Markets and the creative paradigm: Identity variability in English-Greek translated promotional material

Abstract

The study uses as a starting point a set of value dilemmas traced in corporation management strategies worldwide; these dilemmas can offer a rationale for exploring whether and how automo­bile industry advertising on UK-Greek corporation homepages crea­tively employs values inherent in relevant management strategies. Findings show that automo­bile digital advertising is an eloquent paradigm of cross-cultural variation in entre­pre­neurial communication with clients. The study encourages focus on cultural aspe­cts of commercial material mediation in accounting for variation in the implementation of value dilemmas in intercultural transfer. A tension between global and local cultu­ral variabilities is emerging which highlights the socially aware aspect of innovation. 'Culturalising' eco­no­­­mic life, in terms of raising awareness of culture-specific norms in communication, seems to be of paramount importance in wealth creating environments, as is argued in the conclusion.