跨文化商务交际导论 课件 Unit 7 Intercultural management；Unit 8 Intercultural marketing

Managementinallbusinessesandhumanorganizationalactivitiesisapurposefulactivityofgettingpeopletogethertoaccomplishdesiredgoalsandobjectivesbyusingavailableresourcesefficientlyandeffectively.Management1.Interculturalmanagementonthebasisofculturalvalues

Howtoworkin

organizationswithemployeesandclientsfromdifferentcultures.Valueorientationsandculturaldimensionsarewidelyusedasframeworksofreferencewhenpeopleareattemptingtounderstandsomeofthedifferencestheymayencounterwhendoingbusinessinternationallyandwhenmanagingacrosscultures.(5)(3)(2)(4)(1)

2.Theeffectofculturalvaluesonthefunctionsof

managementPlanningPlanninginvolvessettingobjectivesanddeterminingacourseofactionforachievingtheseobjectives.Inmonochroniccultures,peopletendtofocusononeactivityatatimeanddislikehavingtomoveawayfromaschedule.Inpolychroniccultures,peopletendtodoseveraltasksatatimeandarelessdependentondetailedinformationwhenperformingthesetasks.onochronicolychronicOrganizingOrganizinginvolvesdevelopingtheorganizationalstructureand

designingthejobpositionsandthechainofworking.Withthehierarchyviewofpower,theorganizationalstructureisusuallytightlycontrolled.Authorityandresponsibilityarecentralized.Withtheequalityviewofpower,theorganizationalstructureencouragesindividualautonomy.ierarchyqualityStaffingThemainpurposeofstaffingistofindtherightpersonfortherightjobortoputtherightpersonintheright

positionattherighttime.Undercompetitivecircumstance,employeesareinclinedtobeselectedaccordingtotheirabilitytoactindependently.Undercooperativecircumstance,employeesareselectedaccordingtotheirabilitytoworkwellingroups.petitiveoperativeDirectingEffectiveguidingrequiresamanagertomotivatethesubordinatesinatimelymanner,communicateeffectively,andusethepowerproperly.Individualismshowstheextenttowhichcultureselevatetheroleoftheindividualovertheroleofthegroup.Collectivism

emphasizestheinterestsofthegroup.Peopleinacollectivistgroupareencouragedtoconformandtodowhatisbestforthegroup.ndividualismollectivismControllingControllingisaprocessofproblem-identifying,decision-making,andproblem-solving.Theculturalvalueofcommunicationisaninfluentialfactorincontrolling.Inhigh-contextcorporatecultures,controllingtendstobeprocess-driven.Inlow-contextcorporatecultures,

controllingisinclinedtobetask-driveninaccordancewith

monitoring.igh-contextow-context1.FeaturesofaglobalteamAglobalteamreferstoatypicalmulticulturalteam,withagroupofemployeeswithdifferentculturalcontexts.Theemployeesmightbeselectedfromtwoormorecompanies.Theymustidentifytheirareasofresponsibilitiesandorganizetheirmembers.Theymustdevelopproductivegroupprocessestofacilitatecollectiveeffortstowardgoalattainment.(1)(2)2.ThestagesofteamdevelopmentTheformingstageTheformingstageistheperiodwhenateamisbeingformed.Multiculturalmembersinthisstageusuallybehaveformallytowardeachotherwithoutinterpersonalfamiliarity.Therearenoclearideasofgoalsor

expectations.Thus,teamsinthisstagearenotrealteamsyet.ThestormingstageSincemembersarenotfamiliarwitheachother,itishardforthemtoaccepteachother.Conflictscaneasilyariseduetodifferentideasabouthowtoaccomplishgoals.Thismayleadtosomemembers

droppingoutmentallyorphysically.ThenormingstageInthisstage,teammembersbegintorecognizewaysthatareacceptedbyall.Rulesandprinciplesarealsoformulatedtoregulateeachmember’sbehaviorandactivities.Teammembersgraduallydevelopagreater“we”feelingratherthan“I”feeling.TheperformingstageAfterallthestormingandthenormingefforts,membershaveallacceptedtheirpositionsintherealizationoftheircommongoal,andtheyhaverealizedtheimportanceofcooperationandmutualsupport.Theteamismatureinthisstage.3.EffectiveteammanagementTeammanagementreferstothevariousactivitieswhichbindateamtogethertoachievethetargets.Theteamleader—mentorTheteamleadershouldbetheguideforaneffectiveteam.Firstofall,theteamleaderismoreofamentortohisorherteammembers

thanjustastrictboss.Heorsheshouldnotonlyensurethateveryteammemberwillinglyparticipatesintheworkbutalsohelptheteammembersfromdifferentculturalcontextstoperformtheirroleswell.Theteamleader—fairnessTheteamleadermustbefairtoensurethateveryteammembergetsthesameinformationandhaseasyaccesstothesuperiorsincaseofanyqueries.Also,theleadershouldbefairtoallmembersregardlessoftheirnationalitiesandculturalbackgrounds.Theteamleader—motivationTheteamleadershouldhavetheabilitytomotivate,onaregularbasis,hisorherteammemberswhohavedifferentculturalvaluesandawareness,inordertokeeptheminhighspirits.Theteamleader—satisfactionTheteamleadermustbindtheteammemberstogetherandmakethemworksatisfyingly.Theleadershouldestablishasatisfactoryteamspirittosuitthedifferentculturalbackgroundsoftheteammembers.(3)(1)(2)(4)1.BusinessethicsBusinessethicsaretheapplicationofourunderstandingofwhatisgoodandrighttotheassortmentofinstitutions,technologies,transactions,activities,andpursuitsinbusinesscontexts.ThecorevaluethatancientChinesebusinesspeopleholdistoearneverypennyhonestlyanddoeverybusinessrationallyandreasonablywithoutharmingotherpeople’sinterests.CultureofRushangCross-culturalethicalstandardTheUnitedNationsinitiatedanumberofprinciplesfordoingbusinessglobally.Theyareguidelinesforethicalactivitiesoftransnational

corporations.Theprinciplescoverfourareas:humanrights,laborstandards,environment,andanti-corruption.2.SocialobligationandsocialresponsibilitySocialobligationisthebottomlineonehastoholdwhendoingbusiness.Socialresponsibility,ontheotherhand,isthesortsofactivitiesabusinessiswillingtoconductinordertobenefitsociety,whichisbeyondwhatisobligatedbylaw.SocialresponsibilitySocialresponsibilitycanbedefinedasafirm’sobligation,beyondwhatisrequiredbylaw,topursuelong-termgoalsthataregoodforboththemselvesandsociety.TTFTTFDABCaseAnalysisHowtoanalyzeacase?Caseanalysisisaveryimportantteachingmethodininterculturalbusinesscommunication.Therearefivemoves:ŸSummary:Summarizethecasewithin100words.ŸTheory:Choosetheinterculturaltheoryyoumayuse.ŸExplanationtotheory:Explainthetheory.ŸRelatingtheorytocase:Applythetheorytothecaseanalysis.ŸSolutionorevaluation:Providesolutionstotheproblemsorevaluatethecase.

Thanks!MarketingconceptsandpracticesMarketingconceptsandpracticeswereinitiallydevelopedintheUnitedStates.

Marketingdoesnotreallyreplacelong-establishedcommercialpracticesinmanycountries:Itsuperimposesitselfonlocalsellingpracticesandmergeswiththem.InternationalmarketingInteractionbetweenbuyersandsellerspeopleandmessagespeopleandproductsJapanesestyleofmarketingItisdepictedasbeingfundamentallybasedonemotionandsensitivity.Itfosterscooperation,discouragesthreateningindividualcompetition,andpromotesharmonyinthesalesteam.ItalianstyleofmarketingItischaracterizedbytheheavyemphasisgiventotheappearanceanddesignofaproduct.TheItaliansconcentrateonthestyleandfunctionsofaproductanditsintegrationintotheenvironment.(2)(4)(5)(7)(1)(3)(6)(8)Everyyear,alargenumberofproductsareintroducedintotheglobalmarketplace,butabout85%ofthemfail.Sony’spromotionofrecordersinThailandAdvertisingis“thenon-personalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goods,services,andideas)byidentifiedsponsorsthroughvariousmedia.”--byBovéeandArensBoleassessingahorseAmanwastryingtosellhisfinehorseandhadbeeninthemarketplaceforthreedays,yetnoonenoticed.HethenwenttoBole(alegendaryhorse-identifier)andsaid,“IhavethisfinehorsethatIwishtosell.Forthreedaysithasbeenatthemarketandnoonehasshownanyinterest.Iwishyouwouldreturntotakealookatit,andconsideritwhenyouleave.Shouldyoudoso,I’mwillingtoofferyouaday’sworthofitsprice.”Bolethenreturnedtolookatitandconsidereditwhenheleft.Thenextday,thepriceofthehorsewasmultipliedbyten.Today,advertisingisdirectedtoward…

Thefirstproblem:languagesLanguageisthefirstprobleminternationaladvertisersencounterwhenexpandingtheiroperationsabroad.However,therearemanysuccessfulcasesofadaptingtolocalcultures.Connecting

people

科技以人为本此时无霜胜有霜朵朵玫瑰，寸寸入肌

浮生若梦水漾容颜，清新每天

Thesecondproblem:signsandsymbolsGesturesSincegesturesarecloselytiedtoculture,internationaladvertisersshouldfullyunderstandthemeaningofagesturebeforeincorporatingitintoadvertisementmessagesforaspecificculture.ColorsCertainusesofcolorscanalsobepotentiallyinappropriateorevenoffensiveinagivencultureiftheadvertisementdesignersarenotfullyawareofcolorimplications.AppearanceTheclothesandbodyadornments

peoplewearindifferentculturesvarybecauseofthedifferentclimatesandtraditions.Thethirdproblem:ritualsandreligionsElementsofritualsthataffecttheplanningandexecutionofadvertisingcampaignsaremany,whilereligioustraditionsandsocialconventionsareamongthemostcommonones.InIslamiccultures,forexample,itisconsideredhighlyinappropriatetousethenameofaprophet,thenameofGod,orpicturesofIslamicshrines

onproducts.Insomecultures,childrenarenotallowedtoappearinadvertisements,oradvertisementsshouldnotbedesignedtotargetchildren.!Intheeraofglobalmarketing,animportanttaskistolearntorecognizetheextenttowhichmarketingplansandprogramscanbeextendedworldwide,aswellastheextenttowhichtheymustbeadapted.Therehavebeentwostronglyopposingviewsastotheguidingprinciplesofglobaladvertisingstrategies.Whetherto“actlocally”ornotisthecenterofthesearguments.1.

StandardizationCulturaluniversalsCulturaluniversalsaredefinedasmodesofbehaviorcommontoallcultures.Ashumanbeings,wesharebasicbiologicalsimilaritiesandhaveuniversalneeds.GeorgeMurdockfamilycookingeducationbodyadornmentgift-givingmarriagereligiousritualsathleticsportsStandardizationisbasedonculturaluniversalsInternationaladvertiserscorrespondtobasichumannatureTheycouldstandardizecreativethemesuniversallyPreconditionConsumersindifferentcountriesoftenhavethesameneedsanddesiressothatuniversalappealscanbeusedtopersuadethem.MeasureCompaniescanachievegreateconomiesofscalebyofferingidenticalproductsworldwideatanidenticalpriceviaidenticaldistributionchannels,supportedbyidenticalsalesandpromotionprograms.Advantagesofstandardizationinmarketingandadvertisingsignificantcostsavingsensuringconsistency

dissemination

ofcorporateculturesandevennationalcultures2.LocalizationGeertHofstede:culturesdifferinmanyculturaldimensions

individualismandcollectivismhighandlowuncertaintyavoidancelargeandsmallpowerdistancemasculinityandfemininitylong-termorientationandshort-termorientationindulgenceandrestraintTheviewoflocalizationisbasedonculturalvariations.DietCokeCoca-ColaLight

健怡可乐；减肥可乐Diet:节食，限制饮食Light:清淡standardizationlocalizationstandardizationlocalization“Thinkinggloballyandactinglocally”hasbecomeanimportantconceptinthepresentglobalmarket.GeorgeMurdock’stheorythatbasichumanneedsareuniversalisoneofthereasonswhyadvertisementswiththemesaddressingbasicneedscansucceedinternationally.GeertHofstede’stheoryarguesthatthewaystosatisfythosebasichumanneedsarevariedindifferentcultures,sointernationaladvertisersshouldvarytheiradvertisingexecutiontosuitlocalpeople’stastes.ThinkinggloballyActinglocally+Global