Chapter Three Global Cultural Analysis 3-1

Culture Across Countries High vs low context cultures Silent languages Hofstede’s cultural dimensions Gannon’s metaphors Culture and demand Hidden motivators, risk, cognitive dissonance, materialism, global consumer?

High vs Low Context Cultures 3-2

Hall’s Silent Languages Space Possessions Friendships Agreements Time

Power Distance and Individualism Scales - Exhibit 3.1 ARGArgentina BRABrazil CHL Chile COL Columbia GRE Greece HOKHong Kong IND India IRA Iran JAP Japan MEXMexico PAK Pakistan PER Peru PHI Philippines POR Portugal SIN Singapore TAI Taiwan THA Thailand TUR Turkey VEN Venezuela YUG Yugoslavia Small Large Power Distance Individualism Collectivist Small power distance collectivist Large power distance collectivist Reprinted by permission of the author from Culture’s Consequences, published by Sage Publications. ©1990 by Gert Hofstede PAK COL VEN TAI PER THA SIN CHL POR HOK YUG MEX PHI GRE TUR BRA IRA ARG JAP IND

Power Distance and Individualism Scales Exhibit 3.1 cont. AULAustralia AUTAustria BELBelgium CAN Canada DEN Denmark FIN Finland FRA France GERGermany GBR Great Britain IREIreland ISRIsrael ITA Italy NET Netherlands NZLNew Zealand NOR Norway SAF South Africa SPASpain SWE Sweden SWISwitzerland USAUnited States Small Large Power Distance Individualism Individualist Small power distance individualist Large power distance individualist Reprinted by permission of the author from Culture’s Consequences, published by Sage Publications. ©1990 by Gert Hofstede SPA SAF FRA BEL ITA AUT ISR FIN GER NOR SWI SWE IRE DEN NZL CAN NET GBR USA AUL

Hofstede’s Classification of Triad Countries 3-8 Note: “Context” added. Source: Adapted from Hofstede, 1980 Exhibit 3.4

Gannon’s Metaphors 1.American football: Individualism and competitive speculation; huddling; ceremonial celebration of perfection. 2.The British house: Laying the foundations; building the brick house; living in the brick house. 3.The German Symphony: 0rchestra; conductors; performance society; education, and politics. 4.The French wine: Purity; classification; composition; compatibility; maturation. 5.The Italian family opera: Pageantry and spectacle; voice expression; chorus and soloists. 6.The Swedish summer house: Love of nature; individualism through self- development; equality. 7.The Japanese garden: Wa and shitaki, harmony and form; seishin, spirit of self-discipline; combining droplets. 8.The Chinese family altar: Confucianism and Taoism; roundness, harmony and fluidity. 9.India: cyclical Hindu philosophy: The cycle of life; the family cycle; the social cycle; the work cycle. 3-7 Source: Martin Gannon, “Cultural Metaphors,” Understanding Global Cultures, pp. v-vii, ©1994 by Martin Gannon. Reprinted by permission of Sage Publications. Exhibit 3.3

Cross Cultural Management Managing in a cross cultural environment the acculturation process managerial styles in the Triad managing subordinates Culture and negotiations levels of contact communication styles timing Limits to cultural sensitivity limits to flexibility, global low context culture?

Chapter Terms and Essay Terms Culture, silent languages, metaphors, Hofstede’s indices, permanent income, relative income, uncertainty avoidance Essay How may each of the following models help global marketers understand more fully the cultures in which they must operate? silent languages Hofstede’s indices Gannon’s metaphors

Going International Video How important is the concept of culture in understanding the behavior of people from different countries? Use examples from the video to illustrate your answers. What is the difference between “cultural awareness” and “cultural stereotyping?” How can managers benefit from the former without suffering from the latter? According to the video (use examples), how do the world’s cultures vary in each of the following dimensions? Time Space Sanitary habits Communication style

Chapter Three Global Cultural Analysis 3-1