Basic Cultural Orientations Beauty ideal Beauty

Basic Cultural Orientations

Beauty ideal

Six basic cultural orientations • Human nature • Relation to nature • Relation with others • Aim of human activity • Time orientation • Space orientation good / bad / mix changeable or not dominant / harmony / dominated individualist/collectivist /hierarchical to do/ to become /to be future / present / past private/ mixed / public

Geert Hofstede Culture’s Consequences

Culture Hofstede Layers of Culture – national – regional – gender – generation – social class – specific socialisation

Culture Hofstede Cultural Differences are programmed ex. Interpretation of State Regulations – Every thing what is not forbidden is allowed FR – Every thing what is not allowed is forbidden D – Many things which are forbidden are allowed if not controlled B

Dimension Models: Hofstede • Power Distance • Uncertainty Avoidance • Individualism • Masculinity • Long Term Orientation (later added)

Fons Trompenaars Riding the Waves of Culture

Charles Hampden Turner

Culture Trompenaars • Relation orientation relationship of individuals to others • Time orientation temporal focus of human life • Active orientation modality of human activity

What is the nature of people? • Good Mixture Evil • Changeable Not changeable • Mc. Gregor: Theory X and Theory Y – Theory X: workers are lazy, need constant direction and supervision – Theory Y: workers are self-directed, willing to take initiative, to do what has to be done without external control

What is a person's relation to nature? • It would be good to try to control natural forces, such as the weather • Nature has to follow its course; we have to accept it and make the most of it

Relationship with nature • Dominant Harmony • ‘Just do it’ • The role of religion Subjugation ‘Inch’allah’

What is the a person's relationship to other people? • • • Collectivism vs individualism Power distance Particularism vs universalism Neutral vs emotional Achievement vs attribution

Individualism vs collectivism • Individualism – – I small group independence personality – ‘ Western ’ • Collectivism – we – extended family, group – interdependence – harmony – Portugal, Greece, Spain, Africa, Asia, Latin America

Violin lesson in Japan

Power distance • To what extent do we accept that some people have more power than others? • High – hierarchical – top-down – Latin Low egalitarian top-down / bottom-up Germanic

Achievement - Ascription • Achievement: – Respect is given according to what one has achieved • Ascription: – Respect is given according to one’s origins

Universalism - Particularism • Particularism: – Depending on circumstances, something is good or bad • Universalism: – What is good or bad is established

Particularism vs Universalism • The car and the pedestrian

Neutral vs emotional Expressive – – – affective ermotional dramatic relationsip-oriented mutual-face – Latin American, Arab • Reserved – – – instrumental neutral explicit goal-oriented self-face – Scandinavian, Dutch, USA

Primary mode of activity • Doing vs Being: • Masculinity vs femininity: assertiveness vs modesty • Uncertainty Avoidance: risk taking vs risk avoiding • Achievement vs ascription

Doing vs Being: • Decisiveness: ‘Don ’t just stand there, do something!’ vs ‘ Allow things to do themselves’ or ‘It is better to do nothing than to disappoint. ’ • Quality of thinking (education) and of personal character vs what you do.

Masculinity vs femininity • Masculinity – – – • Femininity be the best ambition, competition money, performance success, technology Italy, Germany, UK, Belgium, USA – don ’t be different – sympathy for the weak – solidarity, caring – environment – Scandinavian countries, The Netherlands, Africa

Uncertainty Avoidance • Strong UA • Weak UA – uncertainty = threat – the unknown = danger, – risk averse – distrust, stress – Greece, Latin countries, German speaking countries, Finland – uncertainty = normal – the unknown = interesting – risk taking, ‘ open ’ – relax, ‘ cool ’ – Scandinavian, Anglo. Saxon, Dutch

How do people see space? • Personal space: proximity • Public and private space: territory • Specific vs diffuse relationship

Public private space public private

Specific vs Diffuse public private

Relationship-focus vs dealfocus • Relationship-focus: intricate networks of personal contacts – deal with family, friends, individuals and groups known to them, who can be trusted – want to know their prospective business partners before talking business with them – majority of world ’s markets: • • Arab world most of Africa Latin America Asia/pacific region

Relationship-focus vs deal-focus • Deal-focus: task-oriented – open to doing business with strangers – direct contact with potential buyers – small part of the world: • • northern Europe North America Australia New Zealand

DEAL-FOCUSED CULTURES Nordic and Germanic Europe North-America Australia and New-Zealand MODERATELY DEAL-FOCUSED Great Britain South Africa Latin Europe Central and Eastern Europe Chile, southern Brazil, northern Mexico Hong Kong, Singapore RELATIONSHIP-FOCUSED The Arab World Most of Africa, Latin America and Asia

Deal first Rapport first Western India, China • Initial approach – DF: direct contact, brochures, letter, phone, meeting – RF: indirect contact, trade shows, official trade mission, trusted intermediary • The indirect approach – third-party introduction – high-status person • Pulling «guanxi » : useful connections

DF and RF • DF – getting down to business – contract: written agreement • RF – getting to know each other: talk, food, drink, golf – building trust and rapport – develop a personal relationship – bureaucratic inertia – importance of face-to-face contact – contract can be renegotiated

How do people see time? • Monochrony vs polychrony • Past, present, future • Short and long term orientation

Monochrony - Polychony • Polychronic – – – – • Monochronic – one thing at the time simultaneous activities – linear use circular – scarce resource renewable – programme, ‘ money ’ relationships – do not disturb interruptions – property defined exchanging – punctuality extreme punctuality relative – slow, systematic lack of patience

Short and long term orientation • Long term • Short term – Adapt traditions – Status obligations within limits – Economical, thrifty – Perseverance – Search for Virtue – Hold on to traditions – Status obligations, – Overspending – Wish for fast results – Wish to possess Truth

The stabilizing of Culture Patterns (Geert Hofstede 2001: 12) Outside influences Consequences Forces of nature Forces of man Trade, conquest Scientific discovery Structure and functioning of institutions: Origins Societal norms Ecological factors: Geographic Economic Demographic Genetic/hygienic Historical Technological Urbanization Value systems of major proups of population Reinforcement Family patterns Role differentiation Social stratification Socialization emphases Education Religion Political structure Legislation Architecture Theory development

• • • • • • • • Country Arab World Belgium China Czech Republic Denmark East Africa Estonia Finland France Germany Hong Kong Hungary India Iran Ireland Israel Italy Japan Netherlands Norway Russia Singapore Slovakia Spain Sweden Thailand United Kingdom United States PDI 80 65 80 57 18 64 40 33 68 35 68 46 77 58 28 13 50 54 38 31 93 74 104 57 31 64 35 40 IDV 38 75 20 58 74 27 60 63 71 67 25 80 48 41 70 54 76 46 80 69 39 20 52 51 71 20 89 91 MAS 52 54 66 57 16 41 30 26 43 66 57 88 56 43 68 47 70 95 14 8 36 48 110 42 5 34 66 62 UAI 68 94 30 74 23 52 60 59 86 65 29 82 40 59 35 81 75 92 53 50 95 8 51 86 29 64 35 46 LTO 118 13 25 31 96 50 61 80 44 20 48 38 33 56 25 29

Rules of International Business • In International Business, the seller is expected to adapt to the buyer • In International Business, the visitor is expected to observe local customs