Professional Documents
Culture Documents
0000005976-Cb PPT 12 Cross Culture
0000005976-Cb PPT 12 Cross Culture
Global Marketing
- Religion
Misunderstanding of beliefs. Saudi Arabian publication will not accept
any AD that has a picture of a woman in it. Sleeveless dresses are
considered offensive to Islamic rules and are banned in Malaysia.
- School
No country has been successful economically with less than 50%
literacy. American kids spend only 180 days per year in school contrast
that with 251 days in china, 240 days in Japan and 200 days in
Germany. Chinese officials are recognizing the rational of too much
school-Narrow minds.
- Government
Governments try to influence the thinking and behaviors of adult
citizens.
- Corporations
Most innovations are introduced to societies by companies
Elements of Culture
Cultural values
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Individualism/Collectivism Index
Power Distance Index
Uncertainty Avoidance Index
Cultural Values and Consumer Behavior
Rituals
- Marriage
- Funerals
- Aesthetics as Symbols
Insensitivity to aesthetic values can offend, create a negative
impression, and, in general, render marketing efforts ineffective or
even damaging.
Beliefs
- To make light of superstitions in other cultures when doing business
there can be an expensive mistake.
Thought processes
- Difference in perception
Focus vs. Big-Picture
INDIA= PERFECT
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Barbie Doll:
This all American best seller did not do very well in India for a
long time. In a conservative country like India, the concept of a
boyfriend was unacceptable so KEN did not accompany her.
Moussy:
A non-alcoholic beer from Switzerland, is a product that was seen
as being able to overcome the religious restriction of consuming
alcoholic beverages. Became very successful in Saudi Arabia and
half of its world wide sales are accounted for in this country.
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Power distance
The acceptance of large differences in power between the most and
least powerful in society. Where such distance is large there is
domination of people at the top and less or no involvement of people
below. India ranks (77) indicating High power distance showing
excessive centralization in decision making within organizations. A
low rank reflects more egalitarian views.
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Time orientation
- The degree to which cultures possess a short or long perspective on time.
Values associated with Long Term Orientation are thrift and perseverance;
values associated with Short Term Orientation are respect for tradition,
fulfilling social obligations, and protecting one's 'face'. Both the positively
and the negatively rated values of this dimension are found in the teachings
of Confucius, the most influential Chinese philosopher who lived around
500 B.C.; however, the dimension also applies to countries without a
Confucian heritage.
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Individualism
High
Power
Distance
High
Uncertainty
Avoidance
Masculinity
Long-term
Time
Orientation
High
USA
Netherlands
Germany
France
Russia
China
France
Hong Kong
Indonesia
West Africa
Japan
France
Russia
Japan
USA
Germany
Hong Kong
China
Japan
Hong Kong
Medium
Russia
Japan
Japan
West Africa
China
Germany
Netherlands
China
West Africa
Indonesia
France
Netherlands
Germany
Low
China
West Africa
Indonesia
Hong Kong
Netherlands
Germany
USA
Indonesia
USA
Hong Kong
Russia
Netherlands
West Africa
Indonesia
France
USA
Russia
Collectivism
Low
Power
Distance
Low
Uncertainty
Avoidance
Femininity
Short-term
Time
Orientation
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Cultural Knowledge
Factual knowledge vs. interpretive knowledge
- Has meaning as a straightforward fact about a culture but assumes
additional significance when interpreted within the context of the
culture.
Mexico is 98% Catholic
Being Catholic within Mexico
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Global Perspective
Do Blondes Have More Fun in Japan?
Culture, including all its elements, profoundly affects management
style and overall business systems
Americans
- Individualists
Japanese
- Consensus oriented & committed to the group
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Required Adaptation
Adaptation is a key concept in international marketing.
As a guide to adaptation, all who wish to deal with individuals, firms, or
authorities in foreign countries should be able to meet 10 basic criteria:
-
1) open tolerance
2) flexibility
3) humility
4) justice/fairness
5) ability to adjust to varying tempos
6) curiosity/interest
7) knowledge of the country
8) liking for others
9) ability to command respect
10) ability to integrate oneself into the environment
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Degree of Adaptation
Essential to effective adaptation is awareness of ones
own culture and the recognition that differences in others
can cause anxiety, frustration, and misunderstanding of
the hosts intentions.
The self-reference criterion (SRC) is especially operative
in business customs.
The key to adaptation is to remain American but to
develop an understanding of and willingness to
accommodate the differences that exist.
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Cultural Imperatives
The business customs and expectations that must be met and conformed
to or avoided if relationships are to be successful.
Succesful businesspeople know the Chinese word Guanxi, the Japanese
Ningen kankei, or Latin American Compadre. All refer to friendship,
human relations or attaining a level of trust. Friendship motivates local
agents to make more sales.
The significance of establishing friendship cannot be overemphasized,
especially in those countries where family relationships are close.
In some cultures a persons demeanor(outward behavior) is more critical
than in other cultures.
What may be an imperative to avoid in one culture is an imperative to do
in another. In Japan prolonged eye contact is considered offensive and it
is imperative that it be avoided. However with Arab and Latin American
executives it is important to make strong eye contact or you will be
considered untrustworthy.
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Cultural exclusives:
- Those customs or behavior patterns reserved exclusively for the
locals and from which the foreigner is barred. For Example a
Christian attempting to act like a Muslim would be repugnant to a
follower of Mohammed.
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Context of Culture:
Low-Context Vs. High-Context
Low-Context Culture
explicit messages
words conveying main part of information
words and meanings being independent of context
What is said, not how it is said and the environment within which it is said.
e.g., Northern Europe( Germany, Switzerland and Scandinavian countries),
North America.
compatible with "lecture" advertising strategy
High-Context Culture
indirect communication
message not understood without context
environment changing meanings of words
Verbal part does not carry all information much is contained in non verbal part.
e.g., Japan, France, Asia, Africa, Middle East Arab nations.
compatible with "drama" advertising strategy
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Polychronic time:
- Dominant in high-context cultures
- Characterized by the simultaneous occurrence of many things
- Allows for relationships to build and context to be absorbed as parts of high-context
cultures.
- Most High-context cultures operate on P-Time
Most cultures offer a mix of P-time and M-time behavior, but have a tendency to
be either more P-time or M-time in regard to the role time plays.
As global markets expand more businesspeople from P-time cultures are
adapting to M-time.
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Values
Issue
Western Value
Eastern Value
Distinctiveness of people
Want to be distinctive
Perceived control
Emphasis
Self-esteem
Relationships
Rules
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Asian
- Holistic
- Everything relates to
everything else
- How things fit together and
relate
- Visual and oral
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Negotiations Emphasis
Business negotiations are perhaps the most fundamental
business rituals.
The basic elements of business negotiations are the same
in any country.
- They relate to the product, its price and terms, services associated
with the product, and finally, friendship between vendors and
customers.
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Summary
Some cultures appear to emphasize the importance of information
and competition while others focus more on relationships and
transaction cost reductions.
Businesspersons working in another country must be sensitive to
the business environment and must be willing to adapt when
necessary.
Understanding the culture you are entering is the only sound basis
for planning.
Business behavior is derived in large part from the basic cultural
environment in which the business operates and, as such, is subject
to the extreme diversity encountered among various cultures and
subcultures.
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Summary (continued)
Environmental considerations significantly affect the attitudes,
behavior, and outlook of foreign businesspeople.
Varying motivational patterns inevitably affect methods of doing
business in different countries.
The international trader must be constantly alert and prepared to
adapt when necessary.
No matter how long in a country, the outsider is not a local; in
many countries that person may always be treated as an outsider.
One must avoid the critical mistake of assuming that knowledge of
one culture will provide acceptability in another.
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