“The role of culture in the international managerial decisions”

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SECOND CRITICAL SUMMARY (PAPER N°5)

AN ANALYTIC STUDY OF THE NATIONAL CULTURAL DIMENSIONS: “THE ROLE OF CULTURE IN THE INTERNATIONAL MANAGERIAL DECISIONS”

Student: Area Co-Ordinator: Tutor: Course of Reference Lecture of Reference Date:

Luis Felipe Sáez Collantes Prof. Joachim Möller Pott. Huenu Carvajales Course Number Ten Prof. Agnes Havril, Intercultural Competence 15 / 08 / 2009 CoDe - Joint European Master in Comparative Local Development
TABLE OF CONTENTS Table of Content List of Abbreviations and Acronyms List of Tables and Figures Introduction 1. Chapter One: Cultural Differences 1.1. Culture 1.2. Understanding Culture 1.3. Hofstede’s Cultural Framework 1.3.1. National Culture 1.3.2. Dimensions of Culture 2. Chapter Two: The Influence of Culture in ManagerialEffectiveness 2.1. The Organizational Culture Perspective 2.2. Culture and Perspectives of International Business 3. Chapter Three: The Influence of Culture in European Marketing Decisions 3.1. The Influence of Cultural Differences in the International Marketing Decision Process 3.2. The Advertising in West European Market 3.3. Analysis of Relationship between Dimension of Culture and Advertising inWestern European Markets 4. Conclusions 4.1. The Role of Culture in Creating International Expertise 4.2. Cultural Differences Affecting Managerial Effectiveness 5. Appendices 5.1. Appendix 1: Culture and International Business 6. Bibliography 11 11 12 12 14 16 18 18 19 21 21 23 2 3 4 5 6 6 6 7 7 8 9 9 9

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CoDe - Joint European Master in Comparative Local Development
LIST OF ABBREVIATIONS ANDACRONYMS • • • • • • • • • • • • • • • • • • A.T. CDI CIN EFIL EPRE EU GNP IDV MAS MNCs OTH P.P. PDI PRE R
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Audio Transmission Confucian Dynamism Cinema European Federation for Intercultural Learning Estimate Value of Press European Union Gross National Product Individualism V/S. Collectivism Masculinity vs. Femininity Multinational Companies Other Media Poster/Placard Power Distance PressCoefficients of Determination Share of Advertising Investment Television Uncertainty Avoidance

SAI TV UAI

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CoDe - Joint European Master in Comparative Local Development
LIST OF FIGURES • • • • • • • • Figure 1.1 Figure 3.2 Figure 3.3 Figure 3.7 Figure 4.1 Figure 6.1 Figure 6.2 Figure 6.3 Hofstede’s Cultural Layers (2001) Advertising Investment in Different Media Western Europe on 1996 inPercentage Share of Advertising Investment at Gross Domestic Product in Percentage Relations between PDI, PRE & EPRE Influence of Culture in Managerial Decisions Globalization Vs Localization Factors that Influence the International Decisions of Managers International Marketing Decision Process

LIST OF TABLES • • • • Table 3.1 Table 3.4 Table 3.5 Table 3.6 Values for five Dimensions OfHofstede’s Cultural Typologies and the Principal Media for Advertising Lineal Regression Values Obtained I Lineal Regression Values Obtained II Estimated Values of PRE (EPRE)

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CoDe - Joint European Master in Comparative Local Development
SECOND CRITICAL SUMMARY AN ANALYTIC STUDY OF THE NATIONAL CULTURAL DIMENSIONS: “THE ROLE OF CULTURE IN THE INTERNATIONAL MANAGERIAL DECISIONS”
ONE WORLD? ONECULTURE?

Introduction National environments are different on many dimensions. They also differ in terms of political systems, government regulation of domestic and foreign companies, social norms, and cultural values of its population. These local differences forces managers to be sensitive and receptive to social, economic, and political national differences, among others in host countries inwhich they operate around the globe. Far from being overshadowed by the forces of globalizations, the impacts of these localizing forces were being felt with increasing intensity and urgency. In particular, many MNCs that had so successfully ridden the wave of globalization began to feel the strong need to become much more sensitive to host-country economic and political forces. Corporations...
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