Learning unit: The Intercultural management. The Cross-cultural Communication. Syllabus:- The culture and the global society.
- Religion and international business.
- High and low context culture (Edward Hall).
- The Cultural dimension (Hofstede): Power distance, Individual, Long-Term orientation...
- The seven dimensions of culture.
- The Cross-cultural communication and the international marketing plan.
- Intercultural management and international business.
- Cultural patterns and markets.
- Countries classification.
- Key strategies to dealing with new cultures.
- Case study:
- Ceramic tiles perception in different markets.
- Hofstede's dimensions and World's Religions.
- How to negotiate successfully in...
Objectives: the main objective of Intercultural management learning unit is to gain an understanding of the nature of different cultures and how to adapt our international marketing strategies to different countries.
In this unit you will learn about adapting our marketing approach to different markets.
This will be achieved by:
Sample of the learning unit - Intercultural management:
Learning unit summary (Intercultural management)
Intercultural Negotiation is one of the most important and difficult aspects in International trade.
The exporter negotiates with individuals from countries with very different cultures and habits. If the exporter does not adopt an open and respectful attitude towards these cultures he will hardly achieve success in his business. He should try to learn the idiosyncrasies of each market.
Religion impacts on many areas of international marketing. It can restrict the types of products consumers may purchase or use. It also influences how the products are promoted.
The self-reference criterion (James A Lee) as an unconscious reference to ones own cultural values, experiences and knowledge as a basis for decisions. The self-reference criterion impedes the ability to assess a foreign market in its true light.
Edward Hall divides cultures into two types, according to its context:
Hofstede Theory is based on the assumption that countries can be compared with each other by rating the following parameters:
How to negotiate successfully in...
Argentina, Brazil, Chile, Costa Rica, Ecuador, Mexico, Uruguay, Venezuela
(c) EENI- Business School (1995-2015)