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c hapter 4

c hapter 4. the role of culture. Chapter Objectives 1. Discuss the primary characteristics of culture Describe the various elements of culture and provide examples of how they influence international business Identify the means by which members of a culture communicate with each other.

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c hapter 4

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  1. chapter 4 the role of culture

  2. Chapter Objectives 1 • Discuss the primary characteristics of culture • Describe the various elements of culture and provide examples of how they influence international business • Identify the means by which members of a culture communicate with each other 4-2

  3. Chapter Objectives 2 • Discuss how religious and other values affect the domestic environments in which international businesses operate • Describe the major cultural clusters and their usefulness for international managers • Explain Hofstede’s primary findings about differences in cultural values • Explain how cultural conflicts may arise 4-3

  4. Culture Culture is the collection of values, beliefs, behaviors, customs, and attitudes that distinguish one society from another. A society’s culture determines the rules that govern how firms operate in the society. 4-4

  5. Characteristics of Culture • Learned behavior • Interrelated elements • Adaptive • Shared 4-5

  6. Figure 4.1 Elements of Culture Language Social structure Communication Culture Values/ attitudes Religion 4-6

  7. Social Structure Individuals, families, and groups Social stratification Social mobility 4-7

  8. Language • 3000+ different languages worldwide • 10,000+ different dialects • Primary delineator of cultural groups 4-8

  9. Map 4.1 World Languages 4-9

  10. Map 4.2 Africa’s Colonial Legacy 4-10

  11. Translation Disasters • KFC’s Finger Lickin’ Good • Eat your fingers off (China) • Pillsbury’s Jolly Green Giant • Intimidating green ogre (Saudi Arabia) 4-11

  12. Caterpillar Fundamental English Caterpillar has developed its own simplified language instruction program. 4-12

  13. Yes and No Across Cultures • Latin America • meaning of “manana” • Japan • meaning of “yes” versus “yes, I understand” 4-13

  14. Nonverbal Communication Nonverbal communication may account for 80-90 percent of all information transmitted among members of a culture by means other than language. 4-14

  15. Hand gestures Facial expression Posture and stance Clothing/hair style Walking behavior Interpersonal distance Touching Eye contact Architecture/interior design Artifacts and non-verbal symbols Graphic symbols Table 4.1 Forms of Nonverbal Communication 1 4-15

  16. Art and rhetorical forms Smell Speech rate, pitch, inflection, volume Color symbolism Synchronization of speech and movement Taste, symbolism of food, oral gratification Cosmetics Sound signals Time symbolism Timing and pauses Silence Table 4.1 Forms of Nonverbal Communication 2 4-16

  17. Gift Giving and Hospitality Gift giving is an important means of communication, but what is appropriate varies. 4-17

  18. Religion • Imposes constraints on roles of individuals in society • Affects the types of products consumers may purchase • Varies from country to country 4-18

  19. Religion Christianity Islam Hinduism Buddhism 4-19

  20. Map 4.3 Major World Religions 4-20

  21. Religion Two million Muslims annually descend on the Grand Mosque in Mecca, Saudi Arabia as part of the Haij 4-21

  22. Values and Attitudes Values are the principles and standards accepted by the members; attitudes encompass the actions, feelings, and thoughts that result from those values. 4-22

  23. Values and Attitudes Time Age Education Status 4-23

  24. Theories of Culture • Hall’s Low-Context, High-Context Approach • Cultural Cluster Approach • Hofstede’s Five Dimensions 4-24

  25. Hall’s Low-Context High-Context Approach An approach to understanding communication based on the relative emphasis on verbal and nonverbal cues to transmit meaning 4-25

  26. Figure 4.2 High- and Low-Context Cultures German Swiss Scandinavian U.S./ Canadian British Italian Spanish Greek Arab Vietnamese Japanese Korean Chinese Low Context High Context 4-26

  27. The Cultural Cluster Approach An approach to understanding communication based on meaningful clusters of countries that share similar cultural values 4-27

  28. Map 4.4 A Synthesis of Country Clusters 4-28

  29. Hofstede’s Five Dimensions Social Orientation Power Orientation Uncertainty Orientation Goal Orientation Time Orientation 4-29

  30. Social Orientation Individualism Collectivism Relative importance of the interests of the individual versus interests of the group 4-30

  31. Power Orientation Power Respect Power Tolerance Appropriateness of power/authority within organizations 4-31

  32. Figure 4.4 Social Orientation and Power Orientation Patterns 4-32

  33. Uncertainty Orientation Uncertainty Uncertainty Acceptance Avoidance Emotional response to uncertainty and change 4-33

  34. Goal Orientation Aggressive Passive What motivates people to achieve different goals 4-34

  35. Time Orientation Long-term Short-term outlook outlook The extent to which members of a culture adopt a long-term or a short-term outlook on work and life 4-35

  36. Understanding New Cultures Self-reference criterion Cultural literacy Acculturation 4-36

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