{"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":"%ec%84%9c%ed%8f%89-%eb%ac%b8%ed%99%94-%ec%bd%94%eb%93%9c","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ko\/%ec%84%9c%ed%8f%89-%eb%ac%b8%ed%99%94-%ec%bd%94%eb%93%9c\/","title":{"rendered":"\uc11c\ud3c9: \u201c\ubb38\ud654 \ucf54\ub4dc\u201d"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/culture_code.jpg?__SQUARESPACE_CACHEVERSION=1233894383783\" alt=\"SIS \uad6d\uc81c\uc2dc\uc7a5 \uc870\uc0ac \ubc0f \uc804\ub7b5\">\ub9c8\ucf00\ud305 \uad00\ub828 \uc11c\uc801 \uc2dc\ub9ac\uc988\uc758 \uc77c\ud658\uc73c\ub85c Clotaire Rappaille\uc758 \uc800\uc11c &quot;The Culture Code&quot;\ub97c \uac80\ud1a0\ud588\uc2b5\ub2c8\ub2e4. \ub9c8\ucf00\ud305 \uc870\uc0ac \ubd84\uc57c\uc5d0\uc11c Rappaille\ub294 \uc778\uac04 \ud589\ub3d9\uc5d0 \ub300\ud55c \uadf8\uc758 \uc2a4\ud0c0\uc77c\uacfc \ub3c5\ud2b9\ud55c \uc774\ub860\uc73c\ub85c \uc720\uba85\ud569\ub2c8\ub2e4. \uadf8\ub294 \uc804\ud1b5\uc801\uc778 \ud3ec\ucee4\uc2a4 \uadf8\ub8f9\uc744 \uac70\ubd80\ud558\ub294 \uac83\uc73c\ub85c \uc720\uba85\ud569\ub2c8\ub2e4. \ub300\uc2e0\uc5d0 \uadf8\ub294 \uae4a\uc774 \ubfcc\ub9ac\ubc15\ud78c \uac10\uc815\uacfc \ud0dc\ub3c4\ub97c \ub04c\uc5b4\ub0b4\uae30 \uc704\ud574 \ubaa8\ud638\ud55c \uc9c8\ubb38\uc5d0 \ub300\ud574 \uad6c\uc870\ud654\ub418\uc9c0 \uc54a\uc740 \uc870\uc0ac\ub97c \uc218\ud589\ud558\ub294 3\uc2dc\uac04 \ud3ec\ucee4\uc2a4 \uadf8\ub8f9\uc744 \uc81c\uc548\ud569\ub2c8\ub2e4. \ucc45\uc5d0\uc11c \uadf8\ub294 \ubb38\ud654\uac00 \uc5b4\ub5bb\uac8c \ubaa8\ub4e0 \uac1c\ub150\uc5d0 \ub300\ud55c \ucf54\ub4dc\ub97c \uac16\uace0 \uc788\ub294\uc9c0, \uadf8\ub9ac\uace0 \uadf8\ub7ec\ud55c \uc758\ubbf8\ub97c \ud574\ub3c5\ud558\ub294 \uac83\uc774 \ub9c8\ucf00\ud130\uc758 \uc784\ubb34\ub77c\uace0 \ub9d0\ud569\ub2c8\ub2e4.<\/p>\n<p>Rapaille\uc740 \uc790\uc2e0\uc758 \ub9c8\ucf00\ud305 \uc870\uc0ac \uc811\uadfc \ubc29\uc2dd\uc744 \ubd80\uc815\ud558\ub294 5\uac00\uc9c0 \ud575\uc2ec \uc6d0\uce59\uc744 \uc81c\uc2dc\ud569\ub2c8\ub2e4.<br \/>\n<strong><br \/>\n\uc6d0\uce59 1: \uc0ac\ub78c\ub4e4\uc774 \ub9d0\ud558\ub294 \uac83\uc744 \ubbff\uc744 \uc218 \uc5c6\ub2e4<\/strong><br \/>\nRappaille\ub294 \uc790\ub3d9\ucc28\uc5d0 \uadfc\ubcf8\uc801\uc778 \uc131\uc801 \uc695\ub9dd\uc774 \ubd99\uc5b4 \uc788\ub2e4\ub294 \uac1c\ub150\uc744 \ubc1c\uad74\ud55c \uc608\ub97c \uc778\uc6a9\ud569\ub2c8\ub2e4. \uadf8\ub294 \uc790\ub3d9\ucc28\uc5d0 \uad00\ud55c \ud3ec\ucee4\uc2a4 \uadf8\ub8f9\uc744 \ud68c\uc0c1\ud588\uace0, \uc751\ub2f5\uc790\ub4e4\uc740 \ud638\ub974\ubaac \uc911\uc2ec\uc758 \uccad\uc18c\ub144\uae30 \uacbd\ud5d8\uc744 \ud68c\uc0c1\ud588\uc2b5\ub2c8\ub2e4. \uadf8\ub294 \uafc8\uc774 \ub2e8\uae30\uac04\uc5d0 \uc78a\ud600\uc9c4\ub2e4\ub294 \uc0ac\uc2e4\ub3c4 \uadf8 \uc99d\uac70\ub85c \uaf3d\ub294\ub2e4. \uadf8\uc758 \ucd94\ucc9c\uc740 \ub9c8\ucf00\ud305 \ub2f4\ub2f9\uc790\uac00 \ud45c\uba74 \uc544\ub798\ub85c \ub4e4\uc5b4\uac00\uc57c \ud55c\ub2e4\ub294 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p><strong>\uc6d0\uce59 2: \uac10\uc815\uc740 \ubb34\uc5c7\uc774\ub4e0 \ubc30\uc6b0\ub294 \ub370 \ud544\uc694\ud55c \uc5d0\ub108\uc9c0\uc785\ub2c8\ub2e4.<\/strong><br \/>\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 <a href=\"https:\/\/www.sisinternational.com\/ko\/%ec%a0%84%eb%ac%b8%ec%a0%81-%ec%a7%80%ec%8b%9d\/%ea%b2%bd%ed%97%98%ec%9d%98-%ec%9d%b4%eb%a0%a5%ec%84%9c\/%ea%b0%9c%ec%9d%b8-%ec%9c%84%ec%83%9d%ec%9a%a9%ed%92%88-%ec%8b%9c%ec%9e%a5-%ec%a1%b0%ec%82%ac\/\" title=\"\uac1c\uc778 \uc704\uc0dd \uc81c\ud488 \uc2dc\uc7a5 \uc870\uc0ac\"  data-wpil-monitor-id=\"8451\">marketers should tie exposure of the product<\/a> to emotion to influence behavior.<br \/>\n<strong><br \/>\n\uc6d0\uce59 3: \ub0b4\uc6a9\uc774 \uc544\ub2cc \uad6c\uc870\uac00 \uba54\uc2dc\uc9c0\uc774\ub2e4<\/strong><br \/>\nRappaille\uc740 \uc0ac\ub78c\ub4e4\uc774 \ubb34\uc758\uc2dd\uc801\uc778 \uba54\uc2dc\uc9c0\ub97c \ucc3e\uc744 \ub54c \ud615\uc2dd\uacfc \uc138\ubd80 \uc0ac\ud56d\uc774 \uc911\uc694\ud558\uc9c0 \uc54a\uac8c \ub41c\ub2e4\ub294 \uc0ac\uc2e4\uc744 \uc778\uc6a9\ud569\ub2c8\ub2e4. \uc989, \uc911\uc694\ud55c \uac83\uc740 \uc774\uc57c\uae30\uc758 \uad6c\uc870\uc774\ub2e4. \uadf8\uc758 \uc694\uc810\uc740 \uc74c\ud45c \uc0ac\uc774\uc758 \uacf5\uac04\uacfc \uac01 \uc74c\ud45c \uc0ac\uc774\uc758 \ubc94\uc704\uc758 \uc804\uccb4 \uad6c\uc870\uc5d0 \ube44\ud574 \ud558\ub098\uc758 \uc74c\ud45c\uac00 \uc911\uc694\ud558\uc9c0 \uc54a\ub2e4\ub294 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p><strong>\uc6d0\uce59 4: \uac01\uc778\uc5d0\ub294 \uc2dc\uac04\uc801 \uc5ec\uc720\uac00 \uc788\uc73c\uba70 \uac01\uc778\uc758 \uc758\ubbf8\ub294 \ubb38\ud654\ub9c8\ub2e4 \ub2e4\ub985\ub2c8\ub2e4.<\/strong><br \/>\nRappaille\uc740 \ud589\ub3d9 \ud559\uc2b5\uc5d0 \ub300\ud55c \uc790\uc2e0\uc758 \ubc30\uacbd\uc744 \ud1b5\ud574 \ud2b9\ud788 \ubb38\ud654\uc640 \uad00\ub828\ud558\uc5ec 7\uc138 \uc774\uc804 \uc5b4\ub9b0\uc774\uc5d0\uac8c \uac15\ud55c \uac01\uc778\uc774 \uc0dd\uae34\ub2e4\uace0 \uc124\uba85\ud569\ub2c8\ub2e4. \ub9c8\ucc2c\uac00\uc9c0\ub85c, \uc0f4\ud398\uc778\uc758 \uc758\ubbf8\ub294 \ubbf8\uad6d \uc5b4\ub9b0\uc774\uc640 \ud504\ub791\uc2a4 \uc5b4\ub9b0\uc774\uc5d0\uac8c \ub2e4\ub978 \uc758\ubbf8\ub97c \uac16\uc2b5\ub2c8\ub2e4.<\/p>\n<p><strong>\uc6d0\uce59 5: \ud2b9\uc815 \ubb38\ud654 \ub0b4\uc5d0\uc11c \uac01\uc778\uc758 \uc758\ubbf8\uc5d0 \uc811\uadfc\ud558\ub824\uba74 \ud574\ub2f9 \uac01\uc778\uc5d0 \ub300\ud55c \ucf54\ub4dc\ub97c \ubc30\uc6cc\uc57c \ud569\ub2c8\ub2e4.<\/strong><br \/>\n\uc81c\ud488\uc740 \ubb38\ud654\uc5d0 \ub530\ub77c \ub2e4\ub978 \uc758\ubbf8\ub97c \uac16\uc2b5\ub2c8\ub2e4. \uc608\ub97c \ub4e4\uc5b4, \ubbf8\uad6d\uc758 \uc790\ub3d9\ucc28 \ucf54\ub4dc\ub294 \uac1c\uc778\uc8fc\uc758\uc778 \ubc18\uba74, \ub3c5\uc77c\uc758 \uc790\ub3d9\ucc28 \ucf54\ub4dc\ub294 \uc6b0\uc218\ud55c \uc5d4\uc9c0\ub2c8\uc5b4\ub9c1\uc785\ub2c8\ub2e4.<\/p>\n<p><strong>\uc18c\ube44\uc790 \uc5f0\uad6c\ub97c \uae30\ubc18\uc73c\ub85c \ud55c \uba87 \uac00\uc9c0 \ud765\ubbf8\ub85c\uc6b4 \ubb38\ud654 \ucf54\ub4dc:<\/strong><br \/>\n\uc0ac\ub791\uc5d0 \ub300\ud55c \ubbf8\uad6d \ubb38\ud654 \ucf54\ub4dc = \uc798\ubabb\ub41c \uae30\ub300<br \/>\n\uc720\ud639\uc5d0 \ub300\ud55c \ubbf8\uad6d \ubb38\ud654 \ucf54\ub4dc = \uc870\uc791<br \/>\n\uc139\uc2a4\uc5d0 \ub300\ud55c \ubbf8\uad6d \ubb38\ud654 \ucf54\ub4dc = \ud3ed\ub825<br \/>\n\uc5c5\ubb34\uc5d0 \ub300\ud55c \ubbf8\uad6d \ubb38\ud654 \ucf54\ub4dc = \ub2f9\uc2e0\uc740 \ub204\uad6c\uc778\uac00<br \/>\n\ub3c8\uc5d0 \ub300\ud55c \ubbf8\uad6d \ubb38\ud654 \ucf54\ub4dc = PROOF<br \/>\n\ub3c5\uc77c \ub0b4 \ubbf8\uad6d\uc5d0 \ub300\ud55c \ubbf8\uad6d \ubb38\ud654 \ucf54\ub4dc = JOHN WAYNE<br \/>\n\ud504\ub791\uc2a4\uc5d0 \uc788\ub294 \ubbf8\uad6d\uc5d0 \ub300\ud55c \ubbf8\uad6d \ubb38\ud654 \ucf54\ub4dc = \uc6b0\uc8fc \uc5ec\ud589\uc790<br \/>\n\uc601\uad6d\uc758 \ubbf8\uad6d\uc5d0 \ub300\ud55c \ubbf8\uad6d \ubb38\ud654 \ucf54\ub4dc = \ubd80\ub044\ub7fd\uc9c0 \uc54a\uac8c \ud48d\ubd80\ud568<\/p>\n<p>Ultimately, Rapialle concludes by stating that <a href=\"https:\/\/www.sisinternational.com\/ko\/%ec%86%94%eb%a3%a8%ec%85%98\/%ec%97%ac%ed%96%89-%ea%b4%80%ea%b4%91-%ed%99%98%eb%8c%80-%ec%bb%a8%ec%84%a4%ed%8c%85\/%ec%97%ac%ed%96%89-%ea%b0%80%ec%9d%b4%eb%93%9c-%ed%9a%8c%ec%82%ac-%ec%8b%9c%ec%9e%a5-%ec%a1%b0%ec%82%ac\/\" title=\"\uad00\uad11\uc548\ub0b4\ud68c\uc0ac \uc2dc\uc7a5\uc870\uc0ac\"  data-wpil-monitor-id=\"8452\">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<p>Rapaille&#8217;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&#8217;s book, it seems, is decoding the right message that will resonate in promoting a <a href=\"https:\/\/www.sisinternational.com\/ko\/%ec%a0%84%eb%ac%b8%ec%a0%81-%ec%a7%80%ec%8b%9d\/%ec%82%b0%ec%97%85\/%ec%a0%9c%ed%92%88-%ec%97%b0%ea%b5%ac\/\" title=\"\uc81c\ud488 \uc5f0\uad6c\"  data-wpil-monitor-id=\"8453\">product and pushing researchers<\/a> to get to deeply rooted attitudes.<\/p>","protected":false},"excerpt":{"rendered":"<p><span class=\"full-image-float-left ssNonEditable\"><span><img decoding=\"async\" style=\"width: 200px;\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/culture_code.jpg?__SQUARESPACE_CACHEVERSION=1233894383783\" alt=\"\" \/><\/span><\/span>\ub9c8\ucf00\ud305 \uad00\ub828 \uc11c\uc801 \uc2dc\ub9ac\uc988\uc758 \uc77c\ud658\uc73c\ub85c Clotaire Rappaille\uc758 \uc800\uc11c &quot;The Culture Code&quot;\ub97c \uac80\ud1a0\ud588\uc2b5\ub2c8\ub2e4. \ub9c8\ucf00\ud305 \uc870\uc0ac \ubd84\uc57c\uc5d0\uc11c Rappaille\ub294 \uc778\uac04 \ud589\ub3d9\uc5d0 \ub300\ud55c \uadf8\uc758 \uc2a4\ud0c0\uc77c\uacfc \ub3c5\ud2b9\ud55c \uc774\ub860\uc73c\ub85c \uc720\uba85\ud569\ub2c8\ub2e4. \uadf8\ub294 \uc804\ud1b5\uc801\uc778 \ud3ec\ucee4\uc2a4 \uadf8\ub8f9\uc744 \uac70\ubd80\ud558\ub294 \uac83\uc73c\ub85c \uc720\uba85\ud569\ub2c8\ub2e4. \ub300\uc2e0\uc5d0 \uadf8\ub294 \uae4a\uc774 \ubfcc\ub9ac\ubc15\ud78c \uac10\uc815\uacfc \ud0dc\ub3c4\ub97c \ub04c\uc5b4\ub0b4\uae30 \uc704\ud574 \ubaa8\ud638\ud55c \uc9c8\ubb38\uc5d0 \ub300\ud574 \uad6c\uc870\ud654\ub418\uc9c0 \uc54a\uc740 \uc870\uc0ac\ub97c \uc218\ud589\ud558\ub294 3\uc2dc\uac04 \ud3ec\ucee4\uc2a4 \uadf8\ub8f9\uc744 \uc81c\uc548\ud569\ub2c8\ub2e4. \ucc45\uc5d0\uc11c \uadf8\ub294 \ubb38\ud654\uac00 \uc5b4\ub5bb\uac8c \ubaa8\ub4e0 \uac1c\ub150\uc5d0 \ub300\ud55c \ucf54\ub4dc\ub97c \uac16\uace0 \uc788\ub294\uc9c0, \uadf8\ub9ac\uace0 \uadf8\ub7ec\ud55c \uc758\ubbf8\ub97c \ud574\ub3c5\ud558\ub294 \uac83\uc774 \ub9c8\ucf00\ud130\uc758 \uc784\ubb34\ub77c\uace0 \ub9d0\ud569\ub2c8\ub2e4.<\/p>\n<p>Rapaille\uc740 \uc790\uc2e0\uc758 \ub9c8\ucf00\ud305 \uc870\uc0ac \uc811\uadfc \ubc29\uc2dd\uc744 \ubd80\uc815\ud558\ub294 5\uac00\uc9c0 \ud575\uc2ec \uc6d0\uce59\uc744 \uc81c\uc2dc\ud569\ub2c8\ub2e4.<\/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\/ko\/wp-json\/wp\/v2\/posts\/11908","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/comments?post=11908"}],"version-history":[{"count":1,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/11908\/revisions"}],"predecessor-version":[{"id":81418,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/11908\/revisions\/81418"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/media?parent=11908"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/categories?post=11908"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/tags?post=11908"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}