culture difference

7/29/2019 Culture Difference

1/28

Cultural differences


2/28

Content

The course

How course will be assessed

The authors


3/28

Purpose of this course


4/28

Become aware of your..


5/28

Out of the box!


6/28

Culture guide Orlando Meulens


7/28

What do you want others

to know about your

culture


8/28

What is your place in the world?


9/28

Where do you want to be in 10 -20 years?


10/28

Society, Culture, and

Global Consumer Culture

Culture is the collective programming of the mind

that distinguishes the members of one category of

people from those of another.

Geert Hofstede

A nation, an ethic group, a gender group, an

organization, or a family may be considered as acategory.


11/28

Social Institutions

Family

Education

Religion

Government

Business

These institutions

function to reinforce cultural norms


12/28

Material and

Nonmaterial Culture

Physical Culture

Clothing

Tools

Decorativeart

Bodyadornment

Homes

Abstract Culture

Religion

Perceptions

Attitudes

Beliefs

Values


13/28

Society, Culture, and

Global Consumer Culture

Global consumer cultures are emerging

Persons who share meaningful sets of consumption-related symbols

Pub culture, coffee culture, fast-food culture, credit card

culture

Primarily the product of a technologicallyinterconnected world

Internet

Satellite TV

Cell phones


14/28

Attitudes, Beliefs, and Values

Attitudelearned tendency to respond in a consistent

way to a given object or entity

Beliefan organized pattern of knowledge that anindividual holds to be true about the world

Valueenduring belief or feeling that a specific modeof conduct is personally or socially preferable to

another mode of conduct


15/28

Religion

The worlds major religionsinclude Buddhism,Christianity, Hinduism,Islam, and Judaism and are

an important source ofbeliefs, attitudes, andvalues.

Religious tenets, practices,holidays, and history impactglobal marketing activities.


16/28

Aesthetics

The sense of what is

beautiful and what is

not beautiful

What represents good

taste as opposed to

tastelessness or even

obscenity

Visualembodied in thecolor or shape of aproduct, label, orpackage

Stylesvarious degreesof complexity, for

example, are perceiveddifferently around theworld


17/28

Dietary Preferences

Dominos Pizza pulled out of Italy because its

products were seen as too American with bold

tomato sauce and heavy toppings.

Subway had to educate Indians about the benefits of

sandwiches because they do not normally eat bread.


18/28

Different meaning


19/28

Language and Communication

Linguistic Category Language Example

Syntax-rules of sentenceformation

English has relatively fixed word order;Russian has relatively free word order.

Semantics-system ofmeaning

Japanese words convey nuances of

feeling for which other languages lackexact correlations; yes and no canbe interpreted differently than in otherlanguages.

Phonology-system of

sound patterns

Japanese does not distinguish between

the soundsl

andr; English and

Russian both have l and r sounds.

Morphology-wordformation

Russian is a highly inflected language,with six different case endings fornouns and adjectives; English has fewerinflections.


20/28


21/28

Prof. Geert Hofstede Typology


22/28

Examples in commercials

Femininity

http://www.youtube.com/watch?v=fvI46MpcoIQ

Masculinity

http://www.youtube.com/watch?v=gGgwfjA0V14

Uncertainty avoidance

http://www.youtube.com/watch?v=Ho4PI9zaZy4
http://www.youtube.com/watch?v=fvI46MpcoIQhttp://www.youtube.com/watch?v=gGgwfjA0V14http://www.youtube.com/watch?v=Ho4PI9zaZy4http://www.youtube.com/watch?v=Ho4PI9zaZy4http://www.youtube.com/watch?v=Ho4PI9zaZy4http://www.youtube.com/watch?v=Ho4PI9zaZy4http://www.youtube.com/watch?v=Ho4PI9zaZy4http://www.youtube.com/watch?v=gGgwfjA0V14http://www.youtube.com/watch?v=gGgwfjA0V14http://www.youtube.com/watch?v=fvI46MpcoIQhttp://www.youtube.com/watch?v=fvI46MpcoIQ


23/28

Culture layers

ValuesEducation

Societyself-development

Peers


24/28

Guide quality requirements

Title

Foreword

Acknowledge

Introduction

Table of content

Part 1: Who am I

Part 2: My place in the World

Part 3 : My future plans

Each chapter: introduction and conclusion

Each part must have a scientific basis ( Articles, Models, etc)

Page numbering, proper lay out etc. 8-10 pages text (excluding illustrations)

End reflection

Written in flawless English

Be creative !!


25/28

Presentation

Presentation in front of a jury

Guide presentation guide 10 minutes

Present your conclusions and motivate findings

Answering questions 5 minutes Defend your view

Audiovisual presentation (PowerPoint, Prezi

etc) Next to content you will also be judged on

presentation skills ( practice with peers)


26/28

Grading

Guide 50% grade

Presentation 50 % grade

4,5 or less for one of these = No grade


27/28

Don Tapscott


28/28

Richard Florida

culture difference

Documents