MEANING OF CULTURE

ROLE OF CULTURE
Universal needs create strong pressure for a global strategy. Universal needs exist when the tastes and
preferences of consumers in different countries with regard to a product are similar. Products that serve
universal needs require little adoption across national markets; thus, global integration is facilitated. The role
of culture plays an important role in this context.
In many ways, cultural issues represent the most elusive aspect of international business. In an era when
modern transportation and communication technologies have created a global village, it is easy to forget
how deep and enduring the differences among nations actually can be. The fact that people everywhere drink
Coke, wear blue jeans, and drive Toyota doesnt mean we are all becoming alike. Each country is unique for
reasons rooted in history, culture, language, geography, social conditions, race and religion. These differences
complicate any international activities, and represent the fundamental issues that inform and guide how an
organization should conduct business across borders.
Managers who ignore culture put their organizations at a great disadvantage in the global marketplace.
Because each culture has its own norms, customs, and expectations for behavior, success in an international
organization depends on ones ability to understand the cross-cultural issues especially those concerning the
integration of diverse workforce.
DIVERSITY IN WORKFORCE
Workforce diversity has become an important issue abroad. The integration of this diverse workforce along
many different dimensions has become very important. These dimensions of diversity might include gender,
age, ethnic origin or any of several others. A group comprising five middle-aged white male U. S. executives
has relatively little diversity. If one member is replaced by a young white female executive, the group
becomes a bit more diverse. If another member is replaced by an older African American executive, diversity
increases a bit more. And when a third member is replaced by a Japanese executive, the group becomes even
more diverse.
DIMENSIONS OF DIVERSITY
COMPARATIVE STUDY OF DIVERSITY IN DIFFERENT COUNTRIES
If managers are to truly understand and appreciate diversity, they must also recognize its role in different
countries.
Diversity in USA
The average age of U. S. workforce is gradually increasing. Baby boom generation and improved health and
medical care are factors contributing to this pattern.
Generally, Americans like to laugh and enjoy being with people who have a sense of humor. Jokes are usually
welcome. In all situations, ethnic and religious humor should be avoided.
The U. S. business culture stresses individual initiative and achievement. Moreover, Americans can also be
competitive in both work and leisure. The concept "time is money" is taken seriously in U.S. business culture.
Money is a key priority and an issue that will be used to win most arguments. Status, protocol, and national
honor play a smaller role. There tends to be an ethnocentric culture, so it is closed to a lot of "outside"
information. Thinking tends to be analytical, concepts are abstracted quickly, and the "universal" rule is
preferred. There are established rules for almost everything, and experts are relied upon at all levels.
Almost all business is conducted in English in the United States. Many Americans speak only English. Spanish is
another common language due to the United States' proximity to Mexico and Central America and the large
population of Spanish-speaking individuals in the country. However, English will still be used almost 100% for
business deals. Because many Americans speak only one language, they may not be sensitive to the difficulties
of other individuals trying to speak English.
In U.S. business culture, dress tends to vary. In some parts of the country--the east in particular--most people
wear business suits. In other areas, such as the west coast, a more relaxed approach to dressing is the norm in
many workplaces. Executives in most regions of the country, however, usually dress quite formally. Business
suits or dresses are often the standard attire for women. Pantsuits, in classic styles, are also acceptable.