Cultural Dynamics in

Assessing Global Markets

Chapter 4

Culture
The human-made part of human

environment- the sum total of

knowledge, belief, art, morals, laws,
customs, and any other capabilities
and habits acquired by humans as
members of society.

Cultural Impact
Birth rates
China

Consumption levels of products

European & Japanese consumption

Cultural Origins
Geography
The direction of innovation

History
Political economy

WWII
Cold War
War on Terror

Technology

Cultural Origins
Social Institutions

Family
Religion
School
Media
Government
Corporations

Elements of Culture
Cultural Values

Individualism/Collectivism Index
Power Distance Index
Uncertainty Avoidance Index
Masculinity/Femininity Index

Elements of Culture
Rituals
Symbols
Language
Linguistic distances
Aesthetics
Arts, music, dance, folklore

Beliefs
Thought processes

Cultural Knowledge
Factual knowledge
Can be learned

Interpretive knowledge
Ability to understand cultural traits and
patterns

Cultural sensitivity

Cultural Change
Cultural Borrowing
Just because things look the same
does not mean that they are!

Resistance

Planned v. Unplanned
Change
Do any current factors conflict with
innovation?
Should we change those factors?
Cultural congruence
Planned change
Unplanned change

Consequences