CULTURAL LAYERS AND MARKET SIMILARITIES: EXPLORATORY STUDY

Ralf Wilhelms
Lake Superior State University

ABSTRACT
The purpose of this study is to provide a holistic approach for research to identify unmet
needs in global markets that are based on similarities in cultural layers. First, a cultural
classification model is explored with special emphasis placed on the contents of its cultural layers.
The various filters that make up layer density are examined as is the way in which these filters
may slow or stop new cultural information from entering the layer. Second, the process of cultural
erosion was considered to explain how and why changes occur within the layers. Similarities
present in cultural layers are offered as a new proactive method for conducting marketing
research. Lastly, suggestions for future international marketing research from the layer
perspective are presented.
Keywords: Cultural classification model, cultural erosion, cultural filters, culture in international
marketing