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Global Managment and Culture

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Submitted By ricksfortyfive
Words 1346
Pages 6
Abstract
This paper is a brief discussion of the importance of culture for marketing and managing in global markets. The major topics discussed are management styles; product development and management; advertising campaigns, and communication as they are affected by various elements of culture and Hofstede’s cultural dimensions.
Management Styles
Management styles practiced by domestically run companies will differ from management styles practiced in the countries of companies’ foreign operations. These differences are influenced by the elements of culture that make up the learned behaviors or way of life of a country’s or region’s people (Gaspar, 2013). Yuan (2010) describes reasons for conflict between American managers and Chinese employees in Fortune 500 companies, citing one instance in which a Chinese employee responded to an American manager with an estimated number rather than an accurate one. Because of differing values and attitudes among cultures described by Gaspar, the American manager interpreted the Chinese employee’s response as being deceptive. However, the Chinese employee was avoiding shame, which in Chinese culture results from not knowing the answer to a question. Upon understanding this, the trust grew between the American manager and his Chinese employees likely as the result of the manager changing the way he sought information from his employees. Also, in China it is expected that companies pay newspaper reporters for writing a favorable stories, which is perceived as corruption by Americans. This difference in manners and customs must be understood by foreign managers of Chinese operations. Expatriate managers need acculturation training and support prior to embarking on foreign business ventures. Pires, Stanton & Ostenfeld (2006) discuss the need for improved training of potential expatriates used to start up operations internationally.

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