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2 CrossCultural Business
Copyright © 2014 Pearson Education, Inc.
Chapter Objectives
• Describe culture and explain the significance of both national culture and subcultures
• Identify the components of culture and describe their impact on international business
• Describe cultural change and explain how companies and culture affect each other
• Explain how the physical environment and technology influence culture
• Describe two frameworks used to classify cultures and explain their practical use
Copyright © 2014 Pearson Education, Inc. 2 - 2
Haribo
• Problem: Not serving $2 billion subculture • Culprit: Pork-based gelatin in the candies • Solution: New bacteria-based compound
Copyright © 2014 Pearson Education, Inc. 2 - 3
What is Culture?
Set of values, beliefs, rules, and institutions held by a specific group of people
Ethnocentricity
Belief that one’s own ethnic group or culture is superior to that of others
Copyright © 2014 Pearson Education, Inc.
Cultural literacy
Detailed knowledge of a culture that enables a person to function happily and effectively within it
2 - 4
Culture Matters: Creating a Global Mindset
Cultural Bridging Adaptability the Gap
Building Flexibility Global Mentality Is Key
Copyright © 2014 Pearson Education, Inc. 2 - 5
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