|
 



 
   

Presented to the
Prof. Sushil Chaursiya

By: Rajkumar Patel (09078)

 |ntroduction
¢ Businesses that
were used to
dealing with other
businesses from all
over the country
will now seek
relationships from
all over the world.
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 Ö

 

¢ |t is a set of benefits or standards, shared by

group of people, which help individual to
decide what is, what can be, how to feel, what
to do, how to go about doing it.

¢ |t defines a set of acceptable and

unacceptable behaviors which forms the basis
of ͞Way of doing business͟.
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 | 

 
¢ Aim of business is same
everywhere but way to do it
varies across countries.
¢ Behavior of manager is
driven by his or her culture.

¢ EX:
|slamic bank
AT&T

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ünowledge Belief Value Art Law
anner oral Skills Habits

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 R 
 
Language ationality Education Profession Religion
Family Sex Social class Corporate culture

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 A 


 

Consumer
Culture Business
behavior

|ndividualism Collectivism Uncertainty avoidance

onochronic Polychronic
Polycentrism Ethnocentrism Geocentrism
Low context culture High content culture
Universalism Particularism

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 Ö

  
¢ When person from one cultural
background, meet, interact with,
understand and deal with person from
other cultural background. That is cross-
cultural management.
¢ The way of doing things in one culture
may not be the way in other culture.
¢ What is good in one culture may be bad
in other culture.
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 |
 
   
  


  


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 *

¢ Loyal is a key concept in collectivist cultures.
¢ Consumers in collectivist societies tend to be
more loyal on average because:
They tend to rely more on information found in their
reference group often by word of mouth
communication rather than information diffused by
media.
They tend to follow group consensus until there is
significant evidence showing that the new product is
better.
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 |  
 
¢ |t varies with culture.
¢ Chinese consumer as being in
low involvement situation when
products are used for private
consumption.
¢ There is high involvement when
Chinese consumer buys product
for their social symbolic value.
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 2  
¢ |t differs according to its
breakdown into various
components: physical risk and
financial risk, social risk etc.
¢ When buying a car, in a country
where road safety is not high
priority, perceived physical risk
is low. Where mileage is not
relevant, because gas is so
cheap, there is low perceived
financial risk.
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*

     
¢ To a large extent marketing
regulations reflect views on
whether consumers are
predominantly considered
as self-reliant or dependent
individuals who find
themselves at a
disadvantage in relation to
the market.
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|
 
   
   
¢ Ultimately customer is a king of market, so
managers or sales persons of company have
to adopt culture of customer. Because if
product is well fitted with their belief or
culture then only customer willing to buy.
¢ Sometime global manager felt ͚Culture
shock͛ but for better management,
manager must have culture adoption skill.
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|
 
   
   
¢ EX: ac
onald͛s
¢ But still actually want of consumer in
various national markets is not really
considered; differences are either denied or
treated as external constraint.
¢ any global brands have marketing
strategies which are significantly tailored to
local markets.
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|
 
   
   
 


  


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 A
for Canada A
for Japan

A
for Egypt
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for Rica 17
 A
for France A
for Australia

A
for China
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for Zimbabwe 18
|
 
   
   

R 
R
  

on task
 An initial period to know each other better.
sounding
Task related
Period when main issues are brought up and
exchange of
clarified.
information
Explaining position, giving evidence, and
 Persuasion
questioning each other parties.
Concessions & Concessions are made and agreements are

agreements signed.
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 —  
¢ uch of the promise of B2B e-commerce on a global
scale is dependent upon the efficiency that can
theoretically be gained by electronically linked
channel participants.
¢ Thus, instead of intensive communications in people
at all levels of the marketing channel contacting each
other to make sure that the right products are
moving through international channels at the right
place and time, |nternet based e-commerce would
replace all of these people-centered communication
processes.
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 j
  
¢    — —
   
j
     —
 
  !  "


 aja akovec Brencic, Vesna Zabkar ,
University of Ljubljana , Faculty of Economics,
üardeljeva ploscad 17 , 1000 Ljubljana, Slovenia.
¢ A Cross-Cultural Study of Business Relationship
arketing:, The Case of Construction |ndustry in the
UAE, By Habiba Al Hatmy
¢ —
—  


 By Charles Sheppard,
Management Communication Systems, Inc.
¢ Communication in international business-to-business
marketing channels
oes culture matter? By: Bert
Rosenbloom*, Trina Larsen
¢ |  #
¢ 
 
   , 2nd edition, By: Jean Claude
Usunier.
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