3081\u306b\u3001\u69cb\u9020\u5316\u3055\u308c\u3066\u3044\u306a\u3044\u96e3\u89e3\u306a\u8cea\u554f\u3092\u3059\u308b 3 \u6642\u9593\u306e\u30d5\u30a9\u30fc\u30ab\u30b9 \u30b0\u30eb\u30fc\u30d7\u3092\u63d0\u6848\u3057\u3066\u3044\u307e\u3059\u3002\u3053\u306e\u672c\u3067\u306f\u3001\u6587\u5316\u306b\u306f\u3042\u3089\u3086\u308b\u6982\u5ff5\u306e\u30b3\u30fc\u30c9\u304c\u3042\u308a\u3001\u305d\u306e\u610f\u5473\u3092\u89e3\u8aad\u3059\u308b\u306e\u304c\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u306e\u4ed5\u4e8b\u3067\u3042\u308b\u3068\u8ff0\u3079\u3066\u3044\u307e\u3059\u3002<\/p>\n

\u30e9\u30d1\u30a4\u30eb\u6c0f\u306f\u3001\u81ea\u8eab\u306e\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u8abf\u67fb\u30a2\u30d7\u30ed\u30fc\u30c1\u3092\u88cf\u4ed8\u3051\u308b 5 \u3064\u306e\u4e2d\u5fc3\u539f\u5247\u3092\u793a\u3057\u3066\u3044\u307e\u3059\u3002
\n
\n\u539f\u52471: \u4ed6\u4eba\u306e\u8a00\u3046\u3053\u3068\u3092\u4fe1\u3058\u3066\u306f\u3044\u3051\u306a\u3044<\/strong>
\n\u30e9\u30d1\u30a4\u30eb\u6c0f\u306f\u3001\u8eca\u306b\u306f\u6839\u5e95\u306b\u6027\u7684\u6b32\u6c42\u304c\u7d50\u3073\u3064\u3044\u3066\u3044\u308b\u3068\u3044\u3046\u6982\u5ff5\u3092\u6398\u308a\u8d77\u3053\u3059\u4f8b\u3092\u6319\u3052\u3066\u3044\u308b\u3002\u5f7c\u306f\u3001\u56de\u7b54\u8005\u304c\u30db\u30eb\u30e2\u30f3\u306b\u99c6\u308a\u7acb\u3066\u3089\u308c\u305f\u601d\u6625\u671f\u306e\u7d4c\u9a13\u3092\u56de\u60f3\u3057\u305f\u8eca\u306b\u95a2\u3059\u308b\u30d5\u30a9\u30fc\u30ab\u30b9 \u30b0\u30eb\u30fc\u30d7\u3092\u601d\u3044\u51fa\u3057\u305f\u3002\u307e\u305f\u3001\u5922\u306f\u77ed\u671f\u9593\u3067\u5fd8\u308c\u53bb\u3089\u308c\u308b\u3068\u3044\u3046\u4e8b\u5b9f\u3092\u8a3c\u62e0\u3068\u3057\u3066\u6319\u3052\u3066\u3044\u308b\u3002\u5f7c\u306f\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u306f\u8868\u9762\u4e0b\u3092\u63a2\u7d22\u3059\u3079\u304d\u3060\u3068\u63d0\u8a00\u3057\u3066\u3044\u308b\u3002<\/p>\n

\u539f\u52472\uff1a\u611f\u60c5\u306f\u4f55\u304b\u3092\u5b66\u3076\u305f\u3081\u306b\u5fc5\u8981\u306a\u30a8\u30cd\u30eb\u30ae\u30fc\u3067\u3042\u308b<\/strong>
\nRappaille states that people learn when emotion is involved. An example given was the learning experience a child receives when she burns her hand on a stove for the first time. Hence marketers should tie exposure of the product<\/a> to emotion to influence behavior.
\n
\n\u539f\u52473: \u5185\u5bb9\u3067\u306f\u306a\u304f\u69cb\u9020\u304c\u30e1\u30c3\u30bb\u30fc\u30b8\u3067\u3042\u308b<\/strong>
\n\u30e9\u30d1\u30a4\u30e6\u306f\u3001\u4eba\u3005\u304c\u7121\u610f\u8b58\u306e\u30e1\u30c3\u30bb\u30fc\u30b8\u3092\u63a2\u3057\u3066\u3044\u308b\u3068\u304d\u3001\u5f62\u5f0f\u3084\u8a73\u7d30\u306f\u91cd\u8981\u3067\u306f\u306a\u304f\u306a\u308b\u3068\u3044\u3046\u4e8b\u5b9f\u3092\u6319\u3052\u3066\u3044\u307e\u3059\u3002\u8a00\u3044\u63db\u3048\u308c\u3070\u3001\u91cd\u8981\u306a\u306e\u306f\u7269\u8a9e\u306e\u69cb\u9020\u3067\u3059\u3002\u5f7c\u306e\u4e3b\u5f35\u306f\u3001\u97f3\u7b26\u9593\u306e\u7a7a\u9593\u3084\u5404\u97f3\u7b26\u9593\u306e\u97f3\u57df\u306e\u5168\u4f53\u7684\u306a\u69cb\u9020\u306b\u6bd4\u3079\u308c\u3070\u3001\u5358\u4e00\u306e\u97f3\u7b26\u306f\u91cd\u8981\u3067\u306f\u306a\u3044\u3068\u3044\u3046\u3053\u3068\u3067\u3059\u3002<\/p>\n

\u539f\u52474\uff1a\u523b\u5370\u306b\u306f\u6642\u9593\u7684\u306a\u4f59\u88d5\u304c\u3042\u308a\u3001\u523b\u5370\u306e\u610f\u5473\u306f\u6587\u5316\u306b\u3088\u3063\u3066\u7570\u306a\u308a\u307e\u3059\u3002<\/strong>
\n\u30e9\u30d1\u30a4\u30e6\u6c0f\u306f\u3001\u884c\u52d5\u5b66\u7fd2\u306e\u30d0\u30c3\u30af\u30b0\u30e9\u30a6\u30f3\u30c9\u304b\u3089\u3001\u7279\u306b\u6587\u5316\u306b\u95a2\u3057\u3066\u306f\u30017\u6b73\u307e\u3067\u306b\u5b50\u4f9b\u306b\u5f37\u3044\u5370\u8c61\u304c\u523b\u307e\u308c\u308b\u3068\u8aac\u660e\u3057\u3066\u3044\u307e\u3059\u3002\u540c\u69d8\u306b\u3001\u30b7\u30e3\u30f3\u30d1\u30f3\u306e\u610f\u5473\u306f\u3001\u30d5\u30e9\u30f3\u30b9\u306e\u5b50\u4f9b\u3068\u30a2\u30e1\u30ea\u30ab\u306e\u5b50\u4f9b\u3067\u306f\u610f\u5473\u304c\u7570\u306a\u308a\u307e\u3059\u3002<\/p>\n

\u539f\u52475\uff1a\u7279\u5b9a\u306e\u6587\u5316\u306b\u304a\u3051\u308b\u75d5\u8de1\u306e\u610f\u5473\u3092\u7406\u89e3\u3059\u308b\u306b\u306f\u3001\u305d\u306e\u75d5\u8de1\u306e\u30b3\u30fc\u30c9\u3092\u77e5\u308b\u5fc5\u8981\u304c\u3042\u308b<\/strong>
\n\u88fd\u54c1\u306e\u610f\u5473\u306f\u6587\u5316\u306b\u3088\u3063\u3066\u7570\u306a\u308a\u307e\u3059\u3002\u305f\u3068\u3048\u3070\u3001\u30a2\u30e1\u30ea\u30ab\u3067\u306f\u81ea\u52d5\u8eca\u306f\u500b\u4eba\u4e3b\u7fa9\u3067\u3059\u304c\u3001\u30c9\u30a4\u30c4\u3067\u306f\u81ea\u52d5\u8eca\u306f\u512a\u308c\u305f\u30a8\u30f3\u30b8\u30cb\u30a2\u30ea\u30f3\u30b0\u3067\u3059\u3002<\/p>\n

\u6d88\u8cbb\u8005\u8abf\u67fb\u306b\u57fa\u3065\u304f\u8208\u5473\u6df1\u3044\u6587\u5316\u30b3\u30fc\u30c9\u3092\u3044\u304f\u3064\u304b\u7d39\u4ecb\u3057\u307e\u3059\u3002<\/strong>
\n\u30a2\u30e1\u30ea\u30ab\u6587\u5316\u306b\u304a\u3051\u308b\u611b\u306e\u30b3\u30fc\u30c9 = \u8aa4\u3063\u305f\u671f\u5f85
\n\u30a2\u30e1\u30ea\u30ab\u6587\u5316\u306b\u304a\u3051\u308b\u8a98\u60d1\u306e\u30b3\u30fc\u30c9 = \u64cd\u4f5c
\n\u30a2\u30e1\u30ea\u30ab\u6587\u5316\u306b\u304a\u3051\u308b\u30bb\u30c3\u30af\u30b9\u306e\u30b3\u30fc\u30c9 = \u66b4\u529b
\n\u4ed5\u4e8b\u306b\u304a\u3051\u308b\u30a2\u30e1\u30ea\u30ab\u6587\u5316\u306e\u30b3\u30fc\u30c9 = \u3042\u306a\u305f\u304c\u8ab0\u3067\u3042\u308b\u304b
\n\u30a2\u30e1\u30ea\u30ab\u6587\u5316\u306b\u304a\u3051\u308b\u304a\u91d1\u306e\u30b3\u30fc\u30c9 = \u8a3c\u62e0
\n\u30c9\u30a4\u30c4\u306b\u304a\u3051\u308b\u30a2\u30e1\u30ea\u30ab\u306e\u305f\u3081\u306e\u30a2\u30e1\u30ea\u30ab\u6587\u5316\u30b3\u30fc\u30c9 = \u30b8\u30e7\u30f3\u30fb\u30a6\u30a7\u30a4\u30f3
\n\u30d5\u30e9\u30f3\u30b9\u306b\u304a\u3051\u308b\u30a2\u30e1\u30ea\u30ab\u306e\u6587\u5316\u30b3\u30fc\u30c9 = \u5b87\u5b99\u65c5\u884c\u8005
\n\u30a4\u30ae\u30ea\u30b9\u306b\u304a\u3051\u308b\u30a2\u30e1\u30ea\u30ab\u306e\u6587\u5316\u30b3\u30fc\u30c9 = \u6065\u305a\u304b\u3057\u304f\u306a\u3044\u307b\u3069\u8c4a\u304b<\/p>\n

Ultimately, Rapialle concludes by stating that companies attempting to capture a new market<\/a> need to connect with the Code. This is because people within other cultures see in these codes something they long for and missing from their lives.<\/p>\n

Rapaille’s book is interesting in teaching the differences in meanings attached to products across cultures. Yet the book reduces differences between cultures into very simplistic statements that can be neither supported nor rejected. Furthermore, the codes are presented in by way of anecdotes, problematic when trying to evaluate the authenticity of such large claims. The real value in Rapaille’s book, it seems, is decoding the right message that will resonate in promoting a product and pushing researchers<\/a> to get to deeply rooted attitudes.<\/p>","protected":false},"excerpt":{"rendered":"

\"\"<\/span><\/span>\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u95a2\u9023\u306e\u66f8\u7c4d\u30b7\u30ea\u30fc\u30ba\u306e\u4e00\u74b0\u3068\u3057\u3066\u3001\u30af\u30ed\u30c6\u30fc\u30eb\u30fb\u30e9\u30d1\u30a4\u30e6\u306e\u8457\u66f8\u300c\u30ab\u30eb\u30c1\u30e3\u30fc \u30b3\u30fc\u30c9\u300d\u3092\u30ec\u30d3\u30e5\u30fc\u3057\u307e\u3057\u305f\u3002\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0 \u30ea\u30b5\u30fc\u30c1\u306b\u304a\u3044\u3066\u3001\u30e9\u30d1\u30a4\u30e6\u306f\u72ec\u81ea\u306e\u30b9\u30bf\u30a4\u30eb\u3068\u4eba\u9593\u884c\u52d5\u306b\u95a2\u3059\u308b\u72ec\u81ea\u306e\u7406\u8ad6\u3067\u77e5\u3089\u308c\u3066\u3044\u307e\u3059\u3002\u5f7c\u306f\u5f93\u6765\u306e\u30d5\u30a9\u30fc\u30ab\u30b9 \u30b0\u30eb\u30fc\u30d7\u3092\u5426\u5b9a\u3059\u308b\u3053\u3068\u3067\u77e5\u3089\u308c\u3066\u304a\u308a\u3001\u305d\u306e\u4ee3\u308f\u308a\u306b\u3001\u6df1\u304f\u6839\u4ed8\u3044\u305f\u611f\u60c5\u3084\u614b\u5ea6\u3092\u5f15\u304d\u51fa\u3059\u305f\u3081\u306b\u3001\u69cb\u9020\u5316\u3055\u308c\u3066\u3044\u306a\u3044\u96e3\u89e3\u306a\u8cea\u554f\u3092\u3059\u308b 3 \u6642\u9593\u306e\u30d5\u30a9\u30fc\u30ab\u30b9 \u30b0\u30eb\u30fc\u30d7\u3092\u63d0\u6848\u3057\u3066\u3044\u307e\u3059\u3002\u3053\u306e\u672c\u3067\u306f\u3001\u6587\u5316\u306b\u306f\u3042\u3089\u3086\u308b\u6982\u5ff5\u306e\u30b3\u30fc\u30c9\u304c\u3042\u308a\u3001\u305d\u306e\u610f\u5473\u3092\u89e3\u8aad\u3059\u308b\u306e\u304c\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u306e\u4ed5\u4e8b\u3067\u3042\u308b\u3068\u8ff0\u3079\u3066\u3044\u307e\u3059\u3002<\/p>\n

\u30e9\u30d1\u30a4\u30eb\u6c0f\u306f\u3001\u81ea\u8eab\u306e\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u8abf\u67fb\u30a2\u30d7\u30ed\u30fc\u30c1\u3092\u88cf\u4ed8\u3051\u308b 5 \u3064\u306e\u4e2d\u5fc3\u539f\u5247\u3092\u793a\u3057\u3066\u3044\u307e\u3059\u3002<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-11908","post","type-post","status-publish","format-standard","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/posts\/11908","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/comments?post=11908"}],"version-history":[{"count":1,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/posts\/11908\/revisions"}],"predecessor-version":[{"id":81418,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/posts\/11908\/revisions\/81418"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/media?parent=11908"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/categories?post=11908"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ja\/wp-json\/wp\/v2\/tags?post=11908"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}