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Thank you, Gianandrea. A useful resource.

valeria, this is exactly my thought. i read a book titled "managing cultural differences" from lisa hoecklin and published for the economist intelligence unit by addison-wesley. amazingly this book is dated 1994. it is worth reading. it can be found on amazon:

Joe -- This is a potentially polarizing topic and I have all of you here to thank for keeping the conversation on track. Being interested in soliciting feedback is very positive. Martin talks about seeking to understand "why" without making excuses. So the listening piece is key: joining the conversation in real time and being open to the advice.

Gianandrea -- yes, Italy is not perceived quite as the superpower... what I'm reading you say is that the US should work more on understanding the experience from a different cultural and historical point of view.

Bruce -- thank you for joining this conversation. I was just at an event on qualitative research that utilizes Web 2.0 tools and I'm thinking that those might be helpful in capturing real time experiences and thoughts across cultures. First one would need to agree on methodology and get people versed in different cultural environments to facilitate. The advantage of having a view on how people interact with the brand is seeing it in context.

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