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1、Unit8CulturalEnvironment InInternationalBusiness Objectivesofthechapter UnderstandthebasicaspectsofcultureIdentifyvariousapproachestoculturestudyWorkouttheimplicationsofculturalstudytobusinesses BusinessEnvironments Whatisculture Definitionofculture Theintegratedtotalsumoflearnedbehavioraltraitsthat
2、aremanifestandsharedbymembersofsociety EssentialFeaturesofCulture Itislearned notinnate Thevariousfactsofcultureareinterrelatedandexistinastateofconstantchange Itissharedbythemembersofagroupanddefinestheboundariesbetweendifferentgroups e g Waysoforganizingsociety fromkinshipgroupstostatesandmulti na
3、tionalcorporations thedistinctivetechniquesofagroupandtheircharacteristicproducts Howdoescultureinfluencecustomerbehavior CulturalInfluenceonMarketing Taste color attitude style IntheUSthereisahighculturalpredispositiontobeinterestedandintriguedbyproductinnovationsthathavea gadgety quality Approache
4、stoStudyofCulture Maslow sHierarchyofNeedsSelf ReferenceCriterion SRC AdoptionProcessofInnovationDiffusionHighandLowcontextCulturePerception Maslow sHierarchyofNeeds Maximizationofpotential Respect recognition Friendships Loverelationships Well being Jobsecurity Food water air shelter clothing Econo
5、micdevelopment Spiritual Material Themorehighlydevelopedamarket thegreatertheportionofgoodsandproductsthatwillbefillingsocialandesteemneedsasopposedtophysiological Readthetextandfindoutthesignificanceofneedhierarchytointernationalmarketers universality Status improvinggoods Doyouhaveanystereotypesto
6、wardthegoalsofemployeesaroundtheworld Americans moneyFrenchmen autonomyGermans workskillsutilizedandimproved Althoughthereareabundantsourcesofstereotypesthatsuggestenormousdifferencesinthebasicnatureofdifferentnationalitiesandraces increasingevidenceisaccumulatingtodisputethesestereotype Inastudyof2
7、5overseasoperationsoflargemanufacturingcompany Sirota Greenwoodfoundconsiderablesimilarityintheworkgoalsofemployees Policyimplication Amanagementwhosepoliciesandpracticesreflectthesestereotypesshouldbepreparedtosuffertheconsequencesofmanagingafrustratedanduncommittedworkforces Donot Providefewadvanc
8、ementopportunitiesinsomecountries Usecertaincountriesasdumpinggroundsforroutine unchallengingwork Inthisrespect itwouldbeinterestingtodeterminehowmuchofthedifficultyexperiencedinmanagingemployeesinothercountriesisduenottoculturaldifferencesatall rather totheautomaticandpsychologicallyself servingass
9、umptionofdifferences thatinreality maybeminororevennonexistent Self ReferenceCriterion SRC andEthnocentrism MajorObstacles Self ReferenceCriterion SRC anunconsciousreferencetoone sownculturalvalues experiences andknowledgeasabasisfordecisions JamesLee Ethnocentrism 种族中心主义 thenotionthatone sowncultur
10、eorcompanyknowsbesthowtodothings FourstepsforeliminatingSRC 1 Definethebusinessproblemintermsofhomecountryculturaltraits habits andnorms 2 Definethebusinessproblemintermsoftheforeigncountryculturaltraits habits andnorms Makenovaluejudgments 3 IsolatetheSRCInfluenceintheproblemandexamineitcarefullyto
11、seehowitcomplicatestheproblem 4 RedefinetheproblemwithouttheSRCinfluenceandsolvefortheforeignmarketsituation InformationGaps ListentoYourCustomer s SelfReference HomeBuildersconstructwhattheythinkcustomerswillneed Presumptuous RESULT CookieCutter 千篇一律 designs massproductionforeconomiesofscaleandsale
12、spressureSURPRISE Ahomebuilder finally surveyedbuyers 1996 andfoundthat InformationGaps ListentoYourCustomer s SURVEYFINDINGSManyCustomerspreferhousingwithout FireplacesCoveredPorchesCoffeeBarTheypreferLoffice Acombinationloft officespaceforacomputer Theadoptionprocess Thespeeddependsonthecharacteri
13、sticsofthenewproductandtheadoptercategories DiffusionTheory EverettRogers inhisbook DiffusionofInnovations 1962 suggestedthatadoptionwasasocialphenomenon characterizedbyanormaldistributionofadopters Interactioneffect Interactioneffect Theprocessthroughwhichindividualsinasocialsystemwhohaveadoptedani
14、nnovationinfluencethosewhohavenotyetadopted Adoptionofanewideaorproductistheresultofhumaninteraction PolicyImplication stepstakentopersuadeinnovatorsandearlyadopterstopurchaseaproductarecritical CharacteristicsofInnovations Relativeadvantage convenience performance style safety statussymbol augmenta
15、tionetc Compatibility consistentwithcurrentvalues taste economicpower experiences knowledge customsetc Complexity user friendlinesstoadopters Divisibility abilitytotryandpay livinghabit income Communicability bi tri lingualinstructions label SquashisnotwelcomedInZimbabwe SellwellinUSbutnotinEurope O
16、thercharacteristics Initialvs ongoingcostsRiskoruncertaintysocialapproval gasheater electricheater solarheater HighandlowcontextculturesEdwardT Hall 1977 theconceptasawayofunderstandingdifferentculturalorientations InlowcontextculturesMessagesareexplicit wordscarrymostoftheinformationincommunication Formalanalysisofproformaprofitandlosstatementandbalancesheetsiscrucial Legalpaperworkisessential InhighcontextculturesLessinformationiscontainedintheverbalpartofamessage Aperson svalues position orpl
