| Abstract: | This paper presents exploratory research comparing French and UK life assurance literature. It highlights a number of critical differences in the approaches taken between the two countries, and places these in the context of the literature on cultural differences. The differences are illustrative of Samli's transference of Hofstede's findings to marketing. The implications of these findings are explored. Although there can be a universal Pan European approach, the research indicates the need to take national cultural considerations into account if one is not to perpetrate a jarring counter‐culturalism. It also seems likely that life assurance is not a prime candidate for global branding. Copyright © 2001 Henry Stewart Publications. |
