PRESENTATION ON CROSS CULTURAL

DIFFRENCES

PRESENTED TO: BHAWNA DEVRA

PRESENTED BY: ABHISHEK MISHRA MBA 4th SEM BANSAL MBA COLLEGE BHOPAL

ContentsContents Meaning of cultureMeaning of culture Introduction of cross cultural Introduction of cross cultural

differencesdifferences Cross Cultural DifferencesCross Cultural Differences Cross-Cultural Problem AreasCross-Cultural Problem Areas Why do we need to study cross Why do we need to study cross

cultural differencescultural differences Managerial ImplicationsManagerial Implications ConclusionConclusion

IntroductionIntroduction

No matter how hard man tries, it No matter how hard man tries, it is impossible for him to divest is impossible for him to divest himself of his own culture, for it himself of his own culture, for it has penetrated to the roots of has penetrated to the roots of his nervous system and his nervous system and determines how he perceives determines how he perceives the world…the world…

Cross Cultural DifferencesCross Cultural Differences

LanguageLanguageValuesValuesPoliticsPoliticsTechnology Technology

and Material and Material CultureCulture

Social Social OrganizationOrganization

EducationEducation ReligionReligion

Cross-Cultural Problem AreasCross-Cultural Problem Areas

TranslationTranslation National National

Languages Languages and Dialectsand Dialects

Time Time perceptionperception

SymbolsSymbols FriendshipFriendship EtiquetteEtiquette

Nonverbal BehaviorNonverbal Behavior Country-of-Origin Country-of-Origin

IssuesIssues EthnocentricityEthnocentricity AnimosityAnimosity Bi-national productsBi-national products

TranslationTranslation

Promotional messages must be accurately Promotional messages must be accurately translated. The method used to avoid translated. The method used to avoid mistakes is mistakes is back translation. back translation. The process The process involves translating the message back and involves translating the message back and forth by different translators. In this way forth by different translators. In this way differences in meaning can be identified.differences in meaning can be identified.

Back translation may solve the translation Back translation may solve the translation issue, there is the question of whether the issue, there is the question of whether the context is the same, even if the words are context is the same, even if the words are translated accurately.translated accurately.

National languages, local dialects: National languages, local dialects: lingua lingua francafranca

National Languages and National Languages and DialectsDialects China, India, and Africa present the China, India, and Africa present the

greatest linguistic challenges to greatest linguistic challenges to Westerners.Westerners. China is slowly moving towards a common China is slowly moving towards a common

language.language. India has even more languages than does India has even more languages than does

China. Coverage of India for marketers is less China. Coverage of India for marketers is less complicated because the states have three complicated because the states have three official languages: English, Hindi, and the official languages: English, Hindi, and the predominant state language. Advertisers place predominant state language. Advertisers place the same in ad in newspapers in these three the same in ad in newspapers in these three languages.languages.

In Africa there are over 1,000 mutually In Africa there are over 1,000 mutually unintelligible languages, making marketing a unintelligible languages, making marketing a major challengemajor challenge

Time perceptionTime perception

Time is precious for Americans : in many Time is precious for Americans : in many other countries, time is much less other countries, time is much less important. important.

A study was performed on the accuracy of A study was performed on the accuracy of bank clocks, the average walking speed of bank clocks, the average walking speed of pedestrians on a city street, and how long it pedestrians on a city street, and how long it took postal clerks to sell a stamp in several took postal clerks to sell a stamp in several cultures:cultures: On all three measures, Japan had the most On all three measures, Japan had the most

accurate and fastest times.accurate and fastest times. United States and England were either second United States and England were either second

or third on each. or third on each. Indonesia tended to have the most relaxed Indonesia tended to have the most relaxed

pace.pace.

SymbolsSymbols

7 is unlucky in Ghana, Kenya, 7 is unlucky in Ghana, Kenya, lucky in India and the Czech lucky in India and the Czech Republic.Republic.

4 is unlucky in Japan, China.4 is unlucky in Japan, China. 8, 3, 2 sound good in Hong 8, 3, 2 sound good in Hong

Kong.Kong. ““Wearing a green hat” refers to Wearing a green hat” refers to

a cuckholded Chinese.a cuckholded Chinese.

EtiquetteEtiquette

Hugging and kissingHugging and kissingMore prevalent in Latin America More prevalent in Latin America

than here: less prevalent in Asia than here: less prevalent in Asia than here.than here.

Eating habitsEating habitsChinese slurp noodles: some Chinese slurp noodles: some

Europeans won’t eat any food with Europeans won’t eat any food with their fingers.their fingers.

Non-verbal BehaviorNon-verbal Behavior

Actions, movements and Actions, movements and utterances that communicate.utterances that communicate.

In some Russian villages, boys In some Russian villages, boys dance with chairs until a girl dance with chairs until a girl indicates interest. So in Russia, indicates interest. So in Russia, It Takes One to TangoIt Takes One to Tango

Country-of-Origin IssuesCountry-of-Origin Issues

Bi-national products “assembled in X using materials from

Y.” Made in Mexico by a Japanese

company. Ethnocentrism

Assumption that own group is center of universe.

Match-Up Hypothesis Animosity

EthnocentricityEthnocentricity

It is a common tendency for It is a common tendency for people to:people to: Interpret others from the Interpret others from the

perspective of their own group.perspective of their own group. Reject those who are culturally Reject those who are culturally

dissimilardissimilar..

Binational ProductsBinational Products

The current trend is manufacturing The current trend is manufacturing product components in one country product components in one country and assembling in another, or and assembling in another, or designing in one and manufacturing designing in one and manufacturing in another.in another.

Firms should consider the effects of Firms should consider the effects of multiple national origins on product multiple national origins on product quality evaluationsquality evaluations..

AnimosityAnimosity

Some people may prefer not to buy Some people may prefer not to buy

products from a certain countryproducts from a certain country.. Chinese consumers have been found to Chinese consumers have been found to

hold animosity towards Japanese hold animosity towards Japanese products in general.products in general.

Older Mexican consumers are less likely Older Mexican consumers are less likely to buy U.S. products than younger to buy U.S. products than younger Mexicans.Mexicans.

Indian do not prefer Pakistani product.Indian do not prefer Pakistani product.

Why do we need to study Why do we need to study cross cultural differences…….cross cultural differences…….

To understand the publicTo understand the public To know taste and preferenceTo know taste and preference To deliver best at first shot (MD)To deliver best at first shot (MD) To understand root cause of To understand root cause of

problem (culture & competence)problem (culture & competence) To implement strategies To implement strategies

successfullysuccessfully

ConclusionConclusion

QuestionsQuestions

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THANKS THANKS

TO ALL OF TO ALL OF YOUYOU