1. The Global Context LECTURE 4 Culture in a Global Context 1

2. Lecture Objectives Appreciate the complexities of operating in a multi-cultural Global Environment Develop an understanding of the elements and the role of culture within the Global Environment

3. Introduction “There are no foreign lands. It is the traveller only who is foreign.” (The Silverado Squatters (1888) Robert Louis Stevenson (1850 – 1894))

4. Culture Defined “That complex whole which includes knowledge, belief, art, morals, law, customs, and any other capabilities and habits acquired by man as a member of society.” E.B. Taylor (1871)

5. “Culture consists of patterns, explicit and implicit, of and for behaviour acquired and transmitted by symbols, constituting the distinctive achievement of human groups, including their embodiement in artefacts; the essential core culture consists of traditional (ie historically derived and selected) ideas and especially their attached values; culture systems, may on one hand, be considered as products of action, on the other as conditioning elements of further action.” Kroeber & Kluckholn (1952, p181) Culture Defined

6. Relevance of Culture To Communicate To Anticipate To Distinguish To Identify

7. Elements of the Cultural Environment

8. Language & Communication Translation and/or reverse translation Problems faced when conveying a message in another language, or even the same language!

9. “Come alive with the Pepsi generation.” “Pepsi brings your ancestors back to life.” Language & Communication

10. WANG Computers came up with a new slogan to signal their customer focus strategy WANG CARES Language & Communication

11. Parker Pens translated the slogan for its ink : “ Avoid embarrassment - Use Quink.” into Spanish as :- “Evite Embarazos - Use Quink” “Avoid Pregnancy - Use Quink.” Language & Communication

12. Starbucks ‘early morning Latte breaks’ In Germany??? Latte is a well known word for ‘an erection’ Language & Communication

13. Problems when establishing a Brand! Language & Communication

14. Ford – ‘Pinto’ in Mexico ‘Small Penis’ Language & Communication

15. Ikea Fartfull Language & Communication

16. Problems when launching a web site? Language & Communication

17. The Italian battery charger manufacturer Powergen launched itself on the web as: www.powergenitalia.com Language & Communication

18. Did you know there’s a saloon and café on the corner of Main Street in Wilsonville, Oregon, and its web address is: http://www.wankerscorner.com Language & Communication

19. Attitudes to Time Monochronic - Time is Money –Germany Polychronic - Time is an endless rolling cycle –Italy

20. Education 5 Major functions – Instrumental Education – Affiliative Education – Political Education – Mythopoetic Education – Religious Education

21. Aesthetics Art Folklore Music Drama Myth Legends Sculpture Architecture

22. Religion

23. Social Institutions Attitudes to Authority Attitudes to Others Attitudes to managing oneself Attitudes to Nature Attitudes to Business Practices Attitudes to Material Culture and Technology