国际营销英文版第.pptxVIP

Culture, Management Style, and Business SystemsChapter 5Learning ObjectivesLO1 The necessity for adapting to cultural differencesLO2 How and why management styles vary around the worldLO3 The extent and implications of gender bias in other countriesLO4 The importance of cultural differences in business ethicsLO5 The differences between relationship-oriented and information-oriented culturesBusiness Customs in Global MarketingBusiness etiquette is largely driven by cultural norms. Cultural analysis often pinpoints market opportunities, gives companies a competitive edge Requires AdaptationAdaptation is a key concept in international marketing To successfully deal with individuals, firms, or authorities in foreign countries, managers should exhibit:open tolerance, flexibility, humility, justice/fairness, ability to adjust to varying tempos, curiosity/interest, knowledge of the country, liking for others, ability to command respect, and ability to integrate oneself into the environmentCultural Imperatives, Electives and ExclusivesCultural imperatives: business customs and expectations that must be met, conformed, recognized and accommodated if relationships are to be successfulCultural electives:areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not requiredCultural exclusives: customs or behavior patterns reserved exclusively for the locals and from which the foreigner is barred and must not participateThe Impact of American CultureWays in which U.S. culture has influenced management style include, but are not limited to, the following: Personnel selection and reward based on meritDecisions based on objective analysisWide sharing in decision makingNever-ending quest for improvementCompetition yielding efficiencyAmerican Culture and Management StyleThere are at least three reasons to focus briefly on American culture and management style:for Americans, it is important to be aware of the elements of cultur