Summary
Business & Culture (YB1350) Samenvatting
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This summary is based on the lessons and powerpoints (Teachers: Almaz Sullivan, Paul Nchu Ngang & Katrien Castro).
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Business & Culture (YB1350 | 2024)Februari 2024 – Juni 2024 (examen 21/05/2024)
Inhoudstafel
Topics include.........................................................................................................................................4
Cetaphil Superbowl Ad...........................................................................................................................4
Culture....................................................................................................................................................4
1. Multidiscuplinary and multifaceted with Varied Definitions..............................................................4
2. Elements of Culture: onion.................................................................................................................5
3. Mental Programming..........................................................................................................................5
Levels of Uniqueness in mental programming................................................................................5
4. Sources of Differences between countries and groups......................................................................6
Identity in a Cultural Context..........................................................................................................6
Values (invisible) in a Cultural Context...........................................................................................6
Institutions (visible) in a Cultural Context.......................................................................................6
Work from home (WFH).........................................................................................................................7
Identity...................................................................................................................................................7
1. Personal identity.................................................................................................................................7
2. Social identity.....................................................................................................................................8
Social Identity Wheel: Definition....................................................................................................8
3. Identities Influence on Workplace Decision-Making..........................................................................8
What is the impact of identity in business and culture...................................................................8
The value in today’s lesson for you.................................................................................................9
Exploring dimensions of your identity............................................................................................9
Personal and Social Identity in Business and Culture......................................................................9
Company culture....................................................................................................................................9
1. “No Jerks” Policy - Building a Positive Company Culture....................................................................9
No. 1: Hire Nimbly, Shift Quickly.....................................................................................................9
No. 2: Lead with Kindness.............................................................................................................10
No. 3: Shut Up and Listen.............................................................................................................10
2. The Cultural Iceberg Model..............................................................................................................10
Understanding our culture: the tip...............................................................................................10
Understanding our values: what are our shared values?..............................................................11
Understanding our values: how beliefs influence our daily life/ interactions...............................11
Understanding our values: how beliefs influence attitudes and interactions...............................11
Company Culture: What is visible?...............................................................................................11
Revealing the hidden effort behind simplicity in life....................................................................12
The Richard Lewis Cultural Model........................................................................................................12
1. Basic characteristics of the Lewis Model..........................................................................................12
The Lewis Model shows us...........................................................................................................13
The Lewis Model can help us........................................................................................................13
Basic characteristics explained (niet vanbuiten leren)..................................................................14
1
,2. Applying the Lewis Model.................................................................................................................14
An Analysis of the Lewis Model....................................................................................................14
3. Applying the Lewis Model when Marketing across different cultures..............................................15
The 7Ps Marketing Mix.................................................................................................................15
Applying the 4Ps and 7Ps to the Lewis Model..............................................................................16
4. Applying the Lewis Model when negotiating across different cultures............................................16
5. Applying the Lewis Model to Yourself..............................................................................................16
Cross Cultural marketing......................................................................................................................16
1. Culture..............................................................................................................................................16
What is culture?............................................................................................................................17
2. Marketing across different cultures..................................................................................................17
Cross – cultural marketing............................................................................................................17
The cultural environment.............................................................................................................18
Subcultures...................................................................................................................................18
Standardization OR GLOCALIZATION............................................................................................19
Adapting the marketing mix to different cultures/markets..........................................................19
Brand name selection...................................................................................................................19
3. Selling across different cultures........................................................................................................21
marketing ACROSS DIFFERENT CULTURES CASE STUDY “COCA COLA”.........................................21
marketing ACROSS DIFFERENT CULTURES CASE STUDY “McDonald's”.........................................21
4. Advertising across different cultures................................................................................................21
Advertisement blunders across different cultures........................................................................21
Representation is very important in cross cultural marketing......................................................21
Aesthetics.....................................................................................................................................22
Chinese man sues wife after ‘ugly’ baby born..............................................................................22
External influences can also include situational influences, sometimes called atmospherics......22
Blunders........................................................................................................................................22
Suggestion to avoid Blunders.......................................................................................................22
Cultural Taboos in International Business............................................................................................22
1. Avoid To Talk or Discuss About the The Following Topics………........................................................22
2. Giving of gifts....................................................................................................................................23
Suggestions...................................................................................................................................23
3. Greetings..........................................................................................................................................23
4. Avoid appointments on certain dates...............................................................................................24
Culture and economic success and failure............................................................................................24
Attitudes on wealth & poverty.....................................................................................................24
Are poverty and social inequality a business issue?.....................................................................24
What are some ways business leaders can respond?...................................................................24
1. US : Data – attitudes/culture............................................................................................................24
The prosperity gospel...................................................................................................................24
The US and poverty......................................................................................................................25
2
, 25 Developed countries rating of 2024.........................................................................................25
HDI – Human Development Index................................................................................................25
Conclusion....................................................................................................................................25
2. Canada : Data – attitudes/culture.....................................................................................................25
3. UK : Data – attitudes/culture............................................................................................................26
Structuralists vs individualists.......................................................................................................26
4. Australia : Data – Attitudes/culture..................................................................................................26
5. Individualistic vs Collective cultures.................................................................................................26
Connection culture – poverty.......................................................................................................26
Bias & Prejudice....................................................................................................................................27
1. Unconcious or implicit bias...............................................................................................................27
Types of unconcious/implicit bias.................................................................................................27
2. Cultural bias......................................................................................................................................28
Expectations – culture shock........................................................................................................28
Examples of cultural bias..............................................................................................................28
3. Cultural approaches to teamwork....................................................................................................29
When 2 cultures meet => can lead to misunderstandings............................................................29
Verbal & non-verbal communication....................................................................................................29
1. Verbal communication.....................................................................................................................29
Types of verbal communication....................................................................................................29
2. Active listening.................................................................................................................................30
AL framework...............................................................................................................................30
3. Non-verbal communication..............................................................................................................30
Types of non-verbal communication............................................................................................31
3
, Topics include
Identity
Cultural Iceberg
Verbal/ Non-Verbal Communications
The Lewis Model
Cross Cultural Marketing
Cultural Taboos
(Reverse) Culture Shock
Bias & prejudice
Culture and economic succes and failure
Almaz Sullivan – week 1 - 4
Cetaphil Superbowl Ad
Effectively blends business and culture:
Business:
- Marketing strategy is to showcase Cetaphil in a relatable family
- Implicit references to Taylor Swift and Travis Kelce (daughter wearing the #13 jersey)
- Positive reactions on social media amplify brand messaging (later learn that the idea
came from a Tik Tok influencer).
- When called out, Cetaphil swiftly committed to working with influencers in response
to idea theft accusation
Culture:
- Bi-racial family: growing demographic in the U.S.A.
- Father/ daughter dynamic references Swift’s comment that more woman are
watching football since her relationship with Kelce.
- Universal themes of family interactions, i.e. daughter's distraction addresses
technology's impact on relationships
Culture
Merriam-Webster’s Dictionary Says: the customary beliefs, social forms, and material
traits of a racial, religious, or social group.
Also; the characteristic features of everyday existence (such as diversions or a way of
life) shared by people in a place or time.
1. Multi discuplinary and multi faceted with Varied Defi niti ons
Culture is not exclusive to any one
field of study or any one discipline.
Culture spans across various
academic, social, artistic disciplines:
history, anthropology, sociology,
psychology, language, art - &
BUSINESS!
"Simply said, culture is how you were raised. It developed while you grew up. With a
computer metaphor, culture is the software of our minds. We need shared software in
order to communicate. So culture is about what we share with those around us.” - Geert
Hofstede
4
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