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8/16/2019 Curs 3. Anul 3.IE.ppt
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BUSINESS COMMUNICATION
3rd year /IE
Course 3
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I. Cultural diversity in business
A. Different languages, different worlds
B. What is culture? – definition and thediensions of culture
C. Who is noral, anyway?
D. !tereoty"es
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A. Different languages, different
wrlds
For a German and a Finn, the truth is thetruth. In Japan and Britain it is all right if it
doesn’t rock the boat. In China there is no
absolute truth. In Italy it is negotiable.
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!ig"lig"t differen#es in s#ial be"avir
#
$a"anese do not li%e sha%ing hands, &ow whengreeting each other and do not &low their nose in
"u&lic'
# Bra(ilians for unruly &us lines, "refer &rown shoes
to &lac% and arri)e two hours late at coc%tail "arties'
# *ree%s stare you in the eye, nod their heads when
they ean no and occasionally sash "lates against
walls in restaurants'
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Differen#es f #n#e$ts and ntins
Cntra#t# to a !wiss, !candina)ian or Aerican, a
contract is a foral docuent that has &eensigned. !ignatures gi)e it a sense of finality'
# to a $a"anese &usinessan a contract is astarting docuent that can &e rewritten andodified as circustances re+uire'
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B. %"at is #ulture& ' definitin and t"e
di(ensins f #ulture
Definitin
*eert ofstede defined culture as “the collectie programming of the mind that distinguishes the
members of one category of people from another!"
# Collecti)e "rograing – the need of "eo"le to ha)e
a degree of certainty in their li)es. -eo"le fro the
sae &ac%ground &egin to res"ond to e)ents in
ways that &ecoe "redicta&le. hey &egin to act and
tal% ali%e.
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) Di(ensins f #ulture
*+ Cntet ' has to do with how we attri&ute eaningsto e)ents and sy&ols in a culture.
# Cultures are "ig"er in #ntet – a sy&ol or e)entor thing cannot &e reo)ed fro a sentence andretain its eaning' the sy&ol is understood only
within its contet' lwer in #ntet – a sy&ol can stand
on its own' it has eaning whether or not it is in asentence.
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!ig"er #ntet #ultures are #lle#tivisti#
0grou"s of "eo"le who will care ore a&outwhat we ha)e in coon than how we
differ1'
-wer #ntet #ultures are individualisti#
0"eo"le )alue their uni+ueness ore thantheir siilarities1'
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e.g2 I ha)e a red #ar.
o tengo un #ar r.
Eu a (a/in0 r/ie.
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Englis"2 ad4ecti)es coe &efore nouns' the
focus is on what a%es the car stand out.5ed atters ore than the fact that it is a car
– an indi)idualistic, lower6contet culture.
S$anis", 1(anian2 ad4ecti)es coe after
the noun' the car is ore i"ortant than thecolour – collecti)istic, high6contet culture.
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71 Mn#"rni# vs. 2ly#"rni# 0chronicus
in 8atin eanstime
1# (n#"rni#3 4 "eo"le see their li)es as
se+uences of &eginnings and endings 0A, B,
C, D1'
# $ly#"rni#3 4 "eo"le see their li)es in anonlinear fashion 0A, 9, -1.
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5+ S$a#e
2re(i#s ' the study of how &ody s"acedefines huan relationshi"s'
Each culture has its own s"ace di)isions,
&ased on how close you can get to one
another, and how "eo"le inter"ret thatrelationshi" within that %ind of acce"ta&le
s"ace.
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# 6er(ans – ha)e a greater distance in their "ersonal
s"ace than the Italians' *erans ay feel a "erson
fro Italy is )iolating his or her &oundaries and is
coing on too strongly.
# Arabs – when you:re ha)ing a con)ersation with
soeone, you ha)e to get )ery, )ery close to their
face, and, unless you feel the warth of their &reathas you are s"ea%ing to one another, you are not
engaged in a con)ersation.
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7+ Ti(e
# Cl#8 bund – "eo"le conduct their li)es according to the tie
it ta%es to get things done within the standard 7;6hour day'
# Natural bund – "eo"le conduct their acti)ities according to the"laceent of the sun and the seasons of the year 0
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9+ 2wer Distan#e – is the degree to which a
culture will acce"t the distri&ution of "ower'# C"ina ' has a high "ower distance2 the older
a "erson is, the ore "ower and res"ect he
or she coands'
# USA 4 "eo"le do not acce"t an une+ualdistri&ution of "ower' they "refer e+uality'
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:+ Un#ertainty Avidan#e ' is the degree towhich a culture can tolerate a&iguoussituations'
# cultures with a low tolerance for a&iguityha)e a high nu&er of rules and regulationsthat go)ern "olicies, "rocedures and&eha)iours'
# cultures with a high tolerance for a&iguityha)e fewer rules.
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;+ Individualis( vs. Clle#tivity ' is the degree towhich a culture &elie)es an indi)idual:s actions and
&eliefs should &e inde"endent of the rest of culture.
# Individualisti# #ultures ' affir "eo"le who thin%creati)ely and who differ of one another'
# Clle#tivist #ultures ' &elie)e "eo"le should acce"tcollecti)e &eliefs and not thin% or &eha)e differentlyfro one another.
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)+ Nurturing vs. A#"ieving ' the degree towhich a culture &elie)es indi)iduals should &erewarded for their inde"endent ideas andachie)eents.
# Nurturing #ultures ' coo"erati)e andcolla&orati)e'
# A#"ieving #ultures ' encourage co"etitionas a way to i"ro)e "erforance.
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Dwnsides3 (ar8eting disasters <
advertising
In Chinese, the #entucky Fried Chicken slogan $finger%
lickin& good$ came out as $eat your fingers off.$
'he (merican slogan for )alem cigarettes, $)alem %
Feeling Free,$ got translated in the Japanese market
into $*hen smoking )alem, you feel so refreshed thatyour mind seems to be free and empty.$
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*hen +arker +en marketed a pen in e-ico,
its ads ere supposed to say, $It on&t leak inyour pocket and embarrass you.“
'he company thought that the ord
$embara/ar$ meant to embarrass, so the ad
said0 $It on&t leak in your pocket and makeyou pregnant.$
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+epsi slogan $Come (lie *ith the +epsiGeneration$ as translated into $+epsi Brings 1our
(ncestors Back From the Grae$ in Chinese.
*hen Gerber started selling baby food in (frica,they used the same packaging as in the 2), ith the
smiling baby on the label. 3ater they learned that in (frica, companies routinely put pictures on the labelsof hat&s inside, since many people can&t read.
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Colgate introduced a toothpaste in France called Cue, thename of a pornographic maga/ine.
*hen (merican (irlines anted to adertise its ne leatherfirst class seats in the e-ican market, it translated its $Fly In3eather$ campaign literally, hich meant $Fly 4aked$ 5uela encuero6 in )panish.
General otors had a ery famous fiasco in trying to marketthe 4oa car in Central and )outh (merica. $4o a$ in )panishmeans $It 7oesn&t Go$.
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C. %" is nr(al, anyway&
>>
Aericans thin% Aerica is the &est 0the
Aerican drea1 and the &iggest, the
newest and the richest, and all the others area &it slow, old6fashioned, rather "oor and
soewhat on the sall side.
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!"anish thin% they are the &ra)est &ecausethey %ill &ulls'
@rench thin% they are intellectually su"erior toe)ery&ody else'
$a"anese are +uite sure they are su"erior to
others, including the @rench'*erans are the ost "unctual, efficient,
organi(ed.
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D. Sterety$es =
A stereoty"e is a &elief that a certain grou" of
"eo"le is all the sae and shares identicaltraits. -eo"le who &elie)e in stereoty"es do
not understand that all "eo"le are uni+ue in
their own way.
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AT > T AD?E1TISIN6 CAM2AI6N
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