Culture #13 Flashcards
pourquoi comprendre les cultures est important ?
pour avoir du succes dans les affaires internationales
comprendre comment les gens font du business
comprendre les rituels, les usages blabla
eviter les erreurs fatales
what are some aspects of culture
based on Hofstede :
POWER DISTANCE : some countries give punishments based on one’s salary
UNCERTAINLY AVOIDANCE : degree to which people feel threatened by ambigiouis situations (lush/ japan)
MASCULINE VS FEMININE : degree to which sex roles are clearly delineated
INDIVIDUALISM VS COLLECTIVISM ma culture vs celle du groupe
LONG TERM / COURT TERM pas vu en cours
diff btw individualism and collectivism
IND = comparative ad COLL = its wrong to denigrate things or people in public
what are enacted norms
explicity decided on laws that are written rules
what are crescive norms
unwritten rules that are understood and not forced ex customs
what are rights of passage
special times marked by a change in social status (divorce, puberty…) symbolic value across culture
terms to know (consumption)
sacred comsumption : odject and event treated with care
Profane C : ordinary unspecial
sacralization : when stg go ordinary to sacred (elvis)
objectification = collecte barbie dolls in mass quantities
what is the process of socialization for culture
Formal
informal
techniques
Mouvement of meaning
INSTRUMENTS OF MOUVEMENT : advertising and fashions systems & consumtion rituals
DESTINATIONS OF MOVEMENT : cultural values and symbols, consumer goods, individuals consumer
differents types of adopters
INNOVATORS : lots of money, freaks, well educated
EARLY ADAPTORS some as inno but have de vrey socially active with people from every segment - opinions leaders
EARLY MAJORITY omong the first half to adapt
LATE MAJORITY hop on the train later
LAGGARDS (trainard) scrared to try things, stick to thier bubble, strict routine
what are three types of innovation
CONTINOUS INNOVATION : evolutionnary rather than revolutionary
DYNAMICALLY CONTINUOUS INNOVATION more pronounced change to innovation (requires learning)
DISCONTINUOUS INNOVATION creates major change totally new product
Prerequisites for successful adoption
compatibility : apple product are only comptatible with themselves
Triability : people want to try things before commiting
Complexity : will i be able ti figure out how to use the product
Observability : i want to see that people use the product
explain relative advantage
product should offer relative advantage over thoer alternative
SOLUTION
Identify the opinion leader and give them the product so people can see them in it and thus people can buy it
