Global Business Today Ninth Edition Chapter 4
Differences in Culture
Chapter Outline
OPENING CASE: Best Buy and eBay in China
INTRODUCTION
WHAT IS CULTURE?
Values and Norms
Culture, Society, and the Nation-State
The Determinants of Culture
SOCIAL STRUCTURE
Individuals and Groups
Social Stratification
Country Focus: Using IT to Break India’s Caste System
RELIGIOUS AND ETHICAL SYSTEMS
Christianity
Islam
Country Focus: Islamic Capitalism in Turkey
Hinduism
Buddhism
Confucianism
Management Focus: DMG-Shanghai
LANGUAGE
Spoken Language
Unspoken Language
EDUCATION
CULTURE AND BUSINESS
CULTURAL CHANGE
FOCUS ON MANAGERIAL IMPLICATIONS
Global Business Today Ninth Edition Chapter 4
Cross-Cultural Literacy
Culture and Competitive Advantage
SUMMARY
CRITICAL THINKING AND DISCUSSION QUESTIONS
CLOSING CASE: World Expo 2020 in Dubai, UAE
Learning Objectives
1. Explain what is meant by the culture of a society.
2. Identify the forces that lead to differences in social culture.
3. Identify the business and economic implications of differences in culture.
4. Recognize how differences in social culture influence values in the workplace.
5. Demonstrate an appreciation for the economic and business implications of cultural change.
Chapter Summary
This chapter begins by introducing the concept of culture. The determinants of culture are
identified, which include religion, political philosophy, economic philosophy, education, language,
and social structure. The first half of the chapter focuses on the influence of social structure,
religion, language, and education on culture. The section on religion explains the economic
implications of Christianity, Islam, Hinduism, Buddhism, and Confucianism. In addition, Geert
Hofstede’s model of how a society’s culture impacts the values found in the workplace is
presented. According to Hofstede, cultures vary along the lines of power distance, individualism
versus collectivism, uncertainty avoidance, and masculinity versus femininity. The concept of
ethnocentric behavior is introduced. Finally, the author reiterates the point that the value systems
and norms of a country influence the costs of doing business in that country.
Opening Case: Best Buy and eBay in China
Summary
The opening case describes China’s rapid growth in recent years and the development of what will
soon be the largest consumer market in the world. By 2020, China is expected to have some 190
million consumers in the middle- and upper-income categories, and significant increase over the
17 million people in the same categories in 2010. This incredible growth has attracted the
attention of companies from around the world. U.S. companies for example, have increased their
exports to China by 542 percent from 2000-2011. In comparison, U.S. exports to the rest of the
Global Business Today Ninth Edition Chapter 4
world increased only 80 percent over the same time period. Discussion of the case can revolve
around the following questions:
Suggested Discussion Questions
QUESTION 1: Reflect on the changes in China. Can the country continue to be a manufacturing
floor for the rest of the world as more Chinese move up in their income categories? What are the
implications of the country’s incredible growth?
QUESTION 2: What can other companies that are considering investing in China learn from the
experiences of Best Buy and eBay?
eBay-29.aspx} and {https://corporate.bestbuy.com/}.
Video Note: The trading relationship between China and the United States is currently changing.
To learn more consider the video in the International Business Library on
Global Business Today Ninth Edition Chapter 4
(http://www.pinterest.com/mheibvideos/) U.S. China Explore Deeper Ties as Partners,
Contenders.
Chapter Outline with Lecture Notes and Teaching Tips
INTRODUCTION
A) The focus of this chapter is on culture, and how the underlying characteristics of a country help
define the values and norms of a society. This affects not only how an individual from one
country must adapt to work in another country, but also how organizations, as described in the
opening case, must adapt to cultural differences across and within the countries in which they
operate.
B) Two themes run through this chapter. The first theme is that operating a successful
international business requires cross-cultural literacy. By cross cultural literacy, we mean an
understanding of how cultural differences across and within nations can affect the way in which
business is practiced. The second theme is that a relationship may exist between culture and the
costs of doing business in a country or region.
WHAT IS CULTURE?
A) Culture is a system of values and norms that are shared among a group of people and that
when taken together constitute a design for living. The fundamental building blocks of culture are
values (abstract ideas about what a group believes to be good, right, and desirable) and norms (the
social rules and guidelines that prescribe appropriate behavior in particular situations). The term
society refers to a group of people who share a common set of values and norms.
Value and Norms
B) Values provide the context within which a society’s norms are established and justified and
form the bedrock of a culture. Norms are the social rules that govern the actions of people toward
one another. Norms can be further subdivided into folkways (the routine conventions of everyday
life) and mores (norms that are seen as central to the functioning of a society and to its social life).
Culture, Society, and the Nation-State
C) A society can be defined as a group of people that share a common set of values and norms;
that is, a group bound together by a common culture. But there is not a strict one–to-one
correspondence between a society and a nation-state. Nation-states are political creations. They
may contain a single culture or several distinct cultures.
The Determinants of Culture
D) The values and norms of a culture do not emerge fully formed. They are the evolutionary
Global Business Today Ninth Edition Chapter 4
product of a number of factors including prevailing political and economic philosophies, the social
structure of a society, and the dominant religion, language, and education.
SOCIAL STRUCTURE
A) A society’s social structure refers to its basic social organization. Two dimensions stand out
when explaining differences between cultures. The first is the degree to which the basic unit of
social organization is the individual, as opposed to the group. The second dimension is the degree
to which a society is stratified into classes or castes.
Individuals and Groups
The Individual
B) A focus on the individual and individual achievement is common in many Western societies.
In Chapter 2 the implications of this for political and economic systems were discussed. An
emphasis on individual achievement has positive and negative implications. On the positive side,
the dynamism of the U.S. economy owes much to the philosophy of individualism. On the other
hand, individualism can lead to a lack of company loyalty and failure to gain company specific
knowledge, competition between individuals in a company rather than team building, and can limit
people’s ability to develop a strong network of contacts within a firm.
The Group
C) In sharp contrast to the Western emphasis on the individual, in many Asian societies the group
(an association of two or more individuals who have a shared sense of identity and who interact
with each other in structured ways on the basis of a common set of expectations about each other’s
behavior) is the primary unit of social organization. While in earlier times the group was usually
the family or the village, today the group may be a work team or business organization. When
meeting someone she may say she works for Sony rather than say she is an engineer that designs
disk drives. The worth of an individual is more linked to the success of the group than individual
achievement. This emphasis on the group may discourage job switching between firms, encourage
lifetime employment systems, and lead to cooperation in solving business problems. On the other
hand, individual creativity and initiative is suppressed.
Social Stratification
D) All societies are stratified on a hierarchical basis into social categories, or social strata. There
are four basic principles of social stratification: 1) it is a trait of society, not a reflection of
individual differences; 2) it carries over a generation to the next generation; 3) it is generally
universal, but variable; 4) it involves not just inequality but also beliefs.
Social Mobility
E) Social mobility refers to the extent to which individuals can move out of the strata into which
Global Business Today Ninth Edition Chapter 4
they are born. A caste system is a form closed system of stratification in which social position is
determined by the family into which a person is born, and change in that position is usually not
possible during an individual’s lifetime whereas a class system is a form of open social
stratification in which the position a person has by birth can be changed through his or her
achievement or luck.
Significance
F) A country’s social strata can have important implications for the management and organization
of businesses. In cultures where there is a great deal of consciousness over the class of others, the
way individuals from different classes work together (i.e. management and labor) may be very
prescribed and strained in some cultures (i.e. Britain), or have almost no significance in others (i.e.
Japan). Class consciousness refers to a condition where people tend to perceive themselves in
terms of their class background, and this shapes their relationships with others.
Country Focus: Using IT to Break India’s Caste System
Summary
This feature explores India’s caste system and the implications of the system. While many urban
middle class citizens are not affected in a significant way by the caste system, for India’s rural
population, the influence of the system is readily apparent. The government is strongly
encouraging private companies to hire more individuals from lower level castes.
Suggested Discussion Questions
1. India’s castes system has been around for many years. Explain why its influence has diminished
among educated urban middle class Indians.
Discussion Points: The caste system in India was officially abolished in 1949. However, it seems
2. Why are many private companies in India resisting the hiring quotas suggested by the
government? Why might it be necessary to hire lower caste individuals?
Global Business Today Ninth Edition Chapter 4
© 2016 by McGraw-Hill Education.
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66
argument that they want to hire qualified people who want to work hard, and not people who are
available simply because of a quota system. Some companies however, recognize that there may
be a place for lower caste individuals, especially has business grows. Infosys for example, offers
special training to low caste members.
Lecture Note: To extend this discussion, consider
{http://news.bbc.co.uk/2/hi/south_asia/7914229.stm} and
{http://news.bbc.co.uk/2/hi/south_asia/6125940.stm}.
Lecture Note: For more on India’s caste system, go to
{http://www.npr.org/programs/specials/racism/010828.caste.html},
{http://www.npr.org/templates/story/story.php?storyId=128567642 }, and
{http://www.npr.org/2012/04/22/150961922/india-a-country-in-the-midst-of-change}.
RELIGIOUS AND ETHICAL SYSTEMS
A) Religion can be defined as a system of shared beliefs and rituals that are concerned with the
realm of the sacred. Ethical systems refer to a set of moral principles, or values, that are used to
guide and shape behavior. The ethical practices of individuals within a culture are often closely
intertwined with their religion. While there are literally thousands of religions worldwide, four
that have the largest following are Christianity, Islam, Hinduism, and Buddhism. Confucianism,
while not a religion, influences behavior and shapes culture in many parts of Asia. Map 4.1 shows
dominant religions across the world.
Christianity
B) Christianity is the most practiced religion in the world and is common throughout Europe, the
Americas, and other countries settled by Europeans. Christianity is also rapidly growing in Africa.
Within Christianity there are three major branches: Protestant, Roman Catholic, and Eastern
Orthodox.
Economic Implications of Christianity
C) At the turn of the century Weber suggested that is was the “Protestant work ethic” that was the
driving force of capitalism. This focus on hard work, wealth creation, and frugality encouraged
capitalism while the Catholic promise of salvation in the next world did not foster the same kind of
work ethic. The Protestant emphasis on individual religious freedom, in contrast to the
hierarchical Catholic Church, was also consistent with the individualist economic and political
philosophy discussed in Chapter 2.
Islam
D) Islam has the same underlying roots of Christianity (Christ is viewed as a prophet), and
suggests many of the same underlying societal mores. Islam, however, extends this to more of an
all-embracing way of life that governs one’s being. It also prescribes many more “laws” on how
Global Business Today Ninth Edition Chapter 4
people should act and live that are entirely counter the US “separation of church and state.”
Islamic Fundamentalism
E) The past three decades have witnessed the growth of a social movement often referred to as
“Islamic fundamentalism.” In the West, Islamic fundamentalism is associated in the media with
militants, terrorists, and violent upheavals. However, this characterization may be misleading as
the vast majority of Muslims point out that Islam teaches peace, justice, and tolerance.
Fundamentalists demand a rigid commitment to traditional religious beliefs and rituals.
Fundamentalists have gained political power in many Muslim countries, and have tried to make
Islamic law the law of the land.
Economic Implications of Islam
F) In Islam people do not own property, but only act as stewards for God and thus must take care
of that which they have been entrusted with. They must use property in a righteous, socially
beneficial, and prudent manner; not exploit others for their own benefit; and they have obligations
to help the disadvantaged. Thus Islam is supportive of international business as long as it is
carried out in a way that reflects basic Islamic values.
Country Focus: Islamic Capitalism in Turkey
Summary
This feature examines the debate surrounding Turkey’s membership in the European Community.
Turkey has indicated that it would like to be a part of the regional bloc, but many are concerned
that because the country’s dominant religion is Islam, it would not be a good fit. Others however,
argue that these fears are unfounded. Supporters of Turkey’s membership in the European Union
note that the country’s central region is home to many thriving entrepreneurial ventures.
Suggested Discussion Questions
1. Are the concerns of those opposing Turkey’s admittance to the European Union well-founded?
Can Islam, capitalism, and globalization co-exist?
Discussion Points: Many students will probably suggest that if the country’s religious preferences
2. Explain the concept of Islamic Calvinism. How has Islamic Calvinism helped the Kayseri
Global Business Today Ninth Edition Chapter 4
region of Turkey?
Discussion Points: Islamic Calvinism is a fusion of traditional Islamic values and the Protestant
work ethic. In the Kayseri region of Turkey, Islamic Calvinism is evident. The region is home to
{http://www.npr.org/2011/04/14/135407687/turkish-democracy-a-model-for-other-countries}.
Hinduism
G) Hinduism, practiced primarily on the Indian sub-continent, focuses on the importance of
achieving spiritual growth and development, which may require material and physical self-denial.
Economic Implications of Hinduism
H) Since Hindus are valued by their spiritual rather than material achievements, there is not the
a popular trend in the Western business world.
Confucianism
Global Business Today Ninth Edition Chapter 4
K) Confucianism, practiced mainly in China, teaches the importance of attaining personal
salvation through right action. Unlike religions, Confucianism is not concerned with the
Summary
This feature explores guanxi, or the relationships and connections that are so important in the
Chinese business world. The notion of guanxi comes from the Confucian philosophy of valuing
social hierarchy and reciprocal obligations. Dan Mintz, founder of DMG, one of China’s fastest
growing advertising agencies, credits guanxi for his success. Mintz established connections with
two Chinese individuals with access to high ranking government officials. Through these
1. Explain the concept of guanxi. How did Mintz’s guanxiwang help his company becomes so
successful?
2. Compare the difference between doing business in the West and doing business in China.
Global Business Today Ninth Edition Chapter 4
© 2016 by McGraw-Hill Education.
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70
LANGUAGE
A) One obvious way in which countries differ is language. By language, we mean both the spoken
and the unspoken means of communication. Language is one of the defining characteristics of
culture. It not only allows a society to communicate, but also directs the attention of people
towards certain features of the world and human interactions.
Teaching Tip: For individuals with a particular interest in language, iLoveLanguages
{http://www.ilovelanguages.com/index.php} is a comprehensive catalog of language-related
Internet resources. There are more than 2,400 links available at this site include links to other
Internet sites that focus on online language lessons, translating dictionaries, native literature,
translation services, software, and language schools.
Spoken Language
B) While English is clearly the language of international business, knowing at least some of the
local language can greatly help when working in another country. In some situations knowing the
local language can be critical for business success.
Lecture Note: Pinterest has discovered that its sites may not easily transfer across cultures. To
learn more, go to {http://www.businessweek.com/articles/2014-05-22/pinterests-global-expansion-
faces-cultural-barriers}
Unspoken Language
C) Unspoken language can be just as important for communication. Using a few facial
expressions and hand gestures to the class can illustrate the point. The fact that these can have
different interpretations in different cultures, and that many of these actions may be automatic or
reflexive, obviously complicates international communication. Not only may the person you are
dealing with be unintentionally sending non-verbal signals that you do not comprehend, or are
misunderstanding, you may be unconsciously sending your own signals.
EDUCATION
A) Formal education plays a key role in a society. Formal education is the medium through which
individuals learn many of the language, conceptual, and mathematical skills that are indispensable
in a modern society.
B) The knowledge base, training, and educational opportunities available to a country’s citizens
Global Business Today Ninth Edition Chapter 4
can also give it a competitive advantage in the market and make it a more or less attractive place
for expanding business. In nations that have a ready trained workforce for particular types of jobs,
it is easier to start operations than in nations where an investor will also have to undertake time–
consuming and costly training.
CULTURE AND BUSINESS
A) For an international business with operations in different countries, a important question is how
a society’s culture impacts values found in the workplace. The question points to the need to vary
management process and practices, and to take different culturally determined work-related values
into account.
B) The most famous study of how culture relates to values in the workplace was undertaken by
Geert Hofstede. Hofstede isolated four dimensions (Table 1) that he claimed summarized different
cultures. These were: power distance, individualism versus collectivism, uncertainty avoidance,
and masculinity versus femininity where
Power Distance is focused on how a society deals with the fact that people are unequal in physical
and intellectual capabilities,
Individualism Versus Collectivism is focused on the relationship between the individual and his
or her fellows,
Uncertainty Avoidance measures the extent to which different cultures socialize their members
into accepting ambiguous situations and tolerating ambiguity, and
Masculinity Versus Femininity looks at the relationship between gender and work roles.
C) Hofstede expanded his original research to include a fifth dimension inspired by Confucianism
which captures attitudes toward time, persistence, ordering by status, protection of face, respect for
tradition, and reciprocation of gifts and favors.
D) Currently there is interest in adding a sixth dimension to Hofstede’s model called indulgence
versus restraint. This dimension reflects recent research where indulgence refers to a society that
allows relatively free gratification of basic and natural human drives related to having fun, and
restraint refers to a society that suppresses gratification of needs and regulates it by means of strict
social norms.
E) Hofstede’s results are interesting for what they tell us in a general way about differences
between cultures. However, because of methodological issues, one should be careful about
reading too much into Hofstede’s research. Still, it is a good starting point for understanding how
cultures differ and what those differences might mean for management practice.
Lecture Note: For more discussion of Hofstede and his research go to {http://geert-hofstede.com/}.
CULTURAL CHANGE
A) Culture evolves over time, although changes in value systems can be slow and painful for a
society. Social turmoil is an inevitable outcome of culture change. The text provides several
Global Business Today Ninth Edition Chapter 4
examples of cultural change and its impact on the society.
B) As countries become economically stronger and increase in the globalization of products
bought and sold, cultural change is particularly common.
Video Note: Technology is changing India for some, while leaving other relatively untouched.
The video in the International Business Library on Pinterest
(http://www.pinterest.com/mheibvideos/) High-Tech India Contrasts with Rural Ways explores the
nature of the change and its implications.
Video Note: After Amazon and Apple successsfully introduced the idea of Black Friday shopping
to the United Kingdom, many British retailers are also embracing the American tradition. To learn
more consider the video in the International Business Library on
(http://www.pinterest.com/mheibvideos/) Black Friday Goes Global.
FOCUS ON MANAGERIAL IMPLICATIONS
A) The material discussed in this chapter has three important implications for international
business. First, there is a need to develop cross-cultural literacy. Second, there is a connection
between culture and national competitive advantage. Third, there is a connection between culture
and ethics in decision making.
Cross-Cultural Literacy
B) Individuals and firms must develop cross-cultural literacy. International businesses that are ill
informed about the practices of another culture are unlikely to succeed in that culture. One way to
develop cross-cultural literacy is to regularly rotate and transfer people internationally.
C) One must also beware of ethnocentrism, or a belief in the superiority of one’s own culture.
Individuals who are ethnocentric frequently demonstrate disregard for other cultures.
Lecture Note: It can often be difficult to recognize cultural behaviors in one’s own culture. To get
an inside look at the American culture go to {http://www.edupass.org/culture/}.
Culture and Competitive Advantage
D) For the international business, the connection between culture and competitive advantage is
important for two reasons. First, the connection suggests which countries are likely to produce the
most viable competitors. Second, the connection between culture and competitive advantage has
important implications for the choice of countries in which to locate production facilities and do
business.
Lecture Note: For an interactive exploration of how different management cultures affect business,
go to {http://hbr.org/infographic/2014/04/comparing-management-cultures}.
Global Business Today Ninth Edition Chapter 4
Teaching Tip: Executive Planet {http://www.executiveplanet.com/index.php?title=Main_Page}
provides guidelines for doing business in different countries.
Critical Thinking and Discussion Questions
1. Outline why the culture of a country might influence the costs of doing business in that country.
Illustrate your answer with examples.
2. Do you think business practices in an Islamic country are likely to differ from business
practices in a Christian country? If so, how?
3. What are the implications for international business of differences in the dominant religion or
ethical system of a country?
Global Business Today Ninth Edition Chapter 4
© 2016 by McGraw-Hill Education.
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74
Answer: Differences in the dominant religion of a country and/or its ethics can affect relationships,
attitudes toward business, and overall economic development. Differences in religion require
inter-cultural sensitivity. This sensitivity requires things like simply knowing the religious
holidays, accepting that some unexpected things may happen “because of Allah’s will,” or
understanding how interpersonal relationships may be different between “believers” and “non–
believers.” (Hence non-believers may be treated differently.) Religious beliefs can significantly
affect a country’s attitude toward business, work, and entrepreneurship. In one country
successfully beating a competitor may be considered a great achievement while in another it may
be thought of as showing a lack of compassion and could be disruptive to the society and persons
involved. Likewise, hard work may be either rewarded positively or viewed as something of
secondary importance to spiritual peace and harmony. Different dominant religions and ethical
values can also affect the overall competitiveness and potential for economic growth of a nation,
and hence attractiveness of a country for international business. Students might suggest for
example, that Venezuela’s high level of corruption make it a less attractive destination for foreign
companies.
4. Choose two countries that appear to be culturally diverse. Compare the culture of those
countries and then indicate how cultural differences influence (a) the costs of doing business in
each country, (b) the likely future economic development of that country, and (c) business
practices.
5. Reread the Country Focus on Islamic Capitalism in Turkey. Then answer the following
questions:
a) Can you see anything in the value of Islam that is hostile to business?
b) What does the experience of the region around Kayseri teach us about the relationship between
Islam and business?
c) What are the implications of Islamic values towards business for the participation of a country
like Turkey in the global economy?
© 2016 by McGraw-Hill Education.
This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
75
6. Reread the Management Focus on DMG-Shanghai and answer the following questions:
a) Why do you think it is so important to cultivate guanxi and guanxiwang in China?
b) What does the experience of DMG tell us about the way thinks work in China? What would
likely happen to a business that obeyed all of the rules and regulations rather than trying to find a
way round them as Dan Mintz apparently does?
c) What are the ethical issues that might arise when drawing upon guanxiwang to get things done
in China? What does this suggest about the limits of using guanxiwang for a Western business
committed to high ethical standards?
Closing Case: World Expo 2020 in Dubai, UAE
Summary
The closing case explores the United Araba Emirates (UAE). UAE, which has one of the largest
oil reserves in the world, has an open market economy where prices are established using a free
price system. The country is actually a result of collaboration between seven emirates, each with
their own emir, one of whom acts as president for UAE. Dubai is the UAE’s most populous city,
and is considered one of the best places to live. It will be host to the World Expo in 2020. The
theme of the Expo “connecting minds, creating the future” reflects the country’s multi-cultural
composition and emphasis on acknowledging cultural differences, while looking for similarities.
Discussion of the case can revolve around the following questions:
Global Business Today Ninth Edition Chapter 4
considered the best place to live in the Middle East, has a diverse cultural base with just 10 percent
of its population being Arab and the remaining 90 percent being expatriates. Students may note
that the upcoming World Expo further supports their perspective. Other students however, may
argue that cultural differences may not always be easily managed. Students sharing this point of
view may agree that tensions in many parts of the world are frequently rooted in differing cultural
beliefs and values. These differences can prevent the type of business partnerships seen in Dubai.
Teaching Note: To learn more about World Expo 2020, go to the web site
{http://expo2020dubai.ae/en/}.
Teaching Note: To explore business opportunities in Saudi Arabia in more detail, consider
{http://www.doingbusiness.org/data/exploreeconomies/saudi-arabia} and
{http://www.worldbusinessculture.com/Business-in-Saudi-Arabia.html}.
Continuous Case Concept
How does culture affect companies? When the German automakers began their expansion into the
U.S. market, cup holders were not a part of their products. In contrast, because many Americans
spent significant time in their cars, ate in their cars, and so on, advertisements for American cars
often boasted of the number of cup holders that were part of their design. The German companies
had to shift their thinking from strictly performance-based cars, to ones that better fit the needs of
Americans. Today, many automakers have shifted their focus to the emerging markets, and how
they can best serve the customers in those markets.
• Ask students to consider how different cultural dimensions might be reflected in the design
of automobiles. Students might observe that in emerging markets, “stripped down’ models
could make cars more affordable for many, or that in Japan, smaller cars might be more
appropriate.
• Then, consider how marketing might differ across markets. In China for example, some
automakers including Tesla are selling their cars via Alibaba. According to the company,
this distribution method will be considerably cheaper than establishing a sales network in
the country.
• Next, ask students to consider how culture might affect the manufacturing side of the
business. How does culture affect relationships with suppliers? With employees? Some
companies like Daimler AG have been introducing individual performance assessments in
markets that have traditionally been assessed on a group basis.
This exercise works at the beginning of the discussion on culture, but can be even more valuable
after the presentation of the chapter material. The exercise is also useful as a linking mechanism
between the various chapter topics if it is used at the start, and then referenced throughout the
chapter. So for example, you could talk about how religious practices might affect how a factory
Global Business Today Ninth Edition Chapter 4
can be operated in certain countries, and then later, discuss how factory management could
inadvertently miscommunicate with employees, or how the color of the paint on a car could send
the wrong message.
globalEDGE Exercises
The resources for each exercise can be easily located by using the search box at the top of the
globalEDGE website at http://globalEDGE.msu.edu
Exercise 1
Search phrase: Centre for Intercultural Learning
Resource Name: Centre for Intercultural Learning
Website: http://www.dfait-maeci.gc.ca/cfsi-icse/cil-cai/index-eng.asp
globalEDGE Category: Culture
Additional Info:
The website for this center established by the Canadian government to increase cultural awareness
includes insights specific to each culture, in addition to several projects, and useful additional
information on culture. Country profiles are found under the “Country Insights” section.
Exercise 2
Search phrase: Business Etiquette Around the World
Resource Name: Kwintessential Language and Culture Specialists
Website: http://www.kwintessential.co.uk/culture-vulture.html
globalEDGE Category: Culture
Additional Info:
This website of a translation and localization agency provides several useful cultural guides. The
“Country Etiquette Guides” (recently renamed from Business Etiquette around the World) provide
tips on how to properly behave according to the customs and etiquette in a country of choice.
Additional Readings and Sources of Information
Saatchi & Saatchi’s Bangkok Office
http://www.businessweek.com/articles/2012-05-31/saatchi-and-saatchis-bangkok-office
Saudis Buy Burgers with Royal Handouts in Boom Luring Carlyle
http://www.businessweek.com/news/2012-10-08/saudis-buy-burgers-with-royal-handouts-in–
boom#r=bloomberg
Cultural Differences? Or Are We Really That Different?
Global Business Today Ninth Edition Chapter 4
http://www.cnr.berkeley.edu/ucce50/ag-labor/7article/article01.htm
Amazon and eBay Inch into India’s E-Commerce Market
http://www.businessweek.com/articles/2014-01-23/amazon-and-ebay-inch-into-indias-e-commerce-market
Microsoft Looks to China for an Xbox One Rescue
http://www.businessweek.com/articles/2014-10-02/microsoft-looks-to–china-for-an–xbox-one-rescue
eBay Brands Itself as a Place to Shop the World
http://www.businessweek.com/ap/2014-10-09/ebay-brands-itself-as-a-place-to-shop-the-world
Gate B22 in the Frankfurt Airport Offers a Lesson in Cultural Differences
http://www.businessweek.com/articles/2014-03-19/gate-b22-in-the-frankfurt-airport-offers-a-lesson-in–
cultural-differences