Business & Marketing Across Cultures 1st Edition

About the AuthorsPrefaceIntroducing X-CulturePart 1 Understanding the self and others in cross-cultural and international contexts1 Similarities and differences across and within culturesLearning objectivesIntroductionChapter overview1.1 What is culture?How culture links the individual to society1.2 Understanding similarities and differences between culturesEtic versus emic researchProblem 1: Boundaries between people and the groupProblem 2: Equality or inequality between peopleProblem 3: Interacting with others or for othersProblem 4: Dealing with uncertaintyProblem 5: Dealing with time1.3 Comparing countries and regions across dimensionsCan we reduce the number of cultural dimensions to distil the essential information?Cultural distanceCultural convergence or divergenceCulture and nationality1.4 Understanding similarities and differences between peoplePersonal valuesSelf-Reference Criterion and ethnocentrism1.5 The process of intercultural interactionHow to deal with prejudices and recognise cultural clashesCultural assimilators1.6 Chapter summaryReferences2 Communication and languageLearning objectivesIntroductionChapter overview2.1 Communication styles and contextCommunication and context: Low-context/explicit versus high-context/implicit communicationOvercoming problems in communication between High- and Low-context team membersDirect versus indirect speech stylesSteps in effective communication across cultures2.2 Language issues in cross-cultural marketingLanguage and HC/LC communication stylesLanguage differences worldwideCommunicating through speech versus exchanging information through writing and reading (oral versus written language)Use of local language in implementing marketing strategies cross-culturallyTranslation issues2.3 Language, worldviews, and mindsetsThe Sapir-Whorf hypothesis: language influences worldviewsBig Picture worldview versus down-to-earth, pragmatist mindsetInstrumental versus representative communication2.4 Recommendations for successful intercultural communicationWriting together… in EnglishManaging language misunderstandings and negative emotions2.5 Chapter summaryReferences3 Intercultural interactions in Business and MarketingLearning objectivesIntroductionChapter overview3.1 The intercultural interaction processTypes and context of intercultural interactionsThe process of intercultural interactionLearning about partnersCultural dimensions, personality, and interactionsPower distance and personality in intercultural interactionsCultural versus personal determinants of task-orientation3.2 Ethnocentrism, stereotypes, and misunderstandings in intercultural interactionsEthnocentrism and Self-Reference CriterionStereotypesSelf-shockInternational empathy: a naïve conceptCultural hostility and racism3.3 Dealing with communication misunderstandings and conflict escalationThe seeds for non-rational conflict escalationCourtesy and apology in intercultural interactionsAdjusting rationally to different types of rationalities3.4 Negotiating across culturesIntercultural business negotiation: the basicsEmotional/cultural intelligencePersonality and interaction style3.5 Three culturally based frameworks that inform negotiation stylesFramework 1: Argumentation and persuasion, Greek styleFramework 2: Other-regarding orientation, East-Asian styleFramework 3: Five Chinese elements in intercultural negotiation: generating integrative collaboration3.6 Adjusting in intercultural interactionsThe AKA (awareness-knowledge-adjustment) model of intercultural interactionSequences and styles in intercultural adjustment3.7 A set of recommendations for effective intercultural teamworkPreparingCommunicating and dealing with peopleDeveloping strategic behaviour in intercultural teamworkManaging issues, power, and time in the collaborative processFostering trust and developing relationships3.8 Chapter summaryReferencesPart 2 Cross-cultural marketing decision making4 Market entry and expansion decisions across culturesLearning objectivesIntroductionChapter overview4.1 International business strategyScale economies, experience effects, and the internationalisation processLong-term evolution of the regulatory framework of international trade and the opening of international marketsTheories of internationalisation and business strategies in the global environmentEclectic theory of international production4.2 Selection of target marketsAssessing foreign environments and appraising risks in local marketsIdentifying market opportunities4.3 Modes of entry into foreign marketsForeign Direct Investment (types of subsidiaries and main choices)Licensing agreementsFranchising agreements4.4 Exporting strategiesMajor choices in foreign channel selectionKey differences in distribution channels worldwideDirect exports4.5 Dealing with foreign partnersAdjusting to local environmentsNegotiating and contracting with foreign partners4.6 Controlling foreign operations4.7 Chapter summaryAppendix 4.1. Checklist of criteria for deciding about target markets (country)References5 Cross-cultural marketing strategy and implementationLearning objectivesIntroductionChapter overview5.1 Cross-cultural marketing strategyDeveloping a culturally sensitive marketing strategyCulture and consumer behaviourThe influence of culture on selected aspects of consumer behaviour5.2 Brand and product decisions: Adaptation versus standardisationPhysical attributesService attributesSymbolic attributesDifferences in symbolic interpretations across cultures5.3 Distribution decisionsThe role of the distribution system as a ‘cultural filter’Roles, goals, and rewards of the sales forceThe influence of culture in online and direct marketingSales promotions, customs, and legal issues5.4 Pricing decisionsCross-cultural considerationsBargainingPrice and consumer evaluationsInternational price tacticsMarket situations, competition, and price agreementsManaging prices in highly regulated environments5.5 Communication decisionsInfluence of culture on attitudes towards advertisingCommunication strategyCommunication executionMedia worldwidePersonal selling and public relations5.6 Chapter summaryReferences6 Designing a culturally sensitive business planLearning objectivesIntroductionChapter overview6.1 Elements of a business planTitle pageExecutive summaryIntroduction and business descriptionMarket analysisThe conclusionThe referencing6.2 Developing a clear and pragmatic business planAnswering the right questionHow to make a clear point6.3 Tips for writing a business reportTake the time to be clear and conciseDeveloping effective lists, figures and tablesProofreading for style and grammarA final list of dos and don’ts about the details6.4 Chapter summaryReferencesAuthor IndexSubject Index