Transcript Chapter 5
CHAPTER 5 CULTURE Visit http://wileymanagementupdates.com/ for the latest in business news stories. Copyright © 2011 John Wiley & Sons 1. To define and demonstrate the effect of culture’s various dimensions on business Chapter 5 2. Learning Objectives To examine ways in which cultural knowledge can be acquired and individuals and organizations prepared for cross-cultural interaction 3. To illustrate ways in which cultural risk poses a challenge to the effective conduct of business communications and transactions 4. To suggest ways in which businesses act as change agents in the diverse cultural environments in which they operate 5. To evaluate the ways in which training programs assist international managers to develop international business skills of their employees 6. Analyzes the strategies corporations can take to work with cultural differences in order to expand their business internationally Chapter 5 2 Czinkota: International Business, 8e Introduction As firms expand internationally, two tasks become necessary: To understand cultural differences and the ways they manifest themselves To determine similarities across cultures and exploit them in strategy formulation In international business, cultural risk is just as real as commercial risk or political risk Chapter 5 3 Czinkota: International Business, 8e Culture Defined Culture – An integrated system of learned behavior patterns that are characteristic of the members of any given society Chapter 5 4 Czinkota: International Business, 8e Culture Defined Acculturation – Adjusting and adapting to a specific culture other than one’s own High-context cultures – Behavioral and environmental nuances are an important means of conveying information Low-context cultures – Information is conveyed explicitly in the words spoken International business acts as a change agent by introducing new products, ideas, and practices International business may threaten a culture’s heritage through cultural imperialism Chapter 5 5 Czinkota: International Business, 8e Focus on Politics: Original Taste of Place The European Union (EU) has established policies aimed at protecting European products based on geographic indication. For example, kalamata olives get their name from the region they are grow n, and the same type of olive grown in a different region must go by a different name. EU governments claim that this protects and rew ards quality products, but many claim that this is just another form of protectionism that has no merit on protecting product quality or value. Chapter 5 6 Czinkota: International Business, 8e International Business Culture The International Business Center is a not-for-profit organization that supports global business. The international culture portion of its website provides award-winning information on international business meeting and gift exchange protocol for various countries, building business relationships in diverse cultures, and international business etiquette and manners. Here are some examples of information found on this site: • Use of handshakes and greetings used in different countries • Countries in which gifts are expected or recommended during business transactions • Recommendations on how to accept gifts from business associates in different countries Source: International Business Center -- http://www.international-business-center.com/international_culture.html Chapter 5 7 Czinkota: International Business, 8e Elements of Culture Language (Verbal and Nonverbal) Religion Values and Attitudes Manners and Customs Education Social Institutions Material Elements Chapter 5 Aesthetics 8 Czinkota: International Business, 8e Language NONVERBAL VERBAL Four international Five key topics: Time Space Material possessions Friendship patterns Business agreements business roles: Information gathering and evaluation Access to local society Company communications Interpretation of contexts Chapter 5 9 Czinkota: International Business, 8e Teaching Computers to Recognize Nonverbal Communication Even when one person is doing all the talking, a conversation is an interactive process. The listener participates through expression, posture and movement, and the speaker interprets what he sees to determine what the listener does and does not understand. Computer technology normally cannot make such interpretations. A study by Louis-Philippe Morency of the University of Southern California and his colleagues shows that a computer can be given the ability to understand at least one significant human gesture: the nod. Source: The Economist -- http://www.economist.com/node/16295584?story_id=16295584 Chapter 5 10 Czinkota: International Business, 8e Dominant Religions of the World Islam Christianity (1.2 billion people) Confucianism (150 million people) (2 billion people) Judaism Buddhism Hinduism (360 million people) (860 million people) (14 million people) Chapter 5 11 Czinkota: International Business, 8e Values and Attitudes Values are shared beliefs or group norms internalized by individuals Attitudes are evaluations of alternatives based on values Chapter 5 12 Czinkota: International Business, 8e Manners and Customs Understanding manners and customs is specially important in negotiations Gift giving is a particularly sensitive area that requires preparation and sensitivity Consumer focus groups can help avoid problems arising from differing manners and customs In-depth studies are also used to study consumer needs across markets Chapter 5 13 Czinkota: International Business, 8e Material Elements Material culture refers to the results of technology and is directly related to how a society organizes its economic activity Economic infrastructure – Transportation, energy, and communications Social infrastructure – Housing, health, and educational systems Financial and marketing infrastructure – Provides facilitating agencies for operation in a market Cultural convergence – Increasing similarities among cultures are accelerated by technological advances Chapter 5 14 Czinkota: International Business, 8e Aesthetics and Education Aesthetics What is considered of good taste, as expressed in the arts and symbolism of colors, form, and music? There are differences in the use of sex, meaning of colors and symbols Education Educational emphasis varies by culture Educational levels of a culture can be assessed using: Literacy rates Enrollment in secondary education Enrollment in higher education Chapter 5 15 Czinkota: International Business, 8e Focus on Telecommunication: Mobile Payments Across the Globe? Mobile payment services enable consumers to pay for goods and services from their bank account using their mobile phone. Although these services have taken off in Japan and Korea, they have failed to reach estimated potential in the European Union and the United States. In some countries, consumers may not be eager to move away from a familiar system. Despite the uneven global acceptance, it is predicted that mobile payment transactions will increase ten-fold by 2012. Chapter 5 16 Czinkota: International Business, 8e Social Institutions Family patterns affect consumption and obligations Social stratification – Division of a particular population into classes Reference groups – Groups such as family, coworkers, and professional and trade organizations provide values and attitudes that influence and shape behavior Roles of managers and subordinates are determined by cultural social organizations Chapter 5 17 Czinkota: International Business, 8e Sources of Cultural Knowledge Objective or factual information – Gained from others through communication, research, and education Experiential knowledge – Gained by being involved in a culture Interpretive knowledge – An acquired ability to understand and appreciate the nuances of foreign cultural traits and patterns Chapter 5 18 Czinkota: International Business, 8e Cross-Cultural Behavior Model Strategic Opinion Leadership Change Agent Cognitive Search Communication about Innovation Adoption Tendency Adoption Propensity to Change Evaluation of Innovation Cognitive Distortion Cultural Lifestyle Consequences Sheth and Sethi. 1977. Consumer and Industrial Buyer Behavior Chapter 5 19 Czinkota: International Business, 8e Cultural Lifestyle Differences in cultural lifestyle can be explained by five dimensions of culture: Individualism Power Distance Chapter 5 Long-term v. Short-term Orientation Uncertainty Avoidance Masculinity 20 Czinkota: International Business, 8e Reducing Cultural Bias Self-reference criterion – The unconscious reference to one’s own cultural values An analytical approach to reduce cultural bias: Define the problem in terms of domestic cultural traits, habits, or norms Define the problem in terms of the foreign cultural traits, habits, or norms. Make no value judgments Isolate the self-reference criterion influence, and examine it carefully to see how it complicates the problem Redefine the problem without the self-reference criterion influence, and solve for the optimum-goal situation Ethnocentrism – Regarding one’s own culture as superior to others’ Chapter 5 21 Czinkota: International Business, 8e The Training Challenge Lack of foreign language and international business skills have cost U.S. firms There is an increased need for cultural sensitivity training Training programs may include: culture-specific information general cultural information self-specific information Area studies – Training programs that provide factual preparation prior to an overseas assignment Other methods of training: Cultural assimilator Sensitivity training Field experience Chapter 5 22 Czinkota: International Business, 8e Cultural Awareness International, Inc. Cultural Awareness International (CAI) Inc. is one of many consulting companies that offers culture training to international businesses. Core services include: • Cross-cultural management and training • Destination and relocation services CAI aims to impact a company’s bottom line with: • Higher return on investment via improved employee retention • Gains in employee productivity • A stronger global talent pool and a more versatile workforce • Improved corporate image Source: Cultural Awareness International, Inc. -- http://www.culturalawareness.com/index.html Chapter 5 23 Czinkota: International Business, 8e Making Culture Work for Business Success Embrace Local Culture Build Relationships Employ Locals to Gain Cultural Knowledge Help Employees Understand You Adapt Products and Processes to Local Markets Coordinate by Region 24 Czinkota: International Business, 8e Chapter 5 Focus on E-Business: Cultural Awareness Online Online cultural training can supplement classroom training and is useful when time is at a premium. Web-based training includes: • Detailed scenarios • Gradual delivery • Support • Online discussions Chapter 5 25 Czinkota: International Business, 8e