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Culture Environment

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Submitted By 828lulu
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Culture
 

#

WHAT IS CULTURE?

Who we are.  How we behave.

1

Consumer Culture
Knowledge shaped experience.  Family, peers,  occupational or ethnic group.  subcultures


2

Consumer Culture
National Cultures:  Useful but beware



Two traps:
• Stereotype • Homogeneity



Commercial Guides

3

Consumer Culture


International Subcultures:


Shared values, consumption patterns

Global perspective  Trends:


Green awareness  Health and leisure  Home orientation

4

Consumer Culture
Members do not meet.  Built around :



Shared values for:
• brand names • A personality • A lifestyle

5

Business Culture


Business manners:


In PRC gift giving



Business relationships:
Centres around communication  High context vs low context


6

Business Culture


High context cultures:
Status important  Personal-social relationships  Informal agreements first


7

Determinants of Culture

Global Business Today, 2nd Canadi an Edition ©2009 McGraw-Hill Ryerson. All rights reserved.

8

Cross-Cultural Literacy
Doing business in different cultures requires adaptation:  to conform with the value systems  and norms of that culture. Adaptation embraces:  all aspects of an international firm’s operations in a foreign country including:

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Cross-Cultural Literacy
• • • • •



The way deals are negotiated The appropriate incentive and pay systems for salespeople The structure of the organization The name of a product The tenor of relations between management and labour The manner in which the product is promoted

10

Attitude towards Change
Useful device-diffusion of innovations  Product attributes:


Relative advantage  Observability  Compatibility  Complexity  Trialability

11

 1.

Cultural Analysis: Matrix view:

 

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