1. Chapter Three Cultural and Social Forces

2. Copyright © Houghton Mifflin Company. All rights reserved.3 - 2 Figure 3.1: Cultural Analysis

3. Copyright © Houghton Mifflin Company. All rights reserved.3 - 3 Figure 3.2: Cultural Influences on Buyer Behavior

4. Copyright © Houghton Mifflin Company. All rights reserved.3 - 4 Overcoming the Language Barrier Advertising Translations for a Wide Range of Documents Translators Choosing a Product Name Commonality of English

5. Copyright © Houghton Mifflin Company. All rights reserved.3 - 5 Religion Christian Traditions Islam

6. Copyright © Houghton Mifflin Company. All rights reserved.3 - 6 Source:, “Marketing in Islamic Countries: A Viewpoint,” by Mushtaq Lugmani, Zahir A Quraeshi, and Linda Delene, MSU Business Topics, Summer 1980, pp. 20-21. Reprinted by permission.

7. Copyright © Houghton Mifflin Company. All rights reserved.3 - 7 Source:, “Marketing in Islamic Countries: A Viewpoint,” by Mushtaq Lugmani, Zahir A Quraeshi, and Linda Delene, MSU Business Topics, Summer 1980, pp. 20-21. Reprinted by permission.

8. Copyright © Houghton Mifflin Company. All rights reserved.3 - 8 Source:, “Marketing in Islamic Countries: A Viewpoint,” by Mushtaq Lugmani, Zahir A Quraeshi, and Linda Delene, MSU Business Topics, Summer 1980, pp. 20-21. Reprinted by permission.

9. Copyright © Houghton Mifflin Company. All rights reserved.3 - 9 Source:, “Marketing in Islamic Countries: A Viewpoint,” by Mushtaq Lugmani, Zahir A Quraeshi, and Linda Delene, MSU Business Topics, Summer 1980, pp. 20-21. Reprinted by permission.

10. Copyright © Houghton Mifflin Company. All rights reserved.3 - 10 Source:, “Marketing in Islamic Countries: A Viewpoint,” by Mushtaq Lugmani, Zahir A Quraeshi, and Linda Delene, MSU Business Topics, Summer 1980, pp. 20-21. Reprinted by permission.

11. Copyright © Houghton Mifflin Company. All rights reserved.3 - 11 Education Literacy and Economic Development

12. Copyright © Houghton Mifflin Company. All rights reserved.3 - 12 Source: The World Competitiveness Yearbook 2001, (Lausanne: IMD, 1996). Copyright © 2001 IMD. Used by permission

13. Copyright © Houghton Mifflin Company. All rights reserved.3 - 13 Source: The World Competitiveness Yearbook 2001, (Lausanne: IMD, 1996). Copyright © 2001 IMD. Used by permission

14. Copyright © Houghton Mifflin Company. All rights reserved.3 - 14 The Family Family Roles Display Great Variances Between Cultures –Nuclear Family

15. Copyright © Houghton Mifflin Company. All rights reserved.3 - 15

16. Copyright © Houghton Mifflin Company. All rights reserved.3 - 16

17. Copyright © Houghton Mifflin Company. All rights reserved.3 - 17 Work and Leisure Attitudes Toward Work –Have a Substantial Impact on Economic Performance –Vary Greatly Among Countries

18. Copyright © Houghton Mifflin Company. All rights reserved.3 - 18 Figure 3.3: Time Out: Statutory Holiday Allowances, Working Days 1994

19. Copyright © Houghton Mifflin Company. All rights reserved.3 - 19

20. Copyright © Houghton Mifflin Company. All rights reserved.3 - 20

21. Copyright © Houghton Mifflin Company. All rights reserved.3 - 21 Reference Groups Role Models Country Image

22. Copyright © Houghton Mifflin Company. All rights reserved.3 - 22 Cultural Analysis for International Marketing Lee’s four-step analysis (designed to avoid self- reference criterion) –Define problem in terms of executive’s home cultural traits, habits, or norms –Define the problem in terms of foreign cultural traits, habits, or norms –Isolate the personal biases relating to the problem; determine if or how they complicate the problem –Redefine problem without the self-reference criterion influence in search for the optimum solution

23. Copyright © Houghton Mifflin Company. All rights reserved.3 - 23 Cultural Analysis for International Marketing (cont’d) Cultural Dimensions –Individualism vs. Collectivism –Small vs. Large Power Distance –Masculine vs. Feminine –Weak vs. Strong Uncertainty Avoidance

24. Copyright © Houghton Mifflin Company. All rights reserved.3 - 24 Source: Geert Hofstede, Cultures and Organizations, McGraw-Hill: London: 1991, pp. 23, 51, 83 & 111. Reprinted with permission of The McGraw-Hill Companies. Figure 3.4: The Position of 50 Countries and 3 Regions on the Power Distance and Individualism- Collectivism Dimensions

25. Copyright © Houghton Mifflin Company. All rights reserved.3 - 25 Source: Geert Hofstede, Cultures and Organizations, McGraw-Hill: London: 1991, pp. 23, 51, 83 & 111. Reprinted with permission of The McGraw-Hill Companies. Figure 3.5: The Position of 50 Countries and 3 Regions on the Masculinity/Femin inity and Uncertainty Avoidance

26. Copyright © Houghton Mifflin Company. All rights reserved.3 - 26 Cultural Analysis for International Marketing (cont’d) Ten Tips to Deflate the Stress and Tension of Cultural Shock –Be Culturally Prepared –Learn Local Communication Complexities –Mix with the Host and Nationals –Be Creative and Experimental –Be Culturally Sensitive

27. Copyright © Houghton Mifflin Company. All rights reserved.3 - 27 Cultural Analysis for International Marketing (cont’d) Ten Tips to Deflate the Stress and Tension of Cultural Shock (cont’d) –Recognize Complexities in Host Cultures –Perceive Oneself as a Culture Bearer –Be Patient, Understanding, and Accepting of Oneself and Hosts –Be More Realistic in Expectations –Accept the Challenge of Intercultural Experiences Source of this entire list: Philip R. Harris and Robert T. Moran: Managing Cultural Differences, 2nd ed. (Houston: Gulf, 1996), pp. 218-223.