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    Cross Culture

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    hosein
    Globalization and cross-culturalization are inevitable processes in the 21st century. Marketing is now a global discipline. Cultural values and norms influence how people think and act, so understanding differences across cultures is important for effective international marketing communication and negotiations. Hofstede's model of cultural dimensions identifies key differences between cultures along the axes of power distance, individualism vs collectivism, masculinity vs femininity, and uncertainty avoidance. Overcoming barriers in cross-cultural communication requires awareness of differences in language semantics and connotations, tones, and cultural perceptions. Effective cross-cultural marketing involves understanding one's own culture as well as others while respecting cultural differences.

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    Cross Culture

    Uploaded by

    hosein
    1K views27 pages
    Globalization and cross-culturalization are inevitable processes in the 21st century. Marketing is now a global discipline. Cultural values and norms influence how people think and act, so understanding differences across cultures is important for effective international marketing communication and negotiations. Hofstede's model of cultural dimensions identifies key differences between cultures along the axes of power distance, individualism vs collectivism, masculinity vs femininity, and uncertainty avoidance. Overcoming barriers in cross-cultural communication requires awareness of differences in language semantics and connotations, tones, and cultural perceptions. Effective cross-cultural marketing involves understanding one's own culture as well as others while respecting cultural differences.

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    Globalization and cross-culturalization are inevitable processes in the 21st century. Marketing is now a global discipline. Cultural values and norms influence how people think and act, so understanding differences across cultures is important for effective international marketing communication and negotiations. Hofstede's model of cultural dimensions identifies key differences between cultures along the axes of power distance, individualism vs collectivism, masculinity vs femininity, and uncertainty avoidance. Overcoming barriers in cross-cultural communication requires awareness of differences in language semantics and connotations, tones, and cultural perceptions. Effective cross-cultural marketing involves understanding one's own culture as well as others while respecting cultural differences.

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    Download as ppt, pdf, or txt
    1K views27 pages

    Cross Culture

    Uploaded by

    hosein
    Globalization and cross-culturalization are inevitable processes in the 21st century. Marketing is now a global discipline. Cultural values and norms influence how people think and act, so understanding differences across cultures is important for effective international marketing communication and negotiations. Hofstede's model of cultural dimensions identifies key differences between cultures along the axes of power distance, individualism vs collectivism, masculinity vs femininity, and uncertainty avoidance. Overcoming barriers in cross-cultural communication requires awareness of differences in language semantics and connotations, tones, and cultural perceptions. Effective cross-cultural marketing involves understanding one's own culture as well as others while respecting cultural differences.

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    of 27

    CROSS CULTURAL ISSUES

    IN
    INTERNATIONAL
    MARKETING
    •Globalization is an inevitable* process in the
    21th century , and so is the cross-culturalization.
    •Marketing is now a world-encompassing**
    discipline.
    •The claim for a “a right to culture” by national
    cultures can be important criteria*** for trade
    policy making

    *inevitable: unavoidable, inescapable, certain


    **world-encompassing: surrounding the world
    ***criteria : standard or principle
    What is Culture?
    The sum total of values, attitudes, behaviours and
    symbols that are transmitted within groups and
    communicated to successive* generations.

    Culture is a significant** lens that influences the


    way people think, perceive and act.

    *Successive : continuous, sequential


    **significant: important, consequential; meaningful
    What is Cross Culture?
    Intersection* of two or more
    cultures is Cross-culture.

    *intersection: crossing ,convergence


    Understanding Cross
    Culture
    Cross Cultural Communication in
    Business
    • Effective communication with customers, suppliers and
    associates in different countries.
    • Effective negotiations
    •Predict trends in social behaviour
    •Understand ethical standards in various countries
    •Predict consumer reactions to advertisements, promotions
    • Promote employee-management relationships
    •Understand local government policies
    Dimensions of Cross Culture
    Hofstede’s Four Dimensions

    • Power Distance
    • Individualism vs. Collectivism
    • Masculinity vs. Femininity
    • Uncertainty Avoidance
    Power Distance
    Measures how subordinates respond to power and authority.

    High-power distance countries

    Latin America,most Asian & African countries

    Low-power distance countries

    US, Britain, most of the rest of Europe


    Individualism Vs. Collectivism
    The extent to which the self or the group constitutes the
    center point of identification for the individual.

    Individualistic Culture
    France, Germany, South Africa, Canada

    Collectivist Cultures
    Japan, India, Mexico, Korea
    Masculinity vs. Femininity
    Dominant values are Success, Money and Things

    Feminine pole countries - Values good working


    relationship with their supervisors; working with people
    who cooperate well with one another and living in an area
    desirable to themselves and to their families.
    Sweden; France, Israel, Denmark, Indonesia

    Masculine pole countries - Values a high opportunity for


    earnings, getting the recognition, having an opportunity for
    advancement & challenging work to do.
    US, Japan, Mexico, Hong Kong, Italy, Great Britain
    Uncertainty Avoidance
    The extent to which uncertainty and ambiguity* are
    tolerated.
    Strong uncertainty avoidance countries
    South Korea, Japan and Latin America

    Weak uncertainty avoidance countries


    US, Netherlands; Singapore, Hong Kong, Britain

    * ambiguity: not clarity


    Correlates of Cross Culture
    Correlates of Cross-Culture
     Language
    •spoken
    •written
     Non-verbal communication
    •body & facial expression
    •gestures
     Meta Communication
    Symbols
    •company & religious logos
    Body language

    •In Buddhist Thailand never cross legs.


    The sole of the foot is the furthest part from
    heaven and the least sacred. To show the
    bottom of the foot to someone is to show
    disrespect
    Facial Expressions
     Smiling in Japan is strongly associated with
    nervousness, social discomfort, or sorrow

    Raised eyebrows mean different


    things in different cultures:
    • North America Interest/Surprise
    • U.K Scepticism
    • Arab World “No”
    • India & China Disagreement
    Barriers in Cross-Cultural
    Communication
    Barriers in Cross-Cultural
    Communication
    •Semantics*
    •Barriers caused by word connotations**
    •Barriers caused by tone differences
    •Barriers caused by differences among perceptions

    *semantic: study of the meaning and use of words and phrases


    **connotation : inferred meaning
     Barriers caused by SEMANTICS

    Same word may mean different things to different


    people. Some words may not even translate
    between cultures.
    Example: English terms such as efficiency , free
    market and regulation are not directly translatable
    into Russian
     Barriers caused by WORD CONNOTATIONS

    Words imply different things in different languages.

    Example: Negotiations between Americans and


    Japanese executives ,for instance, are made more
    difficult because the Japanese word ‘hai’ translates as
    “yes” but its connotation may be “ yes,I’m listening”,
    rather than “yes, I agree”.
     Barriers caused by TONE DIFFERENCES

    In some cultures , language is formal , in others it is


    informal. In some cultures , the tone changes
    depending on the context : people speak differently at
    home , in social situations and at work.
     Barriers caused by differences among PERCEPTIONS

    People who speak different languages actually


    view the world in different ways.
    Example: Thais perceive “no” differently than do
    Americans because the former have no such word in
    their vocabulary.
    Steps Towards Effective
    Cross-Cultural Marketing
    Cross-Cultural Marketing

    Is defined as the strategic process of marketing


    among customers whose culture differs from
    that of marketer’s own culture at least in one of
    the fundamental cultural aspects.
    Points to Remember
     Be aware of your own culture
     Understand and respect others
     Believe in mutual* sharing and learning
     Assume differences until similarity is proven
     Determine where the differences lie
     Determine how to best overcome the differences
     Find common ground: build bridges
    Be Supportive
     Keep It Simple

    *mutual: shared by each of pairs

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