跨文化商业交流中的价值文化冲突课件.ppt
- 【下载声明】
1. 本站全部试题类文档,若标题没写含答案,则无答案;标题注明含答案的文档,主观题也可能无答案。请谨慎下单,一旦售出,不予退换。
2. 本站全部PPT文档均不含视频和音频,PPT中出现的音频或视频标识(或文字)仅表示流程,实际无音频或视频文件。请谨慎下单,一旦售出,不予退换。
3. 本页资料《跨文化商业交流中的价值文化冲突课件.ppt》由用户(ziliao2023)主动上传,其收益全归该用户。163文库仅提供信息存储空间,仅对该用户上传内容的表现方式做保护处理,对上传内容本身不做任何修改或编辑。 若此文所含内容侵犯了您的版权或隐私,请立即通知163文库(点击联系客服),我们立即给予删除!
4. 请根据预览情况,自愿下载本文。本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
5. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007及以上版本和PDF阅读器,压缩文件请下载最新的WinRAR软件解压。
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 文化 商业 交流 中的 价值 冲突 课件
- 资源描述:
-
1、跨文化商务交流中的价值文化冲突芭比、宜家案例分析Cultural Value Conflicts in Intercultural Business Communication:Cases and Analyses of Barbie and IKEAClassification of Culture:Spirit Culture,System Culture,Conduct Culture (Spirit Culture mainly contains some deep cultural phenomenon such as values and way of thinking)Value
2、 Culture limits inter-communicationgloblized international business and trademaximize the profits by effective inter-communicationPreface Barbie in the Middle East Barbie in JapanIKEA in GermanyIKEA in the USDirectoryProposalReview a large number of classic business casesFocus on those related to cr
3、oss-cultural communicationSelect cases that happen in the same company to compare and explain the typical cultural value conflict in inter-cultural business communicationFind out cultural value conflict that includes several conflicts:collectivism or individualism,masculinity or femininity,low uncer
4、tainty avoidance and high uncertainty avoidanceProposal case statementconflictreasonsconclusionMETHODS:content analysispolicy and archival researchBarbie in the Middle East Case 1.美丽性感、时尚华丽的芭比娃娃在中东地区受到指责,人们认为她带坏了孩子而将其强行取下货架。而芙拉娃娃的设计者赋予了它本土价值观却能大行其道。两个娃娃之间其实进行的是一场没有硝烟的文化大战,让我们看个究竟.Barbie Doll1959年 Ma
5、ttelTo appeal to customers with different cultural background in different countries,changes are made.Totally diverse culture values make Barbie in troubleIn IranFulla DollMuslim Values123Case 1.In Saudi ArabiaCase 1.In USAfrican Americansblack Barbie Asian Americans Hispanic AmericansIn Central and
6、 Eastern Europe“Friendship Barbie”reflect the more basic lifestyle of children in this areaIn Indiaforehead spot,sariCase 1.In Iran,the government condemned the forever young and childern-by-choice Barbie(and her long-time boyfriend Ken.No plans for marriage,ever.)as a threat to traditional culture.
7、Barbie doesnt define herself in relation to children or families as Iranian women supposedly do.在伊朗,政府指责芭比是对传统文化的威胁因为她永远年轻、选择不要孩子、和固定男友阿肯从来没有婚姻打算。芭比不像伊朗的妇女那样,与孩子和家庭联系在一起。Then,the Iranian Ministry of Education marketed the twin dolls Sara and Dara as the natinal dolls.Unlike the Barbie Doll,Sara and
8、her twin brother Dara are on a mission to help others,and when they need rises,they consult their paretns for guidance.Thats the spirit behind the making of the modestly dressed twins.然后,伊朗教育部把双胞胎娃娃萨拉和达拉定为国家娃娃。与芭比不同,萨拉和她的双胞胎兄弟达拉以帮助别人为己任,如果需要,他们还会征求父母的意见。有着这样的精神,双胞胎的穿着也就不那么张扬。Meanwhile,Barbie dolls o
9、penly sell for$700 in Teheran stores.$700 is seven times the average monthly salary in Iran.同时,芭比在德黑兰的商店的售价是700美元,这是伊朗人平均月收入的几倍。Case 1.In Saudi Arabia,Saudi religious police were raiding toy stores and gift shops to seize Barbie dolls.One reason for banning Barbie is a belief that Jews own the Ameri
10、can company that makes them,Mattel.Jews and Christians are not normally welcome in the kingdom.All potential visitors have to state their religion on their application forms and Christians are forbidden from holding services.在沙特阿拉伯,警察突然搜查玩具礼品店并没收芭比娃娃。原因之一就是生产芭比的美国公司是犹太人开的。在沙特,犹太人和基督徒是不受欢迎的。所有旅客必须在申请
11、表上说明他们的宗教信仰,基督徒是不准入境的。Also the Saudis feared an American presence there would stir up more Islamic radicalism.而且,沙特人害怕美国人的样子会激起穆斯林激进主义。Case 1.Case 1.Fulla is the name of an 11 inch Barbie-like fashion doll marketed to children of Islamic and Middle-Eastern countries as an alternative to Barbie.The c
12、oncept of her evolved around 1999,and she hit stores in late 2003.Fulla was created by a UAE manufacturer from Dubai called NewBoy FZCO.Fulla is also sold in China,Brazil,North Africa,Egypt and Indonesia,while a few are sold in the United States.芙拉是一个高11.5英寸的类似芭比的时尚娃娃。她替代芭比娃娃在伊斯兰和中东国家的儿童市场打开销路。设计芙拉娃
13、娃的概念大约发展于1999年,并在2003年年底推出市场。芙拉是由一家来自大马士革名为新男孩的叙利亚玩具制造公司生产的。除了美国市场外,芙拉还销往中国、巴西北非以及埃及。Fulla is a role-model to some Muslim people,displaying how many Muslim people would prefer their daughters to dress and behave.对一些穆斯林人来说,芙拉是一种典范,她体现出了许多穆斯林人更喜欢他们的女儿有怎样的穿着打扮和行为举止。nConflictsBarbie is not welcome in th
14、e Middle East countries.n 1,Appearancen 2,American Culturen 3,Religion beliefCase 1.Case 1.ReasonsReligionCultural TypeFemale Speaking from the type of culture,Barbie is representative of the U.S.individualism.Individualism culture is dominant culture in the United States.Personal interests are para
15、mount.Barbies lifestyle looks normal in the American peoples eyes.Materialism and Individualism are against the collectivism in the Middle East.In Middle East countries,parents do not like the flamboyant Barbie,but like the dignified and modest Fulla dolls.Fulla doll not only has the image of the Mi
16、ddle East,but also is honest,caring and full of compassion.She respects parents,which is coordinate with the family tradition culture in the Middle East.Thus Fulla doll gets huge success.Case 1.Religion is one important part of culture.Christianity in America.Religion in Arabian world has influence
17、on peoples lifestyle from every tiny aspect.Islam is a code,which includes in all cases the values and way of action.Case 1.Arabian women have to get married.Women dresses also reflect their roles in the Arab culture.The Koran-overshadowed chest.Case 1.ConclusionRealize the ConflictsStudy Case 1.The
18、 American Girl in Japan Barbies Struggling Story over Two Decades Which is better,Japanese Style or American Style.Why it is still difficult after she changes her appearance?Case 2.Mattel Inc has had great difficulty conquering the world second largest toy market,Japan,which is vital if Mattel is to
19、 achieve its goal of becoming more global.The Japanese market is notoriously diffcult to penetrate as Mattel has found during 20 years doing business in that country.Case 2.1.2.3.4.Mattels initial attemps to market Barbie in Japan met with limited success.FailedMattel was committed to neither Japane
20、se nor American style and thus competed poorly against dolls whose identity was well defined.FailedMattel introduced its American Barbie to Japan and experienced success with long hair style BarbieSucceededThe company joined forces once again with Bandai to tackle the comlpex Japanese distribution s
21、ystem.SucceededCase 2.Mattel entered the market without thoroughly understanding it.To address the problem of low sales,Mattel enlisted the services of Takara,a Japanese toy specialist.Through focus groups,Mattel learned that Barbie legs were too long,and her chest too large-in short,Japanese girls
22、didnt relate to Barbies physical attributes.Also,Barbies eyes were changed from blue to brown,and the doll ultimately took on a look that was appealing to the Japaneses childrens sense of aesthetics.The Takara Barbie was born.Case 2.Although sales improved,a licensing disagreement prompted Mattel to
23、 terminate the relationship with Takara and search for a new partner in Japan.Takara continued selling the doll as Jenny,which,ironically,became a new competitor to the new Japanese Barbie.In 1986,Mattel joined forces with Bandai,Japans largest toy company.Bandai produced Maba Barbie with wide brown
24、 eyes.Due to its similarities with Jenny doll,however,Maba Barbie was withdrawn from the market before it achieved success.Maba was replaced by Bandai Baibies,which were again similar to Jenny,possessing the wide-eye look but wearing ball growns and unimaginative clothing.Once again,market success e
25、luded Mattel.Indeed Mattel was committed to neither Japanese nor American style and thus competed poorly against dolls whose identity was well defined.Case 2.Mattel realized that its competitive advantage lay with its American culture.Though Mattel had attempted to adapt to the Japanese culture,Matt
展开阅读全文