culture ch 3.ppt
TRANSCRIPT
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Differences in Culture
Societies differ along cultural dimensions
What is culture?
How/why do social structure, religion, language
influence cultural differences? What are differences between culture and values
in the workplace (corporate culture)?
Culture changes over time. What are some reasons
behind this? Implications for business managers
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Cultural Appreciation
Aspects of
culture
Values
Customs
Symbols
Language
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What is Culture?
Culture:a societys (groups) system ofshared, learned values and norms; these
are the societys (groups) design for living
Values: abstract ideas about the good, theright, the desirable
Norms: social rules and guidelines; guide
appropriate behavior for specific situations
Folkways: norms of little moral significance
dress code; table manners; timeliness
Mores:norms central to functioning of social life
bring serious retribution: thievery, adultery, alcohol
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Cultural DiversityValuesrepresent personal or socially
preferable modes of conduct or states
of existence that are enduring.
Why doesnt McDonalds sell
hamburgers in India?
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Cultural DiversityCustomsare norms and expectations
about the way people do things in a
specific country.
Why were 3M executives perplexed
concerning lukewarm sales of Scotch-
Brite floor cleaner in the Philippines?
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National Culture
Nation is a useful: Definition of society
similarity among people a cause -- and effect -- of nationalboundaries
Way to bound and measure culture for conduct ofbusiness culture is a key characteristic of society
can differ significantly across national borders
also within national borders
laws are established along national lines Culture is both a cause and an effect of economic
and political factors that vary across nationalborders
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Religion, Ethics and Culture
Religion: system of sharedbeliefs about the sacred
Ethical systems: moral principles or values that shapeand guide behavior; often products of religion
Major religious groups and some economicimplications
Christianity protestant work ethic
Islam Islamic economic principles
Hinduism anti-materialistic, socially stratified
Buddhism anti-materialistic, social equality
Confucianism hierarchy, loyalty, honesty
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Language: Culture Bound
Language, spokenprivate does not exist as a word in many
languages
Eskimos: 24 words for snow
Words which describe moral concepts can beunique to countries or areas
Spoken language precision important in low-context cultures
Language, unspoken
Context... more important than spoken word inhigh context cultures
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Non-Verbal Gestures
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Non-Verbal Gestures
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Non-Verbal Gestures
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Non-Verbal Gestures
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CulturalDiversity Chevy NovaAward
Dairy Associations huge success withthe campaign Got Milk? prompted
them to expand advertising to Mexico
It was brought to their attention the
Spanish translation read, Are youlactating?
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CulturalDiversity Chevy NovaAward
Clairol introduced the Mist
Stick, a curling iron into Germany
Only to find out that mist isGerman slang for manure.
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Cultural Diversity
Chevy Nova AwardWhen Gerber started selling baby food
in Africa, they used US packaging withthe smiling baby on the label.
In Africa, companies routinely putpictures on labels of whats inside, since
many people cant read.
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Cultural Diversity
Chevy Nova AwardPepsis Come Alive With the Pepsi
Generation in Chinese translatedinto
Pepsi Brings Your Ancestors Back
From the Grave
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Cultural Diversity
Chevy Nova AwardCoca-Colas name in China was first read as
Kekoukela, meaning Bite the wax tadpole
or female horse stuffed with wax, depending
on the dialect.
Coke then researched 40,000 characters to
find a phonetic equivalent kokou kole,
translating into happiness in the mouth.
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Cultural Stereotypes
Cultural stereotypes: values and behaviorsconsidered typical of a culture
Are they valuable?
Yes, if they reduce uncertainty about what
expatriate can expect.
No, if used to label an individual unlike the
stereotype
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Education and Culture
Education
Medium through which people are acculturated
Language, myths, values, norms taught
Teaches personal achievement and competition
Critical to national competitive advantage
Education system may be a cultural outcome
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Individualism Vs. Collectivism (Hofstede)
Degree to which people in a
country prefer to act asindividuals rather than ingroups
Describes the relations betweenthe individual and his/herfellows
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Uncertainty Avoidance (Hofstede)
Degree of need to avoid uncertainty aboutthe future
Degree of preference for structured versusunstructured situations
Structured situations: have tight rules mayor may not be written down
High uncertainty avoidance: people withmore nervous energy (vs easy-going), rigidsociety, "what is different is dangerous."
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Masculinity Vs. Femininity (Hofstede)
Division of roles and values in asociety
Masculinevalues prevail:
assertiveness, success, competition
Femininevalues prevail:quality of life, maintenance of warm
personal relationships, service, care
for the weak, solidarity
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Confucian Dynamism (Hofstede)
Attitudes towards
Time
Persistence
Status in society
Face
Respect for tradition
Gifts and favors
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Managerial Implications
Ethnocentrism vs PolycentrismMust a company adapt to local
cultures or can corporate -- often
home-country dominated -- culture
prevail?
Cross-cultural literacy essential
Do some cultures offer a national
competitive advantage over others?