DOI: 10.69554/bwip4199 ISSN: 2056-8010

An integrated framework for cross-cultural marketing analysis through media case studies

Olga Stognieva, Yana Pluzhnikova
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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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