Learning unit summary (Intercultural management)
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:
- Examining how diversity of culture can influence the outcome of a marketing plan.
- Outlining key strategies to dealing with new cultures.
- Detailing major theories on the subject.
- Highlighting important errors to be avoided when dealing with different cultures.
Example of the learning unit 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:
- High-context culture. Context rather than content is of significance. Fewer legal
documents are used in these cultures, where one's word is
one's bond and this makes negotiations a lot slower.
- Low-context culture. With clear and explicit messages in which
written words transmit most of the information. Legal documents are considered
essential.
Europe and the
United States are
examples of these cultures. Social position is also a dominant factor and
knowledge of it a must for negotiation. Japan and
Arab countries are examples of these cultures.
Hofstede Theory is based on the assumption that countries can be compared with each other by rating the following parameters:
- Power-Distance Orientation (distance from power)
- Individual vs. Collective Orientation
- Dominant-Values Orientation (Masculinity or feminity)
- Uncertainty-Avoidance Orientation (Distance from uncertainty)
- Short-Term vs. Long-Term Orientation
How to negotiate successfully in ...
- America:
Argentina, Brazil, Chile, Costa Rica, Ecuador, Mexico, Uruguay, Venezuela
- Africa: D.R. Congo, Morocco, Nigeria, Senegal
- MENA and Middle East:
Egypt, Saudi Arabia, United Arab Emirates.
- Europe: Czech Republic, Portugal, Russia
- Asia: China, India, Indonesia, Hong Kong,
Japan, Malaysia, Philippines, Singapore, South Korea, Thailand, Vietnam
