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Italian Culture

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Dylan Pieri

on 17 September 2013

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Transcript of Italian Culture

Italian Culture
Alex Donaldson
Brittany Anderson
Dylan Pieri
Mishay Ellis

Social market economy model:
•Form of market capitalism
Economic Ranking:
•Eighth largest market economy
Balance of payments:
• €3.3 billion as of August 16th
Trade Agreements:
•Part of European Union (EU)
Business Preference:
•Italians prefer to do business with those that they know and trust
Preferred Conversation:
•Italians prefer face-to-face conversation and spending time building relationships
Communication Mannerisms:
•Italians are very expressive communicators, often using facial and hand gestures to prove their point.

Economic Environment
Economic Environment (cont.)
•Debt: $2.68 trillion
•GDP: $1.85 trillion
•Population: 61,261,254
•Literacy rate: 98.4%
•Education: 17.1 years
•Avg. Wage- $33,947
Multinational Companies
• Fiat
• Zambon
• Martini & Rossi

Major industries
•Precision machinery
•Motor vehicles
•Electric goods
Political Structure
Type of Government:
•Unitary Parliamentary Republic
Chief of State:
•President Giorgio Napolitano
Head of Government:
•Prime Minister Enrico Letta
Bicameral Parliament:
•Chamber of Deputies
•Senate of the Republic

Current Political Environment
Political environment:
•Unstable; political stalemate
Government Turnover:
•60 turnovers since WWII
Attemps at reform:
•Trying to liberalize the labor market

Italian Law
Judicial System:
•Based on Roman law & Napoleonic Code
Supreme Court of Cassation
•Highest court in Italy
•Civil and penal divisions
Constitutional Court (Corte Costituzionale)
•Rules on the conformity of laws with the constitution

Italian Crime
Mafia Presence
•Still a significant force in present day Italy
•14.6% of the country's GDP produced under mob-controlled areas
Most Powerful Crime Syndicate
•Calabrian 'Ndrangheta accounts for 3% of the country's GDP.
Murders per capita:
•21.3 murders per
1 million people
High Context Culture
Hofstede: Power Distance
Power Distance Index:
•Middle ranking of 50
Country-Specific Traits
•It is normal for high-level business managers to have lots of perks
•Age is very important for careers
•Status symbols of power are addressed differently
•Southern Italy has a higher PDI

Hofstede: Individualism
Individualism Score:
•76– Italy is a "me" culture,
especially in the cities
Country-Specific Traits
•Family and friends are an antidote to the harsh business world
•Every person has their own personal ideas and objectives in life=happiness
•Southern Italy is less individualistic

Hofstede: Masculinity
Masculinity Score:
•76–Italy is a masculine country
•Highly success-oriented and driven
Country-Specific Traits:
•Children are taught that competition is good; being a winner is important
•Italians show success by acquiring status symbols: car, house
Hofstede: Uncertainty Avoidance
Uncertainty Avoidance Score:
•Italians are uncomfortable with ambigous situations
Country-Specific Traits
•Formality is extremely important
•Italian penal and civil code is very complex with many clauses and codicils
•High uncertainty avoidance means detailed planning in business
Hofstede: Long-Term Orientation
Long-Term Orientation Score:
•34–Italy is a short-term culture
•Strong concern within developing the absolute truth
Country-Specific Traits:
•Great respect for the history and traditions of the culture
•Focus on quick future business results

Ethnic Groups:
•Italian, small clusters of German, French and Slovene
•90% Roman Catholic (one-third practicing)
•10% older Protestant and Jewish; growing Muslims immigrant community
•Italian (official)

Dietary Preferences
Main food groups
•Pasta and breads
•Pasta is a main dish, not a side item
Country-Specific Traits
•Northern Italy enjoys rich and creamy dishes
•Southern Italy specializes in hot and spicy foods
•Breakfast is usually cappuccino or espresso with a pastry
Dietary Preferences (cont.)
Family and eating:
•The Italian family is the main dish of each meal
•Slowness of eating is expcted; meals
can last for hours
•Family gatherings typcially
feature fresh and local food
•Only water and wine are
permitted during meals
The main course:
•Split into two: primo and secondo
•Primo is a pasta, risotto or soup (like minestrone)
•Secondo is based on meat or fish with many side dishes
Family Relationship
The Family
•Center of the social structure
•Provides a stabilizing influence
•Northern Italy-Nuclear Family
•Southern Italy-Extended Family
•Children often live at home into their 20s

Most Popular Sport
•Football (Calcio) is life
World Cup Titles
•1934, 1938, 1982, 2006
•Second most all time (Brazil)

Appearance Matters
•Dress indicates social status, family background and education level
•Designer brands are very important
•Shorts are unacceptable in public
"Bella Figura"
•Means good image,
•Is very important to Italians
•Bella Figura is more than dressing well; it extends to your aura, confidence, style and demeanor

Business Culture
Familiarity is key
•Italians have a need to know business partners personally
•Preference of contact in descending order is: face-to-face, telephone, letter, email
•Not very important to Italians
•15-45 minutes is a normal waiting time for an Italian counterpart
Business Dress
•In accordance with culture,
dressing well is a must
•Business and social situations
are mostly formal dress

Survival Phrases
Per favore
Thank You:
Excuse Me:
Mi scusi
Where is the bathroom:
Dove e il bagno
What is your name:
Come si chiama
What is for dinner:
Che cosa e per la cena

Rationale of Target Country
Product: Anti-bacterial wipes
How large is the market?
•Women spend 21 hours a week spent on chores
•72% of Italians own more than eight cleaning products
•Italians like specific cleaners for specific items/rooms
•Italians do more homemade cooking than many countries
How many people can afford what you are selling?
•The country is high in debt, but
the product is cheap
•Average income is $33,947

Rationale of Target Country (cont.)
Is there a stable political environment?
•For the most part, no
•However, people will
always need to eat, and therefore,
How developed is the infrastructure, including utilities, transportation, industry and technology?
•Everything is connected with railways, expressways, airports, etc. Also, Italy has many waterways for commercial purposes

Rationale of Target Country Selection
How well do consumers tastes and culture match what you are offering?
•Italian women are big cleaners; they spend four times the amount that American women do
•They must have the product marketed to them in a way that says how effective the cleaner is
•Sixty percent of women find cleaning to be mentally therapeutic

The End!
Full transcript