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The cultural context in business communication, a cross country comparison

One of the most effective ways to learn about oneself is by taking seriously the cultures of others. It forces you to pay attention to those details of life which differentiate them from you/p> - Edward T. Hall, The Silent Language - *** To continue with the topic of cross-cultural differences in outsourcing…

Category : Articles   03-02-2021   by Maria Antonietta Marino

Challenges in cross cultural marketing and advertising

Understanding languages and other cultures builds bridges. It is the fastest way to bring the world closer together and to Truth. Through understanding, people will be able to see their similarities before differences. - Suzy Kassem -   "The world’s worst advertising gaffe": a cross-cultural perspective on the "D&G Loves China" campaign.   In two…

Category : Articles   15-11-2020   by Maria Antonietta Marino

Narcissism and competitive communication in individualistic cultures

"When the healthy pursuit of self-interest and self-realization turns into self-absorption, other people can lose their intrinsic value in our eyes and become mere means to the fulfilment of our needs and desires." - P.M. Forni, The Civility Solution: What to Do When People Are Rude- *** Conversational Narcissism, described by sociologist Charles Derber…

Category : Articles   04-11-2020   by Maria Antonietta Marino

II/II: Buyer Personas and the role of lifestyle, values, and beliefs in market segmentation

If I have a handful of silver it is because I work and my wife works, and we do not, as some do, sit idling over a gambling table or gossiping on doorsteps never swept, letting the fields grow to weeds and our children go half-fed! - Pearl S. Buck…

Category : Articles   03-09-2020   by Maria Antonietta Marino

The Nordic Cluster

The Swedish system is best understood not in terms of socialism, but in terms of Rousseau, he continued:Rousseau was an extreme egalitarian and he really hated any kind of dependence --depending on other people destroyed your integrity, your authenticity-- therefore the ideal situation was one where every citizen was an…

Crisis Management and the influence of cultural diversity on national responses to emergencies: an East v West comparison

  Individuality and freedom are undoubtedly the greatest achievements of modern culture. . . . But we have fallen into the trap of individualism . . . and have lost sight of the relationships between the individual and the social system, between freedom and responsibility. . . . Our young adults—even…

Category : Articles   14-05-2020   by Maria Antonietta Marino

Global Leadership, an introduction to culture clusters

Dear readers,   Those of you who’ve been following this blog for the past few months might be already familiar with Hofstede’s framework and with the concept of cultural dimensions (infographics available here): let me now introduce you to Project GLOBE (Global Leadership and Organizational Behavior Effectiveness Research), a study about Leadership…

"Giving and losing "face": honour, social reputation and networking in Asian countries"

people will never forget how you made them feel. - Maya Angelou - While Maya Angelou’s quote is universal and likely to resonate with most people regardless of their cultural background, interactions between Westerners and members of Asian cultures may be negatively affected by the poor understanding of “face”, a concept relevant…

Category : Articles   27-12-2019   by Maria Antonietta Marino

II/II: "Why do we work so hard?”: Introduction to guilt- and shame cultures

A man must not be without shame, for the shame of being without shame is shamelessness indeed. - Mencius - There is a luxury in self-reproach. When we blame ourselves, we feel that no one else has a right to blame us. It is the confession, not the priest, that gives us…

Category : Articles   16-12-2019   by Maria Antonietta Marino

I/II: "Why do we work so hard?” Motivation and reward across different cultures

The three great essentials to achieve anything worthwhile are, first, hard work; second, stick-to-itiveness; third, common sense    Thomas A. Edison   Why do we work hard? What are the driving forces behind someone’s strong work ethic, and what would be an effective reward system for a multi-national workforce?   Motivation, the process that initiates and…

Category : Articles   09-12-2019   by Maria Antonietta Marino

Masculinity-Femininity (Tough-Tender)

I have an extremely strong, masculine mind and a feminine sensibility level, which is kind of an unusual combination. Both men and women tell me things and I can relate on two levels simultaneously - Truman Capote -   According to Hofstede’s definitions, masculinity is “a preference in society for achievement, heroism, assertiveness…

Consumer segmentation: the influence of cultural factors on purchasing behaviour

Authors Thomas Petit and Alan Zakon once observed that "Advertising must be compatible with the values of the consumer if it is to influence behaviour. Advertising is an educating and not a forcing process. It interprets the want-satisfying qualities of the product for the consumer. To do this, it must…

Category : Articles   30-08-2019   by Maria Antonietta Marino

Individualism-Collectivism

Why should people in one part of the globe have developed collectivist cultures, while others went individualist? The key is how culture is shaped by the way people traditionally made a living, which in turn is shaped by ecology. In East Asia it' s all about rice. Rice requires massive…

How cultural awareness – or lack thereof – can make or break your global project

How many of us can genuinely claim to be aware of the main cultural differences that may sink a globally managed project? According to the results of a survey carried out by the NOA (National Outsourcing Association) and the Kingston Business School in 2009/2010 on the impact of both national and organisational culture…

Category : Articles   20-06-2019   by Maria Antonietta Marino

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