Abstract

As globalization has increased interdependence, integration, and interaction among people and companies from all over the world, increasing numbers of people are now doing business across countries and regions. Since a product introduction contains not only a basic description of the product, but also certain factors to promote it to customers. By analyzing the product introductions in both Chinese and English, we can see the variables in product introduction and hopefully find out the cultural reasons behind them. In order to do this, it is important to find examples of product introductions from both languages and preferably in the same field which will make it easier to see the connection. Three brands are chosen for this purpose: Rejoice, Olay and Gillette.

This thesis employs culture dimensions theory, as analyzed by Geert Hofstede in his classic study of cultures in organizations, and considers how they might affect these product introductions. The result suggests that Chinese version shows distinctive traits of collectivism, high power distance, and low uncertainty avoidance while English version displays all the opposites. These differences are deeply connected with each culture, and knowing them can help us understand customers from different cultural background.

The findings of this thesis can help determine not only the features of each culture, but also the reasons behind them. Hopefully, they can help product from different culture fit in better in a new environment, or at least provide some guideline in product promotion.

Key words: globalization, cultural dimensions, product introduction, cultural differences