Learning objectives• Discuss how the sociocultural environment will affect
the attractiveness of a potential market• Define culture and name some of its elements• Explain the ‘4+1’ dimensions in Hofstede’s modelReading:Core Text Ch 3 p63Hollensen Ch 7Usunier Marketing Across CulturesMuhlbacher Ch 5 Lee and Carter Ch 3
Global Marketing Ethics and Culture 7-2
Learning objectives (2)
• Discuss the strengths and weaknesses of Hofstede’s model
• Discuss whether the world’s cultures are converging or diverging
Global Marketing Ethics and Culture 7-3
Refers to one’s unconscious reference to one’s own cultural values when attempting to understand another culture?
Global Marketing Ethics and Culture7-4
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
Global Marketing Ethics and Culture 7-5
The Meaning of Culture The Johari Window
Global Marketing Ethics and Culture 6
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 Reihold, Princeton NJ.)
(Source adapted from S Jourard (1964) The transparent self, Nostrand Reinhold, Princeton N.J)
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)
Global Marketing Ethics and Culture7-7
Characteristics of culture
• Culture is learned• Culture is interrelated• Culture is shared
Global Marketing Ethics and Culture 7-8
A Cultural Framework - Terpstra and Sarathy (2000)
Global Marketing Ethics and Culture 10
Language Religion Values and
Attitudes
AestheticsEducation
Law and Politics
Technology and Material
Culture
Social Organisation
Cultures
Layers of culture
Global Marketing Ethics and Culture 7-11
Individual behaviour/ decision maker
Company culture
Business/industry culture
National culture
Approaches to the Study of Culture
Global Marketing Ethics and Culture
7-13
• Maslow (1970): Hierarchy of Needs• Lee (1966): Self Reference Criteria• Hall’s (1977): High and Low Context Cultures• Hofstede (2001, 1997): The four dimensions of
power distance, individualism and masculinity and uncertainty avoidance
Hall’s Communication Context
Global Marketing Ethics and Culture 7-14
Low-context cultures
High-context cultures
Comparing low- and high-context cultures (1)
Global Marketing Ethics and Culture 7-15
Communication Explicit, direct Implicit, indirect
Characteristic Low-context High-context
Informal handshakesFormal hugs, bows, and handshakes
Sense of self and space
Comparing low- and high-context cultures (2)
Global Marketing Ethics and Culture 7-16
Dress and appearance
Varies widely, dress for success
Indication of position in society,
religious rule
Characteristic Low-context High-context
Eating is anecessity, fast food
Eating is social eventFood
and eating habits
Comparing low- and high-context cultures (3)
Global Marketing Ethics and Culture 7-17
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, other oriented,
loyalty
Family andfriends
Comparing low- and high-context cultures (4)
Global Marketing Ethics and Culture 7-18
Values and normsIndependence, confrontation
of conflict
Group conformity, harmony
Characteristic Low-context High-context
Egalitarian, challenge authority,
gender equity
Hierarchical, respect for authority,
gender rolesBeliefs and
attitudes
Comparing low- and high-context cultures (5)
Global Marketing Ethics and Culture 7-19
Mental process and learning
Linear, logical, sequential,
problem solving
Lateral, holistic,accepting
life’s difficulties
Characteristic Low-context High-context
Deal oriented, rewardsbased on achievement
Relationship oriented, rewards based
on seniority
Business/work habits
The role of language in global marketing
• 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
Global Marketing Ethics and Culture 7-21
Sensuality and touch culture in Saudi Arabian
versus European advertising
Global Marketing Ethics and Culture 7-22
Hofstede’s model of national cultures
Global Marketing Ethics and Culture 7-23
Power distance
Uncertainty avoidance
Individualism
Masculinity
Time perspective
Convergence of world’s cultures
Global Marketing Ethics and Culture 7-24
Source: http://www.mtv.co.uk