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Global strategic comm

Global strategic comm. Class 3. Today. Hofstede’s cultural dimensions. Amtrak. AMTRAK. Hofstede’s cultural dimensions. Hofstede country comparison Collectivism vs. individualism Long-term orientation vs. short-term orientation High vs. low male dominance

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Global strategic comm

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  1. Global strategic comm Class 3

  2. Today • Hofstede’s cultural dimensions

  3. Amtrak • AMTRAK

  4. Hofstede’s cultural dimensions • Hofstede country comparison • Collectivism vs. individualism • Long-term orientation vs. short-term orientation • High vs. low male dominance • High vs. low uncertainty avoidance • High vs. low power distance • Indulgence vs. restraint

  5. OVERCOMING THE SHORTCOMINGS OF THE HOFSTEDE MODEL • Collective cultures tend to be higher in male dominance + uncertainty avoidance + power distance +restraint , lower in long-term orientation (countries that face(d) oppressive regimes and are struggling economically. Examples) • Collective cultures tend to be higher in male dominance if religion plays an important role in the society (Saudi Arabia)

  6. GROUP Activity • Five groups • Choose from: IKEA USA, IKEA Australia, IKEA Dominicana, IKEA Saudi Arabia, IKEA Polska • Check the company’s last 20 posts on Instagram. • Take into account Hofstede’s cultural dimensions and the significance of colors. • Is IKEA’s use of pictures on Instagram strategic? What should they improve?

  7. Wrap up • So far: What is strategic comm? Variables used in global strategic comm: political system, economic system, activism, media, culture • Starting next class we will break it down by region to discuss 1. organizational practices (public relations) 2. campaign communication (strategic communication)

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