Transcript The Global Context

The Global Context
LECTURE 4
Culture in a Global Context 1
Lecture Objectives
• Appreciate the complexities of operating in
a multi-cultural Global Environment
• Develop an understanding of the elements
and the role of culture within the Global
Environment
Introduction
“There are no foreign lands.
It is the traveller only who is foreign.”
(The Silverado Squatters (1888) Robert Louis Stevenson (1850 – 1894))
Culture Defined
“That complex whole which includes
knowledge, belief, art, morals, law,
customs, and any other capabilities and
habits acquired by man as a member of
society.”
E.B. Taylor (1871)
Culture Defined
“Culture consists of patterns, explicit and implicit, of and
for behaviour acquired and transmitted by symbols,
constituting the distinctive achievement of human
groups, including their embodiement in artefacts; the
essential core culture consists of traditional (ie
historically derived and selected) ideas and especially
their attached values; culture systems, may on one
hand, be considered as products of action, on the other
as conditioning elements of further action.”
Kroeber & Kluckholn (1952, p181)
Relevance of Culture
• To Communicate
• To Anticipate
• To Distinguish
• To Identify
Elements of the Cultural Environment
Language & Communication
• Translation and/or reverse translation
• Problems faced when conveying a message in
another language, or even the same language!
Language & Communication
“Come alive with the Pepsi generation.”
“Pepsi brings your ancestors back to life.”
Language & Communication
WANG Computers came up with a new
slogan to signal their customer focus strategy
WANG CARES
Language & Communication
Parker Pens translated the slogan for its ink :
“ Avoid embarrassment - Use Quink.”
into Spanish as :“Evite Embarazos - Use Quink”
“Avoid Pregnancy - Use Quink.”
Language & Communication
Starbucks
‘early morning Latte breaks’
In Germany???
Latte is a well known word for ‘an erection’
Language & Communication
• Problems when establishing a Brand!
Language & Communication
Ford – ‘Pinto’
in Mexico
‘Small Penis’
Language & Communication
Ikea Fartfull
Language & Communication
• Problems when launching a web site?
Language & Communication
The Italian battery charger manufacturer
Powergen launched itself on the web as:
www.powergenitalia.com
Language & Communication
Did you know there’s a saloon and café on the
corner of Main Street in Wilsonville, Oregon,
and its web address is:
http://www.wankerscorner.com
Attitudes to Time
• Monochronic - Time is Money
– Germany
• Polychronic - Time is an endless rolling
cycle
– Italy
Education
• 5 Major functions
– Instrumental Education
– Affiliative Education
– Political Education
– Mythopoetic Education
– Religious Education
Aesthetics
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Art
Folklore
Music
Drama
Myth
Legends
Sculpture
Architecture
Religion
Social Institutions
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Attitudes to Authority
Attitudes to Others
Attitudes to managing oneself
Attitudes to Nature
Attitudes to Business Practices
Attitudes to Material Culture
and Technology