国际市场企业文化culture.ppt

MKTG 3002 Lec 4 2003 Teresa Davis Culture A learned, shared, compelling, interrelated set of symbols whose meanings provide an orientation for members of society. “Collective programming of the mind” Acculturation Adjusting or adapting to a specific culture other than one’s own … and “one of the keys to success in international operations. Culture is: A set of beliefs or standards shared by a group of people helping the individual decide: What is? What can be? How to feel? What to do? How to go about it? Not necessarily equated with the whole of a given society. May be more related to activities shared by a particular group of people. Hence individuals may “share” different cultures with several different groups. Key idea = HOMOGENEITY (vs individual psychology) Levels of Culture National Business Corporate Cultural Context High Context – Japan/Saudi Arabia Low Context – U.S. etc Cultural Context High-context culture is where the social context in which what is said strongly affects the meaning of the message. Examples: Japan and Saudi Arabia Low-context culture is where the meaning of the message is explicitly expressed by the words and is less affected by the social context. Example: North America Elements of Culture Language (verbal/non-verbal) Religion Values and Attitudes Manners and Customs Material Elements Aesthetics Education Social Institutions Manners and Customs Potential problem areas for marketers arise from an insufficient understanding of: different ways of thinking. the necessity of saving face. knowledge and understanding of the host country. the decision-making process and personal relations. the allocation of time for negotiations. Social Institutions Kinship relationships immediate and extended family Social stratification Reference groups Primary reference groups family, coworkers Secondary reference groups professional associations, trade organizations Five Dimensions of Culture Individualism vs Collectivism Power Distan