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Read to Learn
• Describe the effect of culture on doing business globally.
• Describe how corporate cultures differ among businesses.
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The Main Idea
A company’s culture is its shared values, beliefs, and goals that affect the way its management and employees interact. It also impacts the way it works with people in other countries with which it does business.
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Key Concepts
• Culture in a Global Economy• Corporate Culture
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Key Term
culture
businessetiquette
the beliefs, customs, and attitudes of a distinct group of people
a conduct that is considered socially acceptable in business
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Key Term
corporateculture
hierarchy
shared values, beliefs, and goals
chain of command
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Key Term
bureaucracy several levels of management
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Culture in a Global Economy
A group’s culture is often considered in terms of its dress, food, language, and art. Yet it is more complicated than that.
culturethe beliefs, customs, and attitudes of a distinct group of people
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Graphic Organizer
What Is Culture?
Dress
Food
Language
Art
History
GeographyReligiousbeliefs
An entirecountry
An ethnic group
Specificsocial group
An institution
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Culture in a Global Economy
The global economy creates a diverse culture for business.Properly approaching people from various cultures can give them a better impression of you.
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Culture in a Global Economy
In business, culture has two meanings.
The customs of other countries with which
companies do business.
The standards of a particular company.
1 2
Failure to understand the culture of another country can ruin a deal or lead to a marketing disaster.
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Marketing Abroad
Before a company markets a product in a country, certain things must be researched.
Languages
Customs
Tastes
When Pillsbury® translated “Jolly Green Giant” into Arabic, the phrase became “Intimidating Green Ogre.”
Coca-Cola® changes the amount of carbonation and sugar in its products to suit the tastes of different countries.
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Doing Business Abroad
Companies doing business in other countries must be aware of cultural differences that affect the workplace.
When Euro Disney opened, French workers objected to certain practices that were typical at Disney’s U.S. theme parks. Three thousand workers quit.
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Business Etiquette
Business etiquette differs from country to country.
business etiquetteconduct that is considered socially acceptable in business
Many companies hire local managers in other countries to help avoid etiquette problems.
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Graphic Organizer
Giving a potential business partner a gift might be seen
as a bribe.
Giving a potential business partner a gift is seen as
customary.
In the United States In Japan
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Corporate Culture
A company’s corporate culture can be defined formally through a company code of ethics and the orientation process.
corporate cultureshared values, beliefs, and goals
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Corporate Culture
• Corporate culture can be defined informally through a company’s dress code, work habits, and social activities.
• A corporate culture can be influenced by a company’s founder.
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A Culture of SocialResponsibility
Some corporations work hard to contribute to their communities. Outdoor apparel maker Patagonia uses organic cotton in its products to avoid chemicals that harm the environment.
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Formal Culture
A formal business culture may have a strict hierarchy.
hierarchychain of command
A hierarchy usually has one person at the top who makes all the decisions.
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Formal Culture
Making changes or passing down decisions can be complicated in a bureaucracy.
bureaucracyseveral levels of management
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Graphic Organizer
Characteristics of a Formal Corporate Culture
Strict hierarchy
Making changes or passing down decisions can be complicated
Job titles are indicators of power and status
Dress codes are strictly enforced
Work hours are strictly enforced
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Informal Culture
At a company with an informal culture, employees are encouraged to make decisions on their own.Few companies have a culture that is entirely formal or informal.
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Graphic Organizer
Characteristics of an Informal Corporate Culture
Flexible dress code
Flexible work hours
Option to work from home
Job titles are not as important as creativity and teamwork
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1. Why should businesses involved in global trade be aware of cultural differences?
Properly approaching people from different cultures gives a better impression of the business.
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1. How is a company’s corporate culture defined?
Formally, through a company code of ethics, a written manual, and the orientation process. It is defined informally through dress codes, work habits, and social activities.
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1. What are some characteristics of a formal corporate culture?
Some characteristics are a strict chain of command or hierarchy, several levels of management or a bureaucracy, importance of job titles, and strict dress codes and work hours.
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