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The Role Of Culture

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Ahmed Tharwat
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Ahmed Abdelaal Multicultural Marketing Communications www.MMCommunication.com 952-933-6825
Objectives ,[object Object],[object Object],[object Object]
Business Across Cultures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],If we shrank the Earth's population to a village of precisely 100 people, with all existing human ratios remaining the same, it would look like this:
UN world Survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The cultural process
The Nature of Culture ,[object Object],[object Object],[object Object],The moral of this story is …
Global Stereotypes Heaven or Hell! Take a guess ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stereotyping as Overlapping Normal Distribution French American Shared Extremes Arrogant Self-centered Ignorant Naïve Materialistic Emotional Lazy Soft Rude
Stereotyping as Overlapping Normal Distribution Arab 4 B’s U.S. 4 C’s Shared Capitalist Conspirator Coward Coca-Cola Bedouin Backward Bellydancing Billionaire
Cultural dynamics
Basic cultural assumptions Figure 2.1 A model of cultural dynamics
Other Behaviours Self Others Self Others Behaviours Home country Host country Identity Clash The self-shock: being exposed to culturally different people puts our self-image deeply into question
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Collectivism vs. Individualism
Countries (1980) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Application: Individualism – increases self-reliance ,[object Object],[object Object]
Masculinity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Countries (1980) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Application: Masculinity - increases self-reliance ,[object Object],[object Object]
Power Distance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Countries (1980) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Application: Power Distance - promotes dependence ,[object Object],[object Object]
Uncertainty Avoidance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Countries (1980) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Application: Uncertainty Avoidance - promotes dependence? ,[object Object],[object Object]
Convergence of cultures so far? ,[object Object],[object Object],[object Object],[object Object],[object Object]

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The Role Of Culture

  • 1. Ahmed Abdelaal Multicultural Marketing Communications www.MMCommunication.com 952-933-6825
  • 2.
  • 3.
  • 4.
  • 5.
  • 7.
  • 8.
  • 9. Stereotyping as Overlapping Normal Distribution French American Shared Extremes Arrogant Self-centered Ignorant Naïve Materialistic Emotional Lazy Soft Rude
  • 10. Stereotyping as Overlapping Normal Distribution Arab 4 B’s U.S. 4 C’s Shared Capitalist Conspirator Coward Coca-Cola Bedouin Backward Bellydancing Billionaire
  • 12. Basic cultural assumptions Figure 2.1 A model of cultural dynamics
  • 13. Other Behaviours Self Others Self Others Behaviours Home country Host country Identity Clash The self-shock: being exposed to culturally different people puts our self-image deeply into question
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.