The global code : how a new culture of universal values is reshaping business and marketing / Clotaire Rapaille.

Includes bibliographical references and index.

Part one. The global tribe : Who they are ; Where they live ; How they travel -- Part two. How they set the standards : The global code for beauty ; The global code for luxury ; The global code for pleasure -- Part three. Global codes : The global code for survival ; The global code for adaptability and change ; The global code for leadership -- Part four. The future of our planet : The global code for higher education ; The global code for millennials ; The great divide : the U-curve -- Conclusion : The satellite tribe.

"For decades, Clotaire Rapaille's work has focused on how people's relationships with the most important concepts in their lives - love, health and money, for instance - are guided by subconscious cultural messages. But recently - as the world has become increasingly, even constantly, interconnected - he has pinpointed a new phenomenon: a 'global unconscious, ' or a set of core values and feelings that are consistent worldwide, even in strikingly different cultures, and embodied by a Global Tribe of ultra-mobile individuals, fluent in the language of culture and untied to any notion of nationalism or ideology. The tribe's members are defining the key values driving our new world economy and determining how companies market their products and services. Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of masterly knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? The answers come from the international taste makers who now define aspiration for everyone. Drawing on seven years of research, Rapaille reveals the common yearnings in heads and hearts everywhere, and how marketers and service providers can tailor their messages accordingly. 'The Global Code' is an invaluable glimpse at how our new multi-sphere world is affecting us all"--Jacket.