The Pentel case study exhibits a success case of a global firm's ability to incorporate cultural-specific values into an advertising campaign. Pentel used superstitious beliefs in the Thai culture to create the Write Your Own Luck campaign. The company launched a limited pen collection designed to be carried as lucky charms. Each pen version…

In Karen culture, the family is traditionally the basic unit for the education of the child. In the early 1970s, when Jonni Odochao began to notice that children could not relate to their elders or respect them, he surmised that the problem stemmed from the modern education system and its increasing influence upon youth values, behaviour and ways…

Describes the "Living Values Activities for Refugees and Children Affected by War" program and its use in two refugee camps in Thailand. Details how the program provides children an opportunity to relate their experiences in an accepting environment and offers some tools for dealing with emotional pain, while helping them develop…