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Du on understanding culture to succeed in business
School of Communication and Culture Assoc. Prof. Juana Du was interviewed by Canadian Business on how the menstrual product company DivaCup went mainstream.
Here is an excerpt:
But while menstruation products should be contextualized to a particular environment, menstruation itself is a completely universal experience. Juana Du, associate professor of communication and culture at Royal Roads University in Victoria, B.C., says Diva has made effective efforts to communicate not just differences, but commonly accepted values.
“The consumer makes decisions based on what values products bring to their life—convenience, health, environmental concerns—and pushing those across countries and cultures can create a universal [acceptability],” she says.
This story first appeared in Canadian Business.