Three major areas of ca

Needs from you information on cultural assumptions of your market

1. Define basic sources of the local cultural background:

Language(s) (openness and flexibility)

Nationality (character=main traits)

Education (sources)

Profession (specialized education)

Group (ethnicity)

Religion (dynamics=position in the society)

Family (patriarchalism)

Sex (sexual revolution)

Social classes (inequality)

Corporate or organizational culture (globalization=scale

of involvement)

2. Discuss: Homogeneity or heterogeneity of the market

(regional and local determinants) = cultural segmentation

Go to cultural assumptions

Starting point = there are three dimensions of ca

a/ a cognitive dimension (people think it works that way);

b/ an affective dimension (people like it that way);

c/ a directive dimension (people will do it that way)

How does the local culture solve the six main categories of common human

problems?

(a) what is the character of innate human nature: good or evil, neutral, or a mix of good

and evil?

(b) what is the relations to nature and supernature: subjugation to nature, harmony with nature or mastery over nature?

(c) what is the temporal focus of human life (time orientation): past, present, future?

(d) what is the modality of human activity (activity orientation): should people be (being), should people do (doing) or should they do in order to be (being in becoming)?

(e) what is the modality of the relations between humans (relational orientation): linearity,

collaterality or pure individuality?

(f) what is the concept of space? Is it considered predominantly private, public, or a mix of box?

Three major areas of ca

(a) time;

(b) space;

(c) the concept of self and the others.

(a) time

There are three models of time orientation:

1/ linear-separable;

2/ circular-traditional;

3/ procedural-traditional.

Variable and your tools:

a/ monochronic/polychromic (intellectually and in behavior)

b/ linear/cyclical (question of division)

c/ past/ present/past oriented

d/ procedure-driven/time-driven

e/ not time-based behavior (any?)

f/ mixed model? (determined by what?)

(b) space

Space = a three dimensional expanse in which all material objects are located

Space: physical (towns, countries) or abstract (religion, education, ideas)

The key problems in space-related ca

(i) are people insiders or outsiders?

(ii) what are the rights and obligations for

ingroup people?

(iii) is it possible for outsiders to gain insider

status?

(iv) what are the group membership conditions

for those willing to enter the abstract space

Practical aspect:

How to make contacts (negotiations, personal selling) with people with a strong ingroup orientation?

(i) we should know the network of the group connections

(ii) we should know how decisions are made in this group

(c) concepts of the self and the other

The concept of the self and the other does not relate directly to how a society is

organized.

It relates to how the organization of a society is internalized by people and reflected

in the view that they hold of themselves in comparison with others.

In fact, people have basic assumptions about their presence in their society, and

these assumptions differ across cultures.