跨文化商务交际unit_9_Intercultural_Management教材教学课件.pptVIP

Unit 9Intercultural Management ;What is intercultural management?;Contents ;Cultural factors in international business management ;The Role of Culture in International Business Management;The Role of Culture in International Business Management;Types of organizational culture ;Joint venture culture;Joint venture culture ;The influence of national culture ;Understanding corporate culture;The contents of corporate culture;The culture of Honda;Honda Mode （本田模式）;The Philosophy of Honda（本田哲学/本田理念）;Development of teamwork（团队建设）;Selection of the team （团队构建）;Establishment of credibility and trust;Conflicts of the team;Formation of team culture (1);Formation of team culture(2);Strategies for international marketers (1); The cultural environment for business is regarded as a key factor in marketing development, and the cultural gap must be bridged when entering global markets. For achieving success in the area of international marketing, businesspeople must acquire knowledge of diverse cultural environments. ;There are many good examples of English translations of Chinese product names, such as “Flying Pigeon”, （”飞鸽牌”自行车） , “Forever” （” 永久牌”自行车）,”Diamond” (“钻石牌”钟表）,”Luck” （”乐凯”胶卷）, “Dynasty” （”王朝”牌葡萄酒）. Proper translations of these product names can promote the sale of these products in foreign markets. ;Strategies for international marketers (2); International marketers should be aware of and sensitive to the cultural differences and respect cultural traits of the consumers in various cultures and marketplaces. Culture influences marketing and marketing influences culture. ;Intercultural acculturation in international marketing （国际营销中的跨文化适应）;One case ;Alternative multinational strategies: global versus local (跨国策略的选择：全球化与本土化）;2. Standardizing global strategy across cultures （规范跨文化全球策略） Global marketing: Marketing a product in essentially the same way everywhere in the world. This is not a new idea –Coca-cola has used this basic approach for 40 approache