Matakuliah : J0474 International Marketing
Tahun
: 2009
Aspects of the Global Marketing Environment :
Cultural Dynamics, Management Style,
and Business Systems
Chapter 4
Learning Outcome
• Definitions and Origins of Culture.
• Elements of Culture
• Cultural Knowledge.
• Cultural Change.
• Management Styles around the World.
• Gender Bias in International Business.
• Business Ethics.
• Culture’s Influence on Strategic Thinking.
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Definitions and Origins of Culture
Dutch management Professor Geert Hofstede argues that culture provides
a guide for humans on how to think and behave, Culture is a problem solving tool.
Anthropologist and business consultant Edward Hall comments that
cultural differences are often invisible, and that marketers who ignore them
often hurt both their companies and careers
Culture is the sum of the values, rituals, symbols, beliefs and thought processes
that are learned, shared by a group of people,
and transmitted from generation to generation.
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4
Definitions and Origins of Culture
The best international
marketers will not only
appreciate the cultural
differences pertinent to
their business, they will also
understand the origins of
these differences.
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Deeper knowledge will help
marketers notice cultural
differences in new markets
and forecast change in
current markets of operation.
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Origins, Elements and Consequences of Culture
Geography
( climate, topography, flora, fauna, microbiology)
A
D
A
P
T
A
T
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O
N
History
Technology and political economy
Social institutions
(family, religion, school, media, government, corporations)
Peers
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Element of culture
(values, rituals, symbols, beliefs)
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Origins, Elements and Consequences of Culture
continue….
A
P
P
L
I
C
A
T
I
O
N
Peers
imitation
consequences
Consumption decisions
and behaviors
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Element of culture
(values, rituals, symbols, beliefs,
Thought processes)
Management style
7
Cultural Knowledge
Factual versus Interpretive Knowledge
There are two kinds of knowledge about cultures,
One is factual knowledge about a culture;
it is usually obvious and must be learned.
The other is interpretive knowledge- an ability to understand
and to appreciate fully the nuances of
different cultural traits and patterns.
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8
Cultural Change
The change is a result of
a society seeking ways to
solve the problems
created by changes in its
environment.
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In other words, culture
is the means used in
adjusting to the
environmental and
historical components of
human existence.
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Cultural Change
1. Cultural Borrowing
2. Similarities : an Illusion
3. Resistance to change
4. Planned and Unplanned Cultural Change
5. Consequences of Innovation
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10
Management Styles Around the World
Knowledge of the management style- that is, the business culture,
management values, and business methods and behaviorsexisting in a country and a willingness to accommodate
the different are important to success in an international market.
1.
2.
3.
4.
5.
6.
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Authority and decision Making
Management Objectives and Aspirations
Communication Styles
Formality and Tempo
P-Time versus M-Time
Negotiations Emphasis
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Gender Bias in International Business
Tells one American executive,
It is one thing to see a
woman at the negotiation
table,
but to see a woman who
happens to be blonde,
young….
leading the discussions
was more than most of the
Japanese men could
handle.
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12
Summary
•
A complete and thorough appreciation of the origins (geography, history, political
economy, technology and social institutions) and elements ( cultural values,
rituals, symbols, beliefs) of culture may well be the single most important gain to
a foreign marketers in the preparation of marketing plans and strategies
•
Management styles differ around the World. Some cultures appear to emphasize
the importance of information and competition while others focus more on
relationships and transaction cost reductions. Understanding the culture you are
entering is the only sound basis for planning.
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