International Marketing: Chapter 4 Key Concepts

1
International Marketing Chapter 4Key Concepts

• Definitions of culture
• Levels of culture
• Origins of culture
• Elements of culture
• Hofstedes Dimensions of Culture (IDV, PDI, UAI)

2
Culture

• Traditional Definitions
• The sum total of knowledge, beliefs, art, morals,
  laws, customs, and any other capabilities and
  habits acquired by humans as members of society
• Values, rituals, symbols, beliefs, and thought
  processes that are learned, shared by a group of
  people, and transmitted from generation to
  generation
• Alternative Definitions
• A complex control mechanism consisting of systems
  of significant symbols that shape our
  experiences and give order to our lives (Clifford
  Geertz, 1973)

3
Levels of Culture

• Global
• National
• Regional
• (Business)
• (Corporate)
• Personal

4
Origins of Culture

• Geography
• History
• Political Economy
• Technology
• Social Institutions

5
Elements of Culture

• Cultural Values
• Rituals
• Symbols
• Beliefs
• Thought Processes

6
Elements of Culture

• Cultural Values
• Hofstedes Dimensions
• Individualism/Collectivism Index (IDV)
• Power Distance Index (PDI)
• Uncertainty Avoidance Index (UAI)
• Masculinity/Femininity Index (MAS)