All business is glocal. That’s why rheingold salon employs morphological psychology across borders and around the world. Morphological psychology utilises basic morphological patterns that apply across cultures but also emphasises the adaptations that these patterns assume in individual countries, regions or local cultures.
Thus, in its project work rheingoldsalon develops a basis for the specific cultural requirements of marketing that can be employed in developing international and cross-cultural strategies.
Research pursues a cross cultural approach, with project teams always including staff from different nationalities and cultures. This approach prevents ethnocentric ‘blind spots’ from arising and reveals areas of conflict and commonality.
More than a third of all rheingold projects involve working internationally, in Europe or elsewhere around the world. We have an office in San Francisco dedicated to the American market and are currently establishing a second subsidiary to serve the Asian market. rheingold possesses excellent international links and is an active member of ESOMAR as well as other associations.