Ch 4. Social and Cultural Environments Society, Culture, and Global Consumer Culture High- and Low-Context Cultures Hofstede’s Cultural Typology The Self-Reference.

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Ch 4. Social and Cultural Environments Society, Culture, and Global Consumer Culture High- and Low-Context Cultures Hofstede’s Cultural Typology The Self-Reference Criterion and Perception Diffusion of Innovations Cross-Cultural Competency

Society, Culture, and Global Consumer Culture Culture Global consumer culture positioning (GCCP) Attitudes, Beliefs, and Values Aesthetics Dietary Preferences Language and Communication

High- and Low-Context Cultures (Table 4-3) Lawyers A person’s word Responsibility for organizational error Space Time Negotiations Competitive bidding Country/regional examples

Hofstede’s Cultural Typology The First Dimension - Power Distance (Hong Kong vs. Germany) The Second Dimension - Individualist Cultures (USA vs Japan) The Third Dimension – Masculinity (Japan vs. Taiwan) The Fourth Dimension – Uncertainty Avoidance (Japan vs. USA)

The Self-Reference Criterion and Perception The Euro Disney’s example

Diffusion Theory The Adoption Process Characteristics of Innovations Adopter Categories Diffusion of Innovations in Pacific Rim Countries (Spain and Taiwan)Avoidance

Cross Cultural Competency

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