2. E D Jaffe1 CULTURE THINK LOCALLY, ACT GLOBALLY

3. E D Jaffe2 “NOBODY CAN THINK GLOBALLY” Geert Hofstede

4. E D Jaffe3 WHEN IN ROME, DO AS THE ROMANS?

5. E D Jaffe4 WHAT IS CULTURE? “The Collective Programming of the Mind” “A Shared System of Meaning, Ideas, and Thought” “What is Familiar, Recognizable, Habitual” National versus Organizational Culture

6. E D Jaffe5 DIMENSIONS OF NATIONAL CULTURES POWER DISTANCE INDIVIDUALISM MASCULINITY UNCERTAINTY AVOIDANCE LONG TERM versus SHORT TERM

7. E D Jaffe6 DIMENSIONS OF NATIONAL CULTURES POWER DISTANCE The degree to which a society accepts the idea that power is to be distributed unequally.

8. E D Jaffe7 DIMENSIONS OF NATIONAL CULTURES UNCERTAINTY AVOIDANCE The degree to which a society feels threatened by ambiguous situations and tries to avoid them by providing rules and refusing to tolerate deviance.

9. E D Jaffe8 DIMENSIONS OF NATIONAL CULTURES INDIVIDUALISM The degree to which a society believes that individuals’ beliefs and actions should be independent of collective thought and action.

10. E D Jaffe9 DIMENSIONS OF NATIONAL CULTURES MASCULINITYThe degree to which a society focuses on assertiveness, task achievement and the acquisition of things as opposed to the quality of life.

11. E D Jaffe10 DIMENSIONS OF NATIONAL CULTURES LONG TERM vs. SHORT TERM The extent to which a society exhibits a pragmatic future- oriented perspective rather than a conventional historic or short-term point of view. High = persistence, ordering relationships by status, thrift,

12. E D Jaffe11 having a sense of shame. Low = personal steadiness and stability, protecting your “face”, respect for tradition and reciprocation of greetings, favors and gifts.

13. E D Jaffe12 SCANDINAVIA

14. E D Jaffe13 Power Distance Index Uncertainty Avoidance Index SAFUSATHAIRAARA A Power Distance and Uncertainty Avoidance plot SIN HOKMALNZLFINSWIEQACOSGRE Large Power Distance Strong Uncertainty Avoidance Masculine JAM CAN DEN SWE GBR IRE NOR NET AUL IDOINDPHI EAF WAF GERISRAUTPAKTAIGUAPANVENBRAITAARGSPAJAPKOR Small Power Distance Strong Uncertainty Avoidance Masculine Small Power Distance Weak Uncertainty Avoidance Large Power Distance Weak Uncertainty Avoidance Masculine

15. E D Jaffe14 Masculinity Index Uncertainty Avoidance Index GBR IRE USA NZL CAN BRA KOR TUR ISR URU COS YUG POR GRE JAP SWI GER AUT EQA BEL VEN MEX ITA A Masculinity-Femininity and Uncertainty Avoidance Plot SIN HOK MAL DEN SWE NET NOR FIN TAI IRA EAF IDO THA PAK ARA Weak Uncertainty Avoidance Feminine Strong Uncertainty Avoidance Feminine Weak Uncertainty Avoidance Masculine Strong Uncertainty Avoidance Masculine JAM

16. E D Jaffe15 Power Distance Index Individualism-Collectivism Ind. GBRARAUSANZLSPA COS AUTEQAPORGUAMEXVEN Power Distance and Individualism-Collectivism Plot FIN Large Power Distance Collectivist CAN ISRGERNORSWIIREDENSWEAULNETSAFFRABELITA JAP ARGIND BRA GRE PANPHIMALCOLPAKTAISIN Small Power Distance Collectivist Large Power Distance Individualist Small Power Distance Individualist

17. E D Jaffe16 UAI low FEM DEN SWE NOR NET SAFETY VALUE UAI low MAS AUL NZL CAN USA IND GBR MAL HOK JAM STATUS: BIG POWERFUL UAI high FEM POR GUA KOR FRA SPA PDI+ DESIGN STYLE FASHION ITA VEN BEL MEX SWI AUT GER PAK GREPDI+ UAI high MAS FAST BIG TECHNOLOGY DESIGN JPN BUYING MOTIVES FOR AUTOMOBILES

18. E D Jaffe17 HIGH &- PDI low FEM PDI high FEM PDI low & MASPDI high & MAS SWE NOR NET FIN DEN ISR - CHL POR THA KOR SPA FRASIN GUA PAN MAL POWER CAN AUL USA GBR/GER SWI AUT SUCCESS BEL GRE ITA JPN HOK MEX VEN POWER & SUCCESS + THE USE OF STATUS AS AN APPEAL

19. E D Jaffe18 PDI - UAI - PDI + UAI + IDV COL UNIQUE EXPLICIT UNIQUE IMPLICIT GROUP EXPLICIT GROUP IMPLICIT UK, USA, GERMANY BELGIUM FRANCE SINGAPORE HONG KONG INDIA CHINA ITALY SPAIN JAPAN DRAMA THEATRE SYMBOLS VISUAL METAPHORS LECTURE GROUP ORIENTATION EGO, SELF ORIENTATION NONVERBAL COMMUNICATION STYLES & ADVERTISING Direct accessible Indirect inaccessible ENTERTAINMENT

20. E D Jaffe19 COL/FEM COL/MAS IDV/FEMIDV/MAS THA KOR SIN MAL SPA CHL POR NOR SWE DEN NET ISR FRA EQA VEN COL MEX PHI AUT GER SWI IRE ITANZL CAN GBR AUL USA BEL UAI + JPN COMPARATIVE ADVERTISING 12 4 3

21. E D Jaffe20 COMPARATIVE ADVERTISING Quadrant 1. Comparison with the competition is not acceptable because it makes the other party lose face. Also, it is considered too aggressive. Quadrant 2. In favor of comparative advertising, but comparison with another product, not a person (loss of face). Quadrant 3. Focus on “rights”, i.e. comparative advertising gives the consumer right to choose. Quadrant 4. Use soft approach, not confrontation.

22. E D Jaffe21 “SILENT LANGUAGES” OF CULTURE TIME SPACE MATERIAL GOODS FRIENDSHIP AGREEMENT

23. E D Jaffe22 SILENT LANGUAGES TIME SPACE Appointments, deadlines, scheduling of people and events. Size of office, location of office, furnishings, conversation distance.

24. E D Jaffe23 SILENT LANGUAGES THINGSMaterial possessions, interest in latest technology, personal connections vs. material symbols of status, power and respect.

25. E D Jaffe24 SILENT LANGUAGES FRIENDSHIP AGREEMENTS Friends vs. self as social insurance for times of stress and emergency. Rules of negotiations based on laws, moral practices, or informal customs.

26. E D Jaffe25 TIME ORIENTATION MONOCHRONIC Complete one thing before starting something else. Time coordinates relationships. Task-Oriented. POLYCHRONIC Do several things at once. Involvement of people. People-Oriented.

27. E D Jaffe26 ARE YOU LATE? Mumble Something Time (Monochronic - 5 minutes; Polychronic - 45-60 minutes). Slight Apology Time (Monochronic - 10- 15 minutes; Polychronic - over one hour). Mildly Insulting Time. Rude Time. Downright Insulting Time.

28. E D Jaffe27 CONTEXT

29. E D Jaffe28 CONTEXT

30. E D Jaffe29 VERBAL COMMUNICATION STYLES Style ISRAELIS Low-Context Direct Verbal Style “Straight Talk” “I” Talk Self Face ARABS High-Context Indirect Verbal “Sweet Talk” “You” Talk Mutual Face, “Going Along”

31. E D Jaffe30 LIFESTYLE CATEGORIES

32. E D Jaffe31 IMPORTANT QUALITIES IN THE EDUCATION OF CHILDREN

33. E D Jaffe32 IMPORTANT QUALITIES IN THE EDUCATION OF CHILDREN

34. E D Jaffe33 IMPORTANT QUALITIES IN THE EDUCATION OF CHILDREN

35. E D Jaffe34 VALUE CHOSEN AS MOST IMPORTANT