跨文化商业交流中的价值文化冲突.ppt

跨文化商务交流中的价值文化冲突;;;Proposal;Proposal;;;Case 1.;Case 1.;;;Case 1.; Conflicts——Barbie is not welcome in the Middle East countries. 1，Appearance 2，American Culture 3，Religion belief;Case 1.;■ Speaking from the type of culture, Barbie is representative of the U.S. individualism. ■ Individualism culture is dominant culture in the United States. Personal interests are paramount. Barbies lifestyle looks normal in the American peoples eyes. ■ Materialism and Individualism are against the collectivism in the Middle East. ■ In Middle East countries, parents do not like the flamboyant Barbie, but like the dignified and modest Fulla dolls. Fulla doll not only has the image of the Middle East, but also is honest, caring and full of compassion. She respects parents, which is coordinate with the family tradition culture in the Middle East. Thus Fulla doll gets huge success.;■Religion is one important part of culture. ■ Christianity in America. ■ Religion in Arabian world has influence on peoples lifestyle from every tiny aspect. ■ Islam is a code, which includes in all cases the values and way of action.;■ Arabian women have to get married. ■Women dresses also reflect their roles in the Arab culture. The Koran ------ overshadowed chest. ; ;;;; Mattel entered the market without thoroughly understanding it. To address the problem of low sales, Mattel enlisted the services of Takara, a Japanese toy specialist. Through focus groups, Mattel learned that Barbie legs were too long, and her chest too large---in short, Japanese girls didnt relate to Barbies physical attributes. Also, Barbies eyes were changed from blue to brown, and the doll ultimately took on a look that was appealing to the Japaneses childrens sense of aesthetics. The Takara Barbie was born.; Although sales improved, a licensing disagreement prompted Mattel to terminate the relationship with Takara and search for a new partner in Japan. Takara continued selling the doll as Jenny, which, ironically,