curs 3. anul 3.ie.ppt

8/16/2019 Curs 3. Anul 3.IE.ppt

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BUSINESS COMMUNICATION

3rd year /IE

Course 3


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I. Cultural diversity in business

A. Different languages, different worlds

B. What is culture? – definition and thediensions of culture

C. Who is noral, anyway?

D. !tereoty"es


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A. Different languages, different

wrlds

For a German and a Finn, the truth is thetruth. In Japan and Britain it is all right if it

doesn’t rock the boat. In China there is no

absolute truth. In Italy it is negotiable.


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!ig"lig"t differen#es in s#ial be"avir

#

$a"anese do not li%e sha%ing hands, &ow whengreeting each other and do not &low their nose in

"u&lic'

# Bra(ilians for unruly &us lines, "refer &rown shoes

to &lac% and arri)e two hours late at coc%tail "arties'

# *ree%s stare you in the eye, nod their heads when

they ean no and occasionally sash "lates against

walls in restaurants'


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Differen#es f #n#e$ts and ntins

Cntra#t# to a !wiss, !candina)ian or Aerican, a

contract is a foral docuent that has &eensigned. !ignatures gi)e it a sense of finality'

# to a $a"anese &usinessan a contract is astarting docuent that can &e rewritten andodified as circustances re+uire'


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B. %"at is #ulture& ' definitin and t"e

di(ensins f #ulture

Definitin

*eert ofstede defined culture as “the collectie programming of the mind that distinguishes the

members of one category of people from another!"

# Collecti)e "rograing – the need of "eo"le to ha)e

a degree of certainty in their li)es. -eo"le fro the

sae &ac%ground &egin to res"ond to e)ents in

ways that &ecoe "redicta&le. hey &egin to act and

tal% ali%e.


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) Di(ensins f #ulture

*+ Cntet ' has to do with how we attri&ute eaningsto e)ents and sy&ols in a culture.

# Cultures are "ig"er in #ntet – a sy&ol or e)entor thing cannot &e reo)ed fro a sentence andretain its eaning' the sy&ol is understood only

within its contet' lwer in #ntet – a sy&ol can stand

on its own' it has eaning whether or not it is in asentence.


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!ig"er #ntet #ultures are #lle#tivisti#

0grou"s of "eo"le who will care ore a&outwhat we ha)e in coon than how we

differ1'

-wer #ntet #ultures are individualisti#

0"eo"le )alue their uni+ueness ore thantheir siilarities1'


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e.g2 I ha)e a red #ar.

o tengo un #ar r.

Eu a (a/in0 r/ie.


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Englis"2 ad4ecti)es coe &efore nouns' the

focus is on what a%es the car stand out.5ed atters ore than the fact that it is a car

– an indi)idualistic, lower6contet culture.

S$anis", 1(anian2 ad4ecti)es coe after

the noun' the car is ore i"ortant than thecolour – collecti)istic, high6contet culture.


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71 Mn#"rni# vs. 2ly#"rni# 0chronicus

in 8atin eanstime

1# (n#"rni#3 4 "eo"le see their li)es as

se+uences of &eginnings and endings 0A, B,

C, D1'

# $ly#"rni#3 4 "eo"le see their li)es in anonlinear fashion 0A, 9, -1.


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5+ S$a#e

2re(i#s ' the study of how &ody s"acedefines huan relationshi"s'

Each culture has its own s"ace di)isions,

&ased on how close you can get to one

another, and how "eo"le inter"ret thatrelationshi" within that %ind of acce"ta&le

s"ace.


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# 6er(ans – ha)e a greater distance in their "ersonal

s"ace than the Italians' *erans ay feel a "erson

fro Italy is )iolating his or her &oundaries and is

coing on too strongly.

# Arabs – when you:re ha)ing a con)ersation with

soeone, you ha)e to get )ery, )ery close to their

face, and, unless you feel the warth of their &reathas you are s"ea%ing to one another, you are not

engaged in a con)ersation.


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7+ Ti(e

# Cl#8 bund – "eo"le conduct their li)es according to the tie

it ta%es to get things done within the standard 7;6hour day'

# Natural bund – "eo"le conduct their acti)ities according to the"laceent of the sun and the seasons of the year 0


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9+ 2wer Distan#e – is the degree to which a

culture will acce"t the distri&ution of "ower'# C"ina ' has a high "ower distance2 the older

a "erson is, the ore "ower and res"ect he

or she coands'

# USA 4 "eo"le do not acce"t an une+ualdistri&ution of "ower' they "refer e+uality'


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:+ Un#ertainty Avidan#e ' is the degree towhich a culture can tolerate a&iguoussituations'

# cultures with a low tolerance for a&iguityha)e a high nu&er of rules and regulationsthat go)ern "olicies, "rocedures and&eha)iours'

# cultures with a high tolerance for a&iguityha)e fewer rules.


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;+ Individualis( vs. Clle#tivity ' is the degree towhich a culture &elie)es an indi)idual:s actions and

&eliefs should &e inde"endent of the rest of culture.

# Individualisti# #ultures ' affir "eo"le who thin%creati)ely and who differ of one another'

# Clle#tivist #ultures ' &elie)e "eo"le should acce"tcollecti)e &eliefs and not thin% or &eha)e differentlyfro one another.


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)+ Nurturing vs. A#"ieving ' the degree towhich a culture &elie)es indi)iduals should &erewarded for their inde"endent ideas andachie)eents.

# Nurturing #ultures ' coo"erati)e andcolla&orati)e'

# A#"ieving #ultures ' encourage co"etitionas a way to i"ro)e "erforance.


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Dwnsides3 (ar8eting disasters <

advertising

In Chinese, the #entucky Fried Chicken slogan $finger%

lickin& good$ came out as $eat your fingers off.$

'he (merican slogan for )alem cigarettes, $)alem %

Feeling Free,$ got translated in the Japanese market

into $*hen smoking )alem, you feel so refreshed thatyour mind seems to be free and empty.$


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*hen +arker +en marketed a pen in e-ico,

its ads ere supposed to say, $It on&t leak inyour pocket and embarrass you.“

'he company thought that the ord

$embara/ar$ meant to embarrass, so the ad

said0 $It on&t leak in your pocket and makeyou pregnant.$


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+epsi slogan $Come (lie *ith the +epsiGeneration$ as translated into $+epsi Brings 1our

(ncestors Back From the Grae$ in Chinese.

*hen Gerber started selling baby food in (frica,they used the same packaging as in the 2), ith the

smiling baby on the label. 3ater they learned that in (frica, companies routinely put pictures on the labelsof hat&s inside, since many people can&t read.


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Colgate introduced a toothpaste in France called Cue, thename of a pornographic maga/ine.

*hen (merican (irlines anted to adertise its ne leatherfirst class seats in the e-ican market, it translated its $Fly In3eather$ campaign literally, hich meant $Fly 4aked$ 5uela encuero6 in )panish.

General otors had a ery famous fiasco in trying to marketthe 4oa car in Central and )outh (merica. $4o a$ in )panishmeans $It 7oesn&t Go$.


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C. %" is nr(al, anyway&

>>

Aericans thin% Aerica is the &est 0the

Aerican drea1 and the &iggest, the

newest and the richest, and all the others area &it slow, old6fashioned, rather "oor and

soewhat on the sall side.


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!"anish thin% they are the &ra)est &ecausethey %ill &ulls'

@rench thin% they are intellectually su"erior toe)ery&ody else'

$a"anese are +uite sure they are su"erior to

others, including the @rench'*erans are the ost "unctual, efficient,

organi(ed.


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D. Sterety$es =

A stereoty"e is a &elief that a certain grou" of

"eo"le is all the sae and shares identicaltraits. -eo"le who &elie)e in stereoty"es do

not understand that all "eo"le are uni+ue in

their own way.


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AT > T AD?E1TISIN6 CAM2AI6N


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curs 3. anul 3.ie.ppt

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