When traveling or living abroad what gave you the biggest culture shock?

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When traveling or living abroad what gave you the
biggest culture shock?
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Three Elements of Culture

• The first is that culture is learned. This means
  that unlike hair color or height, culture is not
  a hereditary trait. If a French mother and an
  Australian father live in Mexico and have a
  child, the child will adopt the Mexican culture -
  language, values, importance of events, etc. The
  child will certainly have a better sense of
  French and Australian cultures than its
  classmates, but it will, nevertheless, accept the
  Mexican culture as its own.
• Second, culture is shared by all members of
  society. This trait is what turns ideals and
  values into a culture rather than a personal
  preference. Subcultures can certainly exist
  within a culture this is particularly true when
  large groups of immigrants arrive in a country
  and "find" one another. In this way Jewish or
  Italian or Polish subculture may flourish within
  a larger culture.
• Finally, the idea that one element of culture
  affects all other elements is important in
  understanding how elements of culture are related
  to each other. An example of this is class an
  individual's class will affect the vocabulary she
  uses, as well as how she perceives the world
  around her.

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What is Culture?

• The sum total of knowledge, beliefs, art,
  morals, laws, customs, and any other habits and
  capabilities acquired by humans as members of
  society.

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Culture Incorporates

• Social Institutions
• Family nuclear, extended, parental roles,
  marriage courtship, female/male roles
• Education primary, secondary, higher, literacy
  rate
• Political System structure, parties, stability,
  tax rates, local government
• Legal System laws regulating exchange, doing
  business in

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Culture incorporates

• Social Institutions (cont.)
• Humans and the Universe Belief systems,
  religion, degree to which people accept religion,
  number who belong
• Attitudes
• Values

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• Humans Universe (Religion, superstition,
  belief systems)

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Culture Incorporates

• Aesthetics
• Design, folklore, music, drama, folklore
  symbols

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• Aesthetics (Art, folklore, music, drama) help
  interpret meaning of colors, symbols, standards
  of beauty)

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Culture incorporates

• Living Conditions
• Diet
• Housing
• Dress
• Recreation
• Health care
• Social security

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• Social Institutions (Social classes, roles of
  men women, family, education, media), Dress,
  Recreation

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Recreation
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Culture incorporates

• Language
• Official, Spoken vs. written, Dialects

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• Language
• English Translations made by Japanese firm that
  were added to
• labels to increase prestige for their products
  being sold in China.
• Product EnglishTranslation
• Equivalent to Japanese Spam Liver
  Putty
• Toilet Paper My Fanny Brand
• Ready to Eat Pancakes Strawberry Crap Dessert
• Antifreeze Spray Hot Piss Brand
• Pediatricians Slogan Specialist in Deceased
  Children

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Language

• Nike made a television ad promoting its shoes,
  with people from different countries saying,
  "Just do it" in their native language. Too late
  they found out that a Samburu African tribesman
  was really saying, "I don't want these, give me
  big shoes."

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Key Element of Culture

• Values - Enduring beliefs about a specific mode
  of conduct or desirable end-state that guide the
  selection or evaluation of behavior

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In Sum, Culture includes

• Social institutions, e.g family, schools,
  government
• Belief Systems
• Values
• Aesthetics
• Living Conditions, e.g. diet, dress, recreation
• Language

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How Does Culture Affect Marketing?

• 1. Material culture (Technology Level) ?
  Quality type of product demanded, functional
  features, means of production

Functional Features
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• Jogging Suit
• Jogging suit with easy zip back keeps your dog
  clean and dry in rain or snow.Great for shows!

Type of Products
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Type of Products
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Effect of Material Culture (Economic Development)
on Marketing

• As economy develops
• Marketing institutions become more varied
  complex
• Facilitating institutions emerge, e.g.
  advertising agencies, credit bureaus
• Demand for industrial products changes
• Equipment to build manufacturing plants,
  highways, power plants
• Parts and supplies to maintain plants
• Items that other countries can produce more
  competitively
• Demand for consumer goods moves from subsistence
  to luxury

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How Does Culture Affect Marketing?

• 2. Values affect how product is positioned.

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E.G. Japanese Values on Product Positioning
(Deodorant)

• Japanese attitude towards body smells and the
  belief that Western style, heavy-duty deodorants
  are not required for them because they dont
  smell as bad are the main reasons why deodorants
  designed for Japanese are different from those
  designed for foreigners.
• Western culture has traditionally been
  fragrance-based with individuals mixing
  deodorants, perfumes and their own body odors to
  create a unique smell
• While Japanese culture has tended to discourage
  the showcasing of ones own smell, preferring the
  non-intrusive and non-smelling to the fragrant
  and aromatic.
• Japanese deodorants marketed as fresh rather
  than nice-smelling come in lighter fragrances
  such as green apple and lemon seems to be a
  female-dominated market, with the male deodorant
  market hardly visible.
• Many foreigners living in Japan choose to stock
  up on deodorant when they go home or arrange to
  have a supply shipped in from overseas. U. S.
  has so far decided not to enter the Japanese
  market at all.

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How Does Culture Affect Marketing?

• 3. Social institutions regulate consumers
  behaviors and attitudes by organizing his
  activities and teaching acceptable behavior
• literacy, e.g. type of media
• political acceptance of marketing activities,
  e.g. hypermarche

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In Sum, Culture Affects

• Management
• Marketing
• Consumer Behavior
• Product Development Design
• Promotion
• Distribution
• Pricing

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• Countries vary based on culture
• Cultures can be classified on a number of
  dimensions, e.g. Hofstede

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Hofstedes Dimensions of Culture (1) Uncertainty
Avoidance

• 1. Uncertainty Avoidance focuses on the degree
  the society reinforces, or does not reinforce,
  uncertainty and ambiguity within the society.
• High Uncertainty Avoidance ranking indicates the
  country cannot tolerate a high level of
  uncertainty/ambiguity. This is reflected in a
  high concern for rules, regulations, controls,
  and issues with career security risk averse
• Low Uncertainty Avoidance ranking indicates the
  country has a higher tolerance for ambiguity and
  uncertainty. This is reflected in a society that
  more readily accepts change and takes more and
  greater risks.

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2 - Masculinity

• Masculinity focuses on the degree the society
  reinforces, or does not reinforce, the
  traditional masculine work role model of male
  achievement, control, and power. The higher the
  MAS score the more "masculine" a culture is.
• High Masculinity ranking indicates the country
  experiences a high degree of gender
  differentiation. In these cultures, males
  dominate a significant portion of the society and
  power structure, with females being controlled by
  male domination.
• Low Masculinity ranking indicates the country
  has a low level of differentiation and
  discrimination between genders. In these
  cultures, females are treated equally to males in
  all aspects of the society.
• Masculine societies, stress values such as the
  importance of showing off achieving something
  visible, or making money.
• Feminine societies stress quality of life and
  personal relationships.

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3 - Individualism

• 3. Individualism focuses on the degree the
  society reinforces individual or collective,
  achievement and interpersonal relationships.
• High Individualism ranking indicates that
  individuality and individual rights are very
  important. Individuals in these societies may
  tend to form a larger number of looser
  relationships.
• Low Individualism ranking typifies societies
  of a more collectivist nature with close ties
  between individuals. These cultures reinforce
  extended families and collectives.

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4 - Power Distance

• Power Distance focuses on the degree of equality,
  or inequality, between people in the country's
  society. The higher the PD score the more
  inequity between the superior and a subordinate.
  In organizations, Power Distance is related to
  the degree of centralization of authority and
  autocratic leadership.
• High Power Distance ranking indicates that
  inequalities of power and wealth have been
  allowed to grow within the society. These
  societies are more likely to follow a caste
  system that does not
• Low Power Distance ranking indicates the society
  de-emphasizes the differences between citizen's
  power and wealth. In these societies equality and
  opportunity for everyone is stressed.

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5 Long term Orientation

• Long-Term Orientation (LTO) focuses on the degree
  the society embraces, or does not embrace,
  long-term devotion to traditional, forward
  thinking values.
• High Long-Term Orientation ranking indicates the
  country prescribes to the values of long-term
  commitments and respect for tradition. This is
  thought to support a strong work ethic where
  long-term rewards are expected as a result of
  today's hard work. However, business may take
  longer to develop in this society, particularly
  for an "outsider".
• Low Long-Term Orientation ranking indicates the
  country does not reinforce the concept of
  long-term, traditional orientation. In this
  culture, change can occur more rapidly as
  long-term traditions and commitments do not
  become impediments to change.

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Taiwan
Argentina
U.S.
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What Dimension does this illustrate?
Thousands of Chinese school children stand at
attention during a ceremony to celebrate China
Children's Day, at Beijing's Tiananmen Square
Friday on May 31, 2002. The event took place a
day earlier actual International Children's Day,
which falls on June 1.
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Taiwan
The Hofstede analysis for Taiwan is almost
identical to the model for China. Long-term
Orientation is the highest-ranking factor. As
with other Asian countries, relationships are a
primary part of the culture. Individualism is the
lowest ranking. Like the Chinese, the Taiwanese
are a collectivist society.  
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What Dimension does this illustrate? Country?
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United States
The Hofstede analysis for the United States is
very similar to other World Countries that have
their heritage founded in Europe with strong ties
to the British Isles (see Great Britain, Canada,
Australia, and New Zealand). Individualism ranks
highest and is a significant factor in the life
of U.S. Americans. The low ranking of Long-term
Orientation reflects a freedom in the culture
from long-term traditional commitments, which
allows greater flexibility and the freedom to
react quickly to new opportunities.
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http//www.cyborlink.com/besite/hofstede.htm
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Implications of Hofstedes Study

• Countries vary as should management practices

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Weaknesses of Hofstedes Study

• Assumes one to one correspondence between culture
  and nation-state, while countries have more than
  one culture
• Researchers were either Europeans or Americans
• Limited to single industry
• Cultures are dynamic

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• Understanding of Culture (values) helps determine
  international orientation or approach (Ch. 1,
  pp. 19-22)
• Domestic Market Extension
• Multidomestic Market
• Global Marketing

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• Understanding culture (values) helps determine
  whether to target
• All consumers within the borders of a country as
  a single market or
• global market segments, all consumers with the
  same needs and wants in groups of country markets

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Hofstede Dimensions

• Power Distance focuses on the degree of equality,
  or inequality, between people in the country's
  society. A High Power Distance ranking indicates
  that inequalities of power and wealth have been
  allowed to grow within the society. These
  societies are more likely to follow a caste
  system that does not allow significant upward
  mobility of its citizens. A Low Power Distance
  ranking indicates the society de-emphasizes the
  differences between citizen's power and wealth.
  In these societies equality and opportunity for
  everyone is stressed.
• Individualism focuses on the degree the society
  reinforces individual or collective, achievement
  and interpersonal relationships. A High
  Individualism ranking indicates that
  individuality and individual rights are paramount
  within the society. Individuals in these
  societies may tend to form a larger number of
  looser relationships. A Low Individualism ranking
  typifies societies of a more collectivist nature
  with close ties between individuals. These
  cultures reinforce extended families and
  collectives where everyone takes responsibility
  for fellow members of their group.
• Masculinity focuses on the degree the society
  reinforces, or does not reinforce, the
  traditional masculine work role model of male
  achievement, control, and power. A High
  Masculinity ranking indicates the country
  experiences a high degree of gender
  differentiation. In these cultures, males
  dominate a significant portion of the society and
  power structure, with females being controlled by
  male domination. A Low Masculinity ranking
  indicates the country has a low level of
  differentiation and discrimination between
  genders. In these cultures, females are treated
  equally to males in all aspects of the society.
• Uncertainty Avoidance focuses on the degree the
  society reinforces, or does not reinforce,
  uncertainty and ambiguity within the society. A
  High Uncertainty Avoidance ranking indicates the
  country has a high level of uncertainty and
  ambiguity. This is reflected in a high concern
  for rules, regulations, controls, and issues with
  career security. A Low Uncertainty Avoidance
  ranking indicates the country has a low level of
  ambiguity and uncertainty. This is reflected in a
  society that more readily accepts change and
  takes more and greater risks.

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Culture Negotiations

• In achievement-oriented cultures (e.g. Japan)
• make sure you or someone in your negotiation team
  has enough technical knowledge and experience to
  convince the other party that your proposal will
  work.

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Culture Negotiations

• In status-oriented cultures
• Make sure that your negotiation team has enough
  older or senior members with extensive experience
  and titles.
• Respect the line of hierarchy in the other
  negotiation team. Bypassing a superior is
  unacceptable in many cultures.
• Use titles and symbols to indicate your status in
  society. For this reason, the Japanese always
  exchange business cards before the conversation
  begin. In situations where business cards are
  exchanged, the card should be studied
  respectfully, not stuffed in a pocket, written
  on, or otherwise disregarded.
• Be formal. This includes dressing conservatively,
  using titles instead of first names, refraining
  from joking or social chatting, and, whenever
  possible, negotiating in person

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Culture Negotiations

• In future-oriented cultures
• Avoid appearing impatient. Future-oriented
  cultures such as Japan, Hong Kong, Taiwan, and
  South Korea, have a long-term outlooks that value
  perseverance.
• Spend more time on interpersonal relationships
  during your negotiation. As we mentioned
  previously, for Brazilians the process itself, as
  opposed to the end result, is the most import
  aspect of negotiations. Rapport-building and
  trust are extremely important it is important
  not to be perceived as cold or unfriendly.
• Future-oriented societies place the maintenance
  of personal relationships before costs, winning,
  and saving face. To that end, reciprocation of
  greetings, gifts, and personal favors are
  extremely important in future-oriented cultures.

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Culture Negotiations

• In uncertainty-avoidance (UA) cultures (Israel,
  Austria, and Columbia
• Individuals from cultures with strong
  uncertainty-avoidance tendencies often feel
  threatened by unknown or ambiguous situations. It
  is important to be fully prepared and have all
  details at hand when negotiating with businesses
  from uncertainty-avoidance cultures.
• Uncertainty-avoidance cultures place a strong
  emphasis on rules, regulations, and punctuality.
  Tardiness is a sign of rudeness appointments
  must be kept strictly and interruptions and
  delays avoided.
• Formality is also important in high
  uncertainty-avoidance countries. As with
  status-oriented cultures, it is important to
  remain formal
• Individuals from high uncertainty-avoidance
  cultures have a reputation for being hard
  bargainers. They like to open with extreme
  demands and make few and small concessions.
  Haggling is common, expected, and essential.

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British Stereotypes
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The True Brit
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What to Say Before You Eat
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Enjoy Your Meal!