Section outline

  • Unit Objectives
              1. Understand cross-cultural risk and the key concepts of culture
              2. Know the role of culture in international business
              3. Interpret subjective versus objective dimensions of culture
              4. Be able to discuss contemporary issues in culture
              5. Know how to overcome cross-cultural risk: managerial guidelines
              6. Know the characteristics of corpporate culture
              7. Appreciate the benefits of corporate culture
    • What is culture (4:04) Page
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      Cultural differences within and between countries affect the way business is practised. Developing an appreciation of and sensitivity for cultural differences is an imperative. National cultures influence consumer behavior, managerial effectiveness, and value-chain operations, e.g. product and service design, marketing, and sales. Managers need to develop skills in dealing with other cultures. The consideration of these cultural differences and sensitivity are crucial factors in cross-cultural management. This unit deals with the core characteristics that differentiate cultures and their meaning for international business.

    • Layers of culture (3:29) Page
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    • Examples of cross-cultural business contexts (7:41) Page
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    • Hall, Hofstede, GLOBE (10:12) Page
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    • Organization types and cultural predispositions (4:44) Page
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    • Corporate Culture (7:15) Page
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      The concept of corporate culture has gained attention in International Management practice and research since the late 1970s. In particular, the success of Japanese companies with their different management style raised awareness of the so-called “soft factors” that strongly contributed to those companies’ success. It shows that country culture and corporate culture are related, therefore we look at corporate culture together with country culture and explore its contribution to the coordination of an MNC.

    • Effects of corporate culture (5:16) Page
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      ♦ ♦ ♦ Did You Understand? ♦ ♦ ♦

    • 7. Self Assessment Quiz
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    • Essay Question Page
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    • Reflection Page
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      ♦ ♦ ♦ Exercise Materials ♦ ♦ ♦

    • “Culture only exists by comparison.” (Geert Hofstede) URL
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      The website of Geert Hofstede where the six dimensions are explained in detail.
    • Hofstede Insights - allows country comparison URL
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      ♦ ♦ ♦ Recommended Readings/Resources (optional) ♦ ♦ ♦

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      Further Reading: Morschett et al. (2015) Chapter 9, p. 203-216, Chapter 12, p. 279-289

    • ------------------- Some interesting, in part funny, Video Links (optional) ------------------

    • Example: Cultural Stereoptypes URL
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    • Funny HSBC ads on cultural differences URL
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    • China - cultural differences URL
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    • Cultural Misunderstandings URL
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