Cultural dynamics in assessing global

markets

Definitions and origins of cultureHofstede “software of the mind”, it guides people

how to think and behave Is the sum of values, rituals, symbols, beliefs and

thought processes that are learned and shared by a group of people

International marketers should understand the origin of cultural differences

Culture

Culture is related to values , beliefs and habits held by a member of society.

Culture is values and belief system that govern interaction system.

Culture consists in patterned ways of thinking, feeling and reacting, acquired and transmitted mainly by symbols

Culture

Culture 2

From previous definitions we can summarize the concept of culture in three words:

Perception symbolism Behavior

International marketers should consider cultural adaptation when entering any new market

Several factors should be considered (Geography, history, political economy, technology and social institution)

Social institution such as family roles, religion, education and the media)

How cultural adaption can be done? (Hofstede model)

Cultural adaptation

Elements of culture Hofstede’s cultural model

Collectivism vs. Individualism (Group and family interest culture vs. self interested culture)

Collectivism vs. Individualism continuum

IndividualismEx: UK, France, Germany

CollectivismChina

SpainNew Zealand

Turkey

Hofstede’s cultural model

Power distance dimension (difference in power and wealth )

Power distance continuum

Low power distanceEx: UK, France, Germany

Italy

high power distance EX: China East

Africa Norway

Hofstede’s cultural model

Uncertainty avoidance continuum

France

Low Uncertainty avoidanceEx: Singapore, Jamaica

High Uncertainty avoidance Ex: Greece NorwayUK

Hofstede’s cultural model

Masculine vs. Feminine (culture value performance and achievement vs. Tender and caring culture)

Masculine vs. Feminine continuum

MasculineEx: Japan, Hungary

Malaysia UK

Feminine Ex: Sweden Thailand

Activity 1

Place Egyptian culture on Hofstede’s cultural dimension continuum

Activity 2

Do you think that web should be culturally adapted why?

Web cultural sensitivity Web is an open network that have a global

accessibility

The interactive nature of web make it ideal to create a culturally sensitive dialogue and it’s multimedia capabilities can helps to develop country specific themes, pictures , videos and sounds

Using Hofstede’s model to design a web interface

Collectivism web interface Individualism web interface

Chat rooms Independence picture

Images of groups and family

Community relations

Newsletters

Symbols and pictures of national identity

•Some examples showing the design for collectivism and individualism cultures

Using Hofstede’s model to design a web interface Some examples showing the design for power

distance High power distance web interface

Tall hierarchies (new pages open in new windows) in mental models

Frequent social roles used to organize information (e.g., a managers' section obvious to all but sealed off from non-managers)

Picture of important people, proper people titles

Using Hofstede’s model to design a web interface Some examples showing the design for

uncertainty avoidanceHigh uncertainty avoidance web interface

Simplicity, with clear metaphors, limited choices, and restricted amounts of data

Navigation schemes intended to prevent users from becoming lost

Free trials and downloads

Customer services

Using Hofstede’s model to design a web interface Some examples showing the design for

Masculine and feminine cultures

Masculine web interface Feminine web interface

Focus on achievements Politeness and soft sell approach

Quizzes and games Aesthetics: Communications in high context culture emphasize harmony, beauty, and oneness with nature 

Using Hofstede’s model to design a web interface (British airways)

individualism culture (Independence pictures)

British consumers local home page

Using Hofstede’s model to design a web interface (British airways)

Egyptian consumers local home page

High uncertainty avoidance culture

tender and caring culture (Feminine culture)

Collectivism culture(images of national identity

Using Hofstede’s model to design a web interface (Emirates airways)

British consumers local home page

difference in power and wealth (Low power distance culture)

individualism culture (Independence pictures)

Using Hofstede’s model to design a web interface (Emirates airways)

Egyptian consumers local home page

difference in power and wealth (high power distance culture )

Select an Egyptian local website, using hofstede model identify any cultural components of the website design. Using a print screen shots point on them and print them out.

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