Understanding Culture Culture society's personality The accumulation of shared meanings, rituals, norms, and traditions among members Discussion If your culture were a person, how would you describe its personality traits? Culture is the lens through which we view products Culture shock One's culture determines product priorities and mandates a product's success/failure Suggested readi Noble, Stephanie M, Diana L. Haytko, and Joanna Phillips(2008), "What drives ollege-age Generation Y consumers? " Journal of Business Research, forthcoming O Copy rights reserved, Zou Deqiang 11
11 11 © Copy rights reserved, Zou Deqiang Understanding Culture • Culture = society’s personality ¾ The accumulation of shared meanings, rituals, norms, and traditions among members ¾ Discussion: If your culture were a person, how would you describe its personality traits? • Culture is the lens through which we view products ¾ “Culture shock” ¾ One’s culture determines product priorities and mandates a product’s success/failure Suggested Reading: •Noble, Stephanie M., Diana L. Haytko, and Joanna Phillips (2008), “What drives college-age Generation Y consumers?” Journal of Business Research, forthcoming. Suggested Reading: •Noble, Stephanie M., Diana L. Haytko, and Joanna Phillips (2008), “What drives college-age Generation Y consumers?” Journal of Business Research, forthcoming
Understanding Culture Dimensions of cultural variabi Power distance Uncertainty avoidance Masculinity/femininity > Individualism vs collectivism A flash: EU VS Italy O Copy rights reserved, Zou Deqiang
12 12 © Copy rights reserved, Zou Deqiang Understanding Culture • Dimensions of cultural variability ¾Power distance ¾Uncertainty avoidance ¾ Masculinity/femininity ¾Individualism vs. collectivism A flash: EU vs. Italy A flash: EU vs. Italy
Western vs Eastern MealL IIn a Restaurant 米“米 Trend I Punctuality l
13 13 © Copy rights reserved, Zou Deqiang 【 Meal】 Western vs. Eastern 【 In a Restaurant】 【 Trend】 【 Punctuality】
Western vS Eastern I Way of lifeL (●(● I Queue up Family SystemL a Party
14 14 © Copy rights reserved, Zou Deqiang Western vs. Eastern 【 Queue up】 【 Way of life】 【 Family System】 【 Party】
Western vs Eastern The old life I Communication delivery Leader 〔 Feeling ExpressionI
15 15 © Copy rights reserved, Zou Deqiang Western vs. Eastern 【 The old life】 【 Communication delivery】 【 Feeling Expression】 【 Leader】