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.