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UGBA 105UGBA 105Sections 102,104,106Sections 102,104,106
Week 11: Global managementWeek 11: Global management
AgendaAgenda
I18n Hall of ShameI18n Hall of Shame Dimensions of national culture Dimensions of national culture Lincoln Electric goes abroadLincoln Electric goes abroad
Dictionaries don’t tell Dictionaries don’t tell allallCompany: PepsiPlace: Taiwan
What they meant:
““Come alive with Come alive with the Pepsi the Pepsi
Generation”Generation”
What they said:
“Pepsi will bring your ancestors back from the
dead.”
Dictionaries don’t tell Dictionaries don’t tell allallCompany: Parker PenPlace: Mexico
What they meant:
““It won't leak in It won't leak in your pocket and your pocket and embarrass youembarrass you ””
What they said:
“It won't leak in your pocket and
make you pregnant.”
Dictionaries don’t tell Dictionaries don’t tell allallCompany: Dairy Assoc.Place: Mexico
What they meant:
““Got milk?Got milk? ””
What they said:
“Are you lactating?”
Dictionaries don’t tell Dictionaries don’t tell allallCompany: KFCPlace: China
What they meant:
““finger-lickin’ finger-lickin’ good”good”
What they said:
“eat your fingers off”
Picture thisPicture this
Company: GerberPlace: Africa
Tinned food in many Africa countries (supposedly) depicts the tin’s contents. When Gerber introduced its baby food with the signature Gerber Baby on the label, well … You get the idea.
Picture thisPicture this
Company: UnknownPlace: Unnamed port
Stevedores unloading cargo presumed that this “international” symbol meant that some idiot had sent a cargo of broken glass. So they obligingly pitched all the cases overboard into the harbor.
For more …For more …
http://www.i18nguy.com/translations.hhttp://www.i18nguy.com/translations.htmltml
http://www.kwintessential.co.uk/culturhttp://www.kwintessential.co.uk/cultural-services/articles/Results%20of%20Pal-services/articles/Results%20of%20Poor%20Cross%20Cultural%20Awareneoor%20Cross%20Cultural%20Awareness.htmlss.html
Individualism vs. Individualism vs. CollectivismCollectivism
IndividualismIndividualism Values of individual Values of individual
achievement, freedom, achievement, freedom, competitioncompetition
The individual generally The individual generally more important than the more important than the groupgroup
ExampleExample: U.S.: U.S.
CollectivismCollectivism Values of group Values of group
harmony, cohesiveness, harmony, cohesiveness, consensusconsensus
Cooperation and Cooperation and agreement are agreement are importantimportant
The group more The group more important than the important than the individualindividual
ExampleExample: Japan: Japan
Power distancePower distance
High power High power distancedistance
Allow inequalities to Allow inequalities to persist or increasepersist or increase
Successful workers Successful workers amass wealth and pass amass wealth and pass it on to childrenit on to children
Inequalities amass over Inequalities amass over timetime
ExampleExample: Guatemala: Guatemala
Low power Low power distancedistance
Use taxation or social Use taxation or social welfare programs to welfare programs to reduce inequalityreduce inequality
Cooperation and Cooperation and agreement are agreement are importantimportant
The group more The group more important than the important than the individualindividual
ExampleExample: Netherlands: Netherlands
The degree to which a country accepts that differences in capabilities give rise to inequalities in well-being
Achievement vs. Achievement vs. Nurturing OrientationNurturing Orientation
AchievementAchievement Values assertiveness, Values assertiveness,
performance, success, performance, success, competitioncompetition
Results-orientedResults-oriented ExampleExample: Japan: Japan
NurturingNurturing Values quality of life, Values quality of life,
warm personal warm personal relationships, service relationships, service and care for the weakand care for the weak
ExampleExample: Denmark: Denmark
Uncertainty avoidanceUncertainty avoidance
HighHigh Tend to be rigid and Tend to be rigid and
intolerantintolerant Structured situations Structured situations
preferredpreferred Conformity is the normConformity is the norm ExampleExample: France: France
Low Low EasygoingEasygoing Value diversityValue diversity Tolerant of differences Tolerant of differences
in what people believe in what people believe and doand do
ExampleExample: Netherlands: Netherlands
Differences in tolerance for uncertainty and willingness to take risks
Long-term vs. Short-Long-term vs. Short-term Orientationterm Orientation
Long-termLong-term Values include thrift and Values include thrift and
persistence in achieving persistence in achieving goalsgoals
ExampleExample: Hong Kong: Hong Kong
Short-termShort-term Values include a Values include a
concern for maintaining concern for maintaining personal stability or personal stability or happiness and for living happiness and for living in the presentin the present
ExampleExample: U.S.: U.S.
For example …For example …
IndividualismIndividualism HH Power distancePower distance LL Achievement orientationAchievement orientation HH Uncertainty avoidanceUncertainty avoidance LL Long-term orientationLong-term orientation LL