Date post: | 24-Jun-2015 |
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Cultural dynamics in assessing global
markets
Definitions and origins of cultureHofstede “software of the mind”, it guides people
how to think and behave Is the sum of values, rituals, symbols, beliefs and
thought processes that are learned and shared by a group of people
International marketers should understand the origin of cultural differences
Culture
Culture is related to values , beliefs and habits held by a member of society.
Culture is values and belief system that govern interaction system.
Culture consists in patterned ways of thinking, feeling and reacting, acquired and transmitted mainly by symbols
Culture
Culture 2
From previous definitions we can summarize the concept of culture in three words:
Perception symbolism Behavior
International marketers should consider cultural adaptation when entering any new market
Several factors should be considered (Geography, history, political economy, technology and social institution)
Social institution such as family roles, religion, education and the media)
How cultural adaption can be done? (Hofstede model)
Cultural adaptation
Elements of culture Hofstede’s cultural model
Collectivism vs. Individualism (Group and family interest culture vs. self interested culture)
Collectivism vs. Individualism continuum
IndividualismEx: UK, France, Germany
CollectivismChina
SpainNew Zealand
Turkey
Hofstede’s cultural model
Power distance dimension (difference in power and wealth )
Power distance continuum
Low power distanceEx: UK, France, Germany
Italy
high power distance EX: China East
Africa Norway
Hofstede’s cultural model
Uncertainty avoidance continuum
France
Low Uncertainty avoidanceEx: Singapore, Jamaica
High Uncertainty avoidance Ex: Greece NorwayUK
Hofstede’s cultural model
Masculine vs. Feminine (culture value performance and achievement vs. Tender and caring culture)
Masculine vs. Feminine continuum
MasculineEx: Japan, Hungary
Malaysia UK
Feminine Ex: Sweden Thailand
Activity 1
Place Egyptian culture on Hofstede’s cultural dimension continuum
Activity 2
Do you think that web should be culturally adapted why?
Web cultural sensitivity Web is an open network that have a global
accessibility
The interactive nature of web make it ideal to create a culturally sensitive dialogue and it’s multimedia capabilities can helps to develop country specific themes, pictures , videos and sounds
Using Hofstede’s model to design a web interface
Collectivism web interface Individualism web interface
Chat rooms Independence picture
Images of groups and family
Community relations
Newsletters
Symbols and pictures of national identity
•Some examples showing the design for collectivism and individualism cultures
Using Hofstede’s model to design a web interface Some examples showing the design for power
distance High power distance web interface
Tall hierarchies (new pages open in new windows) in mental models
Frequent social roles used to organize information (e.g., a managers' section obvious to all but sealed off from non-managers)
Picture of important people, proper people titles
Using Hofstede’s model to design a web interface Some examples showing the design for
uncertainty avoidanceHigh uncertainty avoidance web interface
Simplicity, with clear metaphors, limited choices, and restricted amounts of data
Navigation schemes intended to prevent users from becoming lost
Free trials and downloads
Customer services
Using Hofstede’s model to design a web interface Some examples showing the design for
Masculine and feminine cultures
Masculine web interface Feminine web interface
Focus on achievements Politeness and soft sell approach
Quizzes and games Aesthetics: Communications in high context culture emphasize harmony, beauty, and oneness with nature
Using Hofstede’s model to design a web interface (British airways)
individualism culture (Independence pictures)
British consumers local home page
Using Hofstede’s model to design a web interface (British airways)
Egyptian consumers local home page
High uncertainty avoidance culture
tender and caring culture (Feminine culture)
Collectivism culture(images of national identity
Using Hofstede’s model to design a web interface (Emirates airways)
British consumers local home page
difference in power and wealth (Low power distance culture)
individualism culture (Independence pictures)
Using Hofstede’s model to design a web interface (Emirates airways)
Egyptian consumers local home page
difference in power and wealth (high power distance culture )
Select an Egyptian local website, using hofstede model identify any cultural components of the website design. Using a print screen shots point on them and print them out.
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