In-International-Business.ppt

Unit8CulturalEnvironment,InInternationalBusiness,Objectivesofthechapter,UnderstandthebasicaspectsofcultureIdentifyvariousapproachestoculturestudyWorkouttheimplicationsofculturalstudytobusinesses,BusinessEnvironments,Whatisculture?,Definitionofculture:Theintegratedtotalsumoflearnedbehavioraltraitsthataremanifestandsharedbymembersofsociety,EssentialFeaturesofCulture,Itislearned,notinnate.Thevariousfactsofcultureareinterrelatedandexistinastateofconstantchange.Itissharedbythemembersofagroupanddefinestheboundariesbetweendifferentgroups.e.g.Waysoforganizingsociety,fromkinshipgroupstostatesandmulti-nationalcorporations;thedistinctivetechniquesofagroupandtheircharacteristicproducts.,Howdoescultureinfluencecustomerbehavior?,CulturalInfluenceonMarketing,Taste,color,attitude,style,IntheUSthereisahighculturalpredispositiontobeinterestedandintriguedbyproductinnovationsthathavea“gadgety”quality.,ApproachestoStudyofCulture,MaslowsHierarchyofNeedsSelf-ReferenceCriterion(SRC)AdoptionProcessofInnovationDiffusionHighandLowcontextCulturePerception,MaslowsHierarchyofNeeds,Maximizationofpotential,Respect,recognition,Friendships,Loverelationships,Well-being,Jobsecurity,Food,water,air,shelter,clothing,Economicdevelopment,Spiritual,Material,Themorehighlydevelopedamarket,thegreatertheportionofgoodsandproductsthatwillbefillingsocialandesteemneedsasopposedtophysiological.,Readthetextandfindoutthesignificanceofneedhierarchytointernationalmarketers.,universality,Status-improvinggoods,Doyouhaveanystereotypestowardthegoalsofemployeesaroundtheworld?Americans:moneyFrenchmen:autonomyGermans:workskillsutilizedandimproved,Althoughthereareabundantsourcesofstereotypesthatsuggestenormousdifferencesinthebasicnatureofdifferentnationalitiesandraces,increasingevidenceisaccumulatingtodisputethesestereotype.,Inastudyof25overseasoperationsoflargemanufacturingcompany,Sirotawordscarrymostoftheinformationincommunication.Formalanalysisofproformaprofitandlosstatementandbalancesheetsiscrucial.Legalpaperworkisessential.,InhighcontextculturesLessinformationiscontainedintheverbalpartofamessage.Apersonsvalues,position,orplaceinsocietyarecrucial.Muchlesspaperwork;apersonswordishis/herbond.,Highandlowcontextbyculture&profession,InterpretationofTable(9.1),Bubbleofprivatespace:keepingdistancefromothersaspsychologicalprotectionMonochromic单一时间模式:Timeisviewedintermsofmoneyandisformedinlineinpeoplesmind,onethingatonetimemeansplanningisimportant.Polychromic多元时间模式:everythinginlifehasconnectionsandshouldbedealtwithinthecontextofthetime,timecanbeviewedmorethanmoney,thusflexibleabouttimeortolerantwithpunctuality,Perception:toseewhatissoratherthanassumeorprojectonforeignmarket,TheSRCisapowerfulnegativeforce.Highperceptualskillsneedtobedevelopedtoavoidmisperceptionofasituation.Consumerproductsarelikelytobemoreculturallysensitivethanbusinessproducts,primarilybecausetechnologycanbeuniversallylearned.Thedangerofovergeneralization.Drinkcanbeveryuniversalandyetculturalbound.,English,American,African,Universal,Asian,Perception:,Organizeinformation,Selectinformation,Interpretinformation,Perceptualprocesses:Selectiveattention/distortion/retention,learnbyfivesenses,CaseStudy:MaizeMeatInAfrica,Introducedbythewhitesettler,maizeisthestapledietofthepopulationofcountriesinEasternandSouthernAfrica.Zambia,forexampleiscapableofproducingover30millionx90Kgsbagswithamarketablesurplusof20millionx90Kgbags,mostofwhichgoestofeedtheurbanpopulation.Foralotofpeople,unabletoimprovetheirlot,thisremainsasthestapledietthroughouttheirlives.However,manyAfricanswhoareabletoimprovetheirlot,progressontootherformsofnourishmentfish,potatoes,goodmeatcutsandevenfastfoods,someofthisbroughtaboutbysocialinteraction.Interestinglyenough,maizeisstillofteneatendespitethesocialandeconomicprogressionthatanindividualmaymake.,Questions,Whattheoryisapplicabletothecase?Explain!,Keyterms,CulturalpredispositionorientationLow-browesteemInnovationsCompatibilityDivisibilityComminicabilityInteractionDisposalpackageHigh-andlow-contextculture,文化禀性（倾向）低品位的价值观新产品相容性可分性可交流性互动一次性包装产品强弱交际背景文化,Discussion:,Howdoyouvaluetheculturalglobalization?Howarenationalculturesaffectedbyworldfamousbrands?Isitgoodtobecosmopolitanornationalistic?Listexam