4-1 chapter 4 the role of culture. 4-2 chapter objectives discuss the primary characteristics of...
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chapter 4
The Role of Culture
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Chapter Objectives
• Discuss the primary characteristics of culture
• Describe the various elements of culture and provide examples of how they influence international business
• Identify the means by which members of a culture communicate with each other
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Chapter Objectives (continued)
• Discuss how religious and other values affect the domestic environments in which international businesses operate
• Describe the major cultural clusters and their usefulness for international managers
• Explain Hofstede’s primary findings about differences in cultural values
• Explain how cultural conflicts may arise
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Culture
Culture is the collection of values,
beliefs, behaviors, customs, and
attitudes that distinguish one society
from another. A society’s culture
determines the rules that govern how
firms operate in the society.
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Characteristics of Culture
• Learned behavior
• Interrelated elements (Language, Social, Communication, Religion,
Values, Attitudes)
• Adaptive
• Shared
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Figure 4.1 Elements of Culture
Culture
Language
Communication
ReligionValues/attitudes
Socialstructure
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Social Structure
Individuals, families, and groups
Social stratification
Social mobility
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Language
• 3000+ different languages worldwide
• 10,000+ different dialects
• Primary delineator of cultural groups
• Ended Here Tue March 8, 2011
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Map 4.1 World Languages
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Map 4.2 Africa’s Colonial Legacy
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Translation Disasters
• KFC’s Finger Lickin’ Good
– Eat your fingers off (China)
• Pillsbury’s Jolly Green Giant
– Intimidating green ogre (Saudi Arabia)
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Caterpillar Fundamental English
Caterpillar has developed its own simplified language instruction program
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Yes and No Across Cultures
• Latin America
– meaning of “mañana” (Tomorrow vs. “Some other
day – not today”)
• Japan
– meaning of “yes” versus “yes, I understand”
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Nonverbal Communication
Nonverbal Communication
may account for 80-90 percent of all
information transmitted among
members of a culture
by means other than language.
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Table 4.1 Forms of Nonverbal Communication, Part 1
• Hand gestures
• Facial expression
• Posture and stance
• Clothing/hair style
• Walking behavior
• Interpersonal distance
• Touching
• Eye contact
• Architecture/ interior design
• Artifacts and non-verbal symbols
• Graphic symbols
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Table 4.1 Forms of Nonverbal Communication, Part 2
• Art and rhetorical forms
• Smell
• Speech rate, pitch, inflection, volume
• Color symbolism
• Synchronization of speech and movement
• Taste, symbolism of food, oral gratification
• Cosmetics
• Sound signals
• Time symbolism
• Timing and pauses
• Silence
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Gift Giving and Hospitality
Gift giving is an important means of communication, but what is appropriate varies.
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Religion
• Imposes constraints on roles of individuals in society
• Affects the types of products consumers may purchase
• Varies from country to country
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Religion
Christianity
Hinduism
Buddhism
Islam
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Map 4.3 Major World Religions
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Religion
Two million Muslims annually descend on the Grand Mosque in Mecca, Saudi Arabia as part of the Haij
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Values and Attitudes
Values are the principles and
standards accepted by the members;
attitudes encompass the actions,
feelings, and thoughts that result
from those values.
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Values and Attitudes (continued)
Time Age
Education Status
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Theories of Culture
• Hall’s Low-Context, High-Context Approach
• Cultural Cluster Approach
• Hofstede’s Five Dimensions
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Hall’s Low-Context High-Context Approach
An approach to understanding
communication based on the relative
emphasis on verbal and nonverbal
cues to transmit meaning
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Figure 4.2 High- and Low-Context CulturesG
erm
an
Sw
iss
Sca
ndin
avia
n
U.S
. /
Can
adia
n
Brit
ish
Ital
ian
Spa
nish
Gre
ek
Ara
b
Vie
tnam
ese
Japa
nese
Kor
ean
Chi
nese
LowContext
HighContext
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The Cultural Cluster Approach
An approach to understanding
communication based on meaningful
clusters of countries that share
similar cultural values
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Map 4.4 A Synthesis of Country Clusters
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Hofstede’s Five Dimensions
Social Orientation
Power Orientation
Uncertainty Orientation
Goal Orientation
Time Orientation
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Social Orientation
Individualism Collectivism
Relative importance of theinterests of the individual versus
interests of the group
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Power Orientation
Power Respect Power Tolerance
Appropriateness of power/authority within organizations
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Figure 4.4 Social Orientation and Power Orientation Patterns
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Uncertainty Orientation
Uncertainty Uncertainty Acceptance Avoidance
Emotional response to uncertainty and change
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Goal Orientation
Aggressive Passive
What motivates people to achieve different goals
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Time Orientation
Long-term Short-termoutlook outlook
The extent to which members of a culture adopt a long-term or a short-term outlook
on work and life
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Understanding New Cultures
Self-referencecriterion
AcculturationCultural literacy
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