Cultural Dynamics in Assessing Global Markets - PowerPoint by hcj

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									  Cultural Dynamics in
Assessing Global Markets
        Chapter 4
Culture

• “The human-made part of human
 environment- the sum total of knowledge,
 belief, art, morals, laws, customs, and any
 other capabilities and habits acquired by
 humans as members of society.”
Cultural Impact

• Birth rates
  – China
• Consumption levels of products
  – European & Japanese consumption
Cultural Origins

• Geography
  – The “direction” of innovation
• History
• Political economy
  – WWII
  – Cold War
  – War on Terror
• Technology
Cultural Origins

• Social Institutions
  – Family
  – Religion
  – School
  – Media
  – Government
  – Corporations
Elements of Culture

• Cultural Values
  – Individualism/Collectivism Index
  – Power Distance Index
  – Uncertainty Avoidance Index
  – Masculinity/Femininity Index
Elements of Culture

• Rituals
• Symbols
  – Language
     • Linguistic distances
  – Aesthetics
     • Arts, music, dance, folklore
• Beliefs
• Thought processes
Cultural Knowledge

• Factual knowledge
  – Can be learned


• Interpretive knowledge
  – “Ability to understand cultural traits and
    patterns”


• Cultural sensitivity
Cultural Change

• Cultural Borrowing

• Just because things look the same does
 not mean that they are!

• Resistance
Planned v. Unplanned Change

• Do any current factors conflict with
  innovation?
• Should we change those factors?
  – Cultural congruence
  – Planned change
  – Unplanned change
• Consequences

								
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