Dịch
Business & Marketing Across Cultures 1st Edition
BRAND: Sage
| Publisher: | Sage Publications Ltd (UK) |
| Author: | Julie Anne Lee; Jean-Claude Usunier; Vasyl Taras |
| Edition: | @2023 |
| eBook ISBN: | 9781529764635 |
| Print ISBN: | 9781529754384 |
| Type: | 1 Year Subscription. Dành cho Cá nhân |
Trường ĐH, Nhóm, Thư Viện: Gọi 0915920514 để báo giá eBook hosting trên Vital Source hoặc mua Sách In
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Mô tả sản phẩm
Kinh doanh & Tiếp thị qua các nền văn hóa
Trong môi trường kinh doanh toàn cầu và ngày càng kết nối với nhau, điều quan trọng là các doanh nghiệp phải nhận ra cách hiểu rõ hơn về sự khác biệt văn hóa có thể giúp thúc đẩy thành công kinh doanh lớn hơn như thế nào. Cuốn sách này sẽ giúp bạn phát triển những hiểu biết cần thiết về đa văn hóa khi kinh doanh và tiếp thị vươn ra toàn cầu thông qua một loạt các khuôn khổ và tính năng học tập.
Các tác giả khám phá vai trò của văn hóa, giao tiếp, ngôn ngữ, tương tác, ra quyết định, thâm nhập thị trường và lập kế hoạch kinh doanh khi làm việc giữa các khu vực địa lý. Họ nhận ra sự đa dạng phong phú trên thị trường quốc tế cũng như kiến thức và thực tiễn tiếp thị của người tiêu dùng địa phương. Người đọc được khuyến khích tham gia vào quá trình tự suy ngẫm về văn hóa để giúp thiết kế và thực hiện tốt hơn các chiến lược kinh doanh tại thị trường địa phương.
Xuyên suốt cuốn sách, cuốn sách liên kết với dự án học tập về văn hóa x, đây là một bài tập trải nghiệm đa văn hóa và là hình thức đánh giá sinh viên, nơi các nhóm ảo hợp tác được thành lập và cùng nhau giải quyết các vấn đề kinh doanh quốc tế trong thế giới thực.
Đây là cuốn sách giáo khoa cần thiết dành cho sinh viên đại học và cao đẳng về tiếp thị quốc tế và đa văn hóa cũng như kinh doanh quốc tế và đa văn hóa. Nó cũng sẽ được các nhà kinh doanh và tiếp thị làm việc trong bối cảnh toàn cầu quan tâm.
Julie Anne Lee là Giáo sư Tiếp thị của Winthrop và Giám đốc Nghiên cứu và Đào tạo Nghiên cứu tại Trường Kinh doanh thuộc Đại học Tây Úc.
Jean-Claude Uunier là Giáo sư danh dự của Khoa Kinh doanh và Kinh tế tại Đại học Lausanne, Thụy Sĩ.
Vasyl Taras là Giáo sư tại Trường Kinh doanh và Kinh tế Bryan, Đại học Bắc Carolina ở Greensboro, Hoa Kỳ.
About the Authors
Preface
Introducing X-Culture
Part 1 Understanding the self and others in cross-cultural and international contexts
1 Similarities and differences across and within cultures
Learning objectives
Introduction
Chapter overview
1.1 What is culture?
How culture links the inpidual to society
1.2 Understanding similarities and differences between cultures
Etic versus emic research
Problem 1: Boundaries between people and the group
Problem 2: Equality or inequality between people
Problem 3: Interacting with others or for others
Problem 4: Dealing with uncertainty
Problem 5: Dealing with time
1.3 Comparing countries and regions across dimensions
Can we reduce the number of cultural dimensions to distil the essential information?
Cultural distance
Cultural convergence or pergence
Culture and nationality
1.4 Understanding similarities and differences between people
Personal values
Self-Reference Criterion and ethnocentrism
1.5 The process of intercultural interaction
How to deal with prejudices and recognise cultural clashes
Cultural assimilators
1.6 Chapter summary
References
2 Communication and language
Learning objectives
Introduction
Chapter overview
2.1 Communication styles and context
Communication and context: Low-context/explicit versus high-context/implicit communication
Overcoming problems in communication between High- and Low-context team members
Direct versus indirect speech styles
Steps in effective communication across cultures
2.2 Language issues in cross-cultural marketing
Language and HC/LC communication styles
Language differences worldwide
Communicating through speech versus exchanging information through writing and reading (oral versus written language)
Use of local language in implementing marketing strategies cross-culturally
Translation issues
2.3 Language, worldviews, and mindsets
The Sapir-Whorf hypothesis: language influences worldviews
Big Picture worldview versus down-to-earth, pragmatist mindset
Instrumental versus representative communication
2.4 Recommendations for successful intercultural communication
Writing together… in English
Managing language misunderstandings and negative emotions
2.5 Chapter summary
References
3 Intercultural interactions in Business and Marketing
Learning objectives
Introduction
Chapter overview
3.1 The intercultural interaction process
Types and context of intercultural interactions
The process of intercultural interaction
Learning about partners
Cultural dimensions, personality, and interactions
Power distance and personality in intercultural interactions
Cultural versus personal determinants of task-orientation
3.2 Ethnocentrism, stereotypes, and misunderstandings in intercultural interactions
Ethnocentrism and Self-Reference Criterion
Stereotypes
Self-shock
International empathy: a naïve concept
Cultural hostility and racism
3.3 Dealing with communication misunderstandings and conflict escalation
The seeds for non-rational conflict escalation
Courtesy and apology in intercultural interactions
Adjusting rationally to different types of rationalities
3.4 Negotiating across cultures
Intercultural business negotiation: the basics
Emotional/cultural intelligence
Personality and interaction style
3.5 Three culturally based frameworks that inform negotiation styles
Framework 1: Argumentation and persuasion, Greek style
Framework 2: Other-regarding orientation, East-Asian style
Framework 3: Five Chinese elements in intercultural negotiation: generating integrative collaboration
3.6 Adjusting in intercultural interactions
The AKA (awareness-knowledge-adjustment) model of intercultural interaction
Sequences and styles in intercultural adjustment
3.7 A set of recommendations for effective intercultural teamwork
Preparing
Communicating and dealing with people
Developing strategic behaviour in intercultural teamwork
Managing issues, power, and time in the collaborative process
Fostering trust and developing relationships
3.8 Chapter summary
References
Part 2 Cross-cultural marketing decision making
4 Market entry and expansion decisions across cultures
Learning objectives
Introduction
Chapter overview
4.1 International business strategy
Scale economies, experience effects, and the internationalisation process
Long-term evolution of the regulatory framework of international trade and the opening of international markets
Theories of internationalisation and business strategies in the global environment
Eclectic theory of international production
4.2 Selection of target markets
Assessing foreign environments and appraising risks in local markets
Identifying market opportunities
4.3 Modes of entry into foreign markets
Foreign Direct Investment (types of subsidiaries and main choices)
Licensing agreements
Franchising agreements
4.4 Exporting strategies
Major choices in foreign channel selection
Key differences in distribution channels worldwide
Direct exports
4.5 Dealing with foreign partners
Adjusting to local environments
Negotiating and contracting with foreign partners
4.6 Controlling foreign operations
4.7 Chapter summary
Appendix 4.1. Checklist of criteria for deciding about target markets (country)
References
5 Cross-cultural marketing strategy and implementation
Learning objectives
Introduction
Chapter overview
5.1 Cross-cultural marketing strategy
Developing a culturally sensitive marketing strategy
Culture and consumer behaviour
The influence of culture on selected aspects of consumer behaviour
5.2 Brand and product decisions: Adaptation versus standardisation
Physical attributes
Service attributes
Symbolic attributes
Differences in symbolic interpretations across cultures
5.3 Distribution decisions
The role of the distribution system as a ‘cultural filter’
Roles, goals, and rewards of the sales force
The influence of culture in online and direct marketing
Sales promotions, customs, and legal issues
5.4 Pricing decisions
Cross-cultural considerations
Bargaining
Price and consumer evaluations
International price tactics
Market situations, competition, and price agreements
Managing prices in highly regulated environments
5.5 Communication decisions
Influence of culture on attitudes towards advertising
Communication strategy
Communication execution
Media worldwide
Personal selling and public relations
5.6 Chapter summary
References
6 Designing a culturally sensitive business plan
Learning objectives
Introduction
Chapter overview
6.1 Elements of a business plan
Title page
Executive summary
Introduction and business description
Market analysis
The conclusion
The referencing
6.2 Developing a clear and pragmatic business plan
Answering the right question
How to make a clear point
6.3 Tips for writing a business report
Take the time to be clear and concise
Developing effective lists, figures and tables
Proofreading for style and grammar
A final list of dos and don’ts about the details
6.4 Chapter summary
References
Author Index
Subject Index
TỔNG QUAN SÁCH
Kinh doanh & Tiếp thị qua các nền văn hóa
Trong môi trường kinh doanh toàn cầu và ngày càng kết nối với nhau, điều quan trọng là các doanh nghiệp phải nhận ra cách hiểu rõ hơn về sự khác biệt văn hóa có thể giúp thúc đẩy thành công kinh doanh lớn hơn như thế nào. Cuốn sách này sẽ giúp bạn phát triển những hiểu biết cần thiết về đa văn hóa khi kinh doanh và tiếp thị vươn ra toàn cầu thông qua một loạt các khuôn khổ và tính năng học tập.
Kinh doanh & Tiếp thị qua các nền văn hóa
Trong môi trường kinh doanh toàn cầu và ngày càng kết nối với nhau, điều quan trọng là các doanh nghiệp phải nhận ra cách hiểu rõ hơn về sự khác biệt văn hóa có thể giúp thúc đẩy thành công kinh doanh lớn hơn như thế nào. Cuốn sách này sẽ giúp bạn phát triển những hiểu biết cần thiết về đa văn hóa khi kinh doanh và tiếp thị vươn ra toàn cầu thông qua một loạt các khuôn khổ và tính năng học tập.
Các tác giả khám phá vai trò của văn hóa, giao tiếp, ngôn ngữ, tương tác, ra quyết định, thâm nhập thị trường và lập kế hoạch kinh doanh khi làm việc giữa các khu vực địa lý. Họ nhận ra sự đa dạng phong phú trên thị trường quốc tế cũng như kiến thức và thực tiễn tiếp thị của người tiêu dùng địa phương. Người đọc được khuyến khích tham gia vào quá trình tự suy ngẫm về văn hóa để giúp thiết kế và thực hiện tốt hơn các chiến lược kinh doanh tại thị trường địa phương.
Xuyên suốt cuốn sách, cuốn sách liên kết với dự án học tập về văn hóa x, đây là một bài tập trải nghiệm đa văn hóa và là hình thức đánh giá sinh viên, nơi các nhóm ảo hợp tác được thành lập và cùng nhau giải quyết các vấn đề kinh doanh quốc tế trong thế giới thực.
Đây là cuốn sách giáo khoa cần thiết dành cho sinh viên đại học và cao đẳng về tiếp thị quốc tế và đa văn hóa cũng như kinh doanh quốc tế và đa văn hóa. Nó cũng sẽ được các nhà kinh doanh và tiếp thị làm việc trong bối cảnh toàn cầu quan tâm.
Julie Anne Lee là Giáo sư Tiếp thị của Winthrop và Giám đốc Nghiên cứu và Đào tạo Nghiên cứu tại Trường Kinh doanh thuộc Đại học Tây Úc.
Jean-Claude Uunier là Giáo sư danh dự của Khoa Kinh doanh và Kinh tế tại Đại học Lausanne, Thụy Sĩ.
Vasyl Taras là Giáo sư tại Trường Kinh doanh và Kinh tế Bryan, Đại học Bắc Carolina ở Greensboro, Hoa Kỳ.
MỤC LỤC
About the Authors
Preface
Introducing X-Culture
Part 1 Understanding the self and others in cross-cultural and international contexts
1 Similarities and differences across and within cultures
Learning objectives
Introduction
Chapter overview
1.1 What is culture?
How culture links the inpidual to society
1.2 Understanding similarities and differences between cultures
Etic versus emic research
Problem 1: Boundaries between people and the group
Problem 2: Equality or inequality between people
Problem 3: Interacting with others or for others
Problem 4: Dealing with uncertainty
Problem 5: Dealing with time
1.3 Comparing countries and regions across dimensions
Can we reduce the number of cultural dimensions to distil the essential information?
Cultural distance
Cultural convergence or pergence
Culture and nationality
1.4 Understanding similarities and differences between people
Personal values
Self-Reference Criterion and ethnocentrism
1.5 The process of intercultural interaction
How to deal with prejudices and recognise cultural clashes
Cultural assimilators
1.6 Chapter summary
References
2 Communication and language
Learning objectives
Introduction
Chapter overview
2.1 Communication styles and context
Communication and context: Low-context/explicit versus high-context/implicit communication
Overcoming problems in communication between High- and Low-context team members
Direct versus indirect speech styles
Steps in effective communication across cultures
2.2 Language issues in cross-cultural marketing
Language and HC/LC communication styles
Language differences worldwide
Communicating through speech versus exchanging information through writing and reading (oral versus written language)
Use of local language in implementing marketing strategies cross-culturally
Translation issues
2.3 Language, worldviews, and mindsets
The Sapir-Whorf hypothesis: language influences worldviews
Big Picture worldview versus down-to-earth, pragmatist mindset
Instrumental versus representative communication
2.4 Recommendations for successful intercultural communication
Writing together… in English
Managing language misunderstandings and negative emotions
2.5 Chapter summary
References
3 Intercultural interactions in Business and Marketing
Learning objectives
Introduction
Chapter overview
3.1 The intercultural interaction process
Types and context of intercultural interactions
The process of intercultural interaction
Learning about partners
Cultural dimensions, personality, and interactions
Power distance and personality in intercultural interactions
Cultural versus personal determinants of task-orientation
3.2 Ethnocentrism, stereotypes, and misunderstandings in intercultural interactions
Ethnocentrism and Self-Reference Criterion
Stereotypes
Self-shock
International empathy: a naïve concept
Cultural hostility and racism
3.3 Dealing with communication misunderstandings and conflict escalation
The seeds for non-rational conflict escalation
Courtesy and apology in intercultural interactions
Adjusting rationally to different types of rationalities
3.4 Negotiating across cultures
Intercultural business negotiation: the basics
Emotional/cultural intelligence
Personality and interaction style
3.5 Three culturally based frameworks that inform negotiation styles
Framework 1: Argumentation and persuasion, Greek style
Framework 2: Other-regarding orientation, East-Asian style
Framework 3: Five Chinese elements in intercultural negotiation: generating integrative collaboration
3.6 Adjusting in intercultural interactions
The AKA (awareness-knowledge-adjustment) model of intercultural interaction
Sequences and styles in intercultural adjustment
3.7 A set of recommendations for effective intercultural teamwork
Preparing
Communicating and dealing with people
Developing strategic behaviour in intercultural teamwork
Managing issues, power, and time in the collaborative process
Fostering trust and developing relationships
3.8 Chapter summary
References
Part 2 Cross-cultural marketing decision making
4 Market entry and expansion decisions across cultures
Learning objectives
Introduction
Chapter overview
4.1 International business strategy
Scale economies, experience effects, and the internationalisation process
Long-term evolution of the regulatory framework of international trade and the opening of international markets
Theories of internationalisation and business strategies in the global environment
Eclectic theory of international production
4.2 Selection of target markets
Assessing foreign environments and appraising risks in local markets
Identifying market opportunities
4.3 Modes of entry into foreign markets
Foreign Direct Investment (types of subsidiaries and main choices)
Licensing agreements
Franchising agreements
4.4 Exporting strategies
Major choices in foreign channel selection
Key differences in distribution channels worldwide
Direct exports
4.5 Dealing with foreign partners
Adjusting to local environments
Negotiating and contracting with foreign partners
4.6 Controlling foreign operations
4.7 Chapter summary
Appendix 4.1. Checklist of criteria for deciding about target markets (country)
References
5 Cross-cultural marketing strategy and implementation
Learning objectives
Introduction
Chapter overview
5.1 Cross-cultural marketing strategy
Developing a culturally sensitive marketing strategy
Culture and consumer behaviour
The influence of culture on selected aspects of consumer behaviour
5.2 Brand and product decisions: Adaptation versus standardisation
Physical attributes
Service attributes
Symbolic attributes
Differences in symbolic interpretations across cultures
5.3 Distribution decisions
The role of the distribution system as a ‘cultural filter’
Roles, goals, and rewards of the sales force
The influence of culture in online and direct marketing
Sales promotions, customs, and legal issues
5.4 Pricing decisions
Cross-cultural considerations
Bargaining
Price and consumer evaluations
International price tactics
Market situations, competition, and price agreements
Managing prices in highly regulated environments
5.5 Communication decisions
Influence of culture on attitudes towards advertising
Communication strategy
Communication execution
Media worldwide
Personal selling and public relations
5.6 Chapter summary
References
6 Designing a culturally sensitive business plan
Learning objectives
Introduction
Chapter overview
6.1 Elements of a business plan
Title page
Executive summary
Introduction and business description
Market analysis
The conclusion
The referencing
6.2 Developing a clear and pragmatic business plan
Answering the right question
How to make a clear point
6.3 Tips for writing a business report
Take the time to be clear and concise
Developing effective lists, figures and tables
Proofreading for style and grammar
A final list of dos and don’ts about the details
6.4 Chapter summary
References
Author Index
Subject Index
About the Authors
Preface
Introducing X-Culture
Part 1 Understanding the self and others in cross-cultural and international contexts
1 Similarities and differences across and within cultures
Learning objectives
Introduction
Chapter overview
1.1 What is culture?
How culture links the inpidual to society
1.2 Understanding similarities and differences between cultures
Etic versus emic research
Problem 1: Boundaries between people and the group
Problem 2: Equality or inequality between people
Problem 3: Interacting with others or for others
Problem 4: Dealing with uncertainty
Problem 5: Dealing with time
1.3 Comparing countries and regions across dimensions
Can we reduce the number of cultural dimensions to distil the essential information?
Cultural distance
Cultural convergence or pergence
Culture and nationality
1.4 Understanding similarities and differences between people
Personal values
Self-Reference Criterion and ethnocentrism
1.5 The process of intercultural interaction
How to deal with prejudices and recognise cultural clashes
Cultural assimilators
1.6 Chapter summary
References
2 Communication and language
Learning objectives
Introduction
Chapter overview
2.1 Communication styles and context
Communication and context: Low-context/explicit versus high-context/implicit communication
Overcoming problems in communication between High- and Low-context team members
Direct versus indirect speech styles
Steps in effective communication across cultures
2.2 Language issues in cross-cultural marketing
Language and HC/LC communication styles
Language differences worldwide
Communicating through speech versus exchanging information through writing and reading (oral versus written language)
Use of local language in implementing marketing strategies cross-culturally
Translation issues
2.3 Language, worldviews, and mindsets
The Sapir-Whorf hypothesis: language influences worldviews
Big Picture worldview versus down-to-earth, pragmatist mindset
Instrumental versus representative communication
2.4 Recommendations for successful intercultural communication
Writing together… in English
Managing language misunderstandings and negative emotions
2.5 Chapter summary
References
3 Intercultural interactions in Business and Marketing
Learning objectives
Introduction
Chapter overview
3.1 The intercultural interaction process
Types and context of intercultural interactions
The process of intercultural interaction
Learning about partners
Cultural dimensions, personality, and interactions
Power distance and personality in intercultural interactions
Cultural versus personal determinants of task-orientation
3.2 Ethnocentrism, stereotypes, and misunderstandings in intercultural interactions
Ethnocentrism and Self-Reference Criterion
Stereotypes
Self-shock
International empathy: a naïve concept
Cultural hostility and racism
3.3 Dealing with communication misunderstandings and conflict escalation
The seeds for non-rational conflict escalation
Courtesy and apology in intercultural interactions
Adjusting rationally to different types of rationalities
3.4 Negotiating across cultures
Intercultural business negotiation: the basics
Emotional/cultural intelligence
Personality and interaction style
3.5 Three culturally based frameworks that inform negotiation styles
Framework 1: Argumentation and persuasion, Greek style
Framework 2: Other-regarding orientation, East-Asian style
Framework 3: Five Chinese elements in intercultural negotiation: generating integrative collaboration
3.6 Adjusting in intercultural interactions
The AKA (awareness-knowledge-adjustment) model of intercultural interaction
Sequences and styles in intercultural adjustment
3.7 A set of recommendations for effective intercultural teamwork
Preparing
Communicating and dealing with people
Developing strategic behaviour in intercultural teamwork
Managing issues, power, and time in the collaborative process
Fostering trust and developing relationships
3.8 Chapter summary
References
Part 2 Cross-cultural marketing decision making
4 Market entry and expansion decisions across cultures
Learning objectives
Introduction
Chapter overview
4.1 International business strategy
Scale economies, experience effects, and the internationalisation process
Long-term evolution of the regulatory framework of international trade and the opening of international markets
Theories of internationalisation and business strategies in the global environment
Eclectic theory of international production
4.2 Selection of target markets
Assessing foreign environments and appraising risks in local markets
Identifying market opportunities
4.3 Modes of entry into foreign markets
Foreign Direct Investment (types of subsidiaries and main choices)
Licensing agreements
Franchising agreements
4.4 Exporting strategies
Major choices in foreign channel selection
Key differences in distribution channels worldwide
Direct exports
4.5 Dealing with foreign partners
Adjusting to local environments
Negotiating and contracting with foreign partners
4.6 Controlling foreign operations
4.7 Chapter summary
Appendix 4.1. Checklist of criteria for deciding about target markets (country)
References
5 Cross-cultural marketing strategy and implementation
Learning objectives
Introduction
Chapter overview
5.1 Cross-cultural marketing strategy
Developing a culturally sensitive marketing strategy
Culture and consumer behaviour
The influence of culture on selected aspects of consumer behaviour
5.2 Brand and product decisions: Adaptation versus standardisation
Physical attributes
Service attributes
Symbolic attributes
Differences in symbolic interpretations across cultures
5.3 Distribution decisions
The role of the distribution system as a ‘cultural filter’
Roles, goals, and rewards of the sales force
The influence of culture in online and direct marketing
Sales promotions, customs, and legal issues
5.4 Pricing decisions
Cross-cultural considerations
Bargaining
Price and consumer evaluations
International price tactics
Market situations, competition, and price agreements
Managing prices in highly regulated environments
5.5 Communication decisions
Influence of culture on attitudes towards advertising
Communication strategy
Communication execution
Media worldwide
Personal selling and public relations
5.6 Chapter summary
References
6 Designing a culturally sensitive business plan
Learning objectives
Introduction
Chapter overview
6.1 Elements of a business plan
Title page
Executive summary
Introduction and business description
Market analysis
The conclusion
The referencing
6.2 Developing a clear and pragmatic business plan
Answering the right question
How to make a clear point
6.3 Tips for writing a business report
Take the time to be clear and concise
Developing effective lists, figures and tables
Proofreading for style and grammar
A final list of dos and don’ts about the details
6.4 Chapter summary
References
Author Index
Subject Index
