1.  What are the origins of our culture?  How does a country’s history shape its culture?  Post WWII Europe

2.  Bretton Woods Summit - 1944  The IMF – 1946  The World Bank – 1944  GATT – 1947  IBRD – 1947  ECSC – 1951  United Nations – 1945 (51 founding member states)

3.  Culture: learned and shared human patterns or models for living; day- to-day living patterns. These patterns and models pervade all aspects of human social interaction. Culture is mankind's primary adaptive mechanism. (Damen 1987)

4.  Culture is the collective programming of the mind which distinguishes the members of one category of people from another. (Hofstede 1984)  Culture is defined as the shared patterns of behaviors and interactions, cognitive constructs, and affective understanding that are learned through a process of socialization.

5.  Culture has been defined in a number of ways, but most simply, as the learned and shared behavior of a community of interacting human beings. (Useem 1963)  Culture is the sum of the values, rituals, beliefs, symbols, & thought processes that are learned and shared by a group of people. (Cateroa)

6.  Values  Rituals  Symbols  Thought Processes  Do all societies value the same things?  How important are rituals in daily life?  What symbols given importance in a society and why?  What are the cognitive patterns that impact decision making

7.  What aspects of consumption are influenced by culture?  What culture/country consumes the most *Chocolate*Cut flowers *Wine*Cigarettes *Pasta *Fish

8.  Geert Hofstede – original work began 1967,  Four original indices  PDI  IDV  MAS  UAI  Added later – LTO  How is your country classified?  www.geert-hofstede.com www.geert-hofstede.com

9.  International Marketers Must Understand:  Culture is pervasive  Culture is not static  Culture impacts every aspect of consumer behavior  Your culture is not superior  You must learn to overcome your SRC in order develop successful strategies across cultures