Transcript Global Marketing - Murray State University

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Chapter Three
Global Cultural Analysis
Culture Across Countries
High vs low context cultures
Silent languages
Hofstede’s cultural dimensions
Gannon’s metaphors
Culture and demand
Hidden motivators, risk, cognitive dissonance,
materialism,
global consumer?
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High vs Low Context Cultures
High
Low
Verbal Behavior Words chosen have High reliance on
numerous possible
interpretations;
meaning is derived
from matching
words with nonverbal cues and the
specific situation
Nonverbal
High reliance on
nonverbal behavior
Behavior
to convey meaning
Societal Makeup Homogeneous
Ability to
yes
communicate
relies heavily on
similarity in
communicants'
backgrounds
verbal
communication to
convey meaning;
words are carefully
selected to convey
precise, specific
meanings.
Nonverbal aspects
play secondary or
confirming role
Diverse
no
Hall’s Silent Languages
Space
Possessions
Friendships
Agreements
Time
-
Power Distance and Individualism Scales
Small
Power Distance
Large
12
•VEN
Collectivist
•PAK
•COL
•TAI •PER
•THA
•GRE
Exhibit 3.1
•HOK
•YUG
•MEX •PHI
•TUR
Individualism
50
•CHL
•POR
30
•SIN
•IRA
•ARG
•BRA
•JAP
•IND
+11
+28
+44
Small power distance
collectivist
ARG
BRA
CHL
COL
GRE
HOK
IND
IRA
JAP
MEX
PAK
PER
PHI
POR
SIN
TAI
THA
TUR
VEN
YUG
Argentina
Brazil
Chile
Columbia
Greece
Hong Kong
India
Iran
Japan
Mexico
Pakistan
Peru
Philippines
Portugal
Singapore
Taiwan
Thailand
Turkey
Venezuela
Yugoslavia
+64
+77
+94
Large power distance
Reprinted by permission of the author from Culture’s Consequences,
collectivist
published by Sage Publications. ©1990 by Gert Hofstede
Power Distance and Individualism Scales
Power Distance
Small
Individualist
53
Individualism
71
•AUT
•ISR
Large
•SPA
•FIN
•SAF
•NOR•GER
•SWI
•IRE •SWE
•DEN
•NZL
•CAN
•NET
•FRA
•ITA
•BEL
AUL
AUT
BEL
CAN
DEN
FIN
FRA
GER
GBR
IRE
ISR
ITA
NET
NZL
NOR
SAF
SPA
SWE
SWI
USA
Australia
Austria
Belgium
Canada
Denmark
Finland
France
Germany
Great Britain
Ireland
Israel
Italy
Netherlands
New Zealand
Norway
South Africa
Spain
Sweden
Switzerland
United States
•GBR
AUL USA
•+44
•
+28
+64
+77
+94
91 +11
Small power distance Large power distance
Exhibit 3.1
Reprinted by permission of the author from Culture’s Consequences,
individualist
individualist
published by Sage Publications. ©1990 by Gert Hofstede
cont.
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Hofstede’s Classification of Triad Countries
Japan
North America
W. Europe
(Canada, USA, Great Britain) Northern Continent
Exhibit 3.4
Individualism
low
high
high
low
Power
distance
high
low
low
high
Masculinity
high
high
low
high
Risk
tolerance
low
high
high
low
Context
high
low
high
low
Note: “Context” added.
Source: Adapted from Hofstede, 1980
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Gannon’s Metaphors
1.
2.
3.
4.
5.
6.
7.
8.
9.
Exhibit 3.3
American football: Individualism and competitive speculation; huddling;
ceremonial celebration of perfection.
The British house: Laying the foundations; building the brick house; living in
the brick house.
The German Symphony: 0rchestra; conductors; performance society;
education, and politics.
The French wine: Purity; classification; composition; compatibility;
maturation.
The Italian family opera: Pageantry and spectacle; voice expression; chorus
and soloists.
The Swedish summer house: Love of nature; individualism through selfdevelopment; equality.
The Japanese garden: Wa and shitaki, harmony and form; seishin, spirit of
self-discipline; combining droplets.
The Chinese family altar: Confucianism and Taoism; roundness, harmony
and fluidity.
India: cyclical Hindu philosophy: The cycle of life; the family cycle; the social
cycle; the work cycle.
Source: Martin Gannon, “Cultural Metaphors,” Understanding Global Cultures, pp. v-vii,
©1994 by Martin Gannon. Reprinted by permission of Sage Publications.
Cross Cultural Management
Managing in a cross cultural environment
the acculturation process
managerial styles in the Triad
managing subordinates
Culture and negotiations
levels of contact
communication styles
timing
Limits to cultural sensitivity
limits to flexibility,
global low context culture?
Chapter Terms and Essay
Terms
Culture, silent languages, metaphors, Hofstede’s
indices, permanent income, relative income,
uncertainty avoidance
Essay
How may each of the following models help global
marketers understand more fully the cultures in
which they must operate?
silent languages
Hofstede’s indices
Gannon’s metaphors
Going International Video
How important is the concept of culture in understanding the
behavior of people from different countries? Use examples from
the video to illustrate your answers.
What is the difference between “cultural awareness” and
“cultural stereotyping?” How can managers benefit from the
former without suffering from the latter?
According to the video (use examples), how do the world’s
cultures vary in each of the following dimensions?
Time
Space
Sanitary habits
Communication style
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Chapter Three
Global Cultural Analysis