tailieunhanh - Lecture International marketing (15/e): Chapter 5 - Philip R. Cateora, Mary C. Gilly, John L. Graham

Chapter 5 provides knowledge of culture, management style, and business systems. What you should learn from chapter 5: The necessity for adapting to cultural differences, how and why management styles vary around the world, the extent and implications of gender bias in other countries, the importance of cultural differences in business ethics, the differences between relationship-oriented and information-oriented cultures. | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham Imperatives, Electives, and Exclusives Cultural imperatives - Business customs and expectations that must be met and conformed to or avoided if relationships are to be successful In some cultures a person’s demeanor is more critical than in others Imperatives vary from culture to culture Cultural electives - Relate to areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not required A cultural elective in one county may be an imperative in another Cultural exclusives - Customs or behavior patterns reserved exclusively for the locals Roy Philip The Impact of American Culture on Management Style “Master of destiny” viewpoint Independent enterprise as the instrument of social action Personnel selection and reward based on merit Decisions based on objective analysis Wide sharing in decision making Never-ending quest for improvement Competition producing efficiency Roy Philip Authority and Decision Making Influencers of the authority structure of business: High PDI Countries Mexico, Malaysia Low PDI Countries Denmark, Israel Three typical authority patterns: Top-level management decisions Decentralized decisions Committee or group decisions Roy Philip Formality and Tempo Breezy informality and haste characterize American business relationships Europeans not necessarily “Americanized” Higher on Hofstede’s Power Distance Index (PDI) May lead to business misunderstandings Haste and impatience most common mistakes made by Americans in the Middle East For maximum success marketers must deal with foreign executives in acceptable ways Roy Philip Contextual Background of Various Countries Roy Philip Exhibit P-Time versus M-Time Monochronic time Tend to concentrate on one thing at a time Divide time into small units and are concerned with promptness Most low-context cultures operate on . | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham Imperatives, Electives, and Exclusives Cultural imperatives - Business customs and expectations that must be met and conformed to or avoided if relationships are to be successful In some cultures a person’s demeanor is more critical than in others Imperatives vary from culture to culture Cultural electives - Relate to areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not required A cultural elective in one county may be an imperative in another Cultural exclusives - Customs or behavior patterns reserved exclusively for the locals Roy Philip The Impact of American Culture on Management Style “Master of destiny” viewpoint Independent enterprise as the instrument of social action Personnel selection and reward based on merit Decisions based on objective analysis Wide sharing in decision making Never-ending quest for improvement .

• Marketing - Bán hàng
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