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Cultural Dynamics in Assessing Global Markets

This document discusses cultural dynamics in assessing global markets. It defines culture and outlines the origins and elements of culture, including values, rituals, symbols, beliefs, and thought processes. Culture is shaped by geography, history, technology, political economy, and social institutions. It is learned and transmitted between generations through socialization and acculturation. Cultural knowledge includes factual and interpretive understanding. Successful international marketers demonstrate cultural sensitivity, appreciating that all cultures are unique yet constantly changing through borrowing and resistance over time.

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55 views17 pages

Cultural Dynamics in Assessing Global Markets

This document discusses cultural dynamics in assessing global markets. It defines culture and outlines the origins and elements of culture, including values, rituals, symbols, beliefs, and thought processes. Culture is shaped by geography, history, technology, political economy, and social institutions. It is learned and transmitted between generations through socialization and acculturation. Cultural knowledge includes factual and interpretive understanding. Successful international marketers demonstrate cultural sensitivity, appreciating that all cultures are unique yet constantly changing through borrowing and resistance over time.

Uploaded by

sandhe1
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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4.

CULTURAL DYNAMICS IN ASSESSING GLOBAL MARKETS

Definitions & Origins of Culture Dutch management Prof. Geert Hofstede : culture is the software of the mind. Provides a guide for humans on how to think and behave; it is a problem solving tool. Edward Hall : culture is a way of organising life, of thinking, and of conceiving the underlying assumptions about the family and the state, the economic system and even Man himself. Cultural differences are often invisible if marketers ignore them it often hurts both companies and careers. Traditional defn. : culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people and transmitted from generation to generation.

Origins Geography (climate, topography, flora, fauna, microbiology)

History A D A P T I O N

Technology & Political Economy

Socialisation/ acculturation

Social Institutions (family, religion, school, media, government, corporations) Imitation

Peers

Technology & Political Economy

Application

Consumptions decisions & behaviours

Consequences

Management style

Causal factors and social processes that determine and form culture and cultural differences Adaptations to changing env. thru innovation,. Learn culture from social institutions thru socialisation(growing up) & acculturation (adjusting to new culture) Absorb culture thru role modeling or imitation of their peers Make decisions about consumption & production thru application of their culture-based knowledge. Components of Culture Geography History Political Economy Technology Social Institutions Family Religion School Media Government corporations

Elements of Culture
Cultural Values Rituals Symbols Beliefs Thought Processes

Cultural Values
Main causes of cultural differences Cultures differ in terms of primary dimensions Individualism/Collectivism Index (IDV) Preference for behaviour that promotes ones self interest. Cultures that reflect I mentality against WE mentality. Power Distance Index (PDI) Measures the tolerance of social inequality-power inequality between superiors & subordinates within social system. High PDI hierarchical. Low PDI - equalitarian Uncertainty Avoidance Index (UAI) Tolerance of uncertainty & ambiguity among members High high level of anxiety & stress distrustful of new ideas

Rituals
Life is filled with rituals- patterns of behaviour that are learned and repeated Most obvious marriage, etc. Rituals coordinate everyday interactions and special occassions. Let people know what to expect.

Symbols
Language Thought of as a social institution with political importance. Importance of understanding language of a country is very important. Successful international marketers must achieve expert communication. Advt. more concerned with idiomatic meanings and less with language differences Aesthetics Art communicates Arts, folklore, music, drama, dance. Customers respond to imates, myths, metaphors that help them define their personal and national identities and relationships within a context of culture and product meanings. Without culturally correct interpretation of a countrys aesthetic values, a host of marketing problems can arise. Product styling must be aesthetically pleasing to be successful.

Beliefs

Much of what we learn comes from religious training. Relationship between superstition and religion is not clear. Eg. 13 unlucky???? Many beliefs are secular ghosts, fortune telling, palmistry, bloodtypes, phases of moon, demons, etc. are integral part of every society. Many times one persons beliefs are another persons funny story. Its a mistake to discount importance of myths, beliefs, superstitions or other cultural beliefs.

Thought Processes Thought processes shape our perception about things, events and situations. Thought process differ from one culture to other culture. Eg. Asians tend to see the whole picture and can report details about background and foreground. Westerners focus on foreground and can provide great detail about central figures.

Cultural Knowledge
2 kinds of knowledge about culture 1.Factual Knowledge about culture It is obvious and must be learned. Different meanings of tastes, colours, other traits and patterns. 2. Interpretive knowledge about culture Ability to understand and to appreciate fully the nuances of different cultural traits and patterns.

Factual vs. Interpretive Knowledge


Factual : has meaning as a straightforward fact about a culture and additional significance when interpreted within the context of culture. Eg. India Hindu majority but all hindus are not same different beliefs and faiths. Interpretive : requires a degree of insight. Depends on past experience for interpretation and is prone to misinterpretation if ones home country frame of reference is used. Ideally foreign marketer must possess both. Facts can be learnt thru research in published materials, living with the people for sometime,etc. Consultation and cooperation with bilingual nationals with marketing backgrounds most effective.

Cultural Sensitivity & Tolerance


Successful foreign marketing begins with cultural sensitivity. Cultural sensitivity (empathy) being attuned to the nuances of culture so that a new culture can be viewed objectively, evaluated and appreciated. Must be carefully cultivated. No culture is right or wrong, better or worse they are simple different. For every assuming, annoying, peculiar or repulsive cultural trait in one culture, there is a similar assuming, annoying, peculiar or repulsive cultural trait in other culture. Marketers must understand how their own culture influence their assumption about other culture. Being culturally sensitive reduces conflict and improve communications. International marketer should have appreciation of how cultures change and the manner to which resistance to change occurs.

Cultural Change
Culture is dynamic ; a living process Cultural change is constant Paradox attribute of culture is that it is conservative and resists change. Dynamic character of culture is significant in assessing new markets eventhough changes face resistance.

Cultural Borrowing Responsible effort to learn from others cultural ways for better solutions to a societys particular problems. Similarities: An Illusion Inexperienced marketer, similar-but-different aspect of culture creates illusions of similarity that usually do not exist. Several nationalities can speak the same language or similar race and heritage, but are different culturally. A product acceptable to one culture may not be necessarily acceptable to other culture.

Resistance to Change Culture is subject to change. This change occurs through lot of resistance. New methods, ideas and products are considered suspect before they are accepted, if ever. Degree of resistance varies.

Planned and Unplanned Cultural Change

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