What is Culture?

Date: 2015-10-07; view: 507.

World Business Culture

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Discussing cultural diversity and coexistence of different cultures in international business environment requires defining and comprehending the concept of culture itself, as well as classifying cultures according to specific features, useful for business environment.

The culture concept has many meanings; however all of them originate from Latin, where culture stands for cultivation. In a majority of western languages culture is identified with civilization or intellectual refinement manifested in education, art and literature. In addition, it is a social phenomenon as it is common for people existing in a given social environment. Culture is acquired and learned in the environment. Culture contains the entirety of attainments of a given society handed down from generation to generation that concern beliefs, models of conduct and rules of coexistence. It forms sets of rules, conceptions and categories accepted in the society and determining obligatory behaviours.

Nevertheless, while contemplating culture we think about its region, ethnic and religious diversity, and also organizational culture, alias corporation culture. Ethnic and religious groups usually exist not only in a given country but frequently cross its borders.

Culture consists of behaviours studied in various situations. The sooner we learn them the harder they are to change. A number of factors concerning culture influence the marketing environment that depends on cultural conditioning.

In international corporations, besides specific organizational cultures, national culture differences are a matter of concern. Poles, Germans, Americans or the French have a different perception of such values as teamwork, a different attitude to regulations and procedures and they perceive dimension of time differently. Considering these differences allows us to elucidate the grounds of communication, management or collaboration problems, as well as to decide on the course of action.

The fundamental dimensions of national cultures that differentiate us are:

· attitude towards regulations and principles,

· individualism versus collectivism,

· fragmentary versus holistic perception of the world,

· ascribed status versus achieved status,

· attitude towards time,

· attitude towards environment.

Cultural differences can be frustrating for businessmen or companies. Ignorance and non-observance of the rules and national customs valid in a given country may entail breaking promising negotiations, cause unintentional offence to a foreign customer or other instances of social blunders. Therefore, profound knowledge of customs and practices applied in international business is of great significance.

Richard R. Gesteland itemizes two iron rules:

– in international business the seller is expected to adapt to the buyer,

– in international business the visitor is expected to observe local customs.

The abovementioned expectations ought to determine the actions of companies operating in different cultural conditions and to constitute the basis on which to build a strategy of cooperation.