"Cultural Aspects of International Business"

Spis treści

Introduction (Przemysław Skulski) 10

1. Culture – definitions, subjects, typologies (Przemysław Skulski) 14

1.1. Culture – a term with multiple meanings 14

1.2. Culture as an element of a company’s international environment 19

1.3. Review of selected typologies of culture 27

1.3.1. Dimensions of culture by Geert Hofstede 28

1.3.2. Typology by Fons Trompenaars and Charles Hampden-Turner 30

1.3.3. High and low context culture by Edward T. Hall 31

1.3.4. Types of culture according to Richard R. Gesteland 32

1.3.5. The GLOBE Model 33

2. Religion, values, customs (Aleksandra Kuźmińska-Haberla) 37

2.1. Religion and business activity 37

2.1.1. Religion and the work ethic 38

2.1.2. Religion and dietary restrictions regarding certain types of food 40

2.1.3. Influence of religion on advertising 42

2.2. Values and attitudes 46

2.3. History, traditions, customs 50

2.3.1. Influence of colonialism on the culture of the conquered countries 51

2.3.2. Historical motifs in advertising 52

2.3.3. Significance of traditions and customs in running a business 54

2.4. Symbolism 56

3. Verbal and non-verbal communication in the context of intercultural negotiations (Anna H. Jankowiak) 63

3.1. Importance of communication in business 63

3.2. Models of communication 64

3.3. Verbal communication 67

3.4. Non-verbal communication 71

3.4.1. Kinesthetics – gestures, body language, facial expression 72

3.4.2. Clothes and appearance 76

3.4.3. Importance of distance in non-verbal communication 76

3.5. Influence of communication on the negotiation process 78

3.5.1. Principles of correct business communication in Japan 79

3.5.2. Principles of correct business communication in China 80

3.5.3. Principles of correct business communication in Germany 81

3.5.4. Principles of correct business communication in France 81

3.5.5. Principles of correct business communication in Great Britain 82

3.5.6. Principles of correct business communication in Russia 83

3.5.7. Principles of correct business communication in the United States 84

3.5.8. Principles of correct business communication in Brazil 85

4. Education and material culture as elements of national culture (Sebastian Bobowski) 86

4.1. Education and culture 86

4.2. Rate of enrolment 92

4.2.1. Rate of enrolment and the level of social development according to UNDP 93

4.2.2. Enrolment ratio in the OECD approach 95

4.3. Illiteracy index 101

4.3.1. Illiteracy in the UNESCO research 103

4.4. Material culture 107

5. Social organization (Szymon Mazurek) 112

5.1. The degree of social organization 112

5.2. Social roles of men and women 118

5.2.1. The war between sexes in advertising 126

5.2.2. The meaning of gender in the workplace 129

6. Selected problems of a multicultural environment 137

6.1. Culture shock (Aleksandra Kuźmińska-Haberla) 137

6.2. Stereotypes and prejudice (Aleksandra Kuźmińska-Haberla) 143

6.3. Country of Origin Effect (COE) and Syndrome NIH (Aleksandra Kuźmińska-Haberla) 145

6.4. Political correctness (Aleksandra Kuźmińska-Haberla) 150

6.5. Research in a multicultural environment (Przemysław Skulski) 152

7. Specificity of business activities in selected regions 159

7.1. Is ‘multi-culti’ OK? – business activity in the European culture area (Aleksandra Kuźmińska-Haberla) 159

7.1.1. Relations or transactions? 159

7.1.2. Pünktlichkeit versus mañana 161

7.1.3. A reticent German woman in business or other differences 163

7.2. How to achieve understanding with a samurai – specificity of business activity in Asia and the Pacific Rim (Aleksandra Kuźmińska-Haberla) 165

7.2.1. It is easier in a group 166

7.2.2. Never lose face and do not allow others to lose theirs 166

7.2.3. Who is higher up, and who lower down, or a hierarchy 167

7.2.4. Guanxi – in the world of mutual ties 169

7.3. How to conquer the ‘Wild West’ – business culture in the USA (Anna H. Jankowiak) 171

7.3.1. The rules of conquest in the ‘Wild West’ 172

7.4. Macho, macho – business activity in Latin America (Szymon Mazurek) 177

7.5. Africa, the ‘New Continent’ for business (Sebastian Bobowski) 182

7.5.1. Business etiquette in Africa 184

7.5.2. Negotiating tips in selected African countries 185

7.5.3. How to do business in Egypt 193

Conclusion (Przemysław Skulski) 196

Bibliography 198

List of tables 206

List of figures 207