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Cultural dynamics in assessing global markets
Transcript of Cultural dynamics in assessing global markets
by: Felipe Morato
Elements of Culture
Definitions and Origins of Culture
Origins of Culture:
Culture’s Pervasive Impact
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.
Consumption of different types of food influence is culture: Chocolate by Swiss, seafood by Japanese preference, beef by British, wines by France and Italy.
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 has been conceptualized as:
Culture is a guide for humans on how to think and behave; it is a problem-solving tool (Hofstede).
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).
A “thicket” (U.S. Ambassador Hodgson)
Geography, which includes climate, topography, flora, fauna, and microbiology, influences our social institutions.
The impact of specific events in history can be seen reflected in technology, social institutions, cultural values, and even consumer behavior.
The Political Economy
For most of the 20th Century three approaches to governance competed for world dominance: fascism, communism, and democracy/free enterprise.
Fascism fell in 1945; Communism crumbled in the 1990s.
Necessary to appreciate the influence of the political economy on social institutions and cultural values and ways of thinking.
Technological innovations also impact institutions and cultural.
Jet aircraft, air conditioning, televisions, computers, and the internet have all influenced culture.
Arguably the greatest impact is the pill that has allowed women to have careers and freed men to spend more time with kids,
Social institutions including family, religion, school,
the media, government, and corporations all affect culture.
School and education.
Individualism/Collective Index (IDV), which focuses on self-orientation.
Power Distance Index (PDI), which focuses on authority orientation.
Uncertainty Avoidance Index (UAI), which focuses on risk orientation.
cultural values and consumer behavior.
Beliefs, which stem from religious training,
vary from culture to culture
Thought processes also
vary across cultures