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Key word associated with intercultural knowledge
Innovation
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Why do we need interculural training?
because cultural differences impact business
- it is essntial to understand the values and traditions that shape people's behavior
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Definition of communication
communication is the transfer of a message from one person to another, so that it is understood, and invokes a response
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communication diagram
Sender (Encodes) -->message --> Receiver (decodes ad responds with next message)
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Communication can be:
- 1. Verbal - language symbols
- 2. Non-verbal: body language, gesture, clothing etc
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Non verbal makes up about _____ % of how we communicate
65-70%
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ethnocentrism
- 1. belief in the superiority of ones own ethnic group.
- 2. overriding concern with race. 'There's only one way, thats your own'
- -definitely need to avoid as much as possible
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cultural relativism
recognition that one culture cannot be arbitrarily judged by the standards of another
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cross-culture
comparing or dealing with two or more different cultures
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definitin of culture
culture is about the way people nderstand their world and make sense of it.
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intercultural communication
- efers to the communication process between people of different cultural background
- - verbal and non verbal
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sources of intercultural misunderstanding
- - language
- - non verbal signals
- - cultural values
- - expectations of behavior
- - ethnocentrism
- - stereotyping preconceptions
- -ect
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characteristics of a high-context cultures
- long lasting relationships
- communication may be diffuse
- wider range of communicative expressions
- people in authority are personally responsible for the actions of subordinates
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in high-context cultures
- agreemets between persons tend to be spoken rather than written
- insiders and outsiders are distinguished
- cultural patters are ingrained and relatively slow to change
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characteristcs of low-context cultures
- shorter relationships
- messages are made explicit
- authority is diffused
- agreements between persons are written rather than spoken
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in low-context cultures....
- insiders and outsideers are less closely distinguihed
- cultural patterns are relatiely fast to change
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why intercultural marketing?
- globalization
- gloal markets: global consumer
- no global consumer: importance of culture
- because of culture differences
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pro's of standardisation
- economies of scale in production and distribution
- simplification of coordinatin and control, lower csts as a result
- ability to introduce products quickly into various world markets
- consistent internation brand and/or company image
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con's of standardisation
- few products suitable
- cultural differences
- increasing cultural diversity
- potential of alienating consumers
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hofstede's 5 dimensions on advertising: power distance
- large power distance: status symbols, the elder advises the younger
- small power distance: status is less important (younger advises elder)
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hofstedes: individualistc cultures
frequent use of first and secon person singular: you, I
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hofstedes: collectivistic cultures
- people are part of groups
- being alone = no friends
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hofstedes: masculinity and femininity
- masculinity: winning, being succesful, beng the best, domination
- femininity: care, gentleness, use of understatement
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hofstedes: strong uncertainty avoidance vs low uncertainty avoidance
- strong: need for explanation, structure, testing, scientific proof
- low: result is more important
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hofstedes: long term orientation vs short term
- long term: values associated with saving symbols are explicit references
- short term:values associated with now (future s less important)
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