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Заказ 26534 (500 грн.)« Назад
Заказ 26534 (500 грн.) 20.07.2017 10:59
UNIT 1. Overcoming cultural differences
BEFORE YOU READ 1. Reasons to enter the international marketplace and how to enjoy new export opportunities - Increase sales. If your business is succeeding in the domestic country expanding globally will likely improve overall revenue. - Improve profits. Many export markets may be not as competitive as you and therefore price pressures are far less - Short-term security. Your business will be less vulnerable to periodic fluctuations and downturns in the domestic economy and marketplace. - Long-term security. - Increase innovation. Extending your customer base internationally can help you finance new product development. - Exclusivity. Your company’s management may have exclusive market information about foreign customers/prospects, marketplaces or market situations that are not known to others. - Economies of scale. Exporting is an excellent way to expand your business with products that are more widely accepted around the world.
- Identifying a True Market Need - Dilution of Brand-Name Power - Cultural Nuances - Communication Style - Distance and Time - Finding Reliable Partners
3. Consumers are influenced to purchase products by marketing messages delivered through the media, including print media such as magazines. Humor is often used in commercial messages to get the consumer to pay attention. But what is considered extremely funny in one culture can be perceived as confusing or insulting in another. To produce effective advertising requires more than accurate translation of the message from one language to another. It requires a deep understanding of the culture, customs, morals and even religious views that predominate in that country. What motivates consumers to buy products varies from country to country. OVER TO YOU 1. Reasons to enter the international marketplace and how to enjoy new export opportunities - Increase sales. If your business is succeeding in the domestic country expanding globally will likely improve overall revenue. - Improve profits. Many export markets may be not as competitive as you and therefore price pressures are far less - Short-term security. Your business will be less vulnerable to periodic fluctuations and downturns in the domestic economy and marketplace. - Long-term security. - Increase innovation. Extending your customer base internationally can help you finance new product development. - Exclusivity. Your company’s management may have exclusive market information about foreign customers/prospects, marketplaces or market situations that are not known to others. - Economies of scale. Exporting is an excellent way to expand your business with products that are more widely accepted around the world.
- Identifying a True Market Need - Dilution of Brand-Name Power - Cultural Nuances - Communication Style - Distance and Time - Finding Reliable Partners UNIT 2. Communication across cultures
BEFORE YOU READ 1. As we enter the 21st century, there is a growing urgency of understanding people from diverse cultural and ethnic backgrounds. From interpersonal misunderstanding to intercultural and ethnic conflicts, challenges exist within and between cultures. With rapid changes in global economy, technology, transportation, the world is becoming a small intersecting community. We find ourselves in increased contact with people who are culturally different, working side by side with us. In order to achieve effective communication we have to learn to manage cultural differences flexibly and mindfully. As Stella Ting-Toomey puts it in her book "Communicating across cultures", there are the following reasons for studying intercultural communication: global diversity, domestic diversity, and interpersonal learning opportunities. Getting to really know a dissimilar stranger helps us to glimpse into another world – a range of unfamiliar experiences and a set of values unlike our own. 2. There are four qualities you need to possess in order to work with other cultures: The first one is to be open-minded, which means not judge one culture as better than another, or believe that the way things are done in your culture is the best or the only way of doing things. In other words, you should not be in any way "ethnocentric". Second, you must be adaptable. To live successfully in another culture, particularly in one that is very different from your own, you have to adapt to differences: not only visible differences of food, climate, customs, but also to invisible differences – the ways in which people of other cultures understand and interpret the world and their different values. Third, you need to be sensitive. That means being able to see things from the other person’s point of view and being careful to avoid doing different things that people of other culture might find offensive, even if in your culture such things are quite usual. Fourth, you need to be interested in other cultures, which is closely related to the three qualities mentioned above. A multiculturalist is a person who has a genuine interest in people of other cultures, who wants to learn their language, find out about their country and its history, and develop a real understanding of their culture. 3. This means that conflict across cultural boundaries may occur simultaneously at many different levels, not just at the higher levels of social grouping—for example, those that separate “American” from “Japanese” cultures. Cross-cultural conflict is in the main perceived as ethnic conflict. Also difficulties may be connected with: - Dress - Some cultures have specific clothing such as headscarves or turbans that are worn at all times. - Religious practices - Some religions require time during work each day for prayer or time off for special religious days. - Customs - Some cultures can or can't have specific foods and drinks, or may have rules about how food is prepared. - Social values - Ideas about appropriate social and sexual behaviour, work ethics, wealth and personal growth vary between cultures. - Family obligations - Some cultures have high family priorities which may sometimes conflict with work. - Non-verbal behaviour – Eye contact, facial expressions, hand gestures and how people interpret them vary between cultures. READING A Understanding the main points Statement 2 B Understanding details 1 Businesspeople have daily interaction at a distance with clients, business partners and colleagues from many othercountries without the need to travel or live abroad. 2 They are run globally and around the clock, starting for example in Europe, then being handed over to the US, then to Asia and finally back to Europe. 3 There can be a big contrast in communication styles, cultures and expectations between people from different cultures. 4 They need to have employees with the right interpersonal and management skills. 5 Research into differences in personality traits between businesspeople from different countries. 6 They questioned nearly 7,500 managers and executives in more than 500 organizations across 12 countries 7 Emotional balance, extroversion, conscientiousness. agreeableness, and openness to new experiences. 8 The fact that agreeableness and emotional balance account for the biggest differences between managers and executives working across different countries. 9 Managers in the UK had among the lowest scores on agreeableness, and received only average scores in emotional balance. They scored high on extroversion. 10 Managers in Saudi Arabia and Japan are more concerned about maintaining group harmony, and seem more in touch with their emotions and feelings, but they are less inclined to speak openly. 11 Because UK managers may not put as much emphasis on group harmony, they may appear abrupt or non ·caring to managers in Japan or Saudi Arabia. 12 Because managers in the UK and China score very differently on extroversion, activities such as brainstorming could be very unsuccessful with Chinese colleagues. |