JOUR 460 Lecture Notes - Lecture 2: Communism, Making Money, National Language
15 Mar 2017
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Document Summary
When launching a brand in new market, find the right balance between pillars of particular brand and being able to tailor your communications to specific local market. Russia"s economy is bottoming out (cid:697)this is good(cid:698: decreasing inflation. Company announcements are often perceived through the lens of geopolitical news. Production localization and import substitution are widely discussed topics in the media and among public officials. Stereotypes: humorless, aggressive, distant, stubborn, obsessed with details, homogenous culture. Values: punctuality, privacy, education, manners, religion, history. Communication styles: truth and directness before diplomacy. Facts are important - personal emotions should not prevent the truth from being spoken: direct, short, to the point. Very little small talk in business setting. Direct speaking is seen in germany as a sign of respect: formal. Emotions and unnecessary content have no place in conversation. Germans call their colleagues by their last names. Strong distinction between public space (formal at work) and private space (informal with family and friends)
