Culture refers to the learned norms based on values, attitudes, and beliefs of a group of people.

cultural collision can occur when a company implements practices that are less effective or when employees encounter distress because of difficulty in accepting or adjusting to foreign behaviors.

cultural awareness:
Managers that educate themselves about other cultures have a greater chance of succeeding abroad

How Cultures Form and Change :
- Change by choice : may occur reaction to social and economic situations that present people with new alternatives .
- change by imposition : called cultural imperialism , involve imposing certain elements from an alien culture , such as change in law by occupying country .

Language: Cultural Diffuser and Stabilizer
- A common language within a country is a unifying force
- A shared language between nations facilitates international business
- Native English speaking countries account for a third of the world’s production
- English is the international language of business

Social Stratification:
1- an individual’s achievements and qualifications an individual’s achievement is important , such as choosing a successful athlete spokesperson to advertise sportswear , also speak with the audience and how to reach your idea to all listener .
2- an individual’s affiliation with, or membership in, certain groups
Ascribed group memberships based on gender, family, age, caste, and ethnic, racial, or national origin
Acquired group memberships based on religion, political affiliation, professional association.

Work Motivation:
- the desire for material wealth is a prime motivation to work
- promotes economic development
- people are more eager to work when the rewards for success are high
# masculinity-femininity index : high masculinity score prefers “to live to work” than “to work to live”

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