Transcript Week 12
2-1
BADM 633 – Wk 12
International Business Culture
2-2
Humour
Best to Avoid
Translation
Cultural Taboos
Cartoons
Comics
Editorial Cartoons
What To Do If Offended
2-3
Cross Cultural Meetings
Formal
Japan
China
Russia
Germany
Argentina
Less Formal
USA
Australia
Canada
Nigeria
Israel
2-4
Cross Cultural Meetings
Making Arrangements
Phone is OK, BUT (that’s a big “But”)
Written confirmations are better
Role of the Fixer
USA
Australia
Role of the Fixer
USA
Australia
Role of the Fixer
USA
Australia
2-5
Cross Cultural Meetings
Preparing for the Meeting
Agenda
Venue
• Seating Arrangements
• Colours
• Flowers
• Food
Arrival
Punctuality
Introduction and Greetings
Business Card Rituals
Closing – host should determine
2-6
Cross Cultural Meetings
Interpreters
Internal
Tone and Pitch
Eddie Murphy shtick
Team Players
2-7
Cross Cultural Negotiations
Zero Sum Attitude
Win-Win Philosophy
Face
Conflict Resolution
• Compromise
• Avoidance
• Integration
• Domination (Zero sum)
Decision Making
Consensus
Decisiveness
2-8
Cross Cultural Marketing
Communicating with Consumers
Global Brands
Historic
• Coca-Cola
• Ford
• McDonald’s
• Rolex
• DP
More Recent
• Toyota
• SONY
• Samsung
• Armani
2-9
Cross Cultural Marketing
Global Brands
Emerging
• Hyundai
• Chery
• Tata
• Embraer
2-10
Cross Cultural Marketing
Legendary Mistakes
China - Coca-Cola (1928) – “bite the wax tadpole”
Germany – Fanny Pack Knapsack Body Bag
Northern Ireland (UK) – Orange Mobile Protestant
USA – Crayola: Indian Red Chestnut
France – Gerber “vomiting”
Sweden - IKEA as workbench as the FARTFULL. Swedish is
a Germanic language, and "Fährt" is German for travel, so
"fartfull" is being used here to suggest mobility, given the
desk's wheels and design. Swedish has several words for
fart, but one of them is "Fjärt", which is close enough that its
marketing department knew what it was doing. If even bad
press is good public relations, then this is a case of allowing
an ill wind to blow some good.
2-11
Cross Cultural Marketing
Global Consumers
Strivers
Devouts
Altruists
Intimates
Fun Seekers
Creatives
Assessing how to GO GLOBAL - Application of STEEP
factors related to country
Social-demographic
Technological
Economic
Ecological (environmental)
Political (legal)
2-12
2-13