Professional Documents
Culture Documents
Defining culture
• Religion
• The family
• Education
• Attitudes toward time
• The Hofstede measures of culture
• Language and communication
• Social Relationships
• Overcoming the language barrier
• Adapting to cultural differences
What’s Wrong With This Picture?
Chicken Soup for the African Soul
• National
• Regional and/or ethnic and/or religious
and/or linguistic
• Gender
• Generation
• Social class
• Organization or corporate
Videotape on Culture
• Shaping: Good analogy of culture
– a “tree” is a product of its environmental conditions
– uprooting can result in “transplant shock”
• Subjectivity of culture
– hygiene
– affection
– time
– space
• Danger of stereotyping/generalization
– culture is an “average” response but there is also a “variance”
– must always allow for individual difference
• Importance of language and communication
pattern
• Must maintain curiosity
– about one’s own culture: self-reference criterion
– about other cultures as to “why” they behave differently
Three Dimensions of Culture
McDonalds McDonalds
USA Saudi Arabia
“When we go out to eat, which of us wants to go through the
cumbersome process of trying to insert the food into our mouths by
lifting the veil a crack, smearing ketchup and sauce over our clothes
and faces? We appreciate our own eating sections, which most
restaurants have, not just McDonald's, because we can be comfortable
there without men glimpsing our faces.”
-- Susan Aykurt, Woman living in Saudi Arabia
Cultural Influences on Buyer
Behavior
Culture Clash
Will future conflicts occur between cultures not countries?
Western Hindu
Orthodox
Latin American
Confucian
African
Islamic
Buddhist
© PhotoDisc Europe
Or will increasing interaction among
cultures lead to cross-stimulation and
creative change?
• Western religions
– Gift-giving and Christmas
• December 25 or December 6?
– Kosher in Israel
• Elite chocolate targets the Orthodox
• China
– Bars charge $25 for entrance on Christmas
Eve, hotels charge $180 for a Christmas
function
• Turkey
– Children stand in line in shopping centers,
waiting to sit on Santa’s lap and ask him for
gifts
– Stores sell Santa suits and statues
NPR Segment:
Chinese Valentine’s Day
AP Images
Ramadan Takes on a New
Look
• Ramadan celebration norms in Jordan have
been influenced by Christmas celebration
norms common in the West
– Crescent and star lights
– Ramadan cards
– Tents set up in restaurants for Ramadan parties
– Companies have special Ramadan promotions
Marketing and Eastern
Religions
• Hinduism and Buddhism
– Vegetarians
• Shinto
– Prayers open the first
Starbucks abroad (Tokyo)
The Family
• Nuclear families
– Household sizes down in U.S. and Europe
• Extended families
– More important in developing world
– The importance of the Chinese clan
• Male-female roles
– House cleaning in Japan
Percent Female Population in Labor Force
Beyond the Family…
• Levels of participation
• Impact on consumers
and employees
• Power distance
• Individualism-collectivism
• Masculinity-feminity
• Uncertainty avoidance
Power Distance
USA 40 91 62 46
Canada 39 80 52 48
United 35 89 66 35
Kingdom
Hofstede Scores (cont.)
France 68 71 43 86
Germany 35 67 66 65
Hungary 46 80 88 82
Romania 90 30 42 90
Hofstede Scores (cont.)
Arab 80 38 53 68
countries
Israel 13 54 47 81
Mexico 70 46 53 68
Chile 63 23 28 86
Power Distance and Individualism
Dimensions
How can the Hofstede
scores be useful?
What are the limitations
of the Hofstede scores?
Cultural Paradox
Message Message
Encoding Decoding
• Forms of address
• Context of language
– Low-context
cultures
– High-context
cultures
• Showing emotion
– Affective cultures
– Neutral cultures
Noboru Hashimoto
The Importance of Language
Translations found in hotels across the world…
France
“Please leave your values at the desk.”
Mexico
“The manager has personally passed all the water
served here.”
Japan
“You are invited to take advantage of the chambermaid.”
Norway
“Ladies are required not to have children at the bar.”
Greece
“We will execute customers in strict rotation.”
Overcoming the Language Barrier
• Translation problems
• Be culturally prepared
• Be aware of local communication
complexities
• Mix with host nationals
• Be creative and experimental
• Be culturally sensitive
Dealing with Culture Shock (cont)
Case Review
• Why is Barbie popular in the Middle East?
• Should Muslim countries ban Barbie?
Sacred Work, Sacred Leisure
Case Review
• What cultural factors influence a society’s
attitudes toward work and leisure?
• How can different attitudes towards leisure
affect the marketing of products?