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Multinational corporations need to adapt to different cultures in order to avoid costly mistakes and misunderstandings. The potential for these misconceptions increases when managers interact with foreign partners or clients who may have different values and beliefs. Having a good understanding of these differences allows companies to better adapt to these different cultures and can lead to a more successful global business practice.
Cultural misunderstandings can occur not only when a difference is observed, but also when what seems like a similarity (e.g. language or dress) masks differences at a deeper level (Ariane). For example, assuming similarities between two English speaking cultures can create a block to intercultural communication, because two English speaking countries may have different alcohol tolerance regulations for the workplace and this can create an ethical …show more content…
For instance, localizing a website would involve translating into the local language, changing any cultural references, like flags, ensuring that the material is not offensive and that the content is relevant to the target culture. All these adaptations must be done within the boundaries of existing ethical values and beliefs. Add campaigns for example, if not tailored correctly for their marketing recipients can result in controversy, as was the case of United Colors of Benetton when in 2000 released an ad featuring pictures and interviews with death row inmates. The campaign was criticized for being sick, cynical and for glamorizing murderers, despite Benetton’s claims that it was an “innovative mode of corporate communication.” (Taylor, …show more content…
Understanding the differences is critical in determining whether to adapt existing products and strategies, or adopt new ones, to meet the different ethical, cultural, and religious expectations.
References
Axinn, C. & Blair, M. & Heorhiadi, A. & Thach, S. (2004). Comparing Ethical Ideologies Across Cultures. Journal of Business Ethics. 54, 103 – 119. Retrieved on October 19, 2007 from EBSCO database.
Stajkovic, A. & Luthans, F. (1997). Business Ethics Across Cultures: A social cognitive Model. Journal of World Business. 32(1), 17-34.
Taylor, B. (2000, July). United Colors of Benetton ad campaign featuring death-row inmates. Reason. Retrieved October 21, 2007 from Gale Group.
Lucky, C. (2007, April. Where’s the Beef? Meatless McDonalds Burgers in India. Retrieved October 21, 2007, from ProQuest database.
Shapiro, Eben. (1992, April 17). Company news; Overseas Sizzle for McDonalds. New York Times. Retrieved October 21, 2008 from ProQuest
Cultural misunderstandings can occur not only when a difference is observed, but also when what seems like a similarity (e.g. language or dress) masks differences at a deeper level (Ariane). For example, assuming similarities between two English speaking cultures can create a block to intercultural communication, because two English speaking countries may have different alcohol tolerance regulations for the workplace and this can create an ethical …show more content…
For instance, localizing a website would involve translating into the local language, changing any cultural references, like flags, ensuring that the material is not offensive and that the content is relevant to the target culture. All these adaptations must be done within the boundaries of existing ethical values and beliefs. Add campaigns for example, if not tailored correctly for their marketing recipients can result in controversy, as was the case of United Colors of Benetton when in 2000 released an ad featuring pictures and interviews with death row inmates. The campaign was criticized for being sick, cynical and for glamorizing murderers, despite Benetton’s claims that it was an “innovative mode of corporate communication.” (Taylor, …show more content…
Understanding the differences is critical in determining whether to adapt existing products and strategies, or adopt new ones, to meet the different ethical, cultural, and religious expectations.
References
Axinn, C. & Blair, M. & Heorhiadi, A. & Thach, S. (2004). Comparing Ethical Ideologies Across Cultures. Journal of Business Ethics. 54, 103 – 119. Retrieved on October 19, 2007 from EBSCO database.
Stajkovic, A. & Luthans, F. (1997). Business Ethics Across Cultures: A social cognitive Model. Journal of World Business. 32(1), 17-34.
Taylor, B. (2000, July). United Colors of Benetton ad campaign featuring death-row inmates. Reason. Retrieved October 21, 2007 from Gale Group.
Lucky, C. (2007, April. Where’s the Beef? Meatless McDonalds Burgers in India. Retrieved October 21, 2007, from ProQuest database.
Shapiro, Eben. (1992, April 17). Company news; Overseas Sizzle for McDonalds. New York Times. Retrieved October 21, 2008 from ProQuest