Pedro Hidalgo Campos

La cultura nacional y su impacto en los negocios : El caso chileno

El objetivo de este articulo es analizarel impacto de la cultura nacional enlos negocios. Uno de los investigadoresmas destacados en el analisis dela cultura nacional es Geert Hofstede(1980). El identifico cuatro dimensionesde la cultura nacional: distanciade poder, aversion a la incertidumbre,individualismo y masculinidad.Fernandez et al. (1997) midieronestas cuatro dimensiones en Chile,caracterizando a los chilenos en esascuatro dimensiones. Revisando laevidencia empirica chilena, en estearticulo se analizan los principalesefectos que las dimensiones de Hofstedetienen en la administracion, losrecursos humanos y el marketing.Este articulo ofrece varios ejemplosde como las dimensiones culturalesafectan las practicas en las organizacionesy es un fuerte argumento parahacer consideraciones culturales en laplanificacion estrategica.

Developing campaigns in the context of a disaster: Content of and reactions to advertising following the earthquake in Chile on February 27, 2010

Purpose – The purpose of this paper are to determine: how disasters are used as a theme in advertising; how the public evaluates different ways of using disasters in advertising; what dimensions directly affect these evaluations; and what aspects should be taken into account by an organization that wants or need to develop a campaign after a disaster. Design/methodology/approach – This paper presents two studies examining the relationship between catastrophes and advertising in the context of the February 2010 earthquake in Chile. The first study scrutinizes the characteristics of print ads that used this event as their main theme. The second study evaluates the reactions of consumers to different types of post-catastrophe ads. This issue was explored in a survey on the attitudes toward and credibility of these ads and in a qualitative examination, which explored the reasons for the interviewees’ evaluation. Findings – The first study identified nine types of advertisements as the most used by advertisers...