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    Culture can be defined as the learned beliefs, values, and customs that guide behavior in a society. It has both visible and invisible aspects. The visible parts include behaviors like body language, clothing, food, and lifestyle habits. The invisible parts are deeper values and assumptions, such as views of family, friendship, national identity, ethnicity, and religion. Understanding a culture requires examining its framework of interrelated elements like language, religion, values, aesthetics, education, technology, social organizations, and legal/political systems. Cultures also differ in their orientation toward context - high context cultures emphasize social relationships more than words alone.

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    Part 3

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    sietieqio
    8 views18 pages
    Culture can be defined as the learned beliefs, values, and customs that guide behavior in a society. It has both visible and invisible aspects. The visible parts include behaviors like body language, clothing, food, and lifestyle habits. The invisible parts are deeper values and assumptions, such as views of family, friendship, national identity, ethnicity, and religion. Understanding a culture requires examining its framework of interrelated elements like language, religion, values, aesthetics, education, technology, social organizations, and legal/political systems. Cultures also differ in their orientation toward context - high context cultures emphasize social relationships more than words alone.

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    Culture can be defined as the learned beliefs, values, and customs that guide behavior in a society. It has both visible and invisible aspects. The visible parts include behaviors like body language, clothing, food, and lifestyle habits. The invisible parts are deeper values and assumptions, such as views of family, friendship, national identity, ethnicity, and religion. Understanding a culture requires examining its framework of interrelated elements like language, religion, values, aesthetics, education, technology, social organizations, and legal/political systems. Cultures also differ in their orientation toward context - high context cultures emphasize social relationships more than words alone.

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    8 views18 pages

    Part 3

    Uploaded by

    sietieqio
    Culture can be defined as the learned beliefs, values, and customs that guide behavior in a society. It has both visible and invisible aspects. The visible parts include behaviors like body language, clothing, food, and lifestyle habits. The invisible parts are deeper values and assumptions, such as views of family, friendship, national identity, ethnicity, and religion. Understanding a culture requires examining its framework of interrelated elements like language, religion, values, aesthetics, education, technology, social organizations, and legal/political systems. Cultures also differ in their orientation toward context - high context cultures emphasize social relationships more than words alone.

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    of 18

    Culture

    Culture

    “The sum total of learned beliefs, values and


    customs that serve to direct customer behaviour in
    a particular country market.”

    Doole et al (2016)
    Types of culture

    National Culture Sub-Culture Corporate Culture


    Visible & invisible parts of culture
    Visible Behaviour Invisible values & social morals

    • Body language • Family values


    • Clothing • Friendship patterns…
    • Food
    • Lifestyle Invisible cultural assumptions
    • Habits
    • etc… • National identity
    • Ethnic culture
    • Religion…

    Varley et al (2019)
    The cultural framework
    Values &
    Language Religion Attitudes

    Aesthetics Culture Education

    Technology &
    Social
    Law & Politics Material
    Organisations
    Culture

    Terpstra & Sarathy (2000)


    Values & attitudes

    • help determine what we think is important,


    appropriate & desirable.

    • are enduring and difficult to change.


    BBC News, 12 Aug 2019
    Aesthetics

    The ideas in a culture


    concerning attractiveness
    and good taste, as
    expressed through art and
    the appreciation of colour
    and form.
    High vs low context cultures
    High
    In a high context culture people Chinese
    are sensitive to the social Korean
    context of communications. Japanese
    They use communications to Arab
    build personal relationships. Greek
    Spanish
    Italian
    In a low context culture English
    meaning is derived primarily North American
    from words. People use Scandinavian
    communications to exchange Swiss
    facts & information. German
    Low
    Daft (2016)
    The cultural framework
    Values &
    Language Religion Attitudes

    Aesthetics Culture Education

    Technology &
    Social
    Law & Politics Material
    Organisations
    Culture

    Terpstra & Sarathy (2000)

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