ABSTRACT
Chapter 3 discusses the universal criteria for understanding cultures inclusive of Schwartz’s groups of universal human values, as well as the concept of Aristotle’s triangle as a guideline for universal persuasion efforts. It also discusses universal segmentation criteria across cultures from the perspective of usage and industry segmentation. It also provides additional frameworks for understanding cultural universalities such as the view of cultures as those of honor, achievement, and joy. It also introduces the Intercultural Affinity Segmentation Framework by EthniFacts, which is derived from the practice. Case-in-point examples include blockchain, Airbnb, and Oatly in the U.S. The mini-case included in Chapter 3 is Fenty Beauty by Rihanna.
