Ch. 9 & 11 - Culture

Ch. 9 & 11 - Culture - Cultural Environments Riad...

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1 Cultural Environments Riad A. Ajami, PhD
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World Languages Portion of World Output Accounted for by Major Languages Groups English 33% Mandarin 10% Spanish 7% German 7% French 5% Arabic 3% Hindi 2% Others (6000 languages) 33%
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3 Contextual Background of Countries High context Low context IMPLICIT EXPLICIT Swiss German Scandinavian North America (US) French English (UK) Italian Spanish Latin American Arabian  Japanese
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4 Cultural Cluster Approach A Cultural Cluster comprises countries that share many cultural similarities (based on language, work roles, job satisfaction, etc.) Nordic Countries (Denmark, Finland, Norway, Sweden) Germanic (Austria, Germany, Switzerland) Anglo (Australia, Canada, US, UK, Ireland, South Africa) Latin American (Argentina, Chile, Colombia, Mexico, Peru) Arab (Saudi Arabia, UAE, Bahrain, Kuwait, Oman) Far Eastern (Hong Kong, Indonesia, Philippines, Taiwan)
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5 Cultural Cluster Approach Does it make sense that people located in similar geographical areas of the globe would have similar cultures? If this theory is accurate, what usefulness would this have when implementing global CRM? Can you think of any areas of the world where this would not be the case?
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6 The Identity Wheel Beliefs Income Level Life Stage Preferences Gender Urban/Rural Physical Smart Organizations understand their customers!
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7 Be Careful Not To Over-Generalize Some Pundits have said that there are values for one geographic area of the world such as American Values Asian Values European Values Historically, this has been accompanied with talk of bringing one set of “values” to other parts of the world (Colonialism)
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8 Edward Hall’s Low Context-High Context Approach Low Context Culture : Words used by the speaker explicitly convey the speaker’s message to the listener. ( Example : USA) High Context Culture : The context in which a conversation occurs is just as important as the words that are actually spoken. Cultural clues are important in understanding what is being communicated. ( Examples : France & Japan)
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Ch. 9 & 11 - Culture - Cultural Environments Riad...

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