UGBA 105UGBA 105Sections 102,104,106Sections 102,104,106

Week 11: Global managementWeek 11: Global management

AgendaAgenda

I18n Hall of ShameI18n Hall of Shame Dimensions of national culture Dimensions of national culture Lincoln Electric goes abroadLincoln Electric goes abroad

I. I18n Hall of ShameI. I18n Hall of Shame

Dictionaries don’t tell Dictionaries don’t tell allallCompany: PepsiPlace: Taiwan

What they meant:

““Come alive with Come alive with the Pepsi the Pepsi

Generation”Generation”

What they said:

“Pepsi will bring your ancestors back from the

dead.”

Dictionaries don’t tell Dictionaries don’t tell allallCompany: Parker PenPlace: Mexico

What they meant:

““It won't leak in It won't leak in your pocket and your pocket and embarrass youembarrass you ””

What they said:

“It won't leak in your pocket and

make you pregnant.”

Dictionaries don’t tell Dictionaries don’t tell allallCompany: Dairy Assoc.Place: Mexico

What they meant:

““Got milk?Got milk? ””

What they said:

“Are you lactating?”

Dictionaries don’t tell Dictionaries don’t tell allallCompany: KFCPlace: China

What they meant:

““finger-lickin’ finger-lickin’ good”good”

What they said:

“eat your fingers off”

Picture thisPicture this

Company: GerberPlace: Africa

Tinned food in many Africa countries (supposedly) depicts the tin’s contents. When Gerber introduced its baby food with the signature Gerber Baby on the label, well … You get the idea.

Picture thisPicture this

Company: UnknownPlace: Unnamed port

Stevedores unloading cargo presumed that this “international” symbol meant that some idiot had sent a cargo of broken glass. So they obligingly pitched all the cases overboard into the harbor.

For more …For more …

http://www.i18nguy.com/translations.hhttp://www.i18nguy.com/translations.htmltml

http://www.kwintessential.co.uk/culturhttp://www.kwintessential.co.uk/cultural-services/articles/Results%20of%20Pal-services/articles/Results%20of%20Poor%20Cross%20Cultural%20Awareneoor%20Cross%20Cultural%20Awareness.htmlss.html

II. Dimensions of II. Dimensions of national culture national culture

Individualism vs. Individualism vs. CollectivismCollectivism

IndividualismIndividualism Values of individual Values of individual

achievement, freedom, achievement, freedom, competitioncompetition

The individual generally The individual generally more important than the more important than the groupgroup

ExampleExample: U.S.: U.S.

CollectivismCollectivism Values of group Values of group

harmony, cohesiveness, harmony, cohesiveness, consensusconsensus

Cooperation and Cooperation and agreement are agreement are importantimportant

The group more The group more important than the important than the individualindividual

ExampleExample: Japan: Japan

Power distancePower distance

High power High power distancedistance

Allow inequalities to Allow inequalities to persist or increasepersist or increase

Successful workers Successful workers amass wealth and pass amass wealth and pass it on to childrenit on to children

Inequalities amass over Inequalities amass over timetime

ExampleExample: Guatemala: Guatemala

Low power Low power distancedistance

Use taxation or social Use taxation or social welfare programs to welfare programs to reduce inequalityreduce inequality

Cooperation and Cooperation and agreement are agreement are importantimportant

The group more The group more important than the important than the individualindividual

ExampleExample: Netherlands: Netherlands

The degree to which a country accepts that differences in capabilities give rise to inequalities in well-being

Achievement vs. Achievement vs. Nurturing OrientationNurturing Orientation

AchievementAchievement Values assertiveness, Values assertiveness,

performance, success, performance, success, competitioncompetition

Results-orientedResults-oriented ExampleExample: Japan: Japan

NurturingNurturing Values quality of life, Values quality of life,

warm personal warm personal relationships, service relationships, service and care for the weakand care for the weak

ExampleExample: Denmark: Denmark

Uncertainty avoidanceUncertainty avoidance

HighHigh Tend to be rigid and Tend to be rigid and

intolerantintolerant Structured situations Structured situations

preferredpreferred Conformity is the normConformity is the norm ExampleExample: France: France

Low Low EasygoingEasygoing Value diversityValue diversity Tolerant of differences Tolerant of differences

in what people believe in what people believe and doand do

ExampleExample: Netherlands: Netherlands

Differences in tolerance for uncertainty and willingness to take risks

Long-term vs. Short-Long-term vs. Short-term Orientationterm Orientation

Long-termLong-term Values include thrift and Values include thrift and

persistence in achieving persistence in achieving goalsgoals

ExampleExample: Hong Kong: Hong Kong

Short-termShort-term Values include a Values include a

concern for maintaining concern for maintaining personal stability or personal stability or happiness and for living happiness and for living in the presentin the present

ExampleExample: U.S.: U.S.

For example …For example …

IndividualismIndividualism HH Power distancePower distance LL Achievement orientationAchievement orientation HH Uncertainty avoidanceUncertainty avoidance LL Long-term orientationLong-term orientation LL

III. And now onto the III. And now onto the case …case …