Marketing Culture and Communication – Natalia Nazarchevici CONTENTS Part one: THE JOB Job Advert………………………………..………………………………..……………… Scenario……………………………..………………………………..…………………… The Aesthetics Elucidated……………………………..……………..……………..… Part two: SIVECO Romania and its Approach to Employment Company’s Profile……………………………..………………………………..…………… Approach to employment………………………………………………..…………….. Discovering Morocco: a Cross-Cultural Analysis…………………………….. …………... Cultural Context……………………………..………………………………..……… Individualism/ Collectivism……………………………..………………………… High/ Low Power Distance……………………………..……………………… Uncertainty Avoidance……………………………..……………………… Masculinity/ Femininity……………………………..………………………..… Part three: THE ‘DO’S’ AND ‘DONT’S’ OF THE INTERVIEW Value Orientations in Morocco………………………..…………………………… The Interview………………………..………………………………………..………… Board………………………..………………………………………..…… Language………………………..………………………………………..… Room Settings………………………..……………………………………….. Conduct and Etiquette………………………..………………………………………. Dress Code………………………..……………………………………….. Time………………………..………………………………………..………… Work Week ………………………..………………………………………..… Verbal Communication………..………………………………………….. Body Language and Proximity……………………………………………… Page 1 of 28 2 3 3 4 4 7 7 8 9 9 10 11 11 11 12 12 13 13 13 14 14 16 16
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Marketing Culture and Communication – Natalia Nazarchevici
CONTENTS
Part one: THE JOB
Job Advert………………………………..………………………………..………………
Scenario……………………………..………………………………..……………………
The Aesthetics Elucidated……………………………..……………..……………..…
Part two: SIVECO Romania and its Approach to Employment
Company’s Profile……………………………..………………………………..……………
Approach to employment………………………………………………..……………..
Discovering Morocco: a Cross-Cultural Analysis……………………………..…………...
Part three: THE ‘DO’S’ AND ‘DONT’S’ OF THE INTERVIEW
Value Orientations in Morocco………………………..……………………………
The Interview………………………..………………………………………..…………
Board………………………..………………………………………..……
Language………………………..………………………………………..…
Room Settings………………………..………………………………………..
Conduct and Etiquette………………………..……………………………………….
Dress Code………………………..………………………………………..
Time………………………..………………………………………..…………
Work Week ………………………..………………………………………..…
Verbal Communication………..…………………………………………..
Body Language and Proximity………………………………………………
Relationships…………………………….………………………………….
Business Cards Etiquette…………………………….……………………
REFERENCES
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Marketing Culture and Communication – Natalia Nazarchevici
Part one: THE JOB
Job advert
Page 2 of 20
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Marketing Culture and Communication – Natalia Nazarchevici
On the other hand, National Ministry of Education of Morocco (Ministère de l’Education
Nationale du Maroc), does not provide any information regarding job/ career opportunities
within the institution. The website – www.men.gov.ma (Figure 3) – is translated in English,
French and Arabic, and looks formal, over simplistic, with an old fashioned interface. It give
an impression of a slow changing bureaucratic institution.
The partnership SIVECO Romania – Ministry of Education Morocco is a reality of today’s
globalised world, where organisations and their employees interact more often with people
and companies in other countries, and Carte and Fox (2010, p.1) argue that “the more national
borders their companies cross, the greater the scoop for misunderstanding and conflict”. Thus,
the awareness and respect for cultural differences while projecting our own culture in an
appropriate manner is tremendously necessary.
Furthermore, according to Neuliep (2006) a company is similar to a culture: it possesses its
own values, internal formal and informal norms, operate in a particular environment, develop
its own perception views, engage in verbal and nonverbal communication, and build socio-
relations. In other words, it develops a personal organisational culture. Therefore, it cannot be
assumed that when interacting with other organisational cultures its business customs will be
understood in exactly the same way. Figure 4 (one page 7) highlights six key areas that
influence organisational cultures across globe (Neuliep, 2006, p.379).
Page 6 of 20
Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)
Marketing Culture and Communication – Natalia Nazarchevici
DON’T: face the sole of the shoes towards anyone, “Muslims consider this to be an
obvious insult” (Usunier and Lee, 2009, p.349).
Relationships
According to Carte and Fox (2010, p. 177) Morocco is a “relative truth culture” which
indicates that “the circumstances indicates the way you behave”. The authors continue “your
loyalty is more to your group (eg family, clan, friends and company) than to a set of abstract
rules”
Schwartz’s values approach describes on one hand the Eastern European nations are “high in
harmony, conservatism, and intermediate in hierarchy/egalitarianism” and other hand, Islamic
countries are “high in hierarchy, conservatism, intermediate in mastery/harmony” (Guirdham,
2005, pp. 57-58).
DO: pay attention on creating and developing relationships and trust.
DO: accept or offer small or symbolic gifts
DON’T: criticise as it might not be taken light.
Business Cards Etiquette
DO: prepare to exchange business cards.
DO: make sure one of the sides is translated in Arabic or French it shows respect.
Page 17 of 20
Functional Personal
Flat hierarchy Vertical Hierarchy
Individualistic Group-oriented
Marketing Culture and Communication – Natalia Nazarchevici
A few last thoughts…
This portfolio tried to collect useful insights about the cultures in question. However, it has to
be mentioned that it is impossible not to generalise or assign stereotypes as each individual,
group and society is very divers. In addition, it is important not to forget that today’s
corporates leaders have accomplished their studies in many western countries and are very
likely to bring back home certain views and values, which consequently will affect the
manner in which they interact with other people or companies.
After enriching my cultural knowledge and awareness, I have decided to apply the SOPHOP
approach proposed by Carte and Fox (2010). The approach acronym stands for “be soft on
people, hard on points” which means that a person should “be able to nurture the relationship,
while still ensuring that you give no ground on the commercial issues” (Carte and Fox, 2010,
p.131). This strategy moulds very well into the Moroccan context as for them the personal
and business areas are interrelated (relationship-oriented will take attacks personally).
Therefore, as suggested by Carte and Fox (2010) I should try to control the way I express
myself. Considering the fact that I lived in the UK for the last 3.5 years, I believe I have
internalised the specific diplomatic British way of communication.
***
Page 18 of 20
Marketing Culture and Communication – Natalia Nazarchevici
REFERENCES
British Council Website (2007) “Morocco Market Introduction”. [Online] Available at: http://www.britishcouncil.org/eumd-information-background-morocco.htm (Last accessed on: 15th March 2012).
Carte, P. and Fox, C. (2008) “Bridging the Cultural Gap: A practical Guide to International Business Communication”, 2nd edition. Great Britain: Kogan Page Limited.
Centre for Intercultural Learning Website (2012).” Cultural Information – Morocco”. [Online] Available at: http://www.intercultures.ca/cil-cai/ci-ic-eng.asp?iso=ma (Last accessed 10 March 2012).
Centre for Intercultural Learning Website (2012).” Cultural Information – Romania”. [Online] Available at: http://www.intercultures.ca/cil-cai/ci-ic-eng.asp?iso=ro (Last accessed 10 March 2012).
Ciolacu, F. (2011). “National Case Study: Maroc. New perspectives for the Moroccan Education System”, Bucharest eduVision 2020. [Online video] Available at: http://eduvision.ro/2011/media.html (Last accessed 12 March 2012).
Dainton, M. and Zelley, E. D. (2005) “Applying communication Theory for Professional Life: A practical Introduction” UK: Sage Publications.
Edwards, T., Colling, T. and Ferner, A. (2007), “Conceptual approaches to the transfer of employment practices in multinational companies: an integrated approach”. Human Resource Management Journal, 17: 201–217. [Online] Available at: http://onlinelibrary.wiley.com/doi/10.1111/j.1748-8583.2007.00042.x/pdf (Last accessed on: 18th March 2012).
Guirdham, M. (1999) “Communicating across Cultures”, London: Palgrave.
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