跨文化商务交际课件周小微 9787 81134 921 4unit 9.ppt

Unit 9Intercultural Management What is intercultural management? Contents Cultural factors in international business management The role of culture in international business management Types of organizational culture Joint venture culture The influence of national culture Corporate culture Understanding corporate culture The contents of corporate culture Development of teamwork Selection of the team Establishment of credibility and trust Conflicts of the team Formation of team culture Strategies for international marketers Intercultural acculturation in international marketing Alternative multinational strategies: global versus local Adapting marketing strategy to culture Standardizing global strategy across cultures Mixed strategy Changing the culture Cultural factors in international business management It is of vital importance to have a clear idea about various cultural factors, for example, organizational culture, national culture and joint venture culture. The Role of Culture in International Business Management Cultural savvy is a working knowing of the cultural variables affecting management decisions. （文化常识/理解） Cultural sensitivity or cultural empathy is an awareness and honest caring about other individual’s culture. It requires the ability to understand the perspective of those living in other (and very different) societies and the willingness to put oneself in another’s shoes. （文化敏感性/文化共鸣） The Role of Culture in International Business Management This cultural awareness enables international managers to develop appropriate policies and determine how to plan, organize, lead, and control in a specific international setting. It leads to successful strategies and effective interaction in a workforce of increasing cultural diversity, both in th