Global cultural environment chapter Four

GLOBAL CULTURAL ENVIRONMENT Chapter Four

Global Cultural Environment Chapter Four

• 1. Defining Culture

• 2. Elements of Culture

• 3. Cross-Culture Comparisons

• 4. Adapting to Foreign Cultures

• 5. Cross-Cultural Negotiations

1. Defining Culture

• Exhibit 4-1 The A-B-C-D Paradigm

• Defining Culture

• learned
• interrelated
• shared

2. Elements of Culture

• Material Life

• Language

• spoken, silent
• Vocabulary, Idioms, Grammar, Cultural references, Understanding the Foreigner

• Social Interactions

• Exhibit 4-2 “Mean Number of Purchase Decisions by Type”

2. Elements of Culture (cont)

• Religion

• Exhibit 4-3 Marketing in an Islamic Framework

• Education

• Exhibit 4-4 Educational Statistics for a Sample of Countries

• Value Systems

3. Cross - Cultural Comparisons

• High- versus Low-Context Cultures

• Cultural Homogeneity

• homophilous vs heterophilous

• Hofstrede’s Classification Scheme

• power distance, uncertainty avoidance,
• individualism, masculinity, longtermism
• Exhibit 4-5A Uncertainty Avoidance vs Power Distance
• Exhibit 4-5B Masculinity United States Individualism

4. Adapting to Foreign Culture

• self reference criterion (SRC)

• four step connection mechanism

• Exhibit 4-6 Twenty Seven Articles by T. E. Lawrence, August 1917

5. Cross Cultural Negotiations

• Stages of Negotiation Process

• non-task soundings
• task-related information exchange
• persuasion
• concessions and agreements

• Cross Cultural Negotiation Strategies

• Exhibit 4-7 Culturally Responsive Strategies and Their Feasibility

5. Cross Cultural Negotiations (cont)

• Employ an Agent or Advisor

• Involve a Mediator

• Induce the Counterpart to Follow One’s Own Negotiation Script

• Adapt to Counterpart Negotiation Script

• Coordinate Adjustment of Both Parties

• Embrace the Counterpart’s Script

• Improvise an Approach

• Effect Symphony