Yutaka Yamauchi

Inter-Cultural Communication (GSM)


2017 Spring
* tentative; subject to change *

Thursday 10:30-12:00
Location: Large Seminar Room 1

Yutaka Yamauchi
Associate Professor
Graduate School of Management
Research Bldg #2 3rd floor east side

Alexander Josiassen
Professor MSO
Department of Marketing, Copenhagen Business School


As a part of the integrated hospitality program, this course focuses on inter-cultural issues in the context of service, hospitality, and tourism. This course has two distinct parts with two different theoretical perspectives. The first part of the course will focus on cultural differences and how consumers view products and services from different cultures. The second part of the course will discuss culture from more critical theoretical perspectives including critical sociology, post-colonialism, and consumer culture theory. Through the mix of these distinct perspectives, students are expected to gain a broader view of culture.


To be announced in the class. The following is a standard text written partly by Prof. Josiassen.
Albaum, G., Duerr, E., & Josiassen, A. (2016). International Marketing and Export Management. Pearson Higher Ed.




Participation 40%
Reports 60%

Course website


Course materials

Each student needs to download materials directly from PandA.

Reading assignments

Students must have read the materials prior to the class.

Office hours

Find an open timeslot in the following calendar and email me to make an appointment.


Sessions by Y. Yamauchi

Session 1 Introduction - April 12

Session 2 What is service? – April 19
We briefly review what service is and why we need to discuss culture in service.
• Why service?
• Definitions of service
• Service-dominant logic

Session 3 What is culture? – April 26
We discuss the genealogy of the concept of culture to review how various meanings of culture have been developed in relation to one another.
• Why culture?
• An approach to culture: Against essentialism
• Inter-related meanings of culture
Williams, R. (1976). Keywords: A Vocabulary of Culture and Society. London: Fontana Press.
Additional reading:
Eagleton, T. (2000). The idea of culture. Oxford: Blackwell.

Session 4 Cultural fields – May 10
We discuss culture as a stake in power struggle. We understand the concepts of field, habitus, and practice.
• Culture as a struggle
• Cultural elites
• Popular culture
Bourdieu, P. (1984). Distinction: a social critique of the judgement of taste‎. (R. Nice). Cambridge: Harvard University Press. Introduction
Additional reading:
Bourdieu, P. (1996). The Rules of Art. (S. Emanuel). Polity.
Elias, N. (2000). The Civilizing Process. (E. Jephcott) (Revised.). Wiley-Blackwell.

No class on May 17
Session 5 Postmodern consumer culture – May 24
Culture is an important aspect of market. We discuss the dialectical relationship between market and culture. Particularly, we discuss modernity, modernism, postmodernity, and postmodernism.
• Culture as a source of authenticity
• Double relationship with culture
Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29(1), 70–90.
Additional reading:
Featherstone, M. (2007). Consumer Culture and Postmodernism (2nd ed.). Los Angeles: SAGE.
Habermas, J. (1997). Modernity: An Unfinished Project. In Habermas and the Unfinished Project of Modernity (pp. 38–55). MIT Press.
Lyotard, J.-F. (1984). The Postmodern Condition. University of Minnesota Press.
Jameson, F. (1998). The Cultural Turn. London: Verso.
Boltanski, L., & Chiapello, E. (2005). The New Spirit of Capitalism. London: Verso.
Arsel, Z., & Thompson, C. J. (2011). Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths. Journal of Consumer Research, 37(5), 791–806.

Session 6 Cultural representations and power – May 31
We understand culture not as an entity but as performative. We discuss post-colonialism to understand how power is implicated in cultural representations.
• Culture and Other
• Culture and power
Said, E. W. (1978). Orientalism. New York: Penguin Books. Chapter 1 Scope of Orientalism
Additional reading:
Bhabha, H. K. (1994). The Location of Culture. New York: Routledge.
Spivak, G. C. (1988). Can the subaltern speak? Chicago: University of Illinois Press.
Clifford, J., & Marcus, G. E. (1986). Writing Culture: The Poetics and Politics of Ethnography. (J. Clifford & G. E. Marcus). University of California Press.

Session 7 Hospitality – a critical view – June 7
We revisit the notion of hospitality from a critical perspective.
• Concept of hospitality
• Service as a struggle
Derrida, J. (1997). Deconstruction in a Nutshell. (J. D. Caputo). New York: Fordham University Press. Hospitality, pp. 109-113
Additional reading:
Derrida, J. (2000). Of Hospitality. (R. Bowlby, A. Dufourmantelle). Stanford: Stanford University Press.
Schérer, R. (2005). Zeus hospitalier: éloge de l'hospitalité: essai philosophique.

Session 8 Designing culture – June 14
We discuss how we can go about designing culture.
• Case: McDonald’s
• Case: Starbucks
• Designing culture
Holt, D., & Cameron, D. (2010). Cultural strategy: Using innovative ideologies to build breakthrough brands. Oxford: Oxford University Press. Chapter 1 Rethinking Blue Occeans

Sessions by A. Josiassen

Session 9 The Country Cue – June 21
Session 10 Country of Origin – June 28
Session 11 Country of Origin II – July 5
Session 12 Domestic Country Biases – July 12
Session 13 Foreign Country Biases – July 19
Session 14 The Country Cue in Tourism and Hospitality – July 26