1. UGBA 105 Sections 102,104,106 Week 11: Global management

2. Agenda I18n Hall of Shame I18n Hall of Shame Dimensions of national culture Dimensions of national culture Lincoln Electric goes abroad Lincoln Electric goes abroad

3. I. I18n Hall of Shame

4. Dictionaries don’t tell all Company: Pepsi Place: Taiwan What they meant: “Come alive with the Pepsi Generation” What they said: “Pepsi will bring your ancestors back from the dead.”

5. Dictionaries don’t tell all Company: Parker Pen Place: Mexico What they meant: “It won't leak in your pocket and embarrass you” “It won't leak in your pocket and embarrass you ” What they said: “It won't leak in your pocket and make you pregnant.”

6. Dictionaries don’t tell all Company: Dairy Assoc. Place: Mexico What they meant: “Got milk?” “Got milk? ” What they said: “Are you lactating?”

7. Dictionaries don’t tell all Company: KFC Place: China What they meant: “finger-lickin’ good” What they said: “eat your fingers off”

8. Picture this Company: Gerber Place: Africa Tinned food in many Africa countries (supposedly) depicts the tin’s contents. When Gerber introduced its baby food with the signature Gerber Baby on the label, well … You get the idea.

9. Picture this Company: Unknown Place: Unnamed port Stevedores unloading cargo presumed that this “international” symbol meant that some idiot had sent a cargo of broken glass. So they obligingly pitched all the cases overboard into the harbor.

10. For more … http://www.i18nguy.com/translations.html http://www.i18nguy.com/translations.html http://www.i18nguy.com/translations.html http://www.kwintessential.co.uk/cultural- services/articles/Results%20of%20Poor%20 Cross%20Cultural%20Awareness.html http://www.kwintessential.co.uk/cultural- services/articles/Results%20of%20Poor%20 Cross%20Cultural%20Awareness.html http://www.kwintessential.co.uk/cultural- services/articles/Results%20of%20Poor%20 Cross%20Cultural%20Awareness.html http://www.kwintessential.co.uk/cultural- services/articles/Results%20of%20Poor%20 Cross%20Cultural%20Awareness.html

11. II. Dimensions of national culture

12. Individualism vs. Collectivism Individualism Values of individual achievement, freedom, competition Values of individual achievement, freedom, competition The individual generally more important than the group The individual generally more important than the group Example: U.S. Example: U.S.Collectivism Values of group harmony, cohesiveness, consensus Values of group harmony, cohesiveness, consensus Cooperation and agreement are important Cooperation and agreement are important The group more important than the individual The group more important than the individual Example: Japan Example: Japan

13. Power distance High power distance Allow inequalities to persist or increase Allow inequalities to persist or increase Successful workers amass wealth and pass it on to children Successful workers amass wealth and pass it on to children Inequalities amass over time Inequalities amass over time Example: Guatemala Example: Guatemala Low power distance Use taxation or social welfare programs to reduce inequality Use taxation or social welfare programs to reduce inequality Cooperation and agreement are important Cooperation and agreement are important The group more important than the individual The group more important than the individual Example: Netherlands Example: Netherlands The degree to which a country accepts that differences in capabilities give rise to inequalities in well-being

14. Achievement vs. Nurturing Orientation Achievement Values assertiveness, performance, success, competition Values assertiveness, performance, success, competition Results-oriented Results-oriented Example: Japan Example: JapanNurturing Values quality of life, warm personal relationships, service and care for the weak Values quality of life, warm personal relationships, service and care for the weak Example: Denmark Example: Denmark

15. Uncertainty avoidance High Tend to be rigid and intolerant Tend to be rigid and intolerant Structured situations preferred Structured situations preferred Conformity is the norm Conformity is the norm Example: France Example: FranceLow Easygoing Easygoing Value diversity Value diversity Tolerant of differences in what people believe and do Tolerant of differences in what people believe and do Example: Netherlands Example: Netherlands Differences in tolerance for uncertainty and willingness to take risks

16. Long-term vs. Short-term Orientation Long-term Values include thrift and persistence in achieving goals Values include thrift and persistence in achieving goals Example: Hong Kong Example: Hong KongShort-term Values include a concern for maintaining personal stability or happiness and for living in the present Values include a concern for maintaining personal stability or happiness and for living in the present Example: U.S. Example: U.S.

17. For example … IndividualismH IndividualismH Power distanceL Power distanceL Achievement orientationH Achievement orientationH Uncertainty avoidanceL Uncertainty avoidanceL Long-term orientationL Long-term orientationL

18. III. And now onto the case …