Chapter 7: Cultural Considerations Flashcards
(38 cards)
Culture Defined
• Set of customs, values, beliefs, behaviours and traditions that have developed among groups of people over decades and centuries.
=Influences and defined by geography, language, religion, history , war, food, clothing, climate and other variable
Culturally diverse workforce can help fast-track entry into new markets
○ Development of language and slogans
○ Packaging and design
○ Colour and graphics
=Adaption of product or services.
Companies that do not that this advantage should consider using third parties.
What is cross cultural marketing?
• Involves learning how to adapt a company’s marketing strategies and communications to the cultural differences in various international markets.
○ By apply cross cultural techniques, companies can maximize effectiveness in international trade
=Identifying and understand the values of another society is a complex exercise that involves differentiating between the significant core values and the superficial features of a culture
Gaining cross-cultural competency
• Just because people do things differently in different cultures, does not make their methods inferior or superior.
=It’s important to be open-minded, flexible and non-judgmental
High context culture
○ Context in which a conversation occurs is as important as the words that are actually spoke.
○ Cultural cues are important
○ Interpersonal relationships are extremely important
(Arab, Japanese, Chinese, Greek
Low-context culture
○ Words used by the speaker explicitly convey the message to the listener.
○ Rely less on relationship build an non verbal cues
USA, Swiss, German
Effective Communication
• Communication is the cornerstone of business, so make sure that it is clear and not easily understood. Cross cultural communication presents challenges : - non-verbal communication - gestures - touching -facial expressions -space -verbal communication - humour -spoken language -learn the language - Intercultural meetings - Face -Eye contact -silence -gift giving protocol
Effective Communication : non verbal communication
○ Body movement, gestures, ficial expressions, touching, eye contact
=Every culture reveries and interprets non-verbal communication differently, to avoid unintentionally insulting someone, it is important to understand the cultural aspects of non-verbal communication in foreign environments
Effective Communication gestures
Improper gestures can lead to embarrassment.
Effective Communication : touching
○ Different forms of touching shows a strong relationship in different cultures
○ Western culture is handshake
=Asian culture it is common for friends to walk around holding hands
Effective Communication : facial expressions
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Effective Communication : space
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Effective Communication : verbal communication
○ The meaning of spoken words will differ from culture to culture
-At times even the absence of words may have meaning
Effective Communication : humour
Can be useful in relationships to translate or combat stress however can be taken very differently across cultures.
Effective Communication : spoken language
How you say something, where you take a pause, what word you emphasize can create different meanings across culture. Be sure to go slow and be concise using easy words to convey your actual meaning
Effective Communication : learn the language
○ Best way to understand the culture
–Shows respect and interest in the other businesses culture
Effective Communication : internationalizing language
English could be your business partners second language, make an effort to ensure that they understand everything.
Effective Communication : Written communication
○ Key difficulties:
§ Use of slang
§ Ineffective translation that do no convey the real meaning
§ Inaccurate interpretation of written contracts
==Even with translator mistakes can be made. Have two translators , one to convey the message to the other parties translators (also called back translating)
Effective communication: Intercultural meetings
○ When attending meetings in foreign markets, cultural aspects should be considered carefully
§ Room set up –> set up according to cultural and logistical needs of meeting.
□ don’t make someone of import ants sit in a subordinate place because it can be seen as insulting. Those of equal rank should be seemed equally
§ Time
□ Make enough time for people to get comfortable
□ Understand that in some cultures being late is acceptable and in others (German and Japanese) it is extremely rude.
§ Refreshments
□ Appropriate to cultures. Alcohol is okay for some cultures but offensive in others
§ Business attire
□ Be appropriate
§ Small talk
□ High context cultures require small talk before business, other cultures get straight to the point
§ Interpreters
□ Some cultures see them as part of the team, and require them to translate all verbal and non verbal
□ Important to have an interpreter who knows much about the culture you are doing business with so they can assist you in your transactions.
§ Room décor
□ Should be appropriate with respect to colours, flowers, furnishings and ambience
§ Protocol
□ Preparation is crucial
□ Who should speak first?
Crucial in for mail , hierarchical societies
Effective communication: Face
○ Basically means one image.
○ “Saving Face”- is to take precautions to insure one’s image, or that of a client, is not tarnished or injured.
—International trade this is important because doing something embarrassing , stupid, or insulting could cost one a business relationship
Effective communication:Eye contact
○ Unique culture to culture
==Some see it as a form of respect or attention, while others (France) would find it very uncomfortable and that you are not giving that individual there space.
Effective communication:Silence
○ Low context- silence is uncomfortable and a portrayal that something is wrong (pausing after a question being asked–>may lead to someone thinking that something is wrong with the question.
○ High-context
=Silence is treated as a period to reflect, digest what was said and give ones full attention to the matter at hand.
Effective communication: Gift giving protocol
○ In cultures with high degree for ability, formal speech and conduct are values and tiles and academic degrees are highlights.
○ Cultures that value informatility, people conduct themselves in a friend and familiar manner. Personally and achievement are more important than titles, and spontaneity is welcomed
○ Gift giving can be seen as essential is some countries and inappropriate in others
Find out if it is expected and then decide whether the gift will be appropriate.
Impacts of Culture
Religion Values and Attitudes Age Hierarchy Education Gender Behaviour Property and Materialism
