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ICB GENERAL SUMMARY 2022

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ICB GENERAL SUMMARY 2022

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AAA School Of Advertising (aaaschool)

ICB GENERAL SUMMARY 2022 High-Context (related to indirect communication) Indirect and implicit messages Polychromic High use of non-verbal communication Low reliance on written communication Use intuition and feelings to make decisions Long-term relationships Low-Context (related to dire...

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ICB GENERAL
SUMMARY
2022

, ICB GENERAL SUMMARY
Generally: There are many theories and concepts regarding cultural dimensions that sometimes overlap! However: they all have the
same underlying assumption:
“Every culture knows universal problems, but that responses differ from culture to culture” (different values = different
response)

What is culture?
• Culture is something that is shared by all or almost all members of a given social group
• Learned by family, education, social media, religion, politics
• Something older members of a group pass on to younger members
• Something (as in the case of morals, laws and customs) that shapes behaviour, or structures one`s perception of the world
• In general, we see people as being from different cultures if their ways of life as a group differs significantly
• Cultural orientations: Culture influences our values, these values affect the attitudes and they affect our behaviour

culture is something that is shared, which is flexible, visible through behavior and practices as well as invisible due to values and beliefs, something that is
normative and conveys sense of identity!

High- vs. Low-Context: Cultures differ in the extent to which they use context and
situation for the interpretation of a message.

High context implies that a lot of unspoken information is implicitly transferred during communication.
People in a high context culture such as Saudi Arabia tend to place a larger importance on long-term
relationships and loyalty and have fewer rules and structure implemented.

Low context implies that a lot of information is exchanged explicitly through the message itself and rarely is
anything implicit or hidden. People in low context cultures such as the UK tend to have short-term
relationships, follow rules and standards closely and are generally very task-oriented.

 Characteristics:

High-Context (related to indirect communication) Low-Context (related to direct communication)
Indirect and implicit messages Direct, simple and clear messages
Polychromic Monochronic
High use of non-verbal communication Low use of non-verbal communication
Low reliance on written communication High reliance on written communication
Use intuition and feelings to make decisions Rely on facts and evidence for decisions
Long-term relationships Short-term relationships

Culture affects in general: *Leadership
*Decision making
*Problem solving
*Communication
*Ethics
*Organizational culture (how we organize ourselves)

Culture affects our: *consciousness
*worldview
*our values
*norms
*attitudes and hence… our behavior!

How do Cultures Form: *Stories
*Rituals
*Material symbols
*Language
*Specific industries (external adaptation, matter of survival)

Organizational Identity vs. Identity

Corporate or organizational identity (top-down):
Visible elements (Vision, Strategy, Goals, Shared Values, Structures)
Instrument for management to influence corporate image and culture

Corporate or organizational culture (bottom-up):
Visible elements (cloths, food, language, behavior) which refer to deeper invisible norms and values – think iceberg!

Geert Hofstede’s dimensions

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