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Education Inc.
Chapter 4
Learning Objectives
1. Culture and cross-cultural risk
2. Key concepts of culture
3. The role of culture in international business
4. Cultural metaphors, stereotypes, and idioms
5. Interpretations of culture
6. Subjective versus objective dimensions of culture
7. Language as a key dimension of culture
8. Contemporary issues in culture
9. Overcoming cross-cultural risk: Managerial
guidelines
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Education Inc.
Key Concepts
Culture: The learned, shared, and enduring
orientation patterns in a society. People
demonstrate their culture through values, ideas,
attitudes, behaviors, and symbols.
Cross-cultural risk: A situation or event
where a cultural miscommunication puts some
human value at stake. It arises in environments
characterized by unfamiliar languages and unique
value systems, beliefs, and behaviors
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Managerial Orientations
Ethnocentric orientation: Using our own culture
as the standard for judging other cultures
Polycentric orientation: A mindset in which the
manager develops a greater affinity for the country
in which he or she works than for the home country.
Geocentric orientation: A global mindset in which
the manager is able to understand a business or
market without regard to national boundaries.
Managers should strive for a geocentric orientation
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Culture Is
Not right or wrong It is relative. There is no
cultural absolute. Different nationalities simply
perceive the world differently.
Not about individual behavior It is about groups.
It is a collective phenomenon of shared values and
meanings.
Not inherited It derives from the social
environment. We are not born with a shared set of
values and beliefs; we acquire them as we grow up.
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Culture is Learned
Socialization: The process of learning the rules and
behavioral patterns appropriate to one's society.
Acculturation: The process of adjusting and
adapting to a culture other than one's own;
commonly experienced by expatriate workers.
Culture is like an iceberg above the surface,
certain characteristics are visible; below the surface
is a massive base of assumptions, attitudes, and
values that strongly influence decision-making,
relationships, and other dimensions of business.
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Culture
as an
Iceberg
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workers, professionals,
or
artists.
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SOURCES: Geert Hofstede, Cultures Consequences (Beverly Hills, CA: Sage, 1980); Boye De Mente, The Mexican Mind
2014
PearsonLanguage, Culture and Economics
(Beverly Hills, CA: Phoenix Books, 2011); LucilaCopyright
Ortiz, A Primer
for Spanish
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Education
Inc.
(Bloomington, IN: Xlibris, 2011)
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National Culture
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Interpretations of Culture
Cultural Metaphors refer to a distinctive tradition or
institution strongly associated with a society; a guide to
deciphering attitudes, values, and behaviors.
American football represents systematic planning,
strategy, leadership, and struggling against rivals
The Swedish stuga (a sum
cottage) represents the love
of nature and desire for
individualism in Sweden.
The Spanish bullfight reflects
the importance of ritual, style,
courage, and pride inCopyright
Spain.
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Education Inc.
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Ethical Connections
Ethical values vary by culture. Consider two scenarios
given to students.
In scenario one, a car salesman failed to inform his
superiors about a serious engine problem of a car he had
received as trade-in on a new car sale.
In scenario two, a dealership neglected to fully repair a
car transmission under warranty in the hope of securing
lucrative repair work after the warranty expired.
Students from China and Russia felt relatively little harm
had been done in these scenarios. Students from Finland
and South Korea judged the scenarios to be unethical.
Copyright
2014
Pearson
Source: M. Ahmed, Y. Kung; J. Eichenseher, Business
Students
Perception
of Ethics and Moral Judgment, Journal of 28
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Inc.
Business
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Perceptions of Time
Time dictates expectations about planning,
scheduling, profit streams, and what constitutes
tardiness in arriving for work and meetings.
Monochronic -- A rigid orientation to time in which the
individual is focused on schedules, punctuality, time as a
resource, time is linear, time is money. For example,
people in the U.S. are hurried and impatient.
Polychronic -- A flexible, non-linear orientation to time in
which the individual takes a long-term perspective; time
is elastic, long delays are tolerated before taking action.
Punctuality is relatively unimportant. Relationships are
valued. Examples: Africa, Latin America, Asia.
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Religion
A system of common beliefs or attitudes regarding
a being or system of thought that people consider
sacred, divine, or the highest truth; and the
associated moral values, traditions, and rituals.
Influences culture, and therefore business and
consumer behavior.
Example: The protestant work ethic emphasizes
hard work, individual achievement, and a sense that
people can control their environment- the
underpinnings for the development of capitalism.
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World Religions
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World Religions
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Literal Translation
Use Parker Pen,
avoid pregnancy!
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Literal Translation
Use Parker Pen,
avoid pregnancy!
Come out of the
grave with Pepsi
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Literal Translation
Use Parker Pen,
avoid pregnancy!
Pepsi in
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Literal Translation
Use Parker Pen,
avoid pregnancy!
Pepsi in
Fisher Body in
Belgium (car
exteriors)
Body by Fisher
Corpse by Fisher
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Literal Translation
Use Parker Pen,
avoid pregnancy!
Pepsi in
Fisher Body in
Body by Fisher
Belgium (car
exteriors)
Salem cigarettes in Salem-feeling
Japan
Free
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Corpse by Fisher
Smoking Salem
makes your mind feel
free and empty 56
Meaning Differences
between U.S. and British English
Word
Meaning in U.S.
English
Meaning in British
English
Redundant
repetitive
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Meaning Differences
between U.S. and British English
Word
Meaning in U.S.
English
Meaning in British
English
Redundant
repetitive
Scheme
a somewhat devious
plan
a plan
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Meaning Differences
between U.S. and British English
Word
Meaning in U.S.
English
Meaning in British
English
Redundant
repetitive
Scheme
a somewhat devious
plan
a plan
Sharp
smart, clever
conniving, unethical
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Meaning Differences
between U.S. and British English
Word
Meaning in U.S.
English
Meaning in British
English
Redundant
repetitive
Scheme
a somewhat devious
plan
a plan
Sharp
smart, clever
conniving, unethical
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Meaning Differences
between U.S. and British English
Word
Meaning in U.S.
English
Meaning in British
English
Redundant
repetitive
Scheme
a somewhat devious
plan
a plan
Sharp
smart, clever
conniving, unethical
to put an issue on
hold
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Education Inc.
to take up an issue
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Meaning Differences
between U.S. and British English
Word
Meaning in U.S.
English
Meaning in British
English
Redundant
repetitive
Scheme
a somewhat devious
plan
a plan
Sharp
smart, clever
conniving, unethical
to put an issue on
to take up an issue
hold
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to fail miserably
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