Unit8CulturalEnvironment InInternationalBusiness Objectivesofthechapter UnderstandthebasicaspectsofcultureIdentifyvariousapproachestoculturestudyWorkouttheimplicationsofculturalstudytobusinesses BusinessEnvironments Whatisculture Definitionofculture Theintegratedtotalsumoflearnedbehavioraltraitsthataremanifestandsharedbymembersofsociety EssentialFeaturesofCulture Itislearned notinnate Thevariousfactsofcultureareinterrelatedandexistinastateofconstantchange Itissharedbythemembersofagroupanddefinestheboundariesbetweendifferentgroups e g Waysoforganizingsociety fromkinshipgroupstostatesandmulti nationalcorporations thedistinctivetechniquesofagroupandtheircharacteristicproducts Howdoescultureinfluencecustomerbehavior CulturalInfluenceonMarketing Taste color attitude style IntheUSthereisahighculturalpredispositiontobeinterestedandintriguedbyproductinnovationsthathavea gadgety quality ApproachestoStudyofCulture Maslow sHierarchyofNeedsSelf ReferenceCriterion SRC AdoptionProcessofInnovationDiffusionHighandLowcontextCulturePerception Maslow sHierarchyofNeeds Maximizationofpotential Respect recognition Friendships Loverelationships Well being Jobsecurity Food water air shelter clothing Economicdevelopment Spiritual Material Themorehighlydevelopedamarket thegreatertheportionofgoodsandproductsthatwillbefillingsocialandesteemneedsasopposedtophysiological Readthetextandfindoutthesignificanceofneedhierarchytointernationalmarketers universality Status improvinggoods Doyouhaveanystereotypestowardthegoalsofemployeesaroundtheworld Americans moneyFrenchmen autonomyGermans workskillsutilizedandimproved Althoughthereareabundantsourcesofstereotypesthatsuggestenormousdifferencesinthebasicnatureofdifferentnationalitiesandraces increasingevidenceisaccumulatingtodisputethesestereotype Inastudyof25overseasoperationsoflargemanufacturingcompany Sirota Greenwoodfoundconsiderablesimilarityintheworkgoalsofemployees Policyimplication Amanagementwhosepoliciesandpracticesreflectthesestereotypesshouldbepreparedtosuffertheconsequencesofmanagingafrustratedanduncommittedworkforces Donot Providefewadvancementopportunitiesinsomecountries Usecertaincountriesasdumpinggroundsforroutine unchallengingwork Inthisrespect itwouldbeinterestingtodeterminehowmuchofthedifficultyexperiencedinmanagingemployeesinothercountriesisduenottoculturaldifferencesatall rather totheautomaticandpsychologicallyself servingassumptionofdifferences thatinreality maybeminororevennonexistent Self ReferenceCriterion SRC andEthnocentrism MajorObstacles Self ReferenceCriterion SRC anunconsciousreferencetoone sownculturalvalues experiences andknowledgeasabasisfordecisions JamesLee Ethnocentrism 种族中心主义 thenotionthatone sowncultureorcompanyknowsbesthowtodothings FourstepsforeliminatingSRC 1 Definethebusinessproblemintermsofhomecountryculturaltraits habits andnorms 2 Definethebusinessproblemintermsoftheforeigncountryculturaltraits habits andnorms Makenovaluejudgments 3 IsolatetheSRCInfluenceintheproblemandexamineitcarefullytoseehowitcomplicatestheproblem 4 RedefinetheproblemwithouttheSRCinfluenceandsolvefortheforeignmarketsituation InformationGaps ListentoYourCustomer s SelfReference HomeBuildersconstructwhattheythinkcustomerswillneed Presumptuous RESULT CookieCutter 千篇一律 designs massproductionforeconomiesofscaleandsalespressureSURPRISE Ahomebuilder finally surveyedbuyers 1996 andfoundthat InformationGaps ListentoYourCustomer s SURVEYFINDINGSManyCustomerspreferhousingwithout FireplacesCoveredPorchesCoffeeBarTheypreferLoffice Acombinationloft officespaceforacomputer Theadoptionprocess Thespeeddependsonthecharacteristicsofthenewproductandtheadoptercategories DiffusionTheory EverettRogers inhisbook DiffusionofInnovations 1962 suggestedthatadoptionwasasocialphenomenon characterizedbyanormaldistributionofadopters Interactioneffect Interactioneffect Theprocessthroughwhichindividualsinasocialsystemwhohaveadoptedaninnovationinfluencethosewhohavenotyetadopted Adoptionofanewideaorproductistheresultofhumaninteraction PolicyImplication stepstakentopersuadeinnovatorsandearlyadopterstopurchaseaproductarecritical CharacteristicsofInnovations Relativeadvantage convenience performance style safety statussymbol augmentationetc Compatibility consistentwithcurrentvalues taste economicpower experiences knowledge customsetc Complexity user friendlinesstoadopters Divisibility abilitytotryandpay livinghabit income Communicability bi tri lingualinstructions label SquashisnotwelcomedInZimbabwe SellwellinUSbutnotinEurope Othercharacteristics Initialvs ongoingcostsRiskoruncertaintysocialapproval gasheater electricheater solarheater HighandlowcontextculturesEdwardT Hall 1977 theconceptasawayofunderstandingdifferentculturalorientations InlowcontextculturesMessagesareexplicit wordscarrymostoftheinformationincommunication Formalanalysisofproformaprofitandlosstatementandbalancesheetsiscrucial Legalpaperworkisessential InhighcontextculturesLessinformationiscontainedintheverbalpartofamessage Aperson svalues position orpl