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CROSS CULTURAL APPROACH
Case Study :
Scandinavian School of Management, Norway |
Rogaland Markedshøyskole is changing their name to Scandinavian School of Management. We have helped them to define a new visual identity, where part of the objective is to reach international markets. We have projected an image that is universally acceptable across the cultures they are targeting, through the imagery selected for their visual promotions. Most Norwegians will associate a picture of students in mini-skirts laughing on a beautiful harbour with a college that has satisfied students, excellent student life, and pretty surroundings. However it may give foreign applicants with different cultural backgrounds the idea that education is a secondary priority. At the same time the dress code would not match their idea of a respectable college, especially in non-European cultures, where parents or older generations play a major role in influencing a young person’s choice of university.
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