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Cross-CulturalCross-CulturalBusinessBusiness
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
What is Culture?What is Culture?
Set of values, beliefs, rules, and institutions held by a specific group of people
Cultural literacyDetailed knowledge of a culture that enables a person to function effectively within it
√√
EthnocentricityBelief that one’s own
ethnic group or culture is superior to
that of others
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Culture Matters:Culture Matters:Creating a Global MindsetCreating a Global Mindset
CulturalCulturalAdaptabilityAdaptability
CulturalCulturalAdaptabilityAdaptability
BridgingBridgingthe Gapthe GapBridgingBridgingthe Gapthe Gap
FlexibilityFlexibilityIs KeyIs Key
FlexibilityFlexibilityIs KeyIs Key
BuildingBuildingGlobal MentalityGlobal Mentality
BuildingBuildingGlobal MentalityGlobal Mentality
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
National CultureNational Culture
Nation states build museums and monuments to preserve the legacies of important events and people
FilmmakingFilmmakingandand
BroadcastingBroadcasting
FilmmakingFilmmakingandand
BroadcastingBroadcasting
GuggenheimGuggenheimandand
Hong Kong DisneyHong Kong Disney
GuggenheimGuggenheimandand
Hong Kong DisneyHong Kong Disney
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
SubcultureSubculture
People who share a unique way of life within a larger culture (language, race, lifestyle, attitudes, etc.)
EXAMPLES
Goth, Punk, Emo
China’s Dialects
Groups in U.S.
Arabs Globally
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Components of CultureComponents of Culture
Physicalenvironments
Education
Personalcommunication
Religion
Social structure
Manners &customs
Values &attitudes
Aesthetics
CultureCulture
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
AestheticsAesthetics
Music
Painting
Dance
Drama
Architecture
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Values and AttitudesValues and Attitudes
ValuesValuesValuesValues AttitudesAttitudesAttitudesAttitudes
Positive or negative Positive or negative evaluations, feelings, and evaluations, feelings, and tendencies people hold tendencies people hold
toward objects or conceptstoward objects or concepts
Ideas, beliefs, and Ideas, beliefs, and customs to which customs to which
people are emotionally people are emotionally attachedattached
• FreedomFreedom• ResponsibilityResponsibility• HonestyHonesty
• TimeTime• WorkWork• Cultural changeCultural change
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Manners and CustomsManners and Customs
Manners
Appropriate behavior, speech, and dressing
in general
Customs
Traditional ways or behavior in specific
circumstances
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
CustomsCustoms
Gift GivingGift Giving
FolkFolk
PopularPopular
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Social StructureSocial Structure
Social groupTwo or more people who identify and
interact with each other
Social stratificationProcess of ranking people into social layers
Social mobilityEase of moving up or down a culture's
"social ladder"
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
World ReligionsWorld Religions
Christianity
Islam
Hinduism
Buddhism
Confucianism
Judaism
Shinto
Origin ofOrigin ofHuman ValuesHuman Values
Origin ofOrigin ofHuman ValuesHuman Values
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Language BlundersLanguage Blunders
Japanese knife manufacturer labeled its exports to the United States
with “Caution: Blade extremely sharp! Keep out of children.”
English sign in a Moscow hotel read, “You are welcome to visit the
cemetery where famous Russians are buried daily, except Thursday.”
Sign for non-Japanese-speaking guests in a Tokyo hotel read, “You
are respectfully requested to take advantage of the chambermaids.”
Sign in English at Copenhagen ticket office read, “We take your bags
and send them in all directions.”
Braniff Airlines’ English-language slogan “Fly in Leather” was
translated into “Fly Naked” in Spanish.2 - 13
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Lingua FrancaLingua Franca
¿Hola? Guten Tag?
Hello??
Ni Hao? Bonjour?
Hello!!!
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Mixed SignalsMixed Signals
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
EducationEducation
Cultures pass on traditions, customs, and values through schooling, parenting, group memberships, etc.
Education level
Well-educated attract high-paying jobs, while poorly educated attract low-paying manufacturing jobs
Brain drain
Departure of highly educated people from one profession, geographic region or nation to another
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Problem of IlliteracyProblem of Illiteracy
Source: Based on World Development Indicators, World Bank Web site (www.worldbank.org).
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Physical and Material CulturePhysical and Material CulturePhysical and Material CulturePhysical and Material Culture
These influence a culture’s development and pace of changeThese influence a culture’s development and pace of change
TopographyPhysical features characterizing the surface of a geographic region
TopographyPhysical features characterizing the surface of a geographic region
ClimateWeather conditions of a geographic region
ClimateWeather conditions of a geographic region
Material CultureTechnology used to manufacture goods and provide services
Material CultureTechnology used to manufacture goods and provide services
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Hofstede FrameworkHofstede Framework
Individualism Individualism vs. collectivismvs. collectivismIndividualism Individualism
vs. collectivismvs. collectivismPowerPower
distancedistancePowerPower
distancedistance
AchievementAchievementvs. nurturingvs. nurturing
AchievementAchievementvs. nurturingvs. nurturing
UncertaintyUncertaintyavoidanceavoidance
UncertaintyUncertaintyavoidanceavoidance
Long-termLong-termorientationorientationLong-termLong-termorientationorientation
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Power Distance &Power Distance &Individualism vs. CollectivismIndividualism vs. Collectivism
Source: Geert Hofstede, “The Cultural Relativity of Organizational Practices and Theories,” Journal of International Business Studies, Fall 1983, p. 82.
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Power Distance &Power Distance &Uncertainty AvoidanceUncertainty Avoidance
Source: Geert Hofstede, “The Cultural Relativity of Organizational Practices and Theories,” Journal of International Business Studies, Fall 1983, p. 84.
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