Table of Contents
Table of Contents...................................................................................................................................1
Chapter 1 (Almaz Sullivan).....................................................................................................................3
Part 1: Culture..................................................................................................................................3
Defining culture.............................................................................................................................3
Elements of culture........................................................................................................................3
Mental programming.....................................................................................................................4
Sources of differences between countries and groups..................................................................5
Part 2: Identity..................................................................................................................................6
Social Identity Wheel.....................................................................................................................6
Identities influence on workplace decision-making.......................................................................6
Exploring dimensions of your identity...........................................................................................7
Personal and social identity in business and culture......................................................................7
What is the impact of identity in business and culture?................................................................7
Part 3: Cultural iceberg.....................................................................................................................8
Cultural “onion”.............................................................................................................................8
Cultural “iceberg”..........................................................................................................................8
Chapter 2 (Paul Nchu Ngang).................................................................................................................9
Part 1: The Lewis Model...................................................................................................................9
Linear-active culture......................................................................................................................9
Multi-active culture.....................................................................................................................10
Reactive culture...........................................................................................................................10
Shows us......................................................................................................................................11
Can help us..................................................................................................................................11
Lewis Model applied....................................................................................................................11
Applying the Lewis Model when marketing across different cultures.........................................12
Applying the Lewis Model when negotiating across different cultures.......................................12
Part 2: Cross cultural marketing......................................................................................................13
Culture.........................................................................................................................................13
Sources of culture........................................................................................................................13
Marketing across different cultures.............................................................................................14
Culture ⇔ Subculture ⇔ Social classes.........................................................................................15
1
, The cultural environment............................................................................................................15
Standardization or glocalization...................................................................................................16
Adapting the marketing mix to different cultures and markets...................................................16
Brand name selection..................................................................................................................17
Culture and language in international business...........................................................................17
Representation in cultural marketing..........................................................................................17
Aesthetics....................................................................................................................................17
External influence........................................................................................................................17
Blunders.......................................................................................................................................18
Part 3: Taboos in international business.........................................................................................19
Discussions to avoid when doing business internationally..........................................................19
Giving gift to a business partner..................................................................................................19
Greetings.....................................................................................................................................20
Avoid appointments on certain dates..........................................................................................21
Taboos interpreted differently.....................................................................................................21
Chapter 3 (Katrien Castro)...................................................................................................................22
Part 1: Culture and economic success and failure...........................................................................22
Attitudes on wealth and poverty.................................................................................................22
Are poverty and social inequality a business issue?.....................................................................22
The US..........................................................................................................................................22
Development of countries...........................................................................................................23
Canada.........................................................................................................................................23
The UK.........................................................................................................................................24
Australia.......................................................................................................................................24
Individualistic vs collective cultures.............................................................................................24
Cultural barriers leading to poverty.............................................................................................24
Part 2: Bias and prejudice...............................................................................................................25
Definitions....................................................................................................................................25
Unconscious or implicit bias........................................................................................................25
Cultural bias.................................................................................................................................26
How to remedy bias while hiring.................................................................................................26
Cultural approaches to teamwork...............................................................................................26
Part 3: Verbal and non-verbal communication...............................................................................27
Verbal communication.................................................................................................................27
Non-verbal communication.........................................................................................................27
2
, Chapter 1 (Almaz Sullivan)
Part 1: Culture
Defining culture
The customary beliefs, social forms and material traits of racial, religious or social group
The characteristic features of everyday existence (such as diversions or a way of life) shared
by people in a place or time
Culture is not exclusive to any one field of study or any one discipline, culture spans across various
academic, social and artistic disciplines: history, anthropology, sociology, psychology, language, art
and business
! Defining culture is subjective
Elements of culture
Symbols
Words, gestures, images or
objects with cultural meaning
F.e. language, clothing, …
Heroes
Individuals, real or fictional,
embodying valued traits
F.e. influential cultural, media
and political icons
Rituals
Collective activities, socially
essential within a culture
F.e. greetings, ceremonies,
meetings
Values
Core of culture, guiding
preferences
Fundamental tendencies for
certain outcomes
Practices
Encompass symbols, heroes
and rituals
Cultural interpretation known to insiders
3
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