Cultural Dynamics in Assessing Global Markets

Chapter 4

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved.

PowerPoint presentation prepared by:Professor Rajiv MehtaAssociate Professor of MarketingNew Jersey Institute of TechnologyNewark, N.J.

Chapter Learning Objectives

1. The importance of culture to an international marketer

1. The importance of culture to an international marketer

2. The origins and elements of culture2. The origins and elements of culture

3. The impact of cultural borrowing3. The impact of cultural borrowing

4. The strategy of planned change and its consequences

4. The strategy of planned change and its consequences

Introduction

Culture refers to “the human-made part of human environment—the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society”

Culture refers to “the human-made part of human environment—the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society”

A successful marketer must be a student of cultureA successful marketer must be a student of culture

Culture is pervasive in all marketing activities— in pricing, promotion, channels of distribution, product, packaging, and styling

Culture is pervasive in all marketing activities— in pricing, promotion, channels of distribution, product, packaging, and styling

Importance of culture in international marketingImportance of culture in international marketing

Understanding culture can determine success or failure in international marketingUnderstanding culture can determine success or failure in international marketing

Culture’s Pervasive Impact

• Culture influences every part of our lives

• Cultures impact on birth rates in Taiwan, Japan, and Singapore

• Culture influences every part of our lives

• Cultures impact on birth rates in Taiwan, Japan, and Singapore

• Birthrates have implications for sellers of diapers, toys, schools, and colleges

• Birthrates have implications for sellers of diapers, toys, schools, and colleges

• Consumption of different types of food influence is culture: Chocolate by Swiss, seafood by Japanese preference, beef by British, wines by France and Italy

• Even diseases are influenced by culture: stomach cancer in Japan, and lung cancer in Spain

• Consumption of different types of food influence is culture: Chocolate by Swiss, seafood by Japanese preference, beef by British, wines by France and Italy

• Even diseases are influenced by culture: stomach cancer in Japan, and lung cancer in Spain

Definitions and Origins of Culture

Culture has been conceptualized as:

1. “Software of the mind” culture is a guide for humans on how to think and behave; it is a problem-solving tool (Hofstede)

2. An invisible barrier… a completely different way of organizing life, of thinking, and of conceiving the underlying assumptions about the family and the state, the economic system, and even Man himself” (Hall)

3. A “thicket” (U.S. Ambassador Hodgson)

Culture is the sum of the “values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation”

Culture is the sum of the “values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation”

Origins of Culture: Geography

1. Geography, which includes climate, topography, flora, fauna, and microbiology, influences our social institutions

1. Geography, which includes climate, topography, flora, fauna, and microbiology, influences our social institutions

2. Two researchers suggest that geography influences everything from history to present-day cultural values

2. Two researchers suggest that geography influences everything from history to present-day cultural values

3. First, Jared Diamond states that historically innovations spread faster east-to-west than north-to-south

3. First, Jared Diamond states that historically innovations spread faster east-to-west than north-to-south

4. Second, Philip Parker reports strong correlations between the latitude (climate) and the per capita GDP of countries

4. Second, Philip Parker reports strong correlations between the latitude (climate) and the per capita GDP of countries

Origins of Culture: History

1. The impact of specific events in history can be seen reflected in technology, social institutions, cultural values, and even consumer behavior

1. The impact of specific events in history can be seen reflected in technology, social institutions, cultural values, and even consumer behavior

2. The military conflicts in the Middle East in 2003 bred new cola brands, Mecca Cola, Muslim Up, and Arab Cola

2. The military conflicts in the Middle East in 2003 bred new cola brands, Mecca Cola, Muslim Up, and Arab Cola

• For e.g., American trade policy depended on tobacco being the original source of the Virginia colony’s economic survival in the 1600s

• For e.g., American trade policy depended on tobacco being the original source of the Virginia colony’s economic survival in the 1600s

Origins of Culture: The Political Economy

1. For most of the 20th Century three approaches to governance competed for world dominance: fascism, communism, and democracy/free enterprise

1. For most of the 20th Century three approaches to governance competed for world dominance: fascism, communism, and democracy/free enterprise

3. Necessary to appreciate the influence of the political economy on social institutions and cultural values and ways of thinking

3. Necessary to appreciate the influence of the political economy on social institutions and cultural values and ways of thinking

2. Fascism fell in 1945; Communism crumbled in the 1990s

2. Fascism fell in 1945; Communism crumbled in the 1990s

Origins of Culture: Technology

1. Technological innovations also impact institutions and cultural 1. Technological innovations also impact institutions and cultural

2. Jet aircraft, air conditioning, televisions, computers, and the internet have all influenced culture

2. Jet aircraft, air conditioning, televisions, computers, and the internet have all influenced culture

3. Arguably the greatest impact is the pill that has allowed women to have careers and freed men to spend more time with kids

3. Arguably the greatest impact is the pill that has allowed women to have careers and freed men to spend more time with kids

Origins of Culture: Social Institutions

• Social institutions including family, religion, school, the media, government, and corporations all affect culture

• Social institutions including family, religion, school, the media, government, and corporations all affect culture

• The family, social classes, group behavior, age groups, and how societies define decency and civility are interpreted differently within every culture

(1) Family behavior varies across the world, e.g., extended families living together to Dad washing dishes

(2) Religious value systems differ across the world, e.g., Muslims not allowed to eat pork to Hindus not allowed to consume beef

Origins of Culture: Social Institutions

(3) School and education, and literacy rates affect culture and economic growth

(4) Media (magazines, TV, the Internet) influences culture and behavior

(5) Government policies influence the thinking and behaviors citizens of adult citizens, e.g., the French government offers new “birth bonuses” of $800 given to women as an incentive to increase family size

(6) Corporations influence culture via the products they market, e.g., MTV

Elements of Culture

International marketers must design products, distribution systems, and promotional programs with due consideration to culture, which was defined as including five elements:

International marketers must design products, distribution systems, and promotional programs with due consideration to culture, which was defined as including five elements:

1. Cultural values

2. Rituals

3. Symbols

4. Beliefs, and

5. Thought processes

Elements of Culture: Cultural Values

• Differences in cultural values, which is found to exist among countries, affects consumer behavior

• Hofstede, who studied over 90,000 people in 66 countries, found that the cultures differed along four primary dimensions:

• Differences in cultural values, which is found to exist among countries, affects consumer behavior

• Hofstede, who studied over 90,000 people in 66 countries, found that the cultures differed along four primary dimensions:

1. Individualism/Collective Index (IDV), which focuses on self-orientation

2. Power Distance Index (PDI), which focuses on authority orientation

3. Uncertainty Avoidance Index (UAI), which focuses on risk orientation; and

4. Masculinity/Femininity Index (MAS), which focuses on assertiveness and achievement

Individualism/Collectivism Index

• Individualism/Collectivism Index:• Individualism/Collectivism Index:

1. The Individualism/Collective Index refers to the preference for behavior that promotes one’s self-interest

2. High IDV cultures reflect an “I” mentality and tend to reward and accept individual initiative

3. Low IDV cultures reflect a “we” mentality and generally subjugate the individual to the group

4. Collectivism pertains to societies in which people from birth onward are integrated into strong, cohesive groups, which protect them in exchange for unquestioning loyalty

Power Distance Index

• Power Distance Index:• Power Distance Index:

1. The Power Distance Index measures power inequality between superiors and subordinates within a social system

2. Cultures with high PDI scores tend to be hierarchical and value power and social status

3. High PDI cultures the those who hold power are entitled to privileges

4. Cultures with low PDI scores value equality and reflect egalitarian views

Uncertainty Avoidance Index

• Uncertainty Avoidance Index:• Uncertainty Avoidance Index:

1. The Uncertainty Avoidance Index measures the tolerance of uncertainty and ambiguity among members of a society

2. High UAI cultures are highly intolerant of ambiguity, experience anxiety and stress, accord a high level of authority to rules as a means of avoiding risk

3. Low UAI cultures are associated with a low level of anxiety and stress, a tolerance of deviance and dissent, and a willingness to take risks

Elements of Culture: Rituals, and Symbols

• Rituals are patterns of behavior and interaction that are learned and repeated vary from country to country, e.g., extended lunch hours in Spain and Greece

• Rituals are patterns of behavior and interaction that are learned and repeated vary from country to country, e.g., extended lunch hours in Spain and Greece

• French attempting to preserve the purity of their language

• French attempting to preserve the purity of their language

• Language as Symbols: the “languages” of time, space, things, friendships, and agreements

• Language as Symbols: the “languages” of time, space, things, friendships, and agreements

Elements of Culture: Rituals, and Symbols

• In Canada, language has been the focus of political disputes including secession

• In Canada, language has been the focus of political disputes including secession

• Aesthetics as Symbols: the arts, folklore, music, drama, and dance of a culture influences marketing

• Aesthetics as Symbols: the arts, folklore, music, drama, and dance of a culture influences marketing

• Differences in language vocabulary varies widely

• Differences in language vocabulary varies widely

Fractured Translations

ProductEquivalent to Japanese Spam

Toilet Paper

Ready to Eat Pancakes

Antifreeze Spray

Pediatrician’s Slogan

ProductEquivalent to Japanese Spam

Toilet Paper

Ready to Eat Pancakes

Antifreeze Spray

Pediatrician’s Slogan

English TranslationLiver Putty

My Fanny Brand

Strawberry Crap Dessert

Hot Piss Brand

Specialist in Deceased Children

English TranslationLiver Putty

My Fanny Brand

Strawberry Crap Dessert

Hot Piss Brand

Specialist in Deceased Children

• English Translations made by Japanese firm that were added to labels to increase prestige for their products being sold in China

• English Translations made by Japanese firm that were added to labels to increase prestige for their products being sold in China

SOURCE: “Some Strawberry Crap Dessert, dear?” South China Morning Post, Dec 9,1996 p. 12.SOURCE: “Some Strawberry Crap Dessert, dear?” South China Morning Post, Dec 9,1996 p. 12.

Elements of Culture: Beliefs and Thought Processes

Beliefs, which stem from religious training, vary from culture to cultureBeliefs, which stem from religious training, vary from culture to culture

In summary, marketers must consider larger cultural consequences of marketing actionsIn summary, marketers must consider larger cultural consequences of marketing actions

Thought processes also vary across culturesThought processes also vary across cultures

Examples:Examples:

• The western aversion to the number 13 or refusing to walk under a ladder

• Japanese concern about Year of the Fire Horse• The Chinese practice of Feng Shui in designing

buildings

Examples:Examples: “Asian and Western” thinking“Asian and Western” thinking

Factual versus Interpretive Cultural Knowledge

There are two kinds of knowledge about cultures both of which are necessary

There are two kinds of knowledge about cultures both of which are necessary

Factual knowledge is usually obviousand must be learned, e.g., differentmeanings of colors,and different tastes;it deals with a factsabout a culture

Factual knowledge is usually obviousand must be learned, e.g., differentmeanings of colors,and different tastes;it deals with a factsabout a culture

Interpretive knowledge is the ability tounderstand and appreciate the nuancesof different cultural traits and patterns,e.g., the meaning of time, and attitudestoward people

Interpretive knowledge is the ability tounderstand and appreciate the nuancesof different cultural traits and patterns,e.g., the meaning of time, and attitudestoward people

Interpretive knowledge requires adegree of insightIt is dependent on past experience forinterpretationIt is prone to misinterpretation if one’sSRC is used

Interpretive knowledge requires adegree of insightIt is dependent on past experience forinterpretationIt is prone to misinterpretation if one’sSRC is used

Cultural Change and Cultural Borrowing

• International marketers should appreciate how cultures change and accept or reject new ideas

• How cultures change, e.g., war (changes in Japan after World War II) or by natural disaster

• Hofstede has shown that consumers’ acceptance of innovations varies across cultures – innovation was associated with higher individualism (IDV), and lower power distance (PDI) and uncertainty avoidance (UAI)

• International marketers should be aware the extent to which cultures borrow ideas and learn from other cultures

• Helps in the marketing of products from one culture to a different culture

Whose English?

United States

1. Trunk2. Hood3. Convertible Top4. Elevator5. Toilet6. Bathroom7. Vacuum

United States

1. Trunk2. Hood3. Convertible Top4. Elevator5. Toilet6. Bathroom7. Vacuum

United Kingdom

1. Boot2. Bonnet3. Hood4. Lift5. W.C.6. Tub or Shower7. Hoover

United Kingdom

1. Boot2. Bonnet3. Hood4. Lift5. W.C.6. Tub or Shower7. Hoover

Resistance to Change

Acceptance of genetically modified foods (or “Frankenfood”) in Europe Acceptance of genetically modified foods (or “Frankenfood”) in Europe

Working women in Masculine societies likeSaudi ArabiaWorking women in Masculine societies likeSaudi Arabia

Although some cultures embrace change,others are resistant to itAlthough some cultures embrace change,others are resistant to it

Examples of cultures that resist change:Examples of cultures that resist change:

Planned and Unplanned Cultural Change

• Cultures that are resistant to change represent a major hurdle in marketing products

Cultural change can be accomplished by:• First, determine which cultural factors conflict with an

innovation, thus creating resistance to its acceptance• Second, change those factors from obstacles to acceptance into

stimulants for change• Third, marketers can cause change by introducing an idea or

product and deliberately setting about to overcome resistance and to cause change that accelerates the rate of acceptance

• Firms can use a strategy of planned change by deliberately changing those aspects of the culture offering resistance to predetermined marketing goals, e.g., introducing western foods and baseball into Japan