Case overview: The chosen case describes the cultural differences in terms of what generates sales in the
digital environment among Alizee consumers from USA, Brazil and Malaysia. The topics relevant to this case
include cross-cultural values and dimensions and their practical implications for cross-cultural management.
Specific Tasks: Using GLOBE Study’s cultural dimensions as a point of reference, identify and discuss the
cultural similarities and differences between Brazil, Malaysia and USA illustrated in the case. Using GLOBE
Study’s cultural dimensions as a point of reference, critically analyse how cultural similarities and differences
could affect combined results for consumers and non-consumers in each of these three countries so that Alizee
can optimise online marketing activities which are specific to each. Please give examples to support your
analysis. As consultants, your analysis should both explain the major similarities, differences and provide insights
into what could have been done to enhance online behaviours of consumers and non-consumers of the Alizee
airlines company from Brazil, Malaysia and USA in the cultural perspective.
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