Learning objectives Develop an understanding of what culture is and - - PDF document

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Ethics and Culture The Sociocultural Environment Learning objectives

• Develop an understanding of what culture is and how the main

components of a culture impact upon a culture’s way of life

• Explain the intimate relationship between cultural influences,

consumer needs and consumer behaviour

• Discuss the various approaches to conducting cross-cultural

analysis Reading: Muhlbacher Ch 5 Lee and Carter Ch 4

Learning objectives (2)

• Discuss the strengths and weaknesses of

Hofstede’s model

• Discuss whether the world’s cultures are

converging or diverging

Refers to one’s unconscious reference to

• ne’s own cultural values when attempting

to understand another culture?

Self-reference criterion (SRC)

Approaches to eliminate SRC

• Define problem or goal in terms of home country culture,

traits, habits, and norms

• Define problems or goals in terms of the foreign culture
• Isolate the SRC influence and examine it carefully to see

how it complicates the problem

• Redefine the problem without the SRC influence and

solve for the foreign market situation

The Meaning of Culture The Johari Window

Unconscious Shared Blind Spot Their Blind Spot Open for Discussion My Blind Spot

Insight

Things I see My blind spot Things they see Things they do not see (

(Source adapted from S Jourard (1964) The transparent self, Nostrand Reinhold, Princeton N.J)

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Culture

Culture is the collective programming of the mind which distinguishes the members of one human group from another. It is the learned ways in which a society understands, decides and communicates.

Hofstede (1980)

More Definitions

• A distinctive pattern of values and

beliefs which are characteristic of a particular society or sub-group within that society.” Mullins (2005)

• “a set of beliefs or standards, shared

by a group of people, which helps the individual decide what is, what can be, how to feel, what to do and how to go about doing it.” Goodenough (1940)

Characteristics of culture

• Culture is learned
• Culture is interrelated
• Culture is shared

The visible and invisible parts of culture

A Cultural Framework - Terpstra and Sarathy (2000)

Language Religion Values and Attitudes Aesthetics Education Law and Politics Technology and Material Culture Social Organisation

Cultures

Layers of culture

Individual behaviour/ decision maker Company culture Business/industry culture National culture

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Understanding Culture and Consumer Behaviour

Approaches to the Study of Culture

• Maslow (1970): Hierarchy of Needs
• Lee (1966): Self Reference Criteria
• Hall’s (1977): High and Low Context Cultures
• Hofstede (2001, 1997): The four dimensions
• f power distance, individualism and

masculinity and uncertainty avoidance Hall’s Communication Context

Low-context cultures High-context cultures

Short video : http://www.youtube.com/watch?v=6gJzRS0I7tA&feature=related

Comparing low- and high-context cultures (1)

Communication

Explicit, direct Implicit, indirect

Characteristic Low-context High-context

Informal handshakes Formal hugs, bows, and handshakes

Sense of self and space

Comparing low- and high-context cultures (2)

Dress and appearance

Varies widely, dress for success Indication of position in society, religious rule

Characteristic Low-context High-context

Eating is a necessity, fast food Eating is social event

Food and eating habits

Comparing low- and high-context cultures (3)

Time consciousness

Linear, exact, promptness is valued, time = money Elastic, relative, time = relationships

Characteristic Low-context High-context

Nuclear family, self-oriented, value youth Extended family,

• ther oriented,

loyalty

Family and friends

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Comparing low- and high-context cultures (4)

Values and norms

Independence, confrontation

• f conflict

Group conformity, harmony

Characteristic Low-context High-context

Egalitarian, challenge authority, gender equity Hierarchical, respect for authority, gender roles

Beliefs and attitudes

Comparing low- and high-context cultures (5)

Mental process and learning

Linear, logical, sequential, problem solving Lateral, holistic, accepting life’s difficulties

Characteristic Low-context High-context

Deal oriented, rewards based on achievement Relationship oriented, rewards based

• n seniority

Business/ work habits

The contextual continuum of differing cultures

Hofestede Dimensions video

• (Acknowledgement BBB Marketing)

The role of language

• Language is important in information gathering

and evaluation efforts

• Language provides access to local society
• Language capability is important to company

communications

• Language enables the interpretation of context

Sensuality and touch culture in Saudi Arabian versus European advertising

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Hofstede’s model of national cultures

Power distance Uncertainty avoidance Individualism/ Collectivism Masculinity / Femininity Time perspective or Confucian Dynamism

Cultural similarities and differences

Hofstede’s (1990) cultural distance framework:

Power distance (authority) Uncertainty avoidance (control of aggression and emotional expression) Individualism vs. Collectivism (relationship between individual and group) Masculinity vs. Femininity (social implications of self-discipline) Long-term orientation (emphasized duration of return)

(Source: Hofstede, 1990; Hickson & Pugh, 2001; Hofstede & Hofstede, 2004)

Cultural similarities and differences

(Source: Hofstede, 1990; Hickson & Pugh, 2001)

Convergence of world’s cultures

Source: http://www.mtv.co.uk

Globalisation Debate

Globalization seems inevitable, but it is not without controversy. The debate on globalization will continue as people try to make sure that the benefits of global trade outweigh the costs for all countries, not just a select few…

http://winmedia.leg.akamai.pearsoncmg.com/intl/ema_uk_he_hollensen_globmark_4e/globalization_256.wmv

Video 15mins

Seminar Activity Cultural Environment - Video and Questions

Open the following website watch the video and answer the questions http://wps.pearsoned.co.uk/ema_uk_he_hollensen_globalmark_4/64/16424/4204693.cw/ind ex.html

Questions:

• 1. Language can be a barrier to effective communication. What steps can a

company take to minimize language barriers across borders?

• 2. Cultural differences need to be considered when communicating across
• borders. What characteristics of a country's culture need to be researched

to ensure business success across borders?

• 3. The video mentions that some companies have trusted contacts in a

country they wish to do business with, while other companies rely on a significant amount of research to learn more about culture characteristics,

• etc. What method do you feel is most effective for gathering useful,

accurate, and up-to-date information regarding cultural issues?