UGBA 105 Sections 102,104,106AgendaI. I18n Hall of ShameDictionaries don’t tell allSlide 5Slide 6Slide 7Picture thisSlide 9For more …II. Dimensions of national cultureIndividualism vs. CollectivismPower distanceAchievement vs. Nurturing OrientationUncertainty avoidanceLong-term vs. Short-term OrientationFor example …III. And now onto the case …UGBA 105UGBA 105Sections 102,104,106Sections 102,104,106Week 11: Global managementWeek 11: Global managementAgendaAgendaI18n Hall of ShameI18n Hall of ShameDimensions of national culture Dimensions of national culture Lincoln Electric goes abroadLincoln Electric goes abroadI. I18n Hall of ShameI. I18n Hall of ShameDictionaries don’t tell Dictionaries don’t tell allallCompany: PepsiPlace: TaiwanWhat they meant:““Come alive with Come alive with the Pepsi the Pepsi Generation”Generation”What they said:“Pepsi will bring your ancestors back from the dead.”Dictionaries don’t tell Dictionaries don’t tell allallCompany: Parker PenPlace: MexicoWhat they meant:““It won't leak in It won't leak in your pocket and your pocket and embarrass youembarrass you ””What they said:“It won't leak in your pocket and make you pregnant.”Dictionaries don’t tell Dictionaries don’t tell allallCompany: Dairy Assoc.Place: MexicoWhat they meant:““Got milk?Got milk? ””What they said:“Are you lactating?”Dictionaries don’t tell Dictionaries don’t tell allallCompany: KFCPlace: ChinaWhat they meant:““finger-lickin’ finger-lickin’ good”good”What they said:“eat your fingers off”Picture thisPicture thisCompany: GerberPlace: AfricaTinned food in many Africa countries (supposedly) depicts the tin’s contents. When Gerber introduced its baby food with the signature Gerber Baby on the label, well … You get the idea.Picture thisPicture thisCompany: UnknownPlace: Unnamed portStevedores unloading cargo presumed that this “international” symbol meant that some idiot had sent a cargo of broken glass. So they obligingly pitched all the cases overboard into the harbor.For more …For more …http://www.i18nguy.com/translations.hhttp://www.i18nguy.com/translations.htmltmlhttp://www.kwintessential.co.uk/culthttp://www.kwintessential.co.uk/cultural-services/articles/Results%20of%ural-services/articles/Results%20of%20Poor%20Cross%20Cultural%20Awarenes20Poor%20Cross%20Cultural%20Awareness.htmls.htmlII. Dimensions of II. Dimensions of national culture national cultureIndividualism vs. Individualism vs. CollectivismCollectivismIndividualismIndividualismValues of individual Values of individual achievement, freedom, achievement, freedom, competitioncompetitionThe individual generally The individual generally more important than the more important than the groupgroupExampleExample: U.S.: U.S.CollectivismCollectivismValues of group Values of group harmony, cohesiveness, harmony, cohesiveness, consensusconsensusCooperation and Cooperation and agreement are agreement are importantimportantThe group more The group more important than the important than the individualindividualExampleExample: Japan: JapanPower distancePower distanceHigh power High power distancedistanceAllow inequalities to Allow inequalities to persist or increasepersist or increaseSuccessful workers Successful workers amass wealth and pass amass wealth and pass it on to childrenit on to childrenInequalities amass over Inequalities amass over timetimeExampleExample: Guatemala: GuatemalaLow power distanceLow power distanceUse taxation or social Use taxation or social welfare programs to welfare programs to reduce inequalityreduce inequalityCooperation and Cooperation and agreement are importantagreement are importantThe group more The group more important than the important than the individualindividualExampleExample: Netherlands: NetherlandsThe degree to which a country accepts that differences in capabilities give rise to inequalities in well-beingAchievement vs. Achievement vs. Nurturing OrientationNurturing OrientationAchievementAchievementValues assertiveness, Values assertiveness, performance, success, performance, success, competitioncompetitionResults-orientedResults-orientedExampleExample: Japan: JapanNurturingNurturingValues quality of life, Values quality of life, warm personal warm personal relationships, service relationships, service and care for the weakand care for the weakExampleExample: Denmark: DenmarkUncertainty avoidanceUncertainty avoidanceHighHighTend to be rigid and Tend to be rigid and intolerantintolerantStructured situations Structured situations preferredpreferredConformity is the normConformity is the normExampleExample: France: FranceLow Low EasygoingEasygoingValue diversityValue diversityTolerant of differences in Tolerant of differences in what people believe and what people believe and dodoExampleExample: Netherlands: NetherlandsDifferences in tolerance for uncertainty and willingness to take risksLong-term vs. Short-Long-term vs. Short-term Orientationterm OrientationLong-termLong-termValues include thrift and Values include thrift and persistence in achieving persistence in achieving goalsgoalsExampleExample: Hong Kong: Hong KongShort-termShort-termValues include a concern Values include a concern for maintaining personal for maintaining personal stability or happiness stability or happiness and for living in the and for living in the presentpresentExampleExample: U.S.: U.S.For example …For example …IndividualismIndividualismHHPower distancePower distanceLLAchievement orientationAchievement orientationHHUncertainty avoidanceUncertainty avoidanceLLLong-term orientationLong-term orientationLLIII. And now onto the III. And now onto the case …case