Question

1. What is "border mentality method" in creating a cultural value proposition?

2. Can you give an example of a company that have been successful in linking its corporate culture to its customer bases? Discuss why you think the firm has achieved the goal of strengthen customer relationship through a cultural connection approach.

Answer 1

Border mentality methodhelps brands leverage border or territorial competitive advantage and gadner additional subscribers within the geographical region itslef due to low cost and Differentiation strategy and develop customer values proposition.

Organisinations like Viacom18 which is largely aimed at tadgeting youth and Generation Z has its corporate culture being filled with vibrant interiors, relaxed culture, average age at 30. Moreover values like passion, playfulness, energetic, seamlessness make it resonating with organisations target audience and thus create betterbrand identity and recall value.