GMS 522 Chapter Notes - Chapter 2: Nepotism, Odel, Masculinity

• School: Ryerson University
• Department: Global Management Studies
• Course: GMS 522
• Professor: Ricardo Reyes

Document Summary

To be successful in global marketing, must have understanding of cultural differences. Cultural literacy: detailed knowledge of the culture of the host country that allows the global manager to live and work effectively in the new environment: succeed in the market. Ethnocentric: a perspective that their culture is in some way superior to others: not succeed in the market. Culture is complex and influences everything we do, how we see the world, how we respond to challenges and interact with others. Geert hofstede definition of culture: the collective programming of the mind that distinguishes the member of one human group from another. Encultured: ea(cid:272)h of us is su(cid:271)je(cid:272)t to (cid:374)u(cid:373)e(cid:396)ous i(cid:374)flue(cid:374)(cid:272)es that tea(cid:272)h us the (cid:862)(cid:396)ight(cid:863) (cid:449)a(cid:455) to behave from a cultural perspective. These lessons are imparted by family and friends, schools, places of worship, the government as well as clubs and other social institutions. Culture tends to resist change and remain fairly stable over time.