国际营销chapter5(ppt)课件.ppt

1、McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies,Inc.All rights reserved.Culture,Management Style,and Business SystemsChapter 55-2Learning ObjectivesLO1The necessity for adapting to cultural differencesLO2 How and why management styles vary around the worldLO3 The extent and implication

2、s of gender bias in other countriesLO4 The importance of cultural differences in business ethicsLO5 The differences between relationship-oriented and information-oriented cultures5-3 H1:“Culture not only establishes the criteria for day-to-day business behavior,but also forms general patterns of val

3、ues and motivations.”.Give examples.5-45-4 Culture,including all its elements,profoundly affects management style and overall business systems.Americans-Individualists Japanese-Consensus oriented&committed to the group Central&Southern Europeans-Elitists and rank conscious Stereotypical though,diffe

4、rences really exist5-55-5management style Knowledge of the management style existing in a country and a willingness to accommodate the differences are important to success in an international market.H2:Whats management style?Business culture Management values Business methods Behaviors5-6.Requires A

5、daptation The necessity for adapting to cultural difference？Adaptation is a key concept in international marketing,and willingness to adapt is a crucial attitude.Adaptation,or at least accommodation,is required on small matters as well as large ones.More than tolerance is required.affirmative accept

6、ance,that is open tolerance may be needed H3:To successfully deal with individuals,firms,or authorities in foreign countries,what are the basic criteria that managers should be able to meet?(both in Chinese and English)5-7.Requires Adaptation To successfully deal with individuals,firms,or authoritie

7、s in foreign countries,managers should exhibit:open tolerance,flexibility,humility,justice/fairness,ability to adjust to varying tempos,curiosity/interest,knowledge of the country,liking for others,ability to command respect,and ability to integrate oneself into the environment5-8H4:Does adaptation

8、require business executives to forsake their ways and change to local customs?Explain.Essential to effective adaptation Be aware of local customs Willing to accommodate the differences If it doesnt,how business executives should respond to local customs?Give some examples.The key to adaptation is to

9、 remain American but to develop an understanding of and willingness to accommodate the differences that exist5-9 H5:Business customs can be grouped into three categories,what are they?Whats Cultural Imperatives?Give some examples.Whats Cultural Electives?Give some examples.Whats Cultural Exclusives?

10、Give some examples.5-102.Cultural Imperatives,Electives and Exclusives Cultural imperatives:business customs and expectations that must be met,conformed,recognized and accommodated if relationships are to be successful5-112.Cultural Imperatives,Electives and Exclusives Cultural electives:areas of be

11、havior or to customs that cultural aliens may wish to conform to or participate in but that are not required5-122.Cultural Imperatives,Electives and Exclusives Cultural exclusives:customs or behavior patterns reserved exclusively for the locals and from which the foreigner is barred and must not par

12、ticipate5-13.The Impact of American Culture Ways in which U.S.culture has influenced management style include,but are not limited to,the following:1.“Master of destiny”viewpoint 2.Independent enterprise as the instrument of social action 3.Personnel selection and reward based on merit 4.Decisions ba

13、sed on objective analysis 5.Wide sharing in decision making6.Never-ending quest for improvement7.Competition yielding efficiency5-14 H7:How to understand“Master of destiny”viewpoint of American culture?people can substantially influence the future;they are in control of their own destinies.5-15 H10:

14、There are at least three reasons to focus briefly on American culture and management style:1.for Americans,it is important to be aware of the elements of culture influencing decisions and behaviors.2.for those new to American culture,it is useful to better understand business associates from the Sta

15、tes as the U.S.market is the biggest export market in the world3.since the late 1990s,American business culture has been exported around the world5-16 Management Styles Around the World 1.Authority and Decision Making Business size,ownership,public accountability and cultural values that determine t

16、he prominence of status and position combine to influence the authority structure of business.In high-PDI countries subordinates are not likely to contradict bosses,but in low-PDI countries they often do5-17 H11:What are the three typical patterns?1.top-level management decisions,2.decentralized dec

17、isions,and mittee or group decisions5-18 Top-level management decision making means only top executives have the authority to make decision.Decentralized decision making allows executives at different levels of management to exercise authority over their own functions.Committee decision making is by

18、 group or consensus.5-19Differentiate top-level management decisions and decentralized decisions.Top-level management decision Decentralized decision making decision making by top managers.executives at different levels of management to exercise authority over their own functions.businesses are smal

19、l enoughLarge scale companiesTop man prefer to deal with other executives with powers.Do business with an individual per seMiddle managementTitle or position takes preference over individual 5-20 Which patterns do these countries,such as Venezuela,France,Mexico;America and Japan belong to separately

20、?Whats the relationship between the business authority patterns and PDI?Differentiate top-level management decisions and decentralized decisions.5-21Group works H12:Discuss the marketing approaches to each of the three authority patterns.In top-level management decisions and decentralized decisions

21、societies,the chief problem is to identify the individual with authority.In committee or group decisions society,every committee member must be convinced of the merits of the proposition or product in question.5-225-222.Management Objectives and Aspirations The training and background(i.e.,cultural

22、environment)of managers significantly affect their personal and business outlooks.Society as a whole establishes the social rank or status of management,and cultural background dictates patterns of aspirations and objectives among businesspeople.5-235-23(1)security and job mobility Personal security

23、 and job mobility relate directly to basic human motivation and therefore have widespread economic and social implications.What does security mean?-Big paycheck and training(Britain)-The security of lifetime positions within the firm-Adequate retirement plans and other welfare benefits5-24 Commitmen

24、t of workers to their companies tended to be higher in countries higher in IDV and lower in PDI.5-255-253.Communication Styles Face-to-face communication Internet communications What are silent languages?Silent languages include time,space,things,friendships and agreement 5-26(1)Face-to-face communi

25、cation H16:What are the differences of communication between a high-context culture and a low-context culture?Communication in a high-context culture depends heavily on the contextual(who says it,when it is said,how it is said)or nonverbal aspects of communication Communication in a low-context cult

26、ure depends more on explicit,verbally expressed communications5-275-285-28 Whats the relationship between PDI and high/low-context culture?5-295-294.Formality and Tempo H18:“A German executive commented that he was taken aback when employees of his Indiana client called him by his first name.”explai

27、n.Higher on Hofstedes Power Distance Index(PDI)5-305.P-Time versus M-Time Edward T.Hall defines two time systems in the world:monochromic and polychromic time.Whats monochromic time?Whats polychromic time?5-315-315.P-Time versus M-Time Monochromic time Tend to concentrate on one thing at a time Divi

28、de time into small units and are concerned with promptness Most low-context cultures operate on M-Time,typifies most North Americans,Swiss,Germans,and Scandinavians5-325-325.P-Time versus M-Time Polychromic time Characterized by the simultaneous occurrence of many things Allows for relationships to

29、build and context to be absorbed as parts of high-context cultures Dominant in high-context cultures5-335-33.Gender Bias in International Business H23:Women represent only 18%of the employees who are chosen for international assignments.Why?Deep-seated negative attitudes towards women have roots in

30、some cultures.Inability to succeed abroad In many cultures women not typically found in upper levels of management,and are treated very differently from men.Asia,Middle East,Latin America5-345-35 H24:“A key to success for both men and women in international business often hinges on the strength of a

31、 firms backing.”Discuss.Training,strong backing from her firms including title,support structure,report relationship5-365-36 H25:What are the benefits to executives who have had international experience?More likely to get promoted,Have higher rewards,and have Greater occupational tenure5-37 Bribery

32、creates a major conflict between ethics and profitability H27:Political payoffs are a problem;how would you react if you faced the prospect of paying a bribe?If you knew that by not paying you would not be able to complete a$10 million contract?5-38Written homework H28:Visit Transparency Internation

33、al Web page and check to see how the CPI Index for countries listed in Exhibit 5-5 has changed.Searching TIs databank,explain why the changes have occurred.The site is found at:http:/www.transparency.de.5-39 H30:“It would be naive to assume that laws and the resulting penalties alone will put an end

34、 to corruption”.Discuss.P1205-404.Ethical and socially responsible decisions H31:What is meant by“laws are the markers of past behavior that society has deemed unethical or socially irresponsible?”5-41 It means that to be ethical does not mean just abiding by the law.Most laws reflect societies conc

35、ern that some type of behavior is not proper and that people do not voluntarily refrain from the offensive behavior,thus,laws are passed.In many countries,the law may help define the borders of minimum ethical or social responsibility,but the law is only the floor above which ones social and persona

36、l morality is tested.Ethical business conduct should normally exist at a level well above the minimum required by law.5-42 H32:What are the three ethical principles that provide a framework to help distinguish between right and wrong?5-43Homework 1.review chapter5 and prepare a quiz on Chapter5 2.preview chapter6-7 and finish oral homework.