Unit 6, cultural awareness

• Engels
• MBO
• Studiejaar 1

Cultural awareness

Unit 6

In this unit

- Start up

- Globalization

- Reading p 36

- Glocalization

- Reading p 38

Cultural miscommunication

Have you ever had a similar experience?

In Brazil, you ____________ start a business discussion before your host.

1. must
2. must not

In Germany, you ____________ use titles in business, you ____________ use first names.

1. must, must
2. must not, must not
3. must, must not
4. must not, must

You ____________ hand over a gift using both hands in China.

1. must
2. must not

You ____________ immediately read a business card you are given in Japan.

1. must
2. must not

In Australia, you ____________ make and maintain eye contact.

1. must
2. must not

You ____________ smoke in the US unless you are sure it is permitted.

1. must
2. must not

In Thailand, you ____________ show the soles of your feet.

1. must
2. must not

You ____________ use your right hand for eating in Islamic countries

1. must
2. must not

In Japan, you ____________ open a gift in front of the giver.

1. must
2. must not

You ____________ write notes in red in China

1. must
2. must not

What is globalisation

Globalisation is the process by which business and organisations grow and start to operate in countries all over the world, which has been made easier by new techonology and politicial developments.

What are consequences of globalisation?

Consequences

Economically

Multinational corporations (Shell, Microsoft, Nestlé, Apple) account for 20% of world production and 70% of world trade.

(which means smaller, local companies have less profit)

Communication

More interdependence between people of different cultures and languages than ever before

Can you think of the stereotypes used about your culture?

Read the text on page 36

Decide if the statements are true (T) or false (F)

1. You can stand close to an American when you speak to him or her

1. true
2. false

2. It is normal to shake hands briefly when you meet for the first time

1. true
2. false

3. Most Americans smile and look at each other when they greet

1. true
2. false

4. It is offensive to wink in America

1. true
2. false

5. It is not unusual for an American to ask a stranger about their job

1. true
2. false

Celebrities or cartoon characters used in marketing

How do celebrities or cartoon characters help to sell a product in your country?

Which brands use famous people or cartoon characters?

Hak, albert heijn hamsters, rivella, jumbo, etc.

Why use locals instead of international celebrities?

Reading p. 38 – glocalization 

Answer the following questions

1. What did McDonald’s do in France to improve its image?

2. How do McDoland’s products in Hindu and Muslim countries differ from their global products?

3. What does Coca-Cola do to its product at a local level?

4. What does Yahoo do locally?

5. Why did Revlon lose sales to L’Oreal in Asia?

6. What positive results can come from glocalization?

1. What did McDonald’s do in France to improve its image?

2. How do McDoland’s products in Hindu and Muslim countries differ from their global products?

3. What does Coca-Cola do to its product at a local level?

4. What does Yahoo do locally?

5. Why did Revlon lose sales to L’Oreal in Asia?

6. What positive results can come from glocalization?

ex. 3 Complete the paragraph 

The article speak about some ___________1 of glocalization. It suggest various ways in which international companies can ___________ 2 relations with their local markets. First they need to be ___________3 to local needs. Then they need to ___________ 4 products suited to local markets. Finally they must ___________ 5 their products appropriately. In these ways they can improve ___________ 6 with their markets and ___________ 7 market share.

1.

1. improve
2. advantages
3. market
4. create

2.

1. communication
2. create
3. improve
4. sensitive

3.

1. sensitive
2. create
3. market
4. increase

4.

1. increase
2. create
3. market

5.

1. improve
2. communication
3. market

6.

1. communication
2. advantages

7.

1. improve
2. create
3. market
4. increase