오늘날 세계 경제에서 경영은 많은 행동과 생각의 유형이 존재한다. 기업이 문화적으로 동질적인 국내에서만 경영활동을 전개하던 시대에는 해외의 문화적 환경을 특별히 고려할 필요가 없었다. 그러나 오늘날과 같이 국제 기업이 범세계적으로 경영활동을 전개하는 경우에는 본사국과는 전혀 다른
cross-cultural friendships.
1 : Cultural Awareness and Sensitivity
In order to establish meaningful and trouble-free friendships with Indians, it is of utmost importance to begin with a profound understanding of cultural awareness and sensitivity. India is an incredibly diverse country, characterized by a rich tapestry of languages, religions, and customs that vary significantly across its re
Cross-cultural generalizability
일반화가능성 적용 방식
Lenient way
Stringent way
이미 만들어진 변수를 다른 집단에 적용했을 때, 같은 요인구조를 만들어내는가
다른 집단에서 중요한 성격 개념을 확인하고, 이를 통해 요인구조를 만들어 비교
Procrustes의 침대
번역하는 것보다 더 보편성을 확보
영어로 된 변수를
The key to successful international marketing is adaptation to the environmental differences that exist from one market to another. Adaptation is a conscious effort on the part of the international marketer to anticipate the influences of both the foreign and domestic uncontrollable environments on a marketing mix and then adjust the marketing mix to minimize the effects.
국제마케팅의
Culture is a system of elements comprising human behavior, the way of living and thinking, which unites people into groups by establishing their uniqueness.
Eg 2. Procter&Gamble found that its ads for Camay soap did not work in Japan because the ads featured men complimenting women on their appearance, the directness was not well received
Mistakes, concerned with efforts to translate the mess