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CROSS CULTURAL ISSUESIN
INTERNATIONAL MARKETING
•Globalization is an inevitable* process in the 21th century , and so is the cross-culturalization.•Marketing is now a world-encompassing** discipline.•The claim for a “a right to culture” by national cultures can be important criteria*** for trade policy making
*inevitable: unavoidable, inescapable, certain**world-encompassing: surrounding the world***criteria : standard or principle
What is Culture?
The sum total of values, attitudes, behaviours and symbols that are transmitted within groups and communicated to successive* generations.
Culture is a significant** lens that influences the way people think, perceive and act.
*Successive : continuous, sequential**significant: important, consequential; meaningful
What is Cross Culture?
Intersection* of two or more cultures is Cross-culture.
*intersection: crossing ,convergence
Understanding Cross Culture
Cross Cultural Communication in Business
• Effective communication with customers, suppliers and associates in different countries.
• Effective negotiations
•Predict trends in social behaviour
•Understand ethical standards in various countries
•Predict consumer reactions to advertisements, promotions
• Promote employee-management relationships
•Understand local government policies
Dimensions of Cross Culture
Hofstede’s Four Dimensions
• Power Distance
• Individualism vs. Collectivism
• Masculinity vs. Femininity
• Uncertainty Avoidance
Power DistanceMeasures how subordinates respond to power and authority.
High-power distance countries
Latin America,most Asian & African countries
Low-power distance countries
US, Britain, most of the rest of Europe
Individualism Vs. Collectivism
The extent to which the self or the group constitutes the center point of identification for the individual.
Individualistic CultureFrance, Germany, South Africa, Canada
Collectivist CulturesJapan, India, Mexico, Korea
Masculinity vs. Femininity Dominant values are Success, Money and Things
Feminine pole countries - Values good working relationship with their supervisors; working with people who cooperate well with one another and living in an area desirable to themselves and to their families.
Sweden; France, Israel, Denmark, Indonesia
Masculine pole countries - Values a high opportunity for earnings, getting the recognition, having an opportunity for
advancement & challenging work to do. US, Japan, Mexico, Hong Kong, Italy, Great Britain
Uncertainty Avoidance The extent to which uncertainty and ambiguity* are tolerated.
Strong uncertainty avoidance countries
South Korea, Japan and Latin America
Weak uncertainty avoidance countriesUS, Netherlands; Singapore, Hong Kong, Britain
* ambiguity: not clarity
Correlates of Cross Culture
Correlates of Cross-Culture
Language•spoken•written
Non-verbal communication•body & facial expression•gestures
Meta CommunicationSymbols
•company & religious logos
Body language
•In Buddhist Thailand never cross legs.
The sole of the foot is the furthest part from heaven and the least sacred. To show the bottom of the foot to someone is to show disrespect
Smiling in Japan is strongly associated with nervousness, social discomfort, or sorrow
Facial Expressions
Raised eyebrows mean different things in different cultures:
• North America Interest/Surprise• U.K Scepticism• Arab World “No”• India & China Disagreement
Barriers in Barriers in Cross-Cultural Cross-Cultural CommunicationCommunication
•Semantics*
•Barriers caused by word connotations**
•Barriers caused by tone differences
•Barriers caused by differences among perceptions
Barriers in Cross-Cultural Barriers in Cross-Cultural CommunicationCommunication
*semantic: study of the meaning and use of words and phrases**connotation : inferred meaning
Barriers caused by SEMANTICS
Same word may mean different things to different people. Some words may not even translate between cultures.
Example: English terms such as efficiency , free market and regulation are not directly translatable into Russian
Barriers caused by WORD CONNOTATIONS
Words imply different things in different languages.
Example: Negotiations between Americans and Japanese executives ,for instance, are made more difficult because the Japanese word ‘hai’ translates as “yes” but its connotation may be “ yes,I’m listening”, rather than “yes, I agree”.
Barriers caused by TONE DIFFERENCES
In some cultures , language is formal , in others it is informal. In some cultures , the tone changes depending on the context : people speak differently at home , in social situations and at work.
Barriers caused by differences among PERCEPTIONS
People who speak different languages actually view the world in different ways.
Example: Thais perceive “no” differently than do Americans because the former have no such word in their vocabulary.
Steps Towards Effective Cross-Cultural Marketing
Cross-Cultural Marketing
Is defined as the strategic process of marketing among customers whose culture differs from that of marketer’s own culture at least in one of the
fundamental cultural aspects.
Be aware of your own culture
Understand and respect others
Believe in mutual* sharing and learning
Points to Remember
Assume differences until similarity is proven
Determine where the differences lie
Determine how to best overcome the differences
Find common ground: build bridges
Be Supportive
Keep It Simple
*mutual: shared by each of pairs