1. Cultural Dynamics in Assessing Global Markets Chapter 4

2. Culture “The human-made part of human environment- the sum total of knowledge, belief, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society.” “The human-made part of human environment- the sum total of knowledge, belief, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society.”

3. Cultural Impact Birth rates Birth rates –China Consumption levels of products Consumption levels of products –European & Japanese consumption

4. Cultural Origins Geography Geography –The “direction” of innovation History History Political economy Political economy –WWII –Cold War –War on Terror Technology Technology

5. Cultural Origins Social Institutions Social Institutions –Family –Religion –School –Media –Government –Corporations

6. Elements of Culture Cultural Values Cultural Values –Individualism/Collectivism Index –Power Distance Index –Uncertainty Avoidance Index –Masculinity/Femininity Index

7. Elements of Culture Rituals Rituals Symbols Symbols –Language Linguistic distances Linguistic distances –Aesthetics Arts, music, dance, folklore Arts, music, dance, folklore Beliefs Beliefs Thought processes Thought processes

8. Cultural Knowledge Factual knowledge Factual knowledge –Can be learned Interpretive knowledge Interpretive knowledge –“Ability to understand cultural traits and patterns” Cultural sensitivity Cultural sensitivity

9. Cultural Change Cultural Borrowing Cultural Borrowing Just because things look the same does not mean that they are! Just because things look the same does not mean that they are! Resistance Resistance

10. Planned v. Unplanned Change Do any current factors conflict with innovation? Do any current factors conflict with innovation? Should we change those factors? Should we change those factors? –Cultural congruence –Planned change –Unplanned change Consequences Consequences