Lingkungan Budaya Global

dan Perilaku

6097 – RINA ANINDITA

PROGRAM STUDI MANAJEMEN

FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS ESA UNGGUL
 Sub Materi
• Elemen Budaya
• Perbandngan Budaya
• Adaptasi Budaya
• Budaya dan Bauran Pemasaran

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 Definitions and Origins of Culture
• Traditional definition of culture
– Culture is the sum of the values, rituals, symbols,
beliefs, and thought processes that are learned,
shared by a group of people, and transmitted
from generation to generation.
• Individuals learn culture in three ways
– Socialization (growing up)
– Acculturation (adjusting to a new culture)
– Application (decisions about consumption and
production)

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 Origins, Elements, and Consequences of
Culture
Exhibit 4.4

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 Geography
• Exercises a profound control
– Includes climate, topography, flora, fauna, and
microbiology
– Influenced history, technology, economics, social
institutions and way of thinking
• The ideas of Jared Diamond and Philip Parker
– Jared Diamond
• Historically innovations spread faster east to west
than north to south
– Philip Parker
• Reports strong correlations between latitude
(climate) and per capita GDP
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 History
• History - Impact of specific events can be seen
reflected in technology, social institutions, cultural
values, and even consumer behavior
– Tobacco was the original source of the Virginia
colony’s economic survival in the 1600s
– American values and institutions influenced by
Adam Smith’s book The Wealth of Nations
– Military conflicts in the Middle East brought
about new cola alternatives such as Mecca Cola,
Muslim Up, and Arab Cola.

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 Social Institutions
• School – the most important social institution
– Direct link between a nation’s literacy rate and its
economic development
– Difficult to communicate with a market when a
company must depend on symbols and pictures
• The media – it has replaced family time
• TV and the Internet
• American educational system produces a lower
percentage of college graduates than 12 other
countries including Russia, Japan, and France

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 Social Institutions
• Government - influences the thinking and
behaviors of adult citizens
– Propaganda through media
– Passage, promulgation, promotion, and
enforcement of laws
• Corporations - most innovations are introduced
to societies by companies
– Spread through media
– Change agents

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Elements of Culture (1 of 4)
• Values
• Rituals
• Symbols
• Beliefs
• Thought processes

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Elements of Culture (2 of 4)
• Cultural values – Geert Hofstede
– Individualism/Collectivism Index
• Reflects the preference of behavior that promotes
one’s self interest
– Power Distance Index
• Measures the tolerance of social inequality
– Uncertainty Avoidance Index
• Measures the tolerance of uncertainty and
ambiguity
– Cultural Values and Consumer Behavior

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 Hofstede’s Indexes Language, and Linguistic
Distance

Exhibit 4.6

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Elements of Culture (3 of 4)
• Rituals – patterns of behavior and interaction that are
learned and repeated
– Marriages , funerals, baptisms, graduations
• Symbols
– Language
• Linguistic distance – relationship between
language and international marketing
– Aesthetics as symbols
• Insensitivity to aesthetic values can offend, create a
negative impression, and, in general, render
marketing efforts ineffective or even damaging
Next
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 Language
• According to www.ethnologue.com:
– A total of 7,413 known living languages exist
in the world
– 311 being spoken in the U.S.; 297 in Mexico,
13 in Finland, and 241 in China
– EU has 20 official languages
– India alone has 452 known languages!

Back
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Elements of Culture (4 of 4)
• Beliefs
– Superstitions play a large role in a society’s belief
system and therefore, to make light of superstitions in
other cultures can be an expensive mistake
– The number 13 in the western hemisphere is
considered unlucky, where as the number 8 in China
connotes “prosperity”
– The practice of “Feng Shui”
• Thought processes
– Difference in perception between the East and the
West
• Focus vs. big-picture
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Similarities – An Illusion
• A common language does not guarantee a
similar interpretation of word or phrases
– Difference between British and American English
– http://www.woodlands-junior.kent.sch.uk/custo
ms/questions/americanbritish/index.html
• Just because something sells in one country
doesn’t mean it will sell in another
– Cultural differences among member of
European Union a product of centuries of
history

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 History Perspective in Global Business

• History helps define a nation’s mission

– How it perceives its neighbors
– How it perceives itself
– Its place in the world
• Insights into history are important for
understanding current attitudes
• It is necessary to study culture as it is now as
well as to understand culture as it was
– A country’s history

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Geography and Global Markets
• Geography – an element of the uncontrollable
environment that confronts every marketer
– Affects a society’s culture and economy
– Physical makeup limits a nation’s ability to supply
its people’s needs

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 Climate and Topography
• Altitude, humidity, and temperature extremes
– South America
– British resistance of the English Channel
– Trade through the Alps

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 Geography, Nature and Economic Growth

• As countries prosper, natural barriers are

overcome
• Environmental issues
– Disruption of ecosystems
– Relocation of people
– Inadequate hazardous waste management
– Industrial pollution

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 Social Responsibility
and Environmental Management
• Environmental protection is not an optional extra
• Pollution is on the verge of getting completely out of
control
• China has 16 of the world’s 20 most polluted cities
• Critical issue: the disposal of hazardous waste
• Sustainable development
• http://www.time.com/time/specials/2007/0,28757,1661
031,00.html

• http://www.forbes.com/2006/03/21/americas-most-pol
luted-cities-cx_rm_0321pollute.html

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 Resources (1 of 2)
• The availability of minerals and the ability to
generate energy are the foundations of modern
technology
• The principal supplements to human energy
– Animals
– Wood
– Fossil fuel
– Nuclear power
– Ocean tides
– Geothermal power
– The sun
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 Resources (2 of 2)
• United States in perspective
– 1942 – nearly self-sufficient
– 1950 – major importer
– 1973-2000 – increased dependency from 36% to
66%
– Mid-2000’s – predicted to be importing more
than 70% of needs
• The location, quality, and availability of
resources will affect the pattern of world
economic development and trade well into the
21st century
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 Dynamics of Global
Population Trends
• Global population trends determine today’s demand
for goods
– Rural/urban population shifts
– Rates of growth
– Age levels
– Population control
• Changes in population will profoundly affect future
demand
• The most important deterrent to population control
is cultural attitudes about the importance of large
families
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 Controlling Population Growth
• Procreation is one of the most culturally sensitive
uncontrollable factors
• Perhaps the most important deterrent to
population control is cultural attitudes about the
importance of large families
• Family planning and all that it entails is by far the
most universal means governments use to control
birthrates, but some economists believe that a
decline in the fertility rate is a function of
economic prosperity and will come only with
economic development
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 Rural/Urban Migration
• Result of a desire for greater access to:
– Sources of education
– Health care
– Improved job opportunities

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Population Decline and Aging
• Population growth in many countries has
dropped below the rate necessary to maintain
present levels
• A nation needs a fertility rate of about 2.1
children per woman
• Not one major country has sufficient internal
population growth to maintain itself

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 SEKIAN
DAN
TERIMA KASIH
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